IBM_台湾行销管理与策略.ppt

* * * * * * * * * * * 高璐华 IBM 市场营销处总监 中华民国91年11月30日 台湾IBM公司 营销管理与策略 个人简历 学历(1987-1992) 康乃尔大学工业工程学士 康乃尔大学工业工程硕士 经历(1992- 2002) Andersen Consulting, Staff IBM政府事业群业务专员 IBM政府事业群业务经理 IBM公众事业群业务协理 IBM大中华总经理特助 IBM市场营销处总监 What is Marketing? The Best Marketing Company?? Text-book Definition of Marketing -Philip Kotler Marketing is to discoverunmet needs and to preparesatisfying solutions Marketing is to deliver customer satisfaction profitability Marketing is defined as the science and art offinding, keeping, and growing profitable customers The art of marketing is largely the art ofbrand building Mission of IBM Marketing IBM Marketing Blueprint Market Intelligence (MI) Marketing Management (MM) Distribution Channels Management (DCM) Integrated Marketing Communications (IMC) Marketing Operation (MO) Marketing Planning Process IBM Taiwan Marketing Operations Q A Agenda Mission of IBM Marketing Understand themarketplace link it tostrategy planning Lead the development ofquality marketing plans integration Makeintegrated marketing communications work Commonmessage architecture Eliminateconflicting messages duplicated efforts Optimizemarketing investment among various tactics business units Mission of IBM Marketing IBM Marketing Blueprint Market Intelligence (MI) Marketing Management (MM) Distribution Channels Management (DCM) Integrated Marketing Communications (IMC) Marketing Operation (MO) Marketing Planning Process IBM Taiwan Marketing Operations Q A Agenda M M Creates a plan for making a compelling offer to customers IMC Finds a tactic which gets interest while protecting IBM brand M I Tells us what customers want to buy how DCM Ensures customers can purchase IBM offerings where how they want MO Ensures Marketing Unit operates effectively efficiently M M Creates a plan for making a compelling offer to customers IMC Finds a tactic which gets interest while protecting IBM brand M I Tells us what customers want to buy how DCM Ensures customers can pu