市场营销与策划

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,市场营销与策划,:Strategic Marketing Planning,c.j.Ng,2024/11/28,1,Building Your Own Case,创建你自己的案例,What products do you sell/market?,你主要推广什么产品？,Who do you serve?,你主要服务那些群体？,Who are your main competitors?,你主要的竞争对手有哪些？,2024/11/28,2,Marketing vs.Selling:What is the Difference?,市场营销与销售的区别及共同点,Marketing is everything that you do to reach and persuade prospects,市场营销是你该如何让你向客户提供你的信息并设法说服他们,Marketing is also sales multiplied,同样，市场营销亦是让销售倍增的过程,Selling is everything that you do to close the sale and get a signed agreement or contract,销售是交易过程的终结，合同的签订。,Sales are generally interpersonal interaction,一般，销售是人与人之间的互动过程。,Both are necessities to the success of a business.You cannot do without either process.,两者都是企业成功的必备要素，缺一不可。,2024/11/28,3,Marketing,营销,The Core of any Business is,任何企业的核心就是,The Customer,顾客,2024/11/28,4,Simple Yet Accurate Marketing Research Methods,简易精准的市场调研,Objective of the Research,市场调研目标,Description of the Market,市场描述,Target Markets,目标市场,Products and Services that appeal to the target market,目标市场所需的产品及服务,Problems that current target market needs to solve,现目标市场存在的问题,2024/11/28,5,Simple Yet Accurate Marketing Research Methods,简易精准的市场调研,Market Metrics,市场基准,Size estimates(current and future)for:,市场规模评估（当前及未来）,Overall market,总市场,Individual market segments,个体市场份额,Usage rates,使用率,Growth estimates(current and future),增长评估（当前及未来）,2024/11/28,6,Simple Yet Accurate Marketing Research Methods,简易精准的市场调研,Competitive Analysis,竞争分析,Current Competitors-full analysis of top competitors including:,现有竞争者-主要竞争对手的全面分析,Products&Services(e.g.,description,uniqueness,pricing,etc.),产品及服务（如产品描述、特色、定价）,Market share,市场份额,Current customers,现有顾客,Positioning and promotion strategies,市场定位及促销策略,Partnerships/Alliances/Distributors,合作者/同盟/分销商,Recent news,近况,SWOT Analysis SWOT,分析,Potential Competitors,潜在竞争者,2024/11/28,7,Simple Yet Accurate Marketing Research Methods,简易精准的市场调研,Secondary Data,二级数据,Internet,网络,Newspapers/Magazines,报纸/杂志,Trends Analysis,趋势分析,Primary Data,一级数据,Customer vs.non-Customer Surveys,顾客及非顾客调查,Online vs.Offline,在线及非在线调查,Questionnaires vs.Face-to-Face Interviews,问卷调查及当面采访,What data would you like to collect?,你想收集哪方面的数据？,2024/11/28,8,Traditional Sales&Marketing Process from Beginning Till End,传统的销售、营销过程,Product Development,产品开发,Marketing,营销、推广,Tele-Sales,电话营销,Sales,销售,After-Sales Support,售后服务,2024/11/28,9,Enlightened Sales&Marketing Process from Beginning Till End,改进后的销售、营销过程,Starting Point of 1 to 1 Marketing,一对一营销的起点,2024/11/28,10,BlueOcean vs.Red OceanStrategy,蓝海,vs.,红海战略,一般马戏,团,团,vs.,时空之旅,一般面包,店,店,vs.,面包新语,(Bread Talk),一般电脑,企,企业,vs.,戴尔电脑,一般,MP3,机,vs.iPod,一般招待,所,所,vs.,莫泰,168/,锦江之星,2022/12/31,11,UsingtheBlueOceanStrategyasaMarketPlanningTool,运,用,用,蓝,蓝,海,海,战,战,略,略,来,来,作,作,市,市,场,场,策,策,划,划,Whatarethemainofferingsmadebycompetitorsnow?,目,前,前,，,，,竞,竞,争,争,对,对,手,手,提,提,供,供,的,的,主,主,要,要,产,产,品,品,Whoaretheytargeting?,他,们,们,的,的,目,目,标,标,顾,顾,客,客,是,是,哪,哪,些,些,人,人,？,？,Whohavetheyleftout?,哪,部,部,分,分,客,客,户,户,群,群,被,被,他,他,们,们,忽,忽,略,略,了,了,？,？,Whatshouldweimproveupon?,我,们,们,可,可,以,以,从,从,哪,哪,些,些,方,方,面,面,进,进,行,行,改,改,进,进,？,？,Whatshouldwestarttoprovide?,我,们,们,可,可,以,以,提,提,供,供,什,什,么,么,？,？,Whatshouldwereduce?,我,们,们,需,需,要,要,减,减,少,少,什,什,么,么,？,？,Whatshouldwestopdoing?,哪,些,些,我,我,们,们,不,不,应,应,该,该,再,再,做,做,了,了,？,？,2022/12/31,12,DefiningYourUniqueSellingPropositionandMarketPositioning,找,寻,寻,你,你,的,的,独,独,特,特,卖,卖,点,点,以,以,及,及,市,市,场,场,定,定,位,位,OvertBenefits,突,出,出,的,的,益,益,处,处,RealReasontoBelieve,让,人,人,信,信,服,服,的,的,理,理,由,由,UniqueandDramaticDifference,独,一,一,无,无,二,二,的,的,特,特,色,色,2022/12/31,13,OvertBenefits,突,出,出,的,的,益,益,处,处,Features,AdvantagesandBenefits,特,征,征,、,、,优,优,势,势,与,与,益,益,处,处,Doyoueverbuy,你,有,有,否,否,购,购,买,买,过,过,:,Computers,电,脑,脑,Property,房,产,产,Cars,汽,车,车,Pricevs.Value,价,格,格,vs.,价,值,值,2022/12/31,14,Real ReasontoBelieve,能说服,人,人的可,信,信度,Media,媒体,Believability,可信度,Mass Media,大众传媒,(T.V.,电视,/Radio,广播,/Newspapers,报章,/Magazines,杂志,),15%-42%,Internet,英特网,(Web Sites,网站,/Web Ads,网上广告,/e-Mails,电邮,),10%,2022/12/31,15,Real ReasontoBelieve,能说服,人,人的可,信,信度,5 Strategies5,个策略,Simplelogic,简单逻,辑,辑,Ifcustomershaveunanswered questionsabouta product,they,relesslikelytobuy,如果顾,客,客对某,个,个产品,有,有疑问,，,，他们,购,购买的,几,几率就,很,很小,Ifyoueducateyour customers,you gaintheirtrustand confidenceimmediately,当你客,观,观地对,顾,顾客进,行,行产品,、,、服务,教,教育，,你,你将赢,得,得他们,的,的信赖,Personalexperience,个人经,历,历,Sampling,样品,Demo,示范,Sensory,触觉,Reputation,声望,Testimonial/Referral,鉴证、,推,推荐,Guarantee,保证,2022/12/31,16,Uniqueand Dramatic Difference,独特及,戏,戏剧性,的,的区别,HavingYourUniqueSellingPropositions(USP),设定你,的,的独特,买,买点,(USP),Thereason or reasonswhy customersbuyfromyouand notfrom anybodyelse,你的顾,客,客只向,你,你购买,而不选,择,择他人,的,的理由,UniqueBenefits,独特益,处,处,Relevance,供其所,需,需,Consistency/Congruency,一致性,Values&Beliefs,价值观,与,与信念,2022/12/31,17,Branding&Positioning,品牌与,市,市场定,位,位,Brandingisnot about gettingyourprospectstochoose youover yourcompetition;itsaboutgettingyour prospectstoseeyou as theonly solution to their problem.,TM,-RobFrankel,“建立,品,品牌不,是,是为了,让,让