ibm—壹灣行銷管理與策略-咨詢報(bào)告-閱讀頁
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【正文】 Marketing Communication? People amp。 Reporting Skills Management amp。 Tools Market focused Maximize internal efficiency 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。 Optimize Business Plans Across Business Entities Develop Business Strategies amp。 Optimize Business Plans Across Business Entities Develop Business Strategies amp。 A Agenda Understand the Marketplace Perform Portfolio Analysis Manage Business Plan and Assess Performance Align amp。 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
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