《微观市场管理技巧》由会员分享，可在线阅读，更多相关《微观市场管理技巧（99页珍藏版）》请在金锄头文库上搜索。
1、微观市场管理技巧李大志Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.课程 大纲|第一篇:开宗明义| 市场营销学精要|第二篇:江湖纵览| 微观市场管理概述|第三篇:四大名捕| 第一章:追命
2、-目标管理| 第二章:无情-客户管理| 第三章:铁手-产品管理| 第四章:冷血-时间管理|第四篇:天下第一销售代表成功心态修炼Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.课程 目标|熟
3、悉微观市场管理的基础理论|掌握微观市场管理的实战技巧|提升销售代表的”销售力”|提高微观市场的”生产力” Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.第一篇: 开宗明义市场营销学精要E
4、valuation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.市场市场是潜在购买者对一种商品或服务的整体需求Evaluation only.Evaluation only. Created with As
5、pose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.营销营销无定义 营销是一个创造客户，并为客户提供高 于竞争对手的价值，同时为公司带来利 润的战略和社会过程” 营销的目的在于使销售成为多余 营销是一门科学，一种行为，一项艺术Evaluation only.Evaluation only
6、. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.销售销售就是用产品满足客户需求的过程 销售就是竞争 销售包含推销与促销两种技术手段Evaluation only.Evaluation only. Created with Aspose.Slides
7、for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.市场细分MARKET SEGMENTATION-运用各种方法 ，把整体市场划分为同质性子市场的行为 和过程 1950S，Wendell R。Smith 首创Evaluation only.Evaluation only. Created with Aspose
8、.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.七 步 法|1。选择研究的产品市场范围|2。根据市场细分的标准和方法列出 所选市场范围内所有潜在客户的全 部需求|3。分析可能存在的细分市场，并进 行初步细芬|4。确定在细分时所应考虑的因素， 并对初步细分的市场加以筛选|5。为细分市场命名|6
9、。进一步检查，分析，补充对市场 细分的认识深度|7。决定各个市场细分的规模，选定 相应目标市场，完成整个细分工作Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.要求|可识别性|可进入性|可
10、盈利性|可稳定性 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.医药 市场 细分|1.医院的细分|2.科室的细分|3.医生的细分|4.患者的细分|5.适应症的细分Evaluation o
11、nly.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.市场潜力指目标市场的潜在需求Evaluation only.Evaluation only. Created with Aspose.Slides for .NET
12、 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.|1.目标医院的潜力:单位时间内 所有适应症患者对某种药品需 求的总和|2.科室潜力:单位时间内科室的 总处方潜力=平均每日病人数量 *平均使用比例*平均处方量*工 作日|3.医生与适应症潜力|4.患者潜力Evaluation only.Evaluation only. Cr
13、eated with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.市场份额市场占有率 绝对市场份额 相对服务市场份额 相对主要竞争对手市场份 额Evaluation only.Evaluation only. Created with Aspose.Slides for .N
14、ET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.产品定位相对于竞争产品,我们的产品在客 户头脑中的独特位置 通常是一句短语或短句Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.
15、Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.自然 定位 法避免定位共有重要因素竞争产品特性产品特性Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Cli
16、ent Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.波士 顿矩 阵市场增长率相对市场占有率瘦狗类产品问题类产品明星类产品金牛类产品Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.产品 生命 周期导入期成长期成熟期衰退期销售额时间Evaluation only.Evaluation only.
