營銷管理科特勒第3版第7章管理個人傳播課件

營銷管理（中國版）

第17章管理個人傳播：直復(fù)和互動營銷，口碑和人員營銷菲利普·科特勒-凱文·萊恩·凱勒-盧泰宏營銷管理（中國版）管理個人傳播Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-2本章案例公司如何利用整合直復(fù)營銷獲得競爭優(yōu)勢？公司如何進(jìn)行有效的互動營銷？營銷者如何最好地利用口碑的力量？設(shè)計和管理銷售團(tuán)隊時，公司需要作哪些決策？銷售人員如何提高其銷售、談判和建立關(guān)系方面的技巧？整理ppt22Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-3本章內(nèi)容

直復(fù)營銷互動營銷口碑設(shè)計銷售隊伍管理銷售隊伍人員銷售的原則可口可樂小案例：BzzAgent小案例：福特大膽之舉小案例：佳能（美國）創(chuàng)新營銷：

雅虎營銷在中國：

騰訊QQ營銷視野：

大客戶管理本章案例：戴爾在中國整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-4直復(fù)營銷渠道直接郵寄目錄電話營銷

互動性電視、網(wǎng)站和移動終端整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-5開展直接郵寄活動設(shè)定目標(biāo)挑選目標(biāo)市場制定產(chǎn)品測試要素執(zhí)行測量效果整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-6選擇預(yù)期顧客的RFM公式時間頻率金額整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-7產(chǎn)品戰(zhàn)略要素產(chǎn)品報價中間環(huán)節(jié)分銷方式創(chuàng)新策略整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-8郵寄要素信封銷售信通告回復(fù)表回復(fù)信封整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-9電話營銷類型電話銷售電話覆蓋電話機(jī)會管理客戶服務(wù)和技術(shù)支持整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-10直復(fù)營銷的公共問題厭惡不公平欺詐侵犯隱私整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-11互動營銷互動營銷使?fàn)I銷者能夠有更多的機(jī)會通過設(shè)計良好的網(wǎng)站以及網(wǎng)絡(luò)廣告和推廣活動進(jìn)行互動和個性化的活動。投放網(wǎng)絡(luò)廣告和在線促銷整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-12在線促銷機(jī)會網(wǎng)站微型網(wǎng)站搜索廣告橫欄廣告彈出式廣告特殊網(wǎng)站的廣告和視頻贊助活動聯(lián)盟網(wǎng)上社區(qū)電子郵件移動（手機(jī)）營銷整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-13什么是口碑營銷口碑營銷發(fā)現(xiàn)了鼓勵顧客的方法，因此顧客愿意同其他人談?wù)摦a(chǎn)品、服務(wù)和品牌?？诒疇I銷的兩大主要形式是：蜂鳴營銷，即通過使產(chǎn)品、服務(wù)或營銷方式與眾不同來促使人們談?wù)撛撈放啤２《緺I銷，即鼓勵人們就產(chǎn)品或服務(wù)的某些方面進(jìn)行在線交流。整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-14口碑蜂鳴營銷和病毒營銷意見領(lǐng)袖博客衡量口碑效果整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-15網(wǎng)絡(luò)營銷指南給顧客一個回復(fù)的理由電子郵件的內(nèi)容個性化為顧客提供一些無法從直接郵寄中獲得的東西方便顧客退訂整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-16設(shè)計銷售團(tuán)隊銷售團(tuán)隊目標(biāo)銷售團(tuán)隊?wèi)?zhàn)略銷售團(tuán)隊結(jié)構(gòu)銷售團(tuán)隊規(guī)模薪酬整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-17銷售代表的類型投遞員接受訂單這樹立形象者技術(shù)人員需求創(chuàng)造者解決問題者整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-18銷售任務(wù)尋找目標(biāo)顧客定位溝通銷售提供服務(wù)收集信息分配整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-19管理銷售團(tuán)隊招聘，甄選培訓(xùn)監(jiān)督激勵評價整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-20銷售團(tuán)隊薪酬的要素固定工資變動工資費(fèi)用補(bǔ)貼福利整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-21有效銷售的主要步驟尋找和分析潛在顧客準(zhǔn)備接觸演示應(yīng)對反對意見完成交易跟進(jìn)整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-22營銷討論互動營銷的優(yōu)勢和劣勢如何投放在線廣告和在線促銷？整理ppt22Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-23營銷視野：

大客戶管理優(yōu)秀的銷售員是天生的還是后天培養(yǎng)的？發(fā)展有效的銷售團(tuán)隊的關(guān)鍵是甄選。對陣

發(fā)展有效的銷售團(tuán)隊的關(guān)鍵是培訓(xùn)。營銷討論整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-24案例討論可口可樂創(chuàng)新營銷：

雅虎營銷在中國：

騰訊QQ本章案例：

戴爾在中國整理pptCopyright?2009PearsonEduca營銷管理（中國版）

第17章管理個人傳播：直復(fù)和互動營銷，口碑和人員營銷菲利普·科特勒-凱文·萊恩·凱勒-盧泰宏營銷管理（中國版）管理個人傳播Copyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-26本章案例公司如何利用整合直復(fù)營銷獲得競爭優(yōu)勢？公司如何進(jìn)行有效的互動營銷？營銷者如何最好地利用口碑的力量？設(shè)計和管理銷售團(tuán)隊時，公司需要作哪些決策？銷售人員如何提高其銷售、談判和建立關(guān)系方面的技巧？整理ppt226Copyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-27本章內(nèi)容

直復(fù)營銷互動營銷口碑設(shè)計銷售隊伍管理銷售隊伍人員銷售的原則可口可樂小案例：BzzAgent小案例：福特大膽之舉小案例：佳能（美國）創(chuàng)新營銷：

雅虎營銷在中國：

騰訊QQ營銷視野：

大客戶管理本章案例：戴爾在中國整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-28直復(fù)營銷渠道直接郵寄目錄電話營銷

互動性電視、網(wǎng)站和移動終端整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-29開展直接郵寄活動設(shè)定目標(biāo)挑選目標(biāo)市場制定產(chǎn)品測試要素執(zhí)行測量效果整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-30選擇預(yù)期顧客的RFM公式時間頻率金額整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-31產(chǎn)品戰(zhàn)略要素產(chǎn)品報價中間環(huán)節(jié)分銷方式創(chuàng)新策略整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-32郵寄要素信封銷售信通告回復(fù)表回復(fù)信封整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-33電話營銷類型電話銷售電話覆蓋電話機(jī)會管理客戶服務(wù)和技術(shù)支持整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-34直復(fù)營銷的公共問題厭惡不公平欺詐侵犯隱私整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-35互動營銷互動營銷使?fàn)I銷者能夠有更多的機(jī)會通過設(shè)計良好的網(wǎng)站以及網(wǎng)絡(luò)廣告和推廣活動進(jìn)行互動和個性化的活動。投放網(wǎng)絡(luò)廣告和在線促銷整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-36在線促銷機(jī)會網(wǎng)站微型網(wǎng)站搜索廣告橫欄廣告彈出式廣告特殊網(wǎng)站的廣告和視頻贊助活動聯(lián)盟網(wǎng)上社區(qū)電子郵件移動（手機(jī)）營銷整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-37什么是口碑營銷口碑營銷發(fā)現(xiàn)了鼓勵顧客的方法，因此顧客愿意同其他人談?wù)摦a(chǎn)品、服務(wù)和品牌?？诒疇I銷的兩大主要形式是：蜂鳴營銷，即通過使產(chǎn)品、服務(wù)或營銷方式與眾不同來促使人們談?wù)撛撈放?。病毒營銷，即鼓勵人們就產(chǎn)品或服務(wù)的某些方面進(jìn)行在線交流。整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-38口碑蜂鳴營銷和病毒營銷意見領(lǐng)袖博客衡量口碑效果整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-39網(wǎng)絡(luò)營銷指南給顧客一個回復(fù)的理由電子郵件的內(nèi)容個性化為顧客提供一些無法從直接郵寄中獲得的東西方便顧客退訂整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-40設(shè)計銷售團(tuán)隊銷售團(tuán)隊目標(biāo)銷售團(tuán)隊?wèi)?zhàn)略銷售團(tuán)隊結(jié)構(gòu)銷售團(tuán)隊規(guī)模薪酬整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-41銷售代表的類型投遞員接受訂單這樹立形象者技術(shù)人員需求創(chuàng)造者解決問題者整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-42銷售任務(wù)尋找目標(biāo)顧客定位溝通銷售提供服務(wù)收集信息分配整理pptCopyright?2009PearsonEducaCopyright?2009PearsonEducation,Inc.

PublishingasPrenticeHall 17-43管理銷售團(tuán)隊招聘，甄選培訓(xùn)監(jiān)督激勵評價整理pptCopyright?2009PearsonEducaCopyright?2009