盛世长城培训1.ppt
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1、Introduction,Saatchi & Saatchi Training,The Bigger Picture,Saatchi & Saatchi Training,Marketing & Brands,Session 1,The Business Concept,What is the purpose of business?,The Business Concept,The purpose of business is to create and keep a customer Professor Theodore Levitt Harvard Business School,The
2、 Business Concept,Business has only two functions: innovation and marketing Peter Drucker Principles of Management 1954,The Marketing Concept,The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service sells itself. Peter Dr
3、ucker,Sales Push?- Supply led Company needs first Making a Sale Selling what you make,Marketing Pull?- Demand led Customer needs first Making a Deal Making what you sell,Marketing versus Sales,Marketing is Selling - Same goal but the opposite philosophy.,Which way?,Sales thinks Inside Out Looks at i
4、t through the companys eyes How do we move the merchandise? Volume is the measure of success,Which way?,Sales thinks Inside Out Looks at it through the companys eyes How do we move the merchandise? Volume ($) is the measure of success Marketing thinks Outside In Looks at it through the customers eye
5、s What do we need to do to meet their needs? Customer satisfaction is the true measure of success,Marketings Golden Rule,Customer perception is the only reality No objective truth about better products Marketing is a battle of perceptions, not products A battle fought in the mind of the prospect Nee
6、d to understand how they see things You cannot compel consumers (more than once),The Brand Concept,The Brand lies at the heart of the Marketing Concept,What is a Brand?,Great Brands are Great Ideas Bundles of benefits, rational and emotional, that deliver pleasure, meaning and satisfaction to people
7、,What is a Brand?,Products live on shelves Brand live in the mind Products are the delivery mechanism Brands outlive product lifecycles,What is a Brand?,The Brand is the Trustmark It identifies and guarantees product quality and performance,What is a Brand?,Brands add value to commodities Brands add
8、 value to generic products by adding Meaning,What is a Brand?,Brands become Symbols Moving beyond simple utility to become complex value sets,What is a Brand?,Brands are a consumer language A means of self-expression - a badge A kind of personal symbolism - a mirror,Why Are Brands Important?,Product
9、 difference is transient Technology provides the means to duplicate successful products ever faster Brand difference is enduring Emotional values embodied in the brand provide sustainable differentiation,Authenticity : Replicability,Sources of brands?added value,Authenticity : Replicability,Sources
10、of brands?added value,Reassurance : Trust,Authenticity : Replicability,Sources of brands?added value,Transformation of Experience,Reassurance : Trust,Authenticity : Replicability,Inner- directed: Mirror,Meaning for Me,Sources of brands?added value,Transformation of Experience,Reassurance : Trust,Aut
11、henticity : Replicability,Inner- directed: Mirror,Outer- directed: Badge,Meaning for Me,Meaning for Others,Sources of brands?added value,Transformation of Experience,Reassurance : Trust,Authenticity : Replicability,Inner- directed: Mirror,Outer- directed: Badge,Meaning for Me,Meaning for Others,Sour
12、ces of brands?added value,Differentiation,Transformation of Experience,Reassurance : Trust,Authenticity : Replicability,Inner- directed: Mirror,Outer- directed: Badge,Meaning for Me,Meaning for Others,Sources of brands?added value,PERCEIVED ADDED VALUE,Differentiation,Transformation of Experience,Re
13、assurance : Trust,How do we choose?,Brands work on a Stimulus : Response? model,Stimulus : Response,A two-way process, based on a common field of experience,Stimulus Response,Sender,Receiver,I.e. An 慳ctive?consumer,Stimulus : Response,Work backwards from the response. what meaning do we want to crea
14、te,Stimulus Response,Focus: Meaning Out? not Message In,Meaning,Message,All marketing activity is communication - Product design/formulation - Brand name / packaging design - Positioning / promotion - Pricing / Distribution All offer meaning, offer to meet needs Consumer responds to the whole enchil
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