市场营销与策划 :
Strategic Marketing Planning
Building Your Own Case
创建你自己的案例
What products do you sell/ market? 你主要推广什么产品？
Who do you serve? 你主要服务那些群体？
Who are your main competitors? 你主要的竞争对手有哪些？
Marketing vs. Selling: What is the Difference?
市场营销与销售的区别及共同点
Marketing is everything that you do to reach and persuade prospects市场营销是你该如何让你向客户提供你的信息并设法说服他们
Marketing is also sales multiplied同样，市场营销亦是让销售倍增的过程
Selling is everything that you do to close the sale and get a signed agreement or contract销售是交易过程的终结，合同的签订。
Sales are generally interpersonal interaction一般，销售是人与人之间的互动过程。
Both are necessities to the success of a business. You cannot do without either process.两者都是企业成功的必备要素，缺一不可。
Marketing 营销
The Core of any Business is 任何企业的核心就是
The Customer 顾客
Simple Yet Accurate Marketing Research Methods 简易精准的市场调研
Objective of the Research市场调研目标
Description of the Market市场描述
Target Markets目标市场
Products and Services that appeal to the target market目标市场所需的产品及服务
Problems that current target market needs to solve现目标市场存在的问题
Simple Yet Accurate Marketing Research Methods 简易精准的市场调研
Market Metrics市场基准
Size estimates (current and future) for:市场规模评估（当前及未来）
Overall market 总市场
Individual market segments 个体市场份额
Usage rates 使用率
Growth estimates (current and future)增长评估（当前及未来）
Simple Yet Accurate Marketing Research Methods 简易精准的市场调研
Competitive Analysis竞争分析
Current Competitors - full analysis of top competitors including:现有竞争者-主要竞争对手的全面分析
Products & Services (., description, uniqueness, pricing, etc.)产品及服务（如产品描述、特色、定价）
Market share 市场份额
Current customers现有顾客
Positioning and promotion strategies市场定位及促销策略
Partnerships/Alliances/Distributors合作者/同盟/分销商
Recent news近况
SWOT Analysis SWOT分析
Potential Competitors潜在竞争者
Simple Yet Accurate Marketing Research Methods 简易精准的市场调研
Secondary Data二级数据
Internet网络
Newspapers/ Magazines报纸/杂志
Trends Analysis趋势分析
Primary Data一级数据
Customer vs. non-Customer Surveys顾客及非顾客调查
Online vs. Offline在线及非在线调查
Questionnaires vs. Face-to-Face Interviews问卷调查及当面采访
What data would you like to collect?你想收集哪方面的数据？
Traditional Sales & Marketing Process from Beginning Till End
传统的销售、营销过程
Product Development
产品开发
Marketing
营销、推广
Tele-Sales
电话营销
Sales
销售
After-Sales Support
售后服务
Enlightened Sales & Marketing Process from Beginning Till End
改进后的销售、营销过程
Starting Point of 1 to 1 Marketing
一对一营销的起点
Blue Ocean vs. Red Ocean Strategy 蓝海 vs. 红海战略
一般马戏团 vs. 时空之旅
一般面包店 vs. 面包新语 (Bread Talk)
一般电脑企业 vs. 戴尔电脑
一般MP3机 vs. iPod
一般招待所 vs. 莫泰168/ 锦江之星
Using the Blue Ocean Strategy as a Market Planning Tool 运用蓝海战略来作市场策划
What are the main offerings made by competitors now?目前，竞争对手提供的主要产品
Who are they targeting?他们的目标顾客是哪些人？
Who have they left out?哪部分客户群被他们忽略了？
What should we improve upon?我们可以从哪些方面进行改进？
What should we start to provide?我们可以提供什么？
What should we reduce?我们需要减少什么？
What should we stop doing?哪些我们不应该再做了？
Defining Your Unique Selling Proposition and Market Positioning 找寻你的独特卖点以及市场定位
Overt Benefits 突出的益处
Real Reason to Believe让人信服的理由
Unique and Dramatic Difference独一无二的特色
Overt Benefits 突出的益处
Features, Advantages and Benefits 特征、优势与益处
Do you ever buy 你有否购买过:
Computers 电脑
Property 房产
Cars 汽车
Price vs. Value 价格 vs. 价值
Real Reason to Believe 能说服人的可信度
10%≤
Internet 英特网(Web Sites网站/ Web Ads网上广告/ e-Mails电邮)
15%-42%
Mass Media 大众传媒(.电视/ Radio广播/ Newspapers报章/ Magazines杂志)
Believability可信度
Media 媒体
Real Reason to Believe 能说服人的可信度
5 Strategies 5个策略
Simple logic 简单逻辑
If customers have unanswered questions about a product, they’re less likely to buy 如果顾客对某个产品有疑问，他们购买的几率就很小
If you educate your customers, you gain their trust and confidence immediately当你客观地对顾客进行产品、服务教育，你将赢得他们的信赖
Personal experience 个人经历
Sampling 样品
Demo 示范
Sensory 触觉
Reputation 声望
Testimonial/ Referral 鉴证、推荐
Guarantee 保证
Unique and Dramatic Difference独特及戏剧性的区别
Having Your Unique Selling Propositions (USP)设定你的独特买点(USP)
The reason or reasons why customers buy from you and not from anybody else 你的顾客只向你购买,而不选择他人的理由
Unique Benefits 独特益处
Relevance 供其所需
Consistency/ Congruency 一致性
Values & Beliefs 价值观与信念
Branding & Positioning 品牌与市场定位
"Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as the only solution to their problem. TM" -- Rob Frankel
“建立品牌不是为了让你在市场上建立优势，在同行中鹤立鸡群,而是使你成为你的市场对象的不二选择. TM”-- Rob Frankel
Building a Brand with a Dramatic Difference 创造独一无二的品牌
Branding is NOT about you. 你的品牌不是由你说了算
It’s about how your customers perceive you to be. 你的品牌是靠客户对你的感觉、概念形成的
Do You Add Value to Your Customers? 你有否为客户创造价值？
If You Cease to Exist, will Your Customers Miss You? 如果你不存在了，你的客户是否会想念你？
If yes, what will they say about you? 如果他们会想你，他们会说些什么？
What are your qualities that they remember most? 你有哪些优点是他们印象最深的
Sustainability Matrix
持续性矩阵
Make money fast…before you get copied 在他人模仿之前赶快赚钱
Cheap Waste of Effort 低廉的浪费
Sustainable Growth 持续的增长
Expensive Waste of Effort 昂贵的浪费
Same Old Stuff 老一套
Dramatically Different 截然不同
Easy to Implement 容易实施
Hard to Implement 很难实施
Sustainability Matrix
持续性矩阵
Make money fast…before you get copied 在他人模仿之前赶快赚钱
Cheap Waste of Effort 低廉的浪费
Sustainable Growth 持续的增长
Expensive Waste of Effort 昂贵的浪费
Commodity
一般商品
Monopoly 市场垄断
Same Old Stuff 老一套
Dramatically Different 截然不同
Easy to Implement 容易实施
Hard to Implement 很难实施
How to Prevent Yourself from Being Copied 如何避免被别人仿效
Don’t Focus on Technology 不要将重点放在技术上
The Hardest Things to Copy are 最难复制的东西是:
Business Models 商业模式
Service Standards 服务标准
Organisation Culture 企业文化
Quality Brand 优质品牌
Why You Need Repeated Sales
为什么你需要重复销售
It costs you 5-6 times more selling to new customers as compared to existing ones 向新客户行销的成本是旧客户的5-6倍
A 5% increase repeated customers can result in an increase of 50-90% increase in profits 回头客增加5%将导致利润增加50%-90%
Successful marketing is when your customers buy from you more than twice 成功的营销是让你的客户能够多次购买
According to the Pareto Ratio, 20% of your customers will give you 80% of your sales 根据“Pareto比率”，20 % 的客户将提供 80% 的销售收入。关键就是知道谁属于这 20%
Ansoff Matrix
Ansoff 市场方格
Current Products,
Future Markets
现有产品，
新进入的市场
Products产品
REV. QTDISK3 PAGE 8
1997 Human Resource Development Sdn Bhd
New Products and Markets
新产品与新市场
Current Products
and Markets
现有的产品与
现有的市场
Current Markets,
Future Products
新产品，
现有的市场
Markets
Current目前
Future将来
Future将来
Ansoff Matrix
Ansoff 市场方格
Current Products,
Future Markets
现有产品，
新进入的市场
Products产品
REV. QTDISK3 PAGE 8
1997 Human Resource Development Sdn Bhd
New Products and Markets
新的产品与新的市场
Current Products
and Markets
现有的市场与现有的产品
Current Markets,
Future Products
新产品，
现有的市场
Markets
Current目前
Future将来
Future将来
How to Develop New Products
如何开拓新产品
Creativity 创新
Blue Ocean Idea Generation蓝海式想法的产生
Defining the Concept 概念确定
Is it economically viable?具有经济可行性吗
Developing the Concept 概念发展
Prototype or Pilot Testing模型或试点测试
Testing and Finalising the Concept 推敲、总结
Final Product最终产品定型
Full Product Launch 产品市场推广
Product Launch Plan产品市场推广策划
Local, National or Global当地市场、全国市场、全球市场
Monitoring Success过程监控
Managing the Life Cycle 规划产品生命周期
What to do when Competitors Catch Up?竞争者进入时如何应对
How to Optimise Your Media Mix
如何优化媒体的选择与推广
网络
直复营销
广播
户外（海报和LCD屏幕）
电视
报纸
杂志
互动性
客户
数据库
编辑
内容
客户
保持率
受众
覆盖率
受众
针对性
Building Distributor Networks
如何建立合理的市场渠道
Types of channels used销售渠道的类型
direct - ., direct via sales force, Internet, etc.直销—销售人员、网上直销等等
indirect - ., retailers, wholesalers, agents间接—零售商、批发商、代理商
combination 综合
Level of market coverage市场覆盖程度
intensive - ., mass availability密集—广泛覆盖
selective - ., wide availability选择性—大面积覆盖
exclusive - ., restricted availability独家代理—严控销售渠道
Outlets handling product
Types类型
number/level of penetration市场渗透程度
geographic location地理位置
Perceived product positioning产品定位
in relation to competitors 与竞争者的关系
Distributor Selection 如何选择优质的分销商
Size of Sales Force销售团队的规模
Sales Record销售记录
Sales Force Compensation Plan销售人员
Territorial Analysis销售区域划分分析
Product Mix产品组合
Customer Profile顾客
Promotional Trust推广委托
Inventory Management and Facilities库存管理及库存设备
Technological Compatibility技术兼容性
Why Strategic Alliance? 为何建立战略联盟
Better Usage of Resources 更好地利用资源
Share resources 资源分享
Other people’s resources 应用他人资源
Being Big without Getting Big 小公司以大企业形式出击
Better Market Penetration 更好地浸入市场
What Is a Network? 什么是交流？
“Simply stated, networks are people talking to each other, sharing ideas, information, and resources … … The important part is NOT the network, the finished product, but the process of getting there - the communication that creates the linkages between people and clusters of people.”
John Naisbitt
“简单地说, 交流就是人与人在沟通，分享理念、信息或自愿 … … 最重要的不是交流本身，而是交流的过程 — 也就是能够连接其他不同人群的沟通过程”
约翰·奈斯比特
LEVERAGED Marketing Matrix
杠杆营销图表
Your Products
你的产品
Others Customers
其他客户
Products产品
REV. QTDISK3 PAGE 8
1997 Human Resource Development Sdn Bhd
Others Products其他产品
Others Customers其他客户
Your Products
你的产品
Your Customers
你的客户
Others Products其他产品
Your Customers你的客户
Customers
Yours你的
Others其他
Others其他
TM
Players in the Game 游戏里的玩家
Customers 客户
Suppliers 供应商
Complementors 补足商
Distributors 分销商
Competitors 竞争对手
Yourself 你自己
Potential Players 即将进入市场的玩家
Leverage -
杠杆操作
Resource (资源)
$$$$$ (资金)
Time (时间)
Ideas (点子)
Contacts (人脉)
Expertise (专长)
How to Budget for Your Marketing Plan 如何计算市场营销成本及利润
Marketing Contribution市场营销贡献
Revenue should follow sales forecasts销售预算
Show expenses by category支出项目分门别类
Breakdown by分解为
Product产品
Segment/Geographic area地理区域
Distribution Network/Channel分销渠道
Breakeven Analysis收支平衡分析
Fixed Costs固定成本
Variable Costs可变成本
Ratio Analysis比率分析
Sales Cycles销售循环
Customer Conversion Ratios顾客流动率
Factors Affecting Price Setting
影响价格设定的因素
Cost factors 核心因素
Fixed costs to be covered 固定成本
Variable costs 可变成本
Customer expectations 顾客期望
Company expectations 公司期望
., margins, ROI如毛利、投资回报
Demand Considerations 需求分析
market elasticity 市场弹性
position on product life cycle 产品生命周期的阶段
Competition 竞争
Economic conditions 经济条件
Legal/regulatory considerations 法律/法规条件
How to Ensure Smooth Execution of Marketing Plan 如何将市场战略一一顺利贯彻
Leadership Capabilities领导力
Managers vs. Leaders管理者和领导者
Creating a Sales-Driven Culture营造销售文化
Having the Right People for the Right Job知人善任
Aligning Strategy, Operations and People不断调整战略，经营模式及人事结构
Traits of Good Leaders 优质领导的特征
Ambition 雄心壮志
Tenacity 坚忍不拔
Self-confidence 沉着自信
Psychological Openness 心胸豁达
Realism 脚踏实地
Appetite for Learning 勤奋好学
Test & Measure 测试与衡量
The Number One mistake in marketing is not testing 在营销中，最大的错误就是不作任何市场测试
You test because you are unable to pre-determine what the marketplace wants and what the best price, package or approach will be 测试的目的是使你更好地了解市场的需求，并通过包装、定价等方法满足市场需求
Test & Measure 测试与衡量
Key Areas for Testing 测试的主要事项
Marketing Message 营销信息
Selling Points 卖点
Product Acceptance 产品接纳程度
Price 价格
Distribution Network 渠道
Strategic Alliance 战略联盟
Media 媒介
Self Evaluation
自我评估
What should I improve upon? 我应该改进什么？
What should I start to do? 我应该开始做些什么？
What should I reduce? 我应该减少什么？
What should I stop doing? 我应该停止做什么？
Q&A
Pls. go to OR e-mail: info@ for more pleasant surprises!
客户关系应该在什么时候建起？
好消息、坏消息
Basic building blocks
Establishment of Mastermind group enable the free exchange… one’s shortcoming can be complemented by the strength of the others!
Example :-
In this group, some may have $$, some ideas, others contacts, expertise.
If you have all these factors available to you on demand, what do you think will be the chances of you scoring great success? Attaining your dreams?
