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1、市场营销与策划市场营销与策划 : Strategic Marketing Planningc.j.Ng2024/7/291Building Your Own Case创建你自己的案例创建你自己的案例Whatproductsdoyousell/market? 你主要推广什么产品？Whodoyouserve? 你主要服务那些群体？Whoareyourmaincompetitors?你主要的竞争对手有哪些？2024/7/292Marketing vs. Selling: What is the Difference? Marketing vs. Selling: What is the Differ
2、ence? 市场营销与销售的区别及共同点市场营销与销售的区别及共同点市场营销与销售的区别及共同点市场营销与销售的区别及共同点 Marketingiseverythingthatyoudotoreachandpersuadeprospects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Marketingisalsosalesmultiplied同样，市场营销亦是让销售倍增的过程Sellingiseverythingthatyoudotoclosethesaleandgetasignedagreementorcontract销售是交易过程的终结，合同的签订。Salesaregeneral
3、lyinterpersonalinteraction一般，销售是人与人之间的互动过程。Botharenecessitiestothesuccessofabusiness.Youcannotdowithouteitherprocess.两者都是企业成功的必备要素，缺一不可。2024/7/293Marketing 营销营销TheCoreofanyBusinessis任何企业的核心就是The Customer 顾客2024/7/294Simple Yet Accurate Marketing Research Methods 简易精准的市场调研简易精准的市场调研ObjectiveoftheResea
4、rch市场调研目标DescriptionoftheMarket市场描述TargetMarkets目标市场ProductsandServicesthatappealtothetargetmarket目标市场所需的产品及服务Problemsthatcurrenttargetmarketneedstosolve现目标市场存在的问题2024/7/295Simple Yet Accurate Marketing Research Methods 简易精准的市场调研简易精准的市场调研MarketMetrics市场基准Sizeestimates(currentandfuture)for:市场规模评估（当前及
5、未来）Overallmarket总市场Individualmarketsegments个体市场份额Usagerates 使用率Growthestimates(currentandfuture)增长评估（当前及未来）2024/7/296Simple Yet Accurate Marketing Research Methods 简易精准的市场调研简易精准的市场调研CompetitiveAnalysis竞争分析CurrentCompetitors-fullanalysisoftopcompetitorsincluding:现有竞争者-主要竞争对手的全面分析Products&Services(e.g
6、.,description,uniqueness,pricing,etc.)产品及服务（如产品描述、特色、定价）Marketshare市场份额Currentcustomers现有顾客Positioningandpromotionstrategies市场定位及促销策略Partnerships/Alliances/Distributors合作者/同盟/分销商Recentnews近况SWOTAnalysisSWOT分析PotentialCompetitors潜在竞争者2024/7/297Simple Yet Accurate Marketing Research Methods 简易精准的市场调研简
7、易精准的市场调研SecondaryData二级数据Internet网络Newspapers/Magazines报纸/杂志TrendsAnalysis趋势分析PrimaryData一级数据Customervs.non-CustomerSurveys顾客及非顾客调查Onlinevs.Offline在线及非在线调查Questionnairesvs.Face-to-FaceInterviews问卷调查及当面采访Whatdatawouldyouliketocollect?你想收集哪方面的数据？2024/7/298Traditional Sales & Marketing Process from Beg
8、inning Till End传统的销售、营销过程传统的销售、营销过程Product Development产品开发产品开发Marketing营销、推广营销、推广Tele-Sales电话营销电话营销Sales销售销售After-Sales Support售后服务售后服务2024/7/299Enlightened Sales & Marketing Process from Beginning Till End改进后的销售、营销过程改进后的销售、营销过程Starting Point of 1 to 1 Marketing一对一营销的起一对一营销的起点点2024/7/2910Blue Ocean
9、vs. Red Ocean Strategy 蓝海蓝海 vs. 红海战略红海战略一般马戏团vs.时空之旅一般面包店vs.面包新语(BreadTalk)一般电脑企业vs.戴尔电脑一般MP3机vs.iPod一般招待所vs.莫泰168/锦江之星2024/7/2911Using the Blue Ocean Strategy as a Market Planning Tool 运用蓝海战略来作市场策划运用蓝海战略来作市场策划Whatarethemainofferingsmadebycompetitorsnow?目前，竞争对手提供的主要产品Whoaretheytargeting?他们的目标顾客是哪些人？
10、Whohavetheyleftout?哪部分客户群被他们忽略了？Whatshouldweimproveupon?我们可以从哪些方面进行改进？Whatshouldwestarttoprovide?我们可以提供什么？Whatshouldwereduce?我们需要减少什么？Whatshouldwestopdoing?哪些我们不应该再做了？2024/7/2912Defining Your Unique Selling Proposition and Defining Your Unique Selling Proposition and Market PositioningMarket Positio
11、ning找寻你的独特卖点以及市找寻你的独特卖点以及市找寻你的独特卖点以及市找寻你的独特卖点以及市场定位场定位场定位场定位OvertBenefits突出的益处RealReasontoBelieve让人信服的理由UniqueandDramaticDifference独一无二的特色2024/7/2913Overt Benefits 突出的益处突出的益处Features,AdvantagesandBenefits特征、优势与益处Doyoueverbuy你有否购买过:Computers电脑Property房产Cars汽车Pricevs.Value价格vs.价值2024/7/2914Real Reason
12、 to Believe能说服人能说服人的可信度的可信度Media媒体Believability可信度MassMedia大众传媒(T.V.电视/Radio广播/Newspapers报章/Magazines杂志)15%-42%Internet英特网(WebSites网站/WebAds网上广告/e-Mails电邮)10%2024/7/2915Real Reason to Believe能说服人能说服人的可信度的可信度5Strategies5个策略Simplelogic简单逻辑Ifcustomershaveunansweredquestionsaboutaproduct,theyrelesslikel
13、ytobuy如果顾客对某个产品有疑问，他们购买的几率就很小Ifyoueducateyourcustomers,yougaintheirtrustandconfidenceimmediately当你客观地对顾客进行产品、服务教育，你将赢得他们的信赖Personalexperience个人经历Sampling样品Demo示范Sensory触觉Reputation声望Testimonial/Referral鉴证、推荐Guarantee保证2024/7/2916Unique and Dramatic Difference独特及戏剧性的区别独特及戏剧性的区别HavingYourUniqueSelling
14、Propositions(USP)设定你的独特买点设定你的独特买点(USP)Thereasonorreasonswhycustomersbuyfromyouandnotfromanybodyelse你的顾客只向你购买,而不选择他人的理由UniqueBenefits独特益处Relevance供其所需Consistency/Congruency一致性Values&Beliefs价值观与信念2024/7/2917Branding & Positioning 品牌与市品牌与市场定位场定位Brandingisnotaboutgettingyourprospectstochooseyouoveryourc
15、ompetition;itsaboutgettingyourprospectstoseeyouastheonlysolutiontotheirproblem.TM-RobFrankel“建立品牌不是为了让你在市场上建立优势，在同行中鹤立鸡群,而是使你成为你的市场对象的不二选择. TM”-RobFrankel2024/7/2918Building a Brand with a Dramatic Difference 创造独一无二的品牌创造独一无二的品牌Branding is NOT about you. 你的品牌不是由你的品牌不是由你说了算你说了算Its about how your custo
16、mers perceive you to be. 你的品牌是靠客户对你的感觉、概念形成的你的品牌是靠客户对你的感觉、概念形成的Do You Add Value to Your Customers?你有否为客户创造价值？你有否为客户创造价值？If You Cease to Exist, will Your Customers Miss You?如果你不存在了，你的客户是否会想念你？Ifyes,whatwilltheysayaboutyou?如果他们会想你，他们会说些什么？Whatareyourqualitiesthattheyremembermost?你有哪些优点是他们印象最深的2024/7/2
17、919Sustainability Matrix持续性矩阵持续性矩阵Expensive Waste of Effort昂贵的浪费Sustainable Growth 持持续续的的增增长长Cheap Waste of Effort 低廉的浪费低廉的浪费Make money fastbefore you get copied在他人模仿之前赶快赚钱Same Old Stuff 老一套老一套Dramatically Different 截然不同截然不同Easy to Implement 容易实施容易实施Hard to Implement 很难实施很难实施2024/7/2920Sustainabilit
18、y Matrix持续性矩阵持续性矩阵Expensive Waste of Effort昂贵的浪费Sustainable Growth 持持续续的的增增长长Cheap Waste of Effort 低廉的浪费低廉的浪费Make money fastbefore you get copied在他人模仿之前赶快赚钱Commodity一般商品一般商品 Monopoly 市场垄断市场垄断Same Old Stuff 老一套老一套Dramatically Different 截然不同截然不同Easy to Implement 容易实施容易实施Hard to Implement 很难实施很难实施2024/
19、7/2921How to Prevent Yourself from Being Copied 如何避免被别人仿效如何避免被别人仿效DontFocusonTechnology不要将重点放在技术上TheHardestThingstoCopyare最难复制的东西是:BusinessModels商业模式ServiceStandards服务标准OrganisationCulture企业文化QualityBrand优质品牌2024/7/2922Why You Need Repeated Sales 为什么你需要重复销售为什么你需要重复销售Itcostsyou5-6timesmoresellingtone
20、wcustomersascomparedtoexistingones向新客户行销的成本是旧客户的5-6倍A5%increaserepeatedcustomerscanresultinanincreaseof50-90%increaseinprofits回头客增加5%将导致利润增加50%-90%Successfulmarketingiswhenyourcustomersbuyfromyoumorethantwice成功的营销是让你的客户能够多次购买According to the Pareto Ratio, 20% of your customers will give you 80% of y
21、our sales 根据根据“Pareto比率比率”，20 % 的客户将提供的客户将提供 80% 的销售收入。关键就是知的销售收入。关键就是知道谁属于这道谁属于这 20%2024/7/2923Ansoff MatrixAnsoff 市场方格市场方格Current Products, Future Markets现有产品，新进入的市场Products产品产品REV.QTDISK3PAGE81997 Human Resource Development Sdn BhdNew Products and Markets新产品与新市场Current Products and Markets现有的产品与现
22、有的市场Current Markets, Future Products新产品，现有的市场Markets Current目前Future将来Future将来24Ansoff MatrixAnsoff 市场方格市场方格Current Products, Future Markets现有产品，新进入的市场Products产品产品REV.QTDISK3PAGE81997 Human Resource Development Sdn BhdNew Products and Markets新的产品与新的市场Current Products and Markets现有的市场与现有的产品Current Ma
23、rkets, Future Products新产品，现有的市场Markets Current目前Future将来Future将来25How to Develop New Products如何开拓新产品如何开拓新产品Creativity创新BlueOceanIdeaGeneration蓝海式想法的产生DefiningtheConcept概念确定Isiteconomicallyviable?具有经济可行性吗DevelopingtheConcept概念发展PrototypeorPilotTesting模型或试点测试TestingandFinalisingtheConcept推敲、总结FinalPro
24、duct最终产品定型FullProductLaunch产品市场推广ProductLaunchPlan产品市场推广策划Local,NationalorGlobal当地市场、全国市场、全球市场MonitoringSuccess过程监控ManagingtheLifeCycle规划产品生命周期WhattodowhenCompetitorsCatchUp?竞争者进入时如何应对2024/7/2926How to Optimise Your Media Mix如何优化媒体的选择与推广如何优化媒体的选择与推广2024/7/2927Building Distributor Networks 如何建立合理的市场渠
25、道如何建立合理的市场渠道Typesofchannelsused销售渠道的类型direct-e.g.,directviasalesforce,Internet,etc.直销销售人员、网上直销等等indirect-e.g.,retailers,wholesalers,agents间接零售商、批发商、代理商combination综合Levelofmarketcoverage市场覆盖程度intensive-e.g.,massavailability密集广泛覆盖selective-e.g.,wideavailability选择性大面积覆盖exclusive-e.g.,restrictedavailabi
26、lity独家代理严控销售渠道OutletshandlingproductTypes类型number/levelofpenetration市场渗透程度geographiclocation地理位置Perceivedproductpositioning产品定位inrelationtocompetitors与竞争者的关系2024/7/2928Distributor Selection如何选择优如何选择优质的分销商质的分销商SizeofSalesForce销售团队的规模SalesRecord销售记录SalesForceCompensationPlan销售人员TerritorialAnalysis销售区域
27、划分分析ProductMix产品组合CustomerProfile顾客PromotionalTrust推广委托InventoryManagementandFacilities库存管理及库存设备TechnologicalCompatibility技术兼容性2024/7/2929Why Strategic Alliance? 为何建立为何建立战略联盟战略联盟BetterUsageofResources更好地利用资源Shareresources资源分享Otherpeoplesresources应用他人资源BeingBigwithoutGettingBig 小公司以大企业形式出击BetterMarke
28、tPenetration更好地浸入市场2024/7/2930“Simplystated,networksarepeopletalkingtoeachother,sharingideas,information,andresourcesTheimportantpartisNOTthenetwork,thefinishedproduct,buttheprocessofgettingthere-thecommunicationthatcreatesthelinkagesbetweenpeopleandclustersofpeople.”John Naisbitt“简单地说,交流就是人与人在沟通，分享
29、理念、信息或自愿最重要的不是交流本身，而是交流的过程也就是能够连接其他不同人群的沟通过程”约翰约翰奈斯比特奈斯比特What Is a Network? 什么是交流？什么是交流？2024/7/2931LEVERAGED Marketing Matrix杠杆营销图表杠杆营销图表Your Products你的产品Others Customers其他客户Products产品产品REV.QTDISK3PAGE81997 Human Resource Development Sdn BhdOthers Products其他产品Others Customers其他客户Your Products你的产品You
30、r Customers你的客户Others Products其他产品 Your Customers你的客户Customers Yours你的Others其他Others其他TM32Players in the Game 游戏里的玩家游戏里的玩家Customers客户Suppliers供应商Complementors补足商Distributors分销商Competitors竞争对手Yourself你自己PotentialPlayers即将进入市场的玩家2024/7/2933LeverageLeverage-R.I.C.ER.I.C.E杠杆操作杠杆操作杠杆操作杠杆操作Resource( (资源资源
31、) )$( (资金资金) )Time( (时间时间) )Ideas( (点子点子) )Contacts( (人脉人脉) )Expertise( (专长专长) )2024/7/2934How to Budget for Your Marketing Plan如何计算市场营销成本及利润如何计算市场营销成本及利润MarketingContribution市场营销贡献Revenueshouldfollowsalesforecasts销售预算Showexpensesbycategory支出项目分门别类Breakdownby分解为Product产品Segment/Geographicarea地理区域Dis
32、tributionNetwork/Channel分销渠道BreakevenAnalysis收支平衡分析FixedCosts固定成本VariableCosts可变成本RatioAnalysis比率分析SalesCycles销售循环CustomerConversionRatios顾客流动率2024/7/2935Factors Affecting Price Setting影响价格设定的因素影响价格设定的因素Costfactors核心因素Fixedcoststobecovered固定成本Variablecosts可变成本Customerexpectations顾客期望Companyexpectati
33、ons公司期望e.g.,margins,ROI如毛利、投资回报DemandConsiderations需求分析marketelasticity市场弹性positiononproductlifecycle产品生命周期的阶段Competition竞争Economicconditions经济条件Legal/regulatoryconsiderations法律/法规条件2024/7/2936How to Ensure Smooth Execution of Marketing How to Ensure Smooth Execution of Marketing PlanPlan 如何将市场战略一一顺
34、利贯彻如何将市场战略一一顺利贯彻如何将市场战略一一顺利贯彻如何将市场战略一一顺利贯彻LeadershipCapabilities领导力Managersvs.Leaders管理者和领导者CreatingaSales-DrivenCulture营造销售文化HavingtheRightPeoplefortheRightJob知人善任AligningStrategy,OperationsandPeople不断调整战略，经营模式及人事结构2024/7/2937Traits of Good Leaders 优质领导优质领导的特征的特征Ambition雄心壮志Tenacity坚忍不拔Self-confide
35、nce沉着自信PsychologicalOpenness心胸豁达Realism脚踏实地AppetiteforLearning勤奋好学2024/7/2938Test & Measure 测试与衡量测试与衡量TheNumberOnemistakeinmarketingisnottesting在营销中，最大的错误就是不作任何市场测试Youtestbecauseyouareunabletopre-determinewhatthemarketplacewantsandwhatthebestprice,packageorapproachwillbe测试的目的是使你更好地了解市场的需求，并通过包装、定价等方
36、法满足市场需求2024/7/2939Test & Measure 测试与衡量测试与衡量Key Areas for Testing 测试的主要测试的主要事项事项1.MarketingMessage营销信息2.SellingPoints卖点3.ProductAcceptance产品接纳程度4.Price价格5.DistributionNetwork渠道6.StrategicAlliance战略联盟7.Media媒介2024/7/2940Self Evaluation自我自我评评估估WhatshouldIimproveupon? 我应该改进什么？WhatshouldIstarttodo?我应该开始做些什么？WhatshouldIreduce?我应该减少什么？WhatshouldIstopdoing?我应该停止做什么？2024/7/2941Q&APls.gotORe-mail:infformorepleasantsurprises!2024/7/2942
