B2C 以客户为导向的市场营销 - 理论、实证与执行

 

企业收益

l 通过理论与实操的结合,切实提升市场营销人员的专业能力,帮助企业产品与服务得以更精准地推广

 

学员收益

l 结合市场营销理论,市场研究实证分析方法,与大量的实际案例,同时结合workshop 的实际操作方式,让学员不单只在课堂上听讲,分享,同时有机会能实际讨论,思考,并实际应用在市场营销实操与执行

 

适合对象

企业营销人员、营销经理等

课时

2天

 

主要内容

l 以客户需求为中心,了解创造需求与需求管理

Ø 利用客户满意度模型,了解需求管理在市场营销中的定位

Ø 利用客户满意度模型,管理现有的整合产品及服务

Ø 发现潜在的服务和产品需求与新产品开发

Ø 平衡供给与需求,满足需求差异化,与资源相平衡

l 了解你的客户层级,锁定你的目标消费群,市场区隔分析,品牌与产品定位

Ø 以需求差异化为导向的市场区隔细分

Ø 市场区隔细分一定要有市场的可执行性,人为调整的必要性

l 有完美的产品与服务不是完美,有更好的沟通才是完美

Ø  从满意度模型看售前沟通与售后沟通的定位

Ø 广告策略的制定

Ø 当今复杂的传播途径下,媒介的选择

Ø 广告投放前的策划工作

Ø 广告投放中期的评估

Ø 广告投放后的整体效果评估

l 品牌特性不是与生俱来的 品牌要怎样建设?

Ø 品牌力和市场力

Ø 品牌承诺度

l 市场营销案例分享

Ø 减少消费者的信息量,简化选择过程

Ø  利用社会化媒体,整合传播力量

Ø 实际优秀案例分享

l 行动学习、总结、提问与答疑

 

 

 

 

 


B2C CustomerOriented Marketing – Theory, application and best practice

 

Benefits to Enterprises

l Improve the professional capability of marketing staff and help enterprise accurately market products and services to target customers by combing theory and practice.

 

Benefits to Participants

l Combined marketing theories, market research and analysis methodologies, with a large number of practical cases in a workshop setting, Participants can not only listen and share in the classroom, but also have the opportunity to discuss, think, and apply the learning to marketing practice and execution

 

Target Participants
Sales and marketing staff and managers

 

Duration

2 Days

 

Course Outline

l Focus on customer needs, and understand how to create customer needs and manage them.

Ø Use customer satisfaction model to understand position of demand management at sales and marketing

Ø Use the customer satisfaction model to understand the proposition of demand management in marketing

Ø Identify potential services and products and develop new products

Ø Balance supply and demand, satisfiy demand differentiation and balance resources

l Understand your customer category, lock up your target customer group, conduct market segment analysis, brand and product proposition

Ø Demand differentiation oriented market segmentation

Ø Market segmentation must be actionable and manually adjustable

l Perfect product and service is not enough, better communication is the key

Ø Review the proposition of pre and post-sale communication using satisfaction model

Ø Set up an advertising strategy

Ø Media selection among today’s complex communication channels

Ø Planning before launching the advertisement

Ø Assessment during advertisement campaign

Ø Overall outcome evaluation after the advertisement campaign

l Brand characteristics are not born – How to build a brand?

Ø Brand Power and Market Power

Ø Brand Promise

l Marketing case study

Ø Reduce the amount of information to consumers and simplify the selection process

Ø Leverage social media for integrated communication power

Ø Practical Case study

l Actions, summary, questions and answers

 

 

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