【正文】 groups? 如何可以把媒體運(yùn)用得更貼身， 以加強(qiáng)特別情況下消費(fèi)者與品牌的關(guān)系？ a) 不同的信息 b) 不同的目標(biāo)對(duì)象 ? Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在選擇和運(yùn)用媒體上，是否存在自然的順序，加強(qiáng)消費(fèi)者對(duì)品牌的投入度 .... . More Obvious Points of Contact 明顯的接觸點(diǎn) The outer rim of the dial 羅盤的外層 .... . Less Obvious Points of Contact 不太明顯的接觸點(diǎn) ? Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何讓品牌與消費(fèi)者品牌世界產(chǎn)生聯(lián)系的東西都是媒體 Example 例子 ? Seagram Four Roses giveaway tattoos 紋身 ? A potted plant 盆景 .... . I came upon this wine cork at a party. I was sniffing it, and look and behold I discovered a message, literally right under my nose. It says Please visit our Web site at ..heron. So nowadays, this... ... is no longer just something that plugs up a bottle. It must suddenly be viewed as a munications vehicle...yet another place for the consumer to experience the brand Rick Boyko A Wine Cork 葡萄酒軟木塞 .... . Have a Break 小憩片刻 .... . Fun Fitness in an MTR Mirror 輕松瘦身 .... . Long, long, long, long life Duracell Placed After Weather Reports on a Pager 傳呼機(jī)上天氣報(bào)告后 .... . Moving Through At this stage we have a number of possible points of contact through which the idea can connect with the customer 此刻我們有一系列與點(diǎn)子有關(guān)的品牌接觸點(diǎn) How do we then pick the best bination of points of contact the Brand World we are creating? 我們?cè)撊绾芜x擇接觸點(diǎn)的最佳組合？ .... . Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially 我們用有效的方法包圍消費(fèi)者的能力 ,令我們的服務(wù)價(jià)值以倍數(shù)上升 Shelly Lazarus .... . Evaluation 評(píng)估 ? Intensity of Involvement 投入強(qiáng)度 How can a point of contact make the idea shine brighter? 接觸點(diǎn)如何可讓點(diǎn)子變得更精彩？ ? Interplay相互聯(lián)系 How can different points of contact work together for greater overall involvement? 不同的接觸點(diǎn)可如何起共通作用，讓強(qiáng)化整體品牌投 入度？ .... . 7 8 9 4 5 6 1 2 3 1 2 3 4 5 6 7 8 9 Intensity of involvement 融入強(qiáng)度 Prioritising Points of Contact As a Team Using a Strategic Impact Matrix 運(yùn)用策略矩陣選擇接觸點(diǎn) Interplay potential 相互影響 的潛力 .... . Summary 小結(jié) ? Interplay and intensification improve results 相互影響和點(diǎn)子強(qiáng)化，可提升最終結(jié)果 ? Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界是一個(gè)感覺的世界， 它通過選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對(duì)品牌的投入度 ? Day in the Life, Snap, Points of Contact and the Strategic Impact Matrix are 360176。By Estela Kuo 郭偉瓊 2023年 12月 12日 江西南昌 創(chuàng)業(yè)公司的營銷與品牌管理 Entrepreneurial Marketing Brand Management .... . 培訓(xùn)內(nèi)容 1. 導(dǎo)言 2. 創(chuàng)業(yè)期中的營銷工作推展與營銷團(tuán)隊(duì)建立 3. 從品牌建立到品牌掃描到品牌面臨的挑戰(zhàn) 4. 360度品牌傳播理論與 360度世界中的創(chuàng)意 5. 案例分享 .... . 想像你剛剛成立了一個(gè)公司 ... ? 剛開始 ,人員的組成如何 ? ? 個(gè)人的分工如何 ? ? 業(yè)務(wù)會(huì)如何發(fā)展 ? ? 隨著業(yè)務(wù)的發(fā)展 ,公司的人員和組織結(jié)構(gòu)會(huì)有什么變化 ? .... . 市場(chǎng)部功能的演進(jìn) 步騶一 步騶二 步騶三 步走四營銷策略 立基市場(chǎng) 市場(chǎng)滲透 產(chǎn)品市場(chǎng)發(fā)展 新事業(yè)發(fā)展?fàn)I銷組織 非正式且有彈性 銷售管理 產(chǎn)品市場(chǎng)管理 企業(yè)與事業(yè)部營銷目標(biāo) 市場(chǎng)的信譽(yù) 銷售量 客戶滿意度 產(chǎn)品生命周期與品類管理成功關(guān)鍵因素親朋好友幫忙 生產(chǎn)經(jīng)濟(jì)規(guī)模 功能協(xié)調(diào) 創(chuàng)業(yè)與創(chuàng)新.... . The Evolution of a Marketing Organization ? 問題一 – 管理層發(fā)現(xiàn)無法在營銷方面有足夠的關(guān)注力 ? 診斷 – 準(zhǔn)備進(jìn)入第二個(gè)發(fā)展階段 ? 處方 – 雇用一個(gè)市場(chǎng)部經(jīng)理 – 管理層繼續(xù)負(fù)責(zé)產(chǎn)品開發(fā)制訂價(jià)格 。 tools 生活中的一天 ,提示卡，接觸點(diǎn)和策略矩陣，都是 360度思考的工具 .... . ?郭偉瓊 Estela Kuo ? 奧美行動(dòng)營銷中國董事總經(jīng)理 ? ogilvy. ? 13901234632 .... .