ibm—壹灣行銷(xiāo)管理與策略-咨詢(xún)報(bào)告-wenkub.com
2025-05-16 16:51 本頁(yè)面
【正文】 Plans Perform Market Segmentation Marketplace and Customer W ants and Needs One Voice Operation ?Background ?Low total investment ?Resources split between Strategic Brand and many BUs ?Little relevance to local marketplace, customers ?Many peting messages, low integration and coordination ?No consistent brand voice ?No consistent approach to ebusiness The One Voice Strategy is Simple... ?Pool all marketing munications funds in a country ? BU + SB ? IMCmanaged + all other ?Develop a bottom up, countryspecific Marketing Plan ? using local data and insight ? reflecting local customer needs amp。 Optimize Business Plans Across Business Entities Develop Business Strategies amp。 efficiency focused SUPPORT MI MM DCM IMC MO What is Marketing Operation ? ?Mission of IBM Marketing ?IBM Marketing Blueprint ?Market Intelligence (MI) ?Marketing Management (MM) ?Distribution Channels Management (DCM) ?Integrated Marketing Communications (IMC) ?Marketing Operation (MO) ?Marketing Planning Process ?IBM Taiwan Marketing Operations ?Q amp。 Reporting Skills Management amp。 Competitive Positioning Sales Channel Enablement What is Distribution Channels Management ? ? How to cover more opportunities? ? How to balance overall sales expenses? ? How to optimise coverage resources? ? How to align to buyer channel preferences? ? How to plan the gotomarket model? ? How to unstack chann
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