【文章內容簡介】 a systematic, prehensive and ongoing process. As such, marketing requires investment.市場營銷必須被看作是一個體系，全面的和持續(xù)的過程。同樣，市場營銷也需要投資。Professional managers must set aside both time and money to the marketing function. This means both a shortterm and longterm mitment.專業(yè)經(jīng)理必須留出時間和金錢用作市場營銷。這意味著短期和長期的承諾義務。Professional managers need to be as mitted to marketing as they are to their professional duties.專業(yè)經(jīng)理需要像他們對待業(yè)務任務那樣對待市場營銷。Service Group Manager業(yè)務部門經(jīng)理Development Program 發(fā)展計劃Marketing and Business Development Participant’s Notes v1_October_2022 9Marketing and BD Framework 市場營銷與業(yè)務拓展架構(An example of a populated framework)The framework above indicates that at different stages in the marketing and business development cycle that GHD will have different objectives at each stage, and can use a bination of tools to achieve its marketing and business development objectives.上面的結構圖表明，在市場營銷和業(yè)務拓展周期的不同階段，GHD 在每一個階段有不同的目標，并且可以使用多種工具資源來實現(xiàn)其市場營銷和業(yè)務拓展的目標。Using New Zealand as an example for a potential market, there are approximately 4 million people, 202200 businesses and 1000 government agencies. These anisations are termed suspects. In order to identify the target market for GHD services in this market, the first stage in building a marketing plan, the process of Market Research and Business Planning is engaged. This process would result in defining the target market as a subset of the whole market. 新西蘭作為一個潛在市場的例子，那里大約有 400 萬人，202200 個企業(yè)和 1000 個政府機構。這些組織被稱為潛在市場。為了使他們成為 GHD 服務的目標市場，建立市場營銷計劃的第一階段，是市場調查和商業(yè)計劃。這一進程將導致使目標市場成為整個市場的子市場。These anisations are now termed prospects, and the marketing objective for GHD is to build Brand Credibility and Awareness in the minds of these prospects. Note that these prospects could be existing clients, dormant clients or anisations that have never had business dealings with GHD. 這些企業(yè)被稱為潛在市場，GHD 的營銷目標是在這些潛在的市場中建立品牌信譽和意識。需要注意的是，這些潛在市場可能是現(xiàn)有的客戶，暫時的客戶或從未有與 GHD 有過業(yè)務往來的企業(yè)。Service Group Manager業(yè)務部門經(jīng)理Development Program 發(fā)展計劃Marketing and Business Development Participant’s Notes v1_October_2022 10In order to do this the brand needs to have clearly defined attributes that are consistently municated by all employees of GHD. The ‘onetomany’ marketing tools that can be utilised to achieve this objective are: 為了做到這一點品牌需要有明確定位，并與 GHD 的所有員工不斷的溝通。 可以用來實現(xiàn)“一到多”的市場營銷目標的工具有：? an informative, contemporary website一個信息化，同步化的網(wǎng)站? eCampaigns consisting of targeted newsletters, seasons greetings, corporate munications 電子競爭，包括實時通訊，節(jié)日祝賀和公司 corporate 通訊錄? participation in industry associations that allow speaking engagements, working參與業(yè)務協(xié)會可以有討論和建立關系網(wǎng)的機會? placement of advertisements in target publications 在目標出版物上刊登廣告? distribution of the Annual Review and GHD News, in hard copy and electronic formats分發(fā)年刊和 GHD 新聞，通過書刊或者是電子版的形式? sponsorship of industry conferences and awards in target market sectors贊助業(yè)務研討會，在目標市場贏得聲譽? public relations and media activities to promote the brand通過公眾關系和媒體活動進行品牌促銷? sponsorship of regular columns in target publications在目標刊物上贊助專欄The objective of this ‘one to many’ marketing activity is to establish significant mindshare in the target market so that when a requirement for professional services that GHD could provide arises, GHD would be invited to bid. Also, in achieving brand credibility, target accounts would be willing to entertain unsolicited proposals from GHD. This would also involve regular contact with clients in order to maintain and build relationships.“一對多”的市場營銷活動的目標是，在目標市場建立影響力，GHD 可以提供專業(yè)的服務，當需要專業(yè)性的服務時 GHD 將被邀請投標。此外，為實現(xiàn)品牌信譽，目標客戶愿意接受GHD 提出的建議書。這也涉及到與客戶經(jīng)常保持聯(lián)系，以保持和建立良好的客戶關系。When an anisation has a requirement, they can now be termed qualified prospects. The marketing objectives for GHD at this stage of the sales funnel are:當一個企業(yè)有一個需求，他們可以被稱為潛在的市場機會。GHD 現(xiàn)階段的市場營銷目標和銷售渠道是：? ensure that the brand has credibility in the eyes of the qualified prospect確保品牌在潛在的客戶眼里具有可信性? convince the qualified prospect that there is a value proposition in GHD services to meet the requirement使?jié)撛诘氖袌隹蛻粝嘈?GHD 能夠提供滿足他們需求的有價值的服務? demonstrate the difference between GHD services and petitive offerings證明 GHD 和其他競爭對手提出的服務的差別? ensure that the requirement that GHD is bidding on is a high priority for the prospect, pared to other projects。 and確保 GHD 競標的條件優(yōu)于其他競爭對手? engage alliance partners if needed to support the GHD proposal to the qualified prospect聯(lián)盟或是需找合伙人，如果需要使 GHD 的建議書滿足期望的條件Service Group Manager業(yè)務部門經(jīng)理Development Program 發(fā)展計劃Marketing and Business Development Participant’s Notes v1_October_2022 11The Marketing Tools that are used to achieve these objectives are:實現(xiàn)這些目標的市場營銷工具有：? sales training to build sales skills銷售培訓，培訓銷售技巧? presentation training to build presentation skills演講培訓，培訓演講技巧? marketing materials including a library of professional presentations, capability statements, project sheets, corporate brochures and corporate demonstration disks (all available in electronic format)市場營銷材料包括圖書館資源包括專業(yè)演講，能力陳述，項目表格，企業(yè)宣傳冊（一切可以利用的電子材料）? Proposal Toolkit and Template that generates cost effective professional, client focused proposals。 and項目建議書工具 Toolkit 和模板，生成符合成本效益，客戶關注的建議書? technical skills to credibly articulate the proposed solution使用專業(yè)技巧令人信服，闡明建議的解決方案Once the qualified prospect has determined that GHD is the preferred supplier of services, and is in the process of negotiating the project, the qualified prospect is now broadly termed a client. At this stage the client will need to be convinced that GHD is the best supplier to meet the project requirements, in terms of risk minimisation and value for mo