创业公司的营销与品牌管理教材.pptx

Entrepreneurial Marketing Brand ManagementBy Estela Kuo 2003年12月12日培训内容导言创业期中的营销工作推展与营销团队建立从品牌建立到品牌扫描到品牌面临的挑战360度品牌传播理论与360度世界中的创意案例分享想像你刚刚成立了一个公司...刚开始,人员的组成如何?个人的分工如何?业务会如何发展?随着业务的发展,公司的人员和组织结构会有什么变化?市场部功能的演进The Evolution of a Marketing Organization问题一管理层发现无法在营销方面有足够的关注力诊断准备进入第二个发展阶段处方雇用一个市场部经理 管理层继续负责产品开发制订价格; 以及新客户的初步接触与销售支持市场部功能的演进The Evolution of a Marketing Organization问题二产品或市场多到管理层难以协调诊断准备进入第三阶段处方雇用产品经理并给与销售,广告,调研的支持授权产品经理管理市场工作管理层负责市场策略市场部功能的演进The Evolution of a Marketing Organization问题三目前市场规模下,成长有限诊断准备进入第三阶段处方将市场工作下放到各个负责部门成立集团市场部负责评估各部门市场计划提供市场策划,调研需要的知识与培训管理集团的市场与传播工作市场部功能的演进成长中企业的营销组织阶段Entrepreneurial Marketing创业营销 Opportunistic Marketing机会营销Responsive Marketing回应营销Diversified Marketing 多元营销Marketing Effectiveness Audit营销效果检验Customer Philosophy 客户心理Does management recognize the importance of designing the company to serve the needs and wants of chosen market?Does management develop different offerings and marketing plans for different segments of the market?Does management take a whole marketing system view (suppliers, channels, competitors, customers, environment) in planning its business?Marketing Effectiveness Audit营销效果检验Integrated marketing organization 整合营销组织Is there high level marketing integration and control of the major marketing functions?Does marketing management work well with management in research, manufacturing, purchasing, physical distribution, and finance?How well organized is the new product development process?Marketing Effectiveness Audit营销效果检验Adequate marketing information 足够的市场信息When were the latest marketing research studies of customers, buying influences, channels and competitors conducted?How well does management know the sales potential and profitability of different market segments, customers, territories, products, channels and order sizes?What effort is expended to measure the cost effectiveness of different marketing expenditures?Marketing Effectiveness Audit营销效果检验Strategic orientation 策略方向What is the extent of formal mar