某个Marketing PPT.ppt

caiib generalbankmanagementmarketingmanagementforbankersmoduled 2 whatismarketing selling advertising promotions makingproductsavailableinstores maintaininginventories alloftheabove plusmuchmore 3 marketing marketingistheprocessofplanningandexecutingtheconception pricing promotion anddistributionofideas goods servicestocreateexchangesthatsatisfyindividualandorganizationalgoalsamericanmarketingassociation 4 marketing marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting keeping andgrowingcustomersthroughcreating delivering andcommunicatingsuperiorcustomervalue 1 正确的步骤 2 认识新员工的优点 针对其特长安排工作 3 协助新员工养成随时汇报工作 与上级联络 与同事商量的习惯 4 不仅注重结果 还要注意工作过程 方式方法 先求质量后求数量 5 使员工了解工作的严格性 不走样地执行上级意图 6 培养员工的时间观念 尽量不给别人增添麻烦 如何进行实际操作训练 学会思考 少闹情绪 情绪是一种能够在数小时 数日 甚至数周内控制和影响人的心境和感受的心理状态 赶紧在心里默数数字 或者做深呼吸 这些方法能有效地使你平静下来 要控制你的情感 这是你社交成功的必要心理基础 工作一段时间的跟踪训练 这种跟踪训练可分为两种 1 将员工进公司时因某种条件不具备而没有施行的教育训练重新施行 以帮助员工弥补欠缺的知识和能力 2 从员工工作中反馈的情况 出现的问题人手 对过去的训练计划再作修正 调整训练内容 去谈论他感兴趣的吧 谈论别人感兴趣的话题 惟一能影响别人的方法 是谈论他所要的 教他怎样去得到 与人谈话时最佳反馈方式不是评论 而是作描述性的回答 或是以简短的语言复述对方的谈话 把朋友的秘密锁在心里 钥匙扔向大海 朋友间必须是患难共济 那才说得上真正的友谊 信用不是一朝一夕所能建立起来的 是平日累积而成 由事实表现出来 为朋友保守秘密 尊重个人隐私 就是尊重他人 10 simplemarketingsystem goods services money information 11 marketing marketingisthesumofallactivitiesthattakeyoutoasalesoutlet afterthatsalestakesover marketingisallaboutcreatingapull salesisallaboutpush marketingisallaboutmanagingthefourp s productpriceplacepromotion 12 the4ps 4cs marketingmix customersolution customercost communication convenience 13 differencebetween sales marketing salestryingtogetthecustomertowantwhatthecompanyproducesmarketingtryingtogetthecompanyproducewhatthecustomerwants 14 scope whatdowemarket goodsserviceseventsexperiencespersonalitiesplaceorganizationspropertiesinformationideasandconcepts 15 coreconceptsofmarketing basedon needs wants desires demandproducts utility value satisfactionexchange transactions relationshipsmarkets marketing marketers 16 coreconceptsofmarketing 17 coreconceptsofmarketing need food isamust want pizza burger frenchfry s translationofaneedasperourexperience demand burger translationofawantasperourwillingnessandabilitytobuy desire haveaburgerinafivestarhotel 18 inordertounderstandmarketingletusbeginwiththemarketingtriangle 19 whoisacustomer anyonewhoisinthemarketlookingataproduct serviceforattention acquisition useorconsumptionthatsatisfiesawantoraneed customeris 20 customer customerhasneeds wants demandsanddesiresunderstandingtheseneedsisstartingpointoftheentiremarketingtheseneeds wants arisewithinaframeworkoranecosystemunderstandingboththeneedsandtheecosystemisthestartingpointofalongtermrelationship 21 howdoconsumerschooseamongproducts services value thevalueorbenefitsthecustomersgainfromusingtheproductversusthecostofobtainingtheproduct satisfaction basedonacomparisonofperformanceandexpectations performance expectations satisfactionperformancedissatisfaction 22 customers problemsolution asapriority wemustbringtoourcustomers whattheyneed wemustbeinapositiontounderstandtheirproblemsorinanewsituationtogivethemachancetoavoidtheproblems 23 customerlooksforvalue value benefit costbenefit functionalbenefit emotionalbenefitcost monetarycost timecost energycost psychiccost 24 analysisofcompetition whoareyourcompetitors whataretheirstrengthsandweaknesses whathavebeentheirstrategies howaretheylikelytorespondtoyourmarketingplan 25 strategicmarketing strategicmarketingmanagementisconcernedwithhowwewillcreatevalueforthecustomeraskstwomainquestionswhatistheorganization smainactivityataparticulartime customervaluewhatareitsprimarygoalsandhowwillthesebeachieved howwillthisvaluebedelivered 26 strategicplanning strategicplanningisthemanagerialprocessofcreatingandmaintainingafitbetweentheorganization sobjectivesandresourcesandtheevolvingmarketopportunities alsocalledstrategicmanagementprocessallorganizationshavethiscanbeformalorinformal 27 thestrategic planning implementation andcontrolprocess 28 businessstrategic planningprocess externalenvironment opportunity threatanalysis internalenvironment strength weaknessanalysis goalformulation businessmission 29 strategyformulation environmentalanalysis internalanalysis competitorcustomersupplierregulatorysocial political technologyknow howmanufacturingknow howmarketingknow howdistributionknow how logistics strength weaknesses identitycorecompetencies opportunities threats identifyopportunity fitinternalcompetencieswithexternalopportunities firmstrategies 30 themarketingplan awrittendocumentthatactsasaguidebookofmarketingactivitiesforthemarketingmanager 31 contentsofmarketingplan businessmissionstatementobjectivessituationanalysis swot marketingstrategytargetmarketstrategymarketingmixpositioningproductpromotionpriceplace distributionpeopleprocessimplementation evaluationandcontrol 32 themarketingprocess targetmarketstrategy marketingstrategy product promotion place distribution price marketingmix marketingenvironment 34 whyaproductlikeradiodeclinedandnowonceagainemergingasanentertainmentmedium 35 whatwerethedriversofthischange technology governmentpolicy othermediasubstitutes 36 whymarketleaderssuffered hmtvs titanhllvs nirmabajajvs hondadboom thenbustandnowresurgencemarketleadershiptodaycannotbetakenforgranted newandmoreefficientcompaniesareabletoupstageleadersinamuchshorterperiod 37 factorsinfluencingcompany smarketingstrategy 38 externalmarketingenvironment physical natural 39 themacro environment istheassessmentoftheexternalforcesthatactuponthefirmanditscustomers thatcreatethreats opportunities 40 product 41 anythingthatisofferedtothemarketforattention acquisition useorconsumptionthatsatisfiesawantoraneed productis 42 typesofproducts 43 productitems lines andmixes 44 productmix width howmanyproductlinesacompanyhaslength howmanyproductsarethereinaproductlinedepth howmanyvariantsofeachproductexistwithinaproductlineconsistency howcloselyrelatedtheproductlinesareinenduse 45 gillette sproductlines mix 46 whatisaservice definingtheessence anactorperformanceofferedbyonepartytoanother performancesareintangible butmayinvolveuseofphysicalproducts aneconomicactivitythatdoesnotresultinownershipaprocessthatcreatesbenefitsbyfacilitatingadesiredchangeincustomersthemselves ortheirphysicalpossessions orintangibleassets 47 someindustries servicesector banking stockbrokinglodgingrestaurants bars cateringinsurancenewsandentertainmenttransportation freightandpassenger healthcareeducationwholesalingandretailinglaundries dry cleaningrepairandmaintenanceprofessional e g law architecture consulting 48 classificationofservices puretangibleproduct materials components computers majorproductwithminorservices product service majorservicewithminorproduct businesshotels goodtransportation banking pureintangibleservice 49 intangibility servicesareintangibilitycannotbeseen tasted felt heardorsmelledbeforepurchase inseparability servicesareproducedandconsumedsimultaneously variabilityorheterogeneity servicesarehighlyvariableperishability servicescannotbestored nonownership servicesarerenderedbutthereisnotransferoftitle majorcharacteristicofservices 50 themarketingmix theconventionalviewofthemarketingmixconsistedoffourcomponents 4ps product price place distributionandpromotion generallyacknowledgedthatthisistoonarrowtoday nowincludes processes productivity technology people employees physicalevidencemarketerstodayarefocusedonvirtuallyallaspectsofthefirm soperationsthathavethepotentialtoaffecttherelationshipwithcustomers 51 the 8ps ofintegratedservicemanagementvs thetraditional 4ps productelementsplace cyberspace andtimeprocessproductivityandqualitypeoplepromotionandeducationphysicalevidencepriceandotheruseroutlays 52 thegiveandgetofmarketing 53 greatwordsonmarketing thepurposeofacompanyis tocreateacustomer theonlyprofitcenteristhecustomer abusinesshastwo andonlytwo basicfunctions marketingandinnovation marketingandinnovationproduceresults alltherestarecosts theaimofmarketingistomakesellingunnecessary whilegreatdevicesareinventedinthelaboratory greatproductsareinventedinthemarketingdepartment marketingistooimportanttobelefttothemarketingdepartment 54 driversofcustomersatisfaction manyaspectsofthefirm svaluepropositioncontributetocustomersatisfaction thecoreproductorserviceofferedsupportservicesandsystemsthetechnicalperformanceofthefirminteractionwiththefirmanditemployeestheemotionalconnectionwithcustomersabilitytoaddvalueandtodifferentiateasafirmfocusesmoreonthetoplevels 55 marketersandmarkets marketersarefocusedonstimulatingexchangeswithcustomerswhomakeupmarkets b2corb2b themarketiscomprisedofpeoplewhoplayaseriesofroles decisionmakers consumers purchasers andinfluencers itisabsolutelyessentialthatmarketershaveadetailedunderstandingofconsumers theirneedsandwants muchhappensbeforeandafterthesaletoaffectcustomersatisfaction 56 stagesofcustomerinteraction 57 whatchangedinmarketing organizebyproductunitsfocusonprofitabletransactionslookprimarilyatfinancialscorecardfocusonshareholdersmarketingdoesthemarketingbuildbrandsthroughadvertisingfocusoncustomeracquisitionnocustomersatisfactionmeasurementover promise under deliver organizebycustomersegmentsfocusoncustomerlifetimevaluelookalsoatmarketingscorecardfocusonstakeholderseveryonedoesthemarketingbuildbrandsthroughperformancefocusoncustomerretentionmeasurecustomersatisfactionandretentionrateunder promise over deliver oldeconomy neweconomy 58 arebankstrulymarketing savvyandcustomer centric 59 myth1 thel