marketingpresentation销售演讲(下).ppt

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marketingpresentation销售演讲(下)

* * Market Opportunity FUTURELAB PERSPECTIVE Do good for the world and for your business The Marketer’s Bushido FUTURELAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion Be the First Penguin FUTURELAB that resists threaths temptation The Marketer’s Bushido FUTURELAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion The Alternative FUTURELAB * * * * * * * * * * * * * * * * * * * * * * * * * * Marketing 3: On Accountability Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution) Let go of mindless segmentation Treat markets like “people” Bring back the love And you might get some in return RESPECT FUTURELAB The Marketer’s Bushido FUTURELAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion perception 80% of CEO’s believe of believe their brand provides a superior customer experience 8 % of their customers agree (Bain Company) FUTURELAB We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURELAB /watch?v=xaaAYVUWP0I Companies break their promises every single day. Does your business keep yours? FUTURELAB Breaking promises in a WoM world is suicidal FUTURELAB But I’m just a marketer That is not my department … FUTURELAB YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “moment of truth” FUTURELAB Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 Consider Each Moment of Truth as a Brand Expression FUTURELAB In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS - STORIES Ensure that your brand tells the truth when it makes a promise And when a promise is made make sure it is kept INTEGRITY FUTURELAB

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