中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER02Word格式文档下载.docx
- 文档编号:22356523
- 上传时间:2023-02-03
- 格式:DOCX
- 页数:18
- 大小:27.28KB
中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER02Word格式文档下载.docx
《中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER02Word格式文档下载.docx》由会员分享,可在线阅读,更多相关《中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER02Word格式文档下载.docx(18页珍藏版)》请在冰豆网上搜索。
C.ChapterOutline
I.Introduction
A.HybridnatureofforcesintheNewEconomy
B.Subcontractingandoutsourcing,retaincore,benchmarking,partnering,interdepartmentalteaming,developnewadvantages,marketintangibles,information,customergroupingversusproducts
C.OldEconomymarketingisaround,butmoreonrelationshipsandinformationinNewEconomymarketing
II.TheMajorDriversoftheNewEconomy
A.Generally,technology,globalization,andmarketderegulation
B.SpecificdriversthatunderpintheNewEconomy
1.Digitalizationandconnectivity.
2.Disintermediationandreintermediation.
3.Customizationandcustomerization.
4.Industryconvergence.
5.Industryboundariesareblurringrapidly.
6.ExamplesincludeKodak(chemicalstoelectronics),Shiseido(cosmeticstodermatologydrugs),Disney(cartoonsandthemeparkstomajorfilms,licensing,retailstores,hotels,cruiseships,andeducationalfacilities).
7.Recognitionthatnewopportunitiesmaybeattheintersectionoftwoormoreindustries.
III.HowBusinessPracticesAreChanging
A.OldEconomybusinessbeliefs
1.Organizebyproductunits,focusonprofitabletransactions,focusonshareholders,onlymarketingdoesthemarketing,buildbrandsthroughadvertising,
2.Focusoncustomeracquisition,notcustomersatisfactionmeasurement,overpromise,underdeliver
B.NewEconomyBusinessBeliefs
1.Marketingshouldbuildbrandsthroughbehaviorthat:
a)Focusoncustomerretentionandgrowth.
b)Measurescustomersatisfactionandretentionrates.
c)Organizesbycustomersegments.
d)Focusoncustomerlifetimevalue.
e)Focusonmarketingscorecard(alongwithfinancialscorecard).
f)Focusonstakeholders.
g)Underpromiseandoverdeliver.
h)Movefromnocustomersatisfactionmeasurementtoin-depthcustomersatisfactionmeasurement.
C.TheNewHybrid
1.Mostcompaniesareahybridoftheoldandtheneweconomies.Theyretainskillsandcompetenciesthatworkedinthepastbutaddnewunderstandingsandcompetencies.
2.Themarketplacetodayismadeupoftraditionalconsumers(whodon’tbuyonline),cyberconsumers(whomostlybuyonline),andhybridconsumers(whodoboth).
IV.HowMarketingPracticesAreChanging:
E-Business
A.Definitions:
E-business,E-commerce,E-purchasing,E-marketing
B.E-businessande-commercetakeplaceoverfourmajorInternetdomains:
B2C(business-to-consumer),B2B(business-to-business),C2C(consumers-to-consumers),andC2B(consumers-to-businesses).
1.B2C(Business-to=Consumer)
a)Targettherightcustomers.
b)Ownthecustomer’stotalexperience.
c)Streamlinebusinessprocessesthatimpactthecustomer.
d)Providea360-degreeviewofthecustomerrelationship.
e)Letcustomershelpthemselves.
f)Helpcustomersdotheirjobs.
g)Deliverpersonalizedservice.
h)Fostercommunity.
i)TheInternetislessusefulforproductsthatmustbetouchedorexaminedinadvance.
j)Note:
TheCluetrainManifestostatesthatcompaniesaretoobureaucratic,tooartificial,toomanipulative,toogiventoone-wayrhetoric.Companiesthatdonotrecognizethattoday’smarketsaremerely“conversations”destinedtoflounder.
2.InternetDomains:
B2B(Business-to-Business)
a)10-15timesthevolumeofB2C.
b)Auctionsites,spotexchanges,onlineproductcatalogs,bartersites,etc.
c)Loweringinvoicecostsfrom$100to$20.
d)Buyingalliances.
e)EfficienciesbasedonuseofsupplierWebsites,infomediaries,marketmakers,andcustomercommunities.Result:
pricingmuchmoretransparent.
C.C2C(Consumer-to-Consumer)
1.Shareinformation(wordofWeb)growing.
2.e-Bay,A,WebMD.
D.C2B(Consumer-to-Business)
1.Offeringcall-incustomerservice.
2.Needforfaster,betterresponse.
3.Newsletters,specialpromotions(basedonpurchasinghistory),otherreminders.
4.Pure-clickvs.brick-and-clickcompanies.
5.Pure-clickcompanies.
6.Websitewithoutpriorexperienceasafirm.
7.Searchengines,ISPs,commerce,transaction,content,andenablersites.
E.Dot-comsfailedforavarietyofreasons:
rushedtomarketwithoutproperresearchorplanning,poorlydesignedWebsites,complexity,poornavigation,anddowntime.
1.Lackedadequateinfrastructuresforshippingontimeandforansweringcustomerinquiries.Believedthatfirstcompanyenteringacategorywouldwincategoryleadership.
2.Wantedtoexploitnetworkeconomics-Thevalueofanetworktoeachofitsmembersisproportionaltothenumberofotherusers(Metcalfe’sLaw).
3.Somerushedtothemarketinthehopeoflaunchinganinitialpublicoffering(IPO)whilethemarketwashot.
4.But,manypure-clickdot-comssurvivingandevenprospering.
5.Othersareshowinglossestoday,buttheirbusinessplansarefundamentallygood.ConsiderE.
V.HowMarketingPracticesAreChanging:
SettingUpWebSites
A.Companiesneedtomoveintoe-marketingande-purchasing.
1.Howcanweusemarketingtospreadword-of-mouth?
2.Howcanweconvertvisitorsintorepeaters?
3.Howdowemakeoursitemoreexperientialandreal?
4.Howcanwebuildastrongrelationshipwithourcustomers?
5.Howcanwebuildacustomercommunity?
6.Howcanwecaptureandexploitcustomerdataforup-sellingandcross-selling?
7.Howmuchshouldwespendonbuildingandmarketingoursite?
8.Howdowechoosetherightsitesforplacingouradsorsponsorship?
9.Howcanwecoordinateouronlinecommerceandown-storesalesandservice?
10.Howmuchwillourretailoperationsbehurtbyouronlinesalesandbyothere-tailers?
11.Shouldthesitebesetupinsideoroutsideofthecompany?
12.Howdowegetmanagementbuy-inandfunding?
13.HowcanwefightpricepressureandpricetransparencyontheInternet?
VI.DesigninganAttractiveWebsite
A.Attractiveonfirstviewing;
interestingenoughtoencouragerepeatvisits.
B.Earlytext-basedWebsitesreplacedbysophisticatedsitesthatprovidetext,sound,andanimation.
1.Context:
Layoutanddesign.
2.Content:
Text,pictures,sound,andvideothesitecontains.
3.Community:
Howthesiteenablesuser-to-usercommunication.
4.Customization:
Sitesabilitytotailoritselftodifferentusersortoallowuserstopersonalizethesite.
5.Communication:
Howthesiteenablessite-to-user,user-to-site,ortwo-waycommunication.
6.Commerce:
Sitcapabilitiestoenablecommercialt
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 中山大学吴柏林教授 广告策划实务与案例绝密资料KOTLER02 中山大学 柏林 教授 广告 策划 实务 案例 绝密 资料 KOTLER02