营销管理培训

1、营销管理 什么是营销？ 把产品推销出去 制造轰动效应 增加品牌附加值 提供用户想要的东西 重塑用户价值观念 案例一：c-bons的营销之路 年份年份总收入（万元）总收入（万元）增长速度增长速度 1989110- 1990760591% 19911950157% 19924370124% 199310644144% 19942020090% 19952841541% 19964537060% 19977787072% 199810061529% 199915808057% 200021664437% 20012314107% 2007年十月，德国年十月，德国beiersdorf花费花费35亿港币

2、购得亿港币购得c-bons85%的股权的股权 p closer to comparison brand offensive; less credible; less informative legal risk “广告不得贬低其他 生产经营者的商品或者 服务” -中华人民共和国 广告法，1994 competitors reaction 案例六：宝马电影广告 7 series 5 series 3 series high margin low volume low margin high volume over 50, married, grown kids, income$200k, at

3、the peak of their profession 35 to 50, married, income $100-200k, actively building successful career under 35, single, no kids, income$100k, getting started on high-potential career but will the next generation of drivers want to drive bmws? product: luxury/high-performance audi$28k-68kmercedespors

4、che customer: average 46-age, $150k-income most- well educated, married, no kids, specific driving feeling, technology 85%- frequent ie user 55% defection10% to mercedes, 3% to lexus, 2% to porsche communication goals for bmws ad build loyalty bring lost customer migrate current customer up cultivat

5、e relationship next generation non customer, ie users luxury brands: media expenditures(2001) north americantotal sales (units)media expenditures (millions) lexus223,983$187.3 bmw213,12762.4 mercedes-benz206,719134.2 cadillac172,073137.3 acura170,469215.6 lincoln158,91437.3 volvo125,71093.4 audi83,28388.4 infiniti71,365108.9 jaguar44,53258.8 james bond film 007 series golden eye (1995) tomorrow never dies(2002) short films: hire series $15m to produce 5 films * 6 min ambush: 740il chosen: 540i the follow: 3 series coupe 60% under the age of 35 average age: 31 median income: $88,