IBM 壹湾行销管理与策略课件

IBM

市場行銷處總監中華民國91年11月30日

IBM

"行銷管理與策略"個人簡歷學歷(1987-1992)康乃爾大學工業工程學士康乃爾大學工業工程碩士經歷(1992-2002)AndersenConsulting,StaffIBM政府事業群業務專員IBM政府事業群業務經理IBM公眾事業群業務協理IBM大中華總經理特助IBM市場行銷處總監WhatisMarketing?TheBestMarketingCompany??MissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMissionofIBMMarketingUnderstandthemarketplace&linkittostrategy&planningLeadthedevelopmentofqualitymarketingplans&integrationMakeintegratedmarketingcommunicationsworkCommonmessagearchitectureEliminateconflictingmessages&duplicatedeffortsOptimizemarketinginvestmentamongvarioustactics&businessunitsMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsurescustomerscanpurchaseIBMofferingswhere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyWhatisMarketIntelligence?DatabaseMarketingOpportunityAnalysisSpecificResearchCustomerSatisfactionCompetitiveIntelligenceImageTracking

WhatisMarketingManagement?MarketingManagementisanend-toendclosedloopprocessValuePropositionCustomer&MarketSelectionProgramExecutionMgtOfferingManagementCustomer&CompetitivePositioningSalesChannelEnablement

WhatisDistributionChannelsManagement?Howtocovermoreopportunities?Howtobalanceoverallsalesexpenses?Howtooptimisecoverageresources?Howtoaligntobuyerchannelpreferences?Howtoplanthego-to-marketmodel?Howtounstackchannels?Whichchannelsforwhichoffering?Howtomanagechannelconflict?Howtoidentifychannelrevenuegaps?HowtoidentifyLeadsgaps?Howtodrivecorrectiveactions?FORALLCHANNELSHowtoimprovepipelinevalue&quality?Howtoalign/leveragecross-businessunit?Howtoidentifyemergingchannels?Howtoidentify&leverageInfluencers??People&CommunityCommunicationsMeasurement&Reporting

SkillsManagement&EducationMgmtSystem,MktgProcesses&ToolsMarketfocused

Maximizeinternalefficiency&effectivenesstoacceleratemarketingcontributionstobusinessgrowthCustomer-MarketplaceInternaleffectiveness&efficiencyfocusedSUPPORTMIMMDCMIMCMO

WhatisMarketingOperation?MissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaUnderstandtheMarketplacePerformPortfolioAnalysisManageBusinessPlanandAssessPerformanceAlign&OptimizeBusinessPlansAcrossBusinessEntitiesDevelopBusinessStrategies&PlansPerformMarketSegmentationMarketplaceandCustomerWantsandNeedsUnderstandtheMarketplacePerformPortfolioAnalysisManageBusinessPlanandAssessPerformanceAlign&OptimizeBusinessPlansAcrossBusinessEntitiesDevelopBusinessStrategies&PlansPerformMarketSegmentationMarketplaceandCustomerWantsandNeedsMarketPlanningMethodologyOneVoiceOperationBackgroundLowtotalinvestmentResourcessplitbetweenStrategicBrandandmanyBUsLittlerelevancetolocalmarketplace,customersManycompetingmessages,lowintegrationandcoordinationNoconsistentbrandvoiceNoconsistentapproachtoe-businessTheOneVoiceStrategyisSimple...Poolallmarketingcommunications

fundsinacountryBU+SBIMC-managed+allotherDevelopa"bottomup",country-specificMarketingPlanusinglocaldataandinsightreflectinglocalcustomerneeds&opportunitiesConductfewermarketingcampaigns,withadequateinvestmentbehindeachintegratedsolutionssolutions,wherepossibleDeliveracompellingandconsistentIBMBrandvoiceunifiedcreativeacrossallmarketingcommunicationstacticswithalocally-relevante-business/brandingcampaignImportant:2KeyFacetsof"OneVoice"Integrationofcountrymarketplanningidentificationof"whatIBMneedstobe"prioritizationoftargetsdevelopmentofcross-BUsolutioncampaignscombinedmarketingbudgetsIntegrationofcountrymarketingcommunicationsallintegratedmarketingcommunicationstacticsincludesadvertising,eventmarketing/businessshows,coll