Marketing and Branding

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marketing有哪些细分方向?

marketing有哪些细分方向?

marketing有哪些细分⽅向?很多⼈第⼀次接触marketing时都觉得这就是个每天想各种天马⾏空的创意来做策划的⼯作,总之就是跟innovation密切相关。

这话对⼀半,⼀个好的marketing professional是必须要creative的,但是⼤部分时候其实marketing的具体⼯作没有这么dreamlike,更多的是脚踏实地的数据分析、流程跟进和各种detail。

⽽且marketing也是有很多细分⽅向的,Vault careerBible中对marketing领域具体职位的划分和解释是这样的。

Careers in MarketingBrand Management: positions are developed around responsibility for aparticular product. The core of brand work is brand strategy.Direct Marketing: they are masters in one-to-one marketing. Direct marketersassemble databases of individual consumers who fit within their target market,go after them with a personal approach, and manage the production process fromstrategy inception to out-the-door distribution. Two main objectives: to stayin touch with their current consumer base and to try and generate more businessby finding individuals who fit a target set of criteria but are not currentlyusing their particular product.Affiliate/property Marketing: Marketers must manage the relationship betweenany two entities. This is cross-promotion.Price Marketing/sales forecasting: They need to figure our the optimal pricingstrategy for their product, though it's not always a case of making the mostmoney. Sometimes it makes more sense to win market share while taking lowerprofits. It means not only keeping track of sales trends of one's product, butanticipating responses to marketing campaigns and product launches or changes.High-tech marketing: these people want to work with products and technologiesthat reshape and improve the world around us. High tech marketers spend much oftheir time understanding research and development issues and working on newproduct launches.Marketing research: People use a variety of different qualitative andquantitative research techniques to understand consumers.Marketing Consulting: People need expertise in the areas of branding, marketresearch, continuous relationship marketing, pricing strategy, andbusiness-to-business marketing. Companies tend to hire people with previousmarketing experience and value consultants who have been successful marketingmanagers and have lived through the full range of business issues from theinside.。

品牌营销策略外文文献

品牌营销策略外文文献

品牌营销策略外文文献Brand Marketing StrategyIntroductionBrand marketing is a crucial aspect of any business strategy as it helps create awareness, build loyalty, and differentiate a company's products or services from its competitors. This paper aims to discuss various brand marketing strategies and their importance in the global market.Importance of Brand MarketingBrand marketing plays a vital role in creating a positive perception of a brand in consumers' minds. It helps build trust, credibility, and loyalty among customers, leading to repeat purchases and brand advocacy. A strong brand also allows a company to command premium prices for its products or services and gives it a competitive advantage in the market.Brand Positioning StrategyBrand positioning is a crucial step in brand marketing strategy as it determines how a brand should be perceived in the market. It involves identifying the target audience, understanding their needs and preferences, and positioning the brand in a way that resonates with them. This can be achieved through effective communication, advertising, and branding activities.Brand Differentiation StrategyBrand differentiation is an essential aspect of brand marketing, especially in highly competitive markets. It involves highlighting the unique features, benefits, or values of a brand that set it apart from its competitors. This can be done through product innovation, superior quality, excellent customer service, or a unique brand personality.Brand Extension StrategyBrand extension is a strategy where a company uses its established brand name to launch new products or enter new markets. This strategy leverages the existing brand equity to gain a competitive advantage and reduce the risk associated with introducing new products or entering new markets. However, it is important to ensure that the brand extension aligns with the brand's core values and does not dilute its equity.Digital Marketing StrategyWith the advent of the internet and social media, digital marketing has become an integral part of brand marketing strategy. It helps businesses reach a wider audience, engage with customers in real-time, and build an online brand presence. Digital marketing activities include search engine optimization (SEO), social media marketing, content marketing, influencer marketing, email marketing, and paid advertising.Customer Relationship Management StrategyBuilding strong relationships with customers is essential for long-term success and brand loyalty. Customer relationship management (CRM) strategy involves collecting and analyzing customer data to understand their preferences, needs, and behaviors. This information can then be used to personalize marketing communications, offer tailored products or services, and provide excellent customer service.ConclusionIn conclusion, brand marketing plays a crucial role in the global market as it helps create awareness, build loyalty, and differentiate a brand from its competitors. Various brand marketing strategies, such as brand positioning, differentiation, extension, digital marketing, and customer relationship management, can be used to achieve these objectives. It is essential for businesses to continuously evaluate and adapt their brand marketing strategies to stay competitive and meet evolving customer preferences.。

Personal Branding

Personal Branding

Personal branding is the practice of marketing yourself and your career as a brand. It involves creating a unique identity for yourself, building a reputation, and promoting your skills and expertise to stand out in your industry or field.In today's competitive job market, personal branding is essentialfor professionals looking to advance their careers or entrepreneurs aiming to build successful businesses. It allows individuals to differentiate themselves from others, showcase their strengths, and attract opportunities that align with their personal andprofessional goals.Building a personal brand begins with identifying your unique attributes, values, and strengths. This involves self-reflection and understanding what sets you apart from others in your industry. It's about defining your niche and understanding what you bring to the table that makes you valuable and memorable.Once you have a clear understanding of your personal brand, the next step is to create a consistent and compelling online presence. This includes developing a professional website, optimizing your social media profiles, and curating content that reflects your expertise and interests. By sharing valuable insights, engaging with your audience, and showcasing your work, you can establish yourself as a thought leader and build credibility in your field.Networking is also a crucial aspect of personal branding. Building and nurturing relationships with industry peers, mentors, and potential collaborators can open up new opportunities and help you expand your professional circle. Attending industry events, joining professional associations, and participating in online communities are all effective ways to connect with like-minded individuals and grow your network.Authenticity is key when it comes to personal branding. It's important to be genuine and transparent in how you present yourself and communicate with others. People are drawn to individuals who are authentic and true to themselves, so staying true to your values and beliefs is essential in building a strong personal brand.Consistency is another critical factor in personal branding. It's essential to maintain a consistent image, message, and tone across all your professional platforms and interactions. This helps reinforce your brand identity and makes it easier for people to recognize and remember you.In addition to online presence and networking, personal branding also involves continuously developing and honing your skills. This may include pursuing further education, obtaining certifications, or gaining new experiences that contribute to your expertise and credibility.Ultimately, personal branding is about taking control of how you are perceived and positioning yourself for success. By investing in yourpersonal brand, you can create opportunities, attract the right connections, and elevate your career to new heights. It's a long-term investment that can pay dividends in the form of career advancement, professional fulfillment, and personal satisfaction.。

从城市营销到城市品牌:建立一个城市品牌发展的理论框架

从城市营销到城市品牌:建立一个城市品牌发展的理论框架
studied business administration in Greece and marketing in Scotland. Since April 2003 he has been a researcher in the Urban and Regional Studies Institute (URSI) of the University of Groningen in the Netherlands, focusing on the topics of place and city marketing. His particular interest is in place and city branding and he recently commenced work on a project which will investigate branding processes in major European cities.

Abstract Cities all over Europe include more and more marketing techniques and methods in their administration practice and governing philosophy. The transfer of marketing knowledge, however, to the operational environment of cities proves a cause of difficulties and misalignments, mostly due to the peculiar nature of places in general and cities in particular as marketable assets. In this paper, city branding is suggested as the appropriate way to describe and implement city marketing. City marketing application is largely dependent on the construction, communication and management of the city’s image, as it is accepted that encounters with the city take place through perceptions and images. Therefore the object of city marketing is the city’s image, which in turn is the starting point for developing the city’s brand. The most appropriate concept to understand marketing applicability within cities is the recently developed concept of corporate branding, which with the necessary modifications is applied to cities. The core of the paper is a theoretical framework to understand the city’s brand and its management, which was developed through a review of the literature on both city marketing and the corporate brand. City branding provides, on the one hand, the basis for developing policy to pursue economic development and, at the same time, it serves as a conduit for city residents to identify with their city. In this sense the relevance of and need for a framework describing and clarifying the processes involved in city branding are equally strong for facing increasing competition for resources, investment and tourism on the one hand and for addressing urgent social issues like social exclusion and cultural diversity on the other. The framework focuses on the use of city branding and its potential effects on city residents and the way residents associate with and experience their city, and it is based on a combination of city marketing measures and the components of the city’s brand management.

英文文献和翻译品牌战略

英文文献和翻译品牌战略

外文翻译:品牌战略原文来源:Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文:品牌管理是营销技术应用到具体产品,产品线或品牌。

它旨在提高产品的认知价值给客户,从而提升品牌特许经营与品牌资产。

营销人员认为这是一个隐含的承诺,一个品牌,人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。

这可能会增加决策与竞争产品相比更有利的销售。

它也可能使制造商收取更多的产品。

品牌的价值是取决于它的利润总额为制造商产生。

这可能导致从增加的销售与价格上涨的组合,或降低销售成本(销货成本),或更有效的营销投资。

这些增强功能全部可以提高一个品牌的盈利能力,因此,“品牌经理”往往携带一个品牌的P与L(损益线管理责任制)的盈利能力,相比之下,市场营销人员经理的角色,这是分配给上述预算,管理与执行。

在这方面,品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。

由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现,公司的市场价值通常是由品牌决定。

麦肯锡公司是一家全球性咨询公司,在2000年的研究表明,相对股东比较弱的品牌,实力雄厚则品牌产生更高的回报。

两者合计,这意味着,品牌严重影响股东价值,最终品牌的首席执行官需要对其负责任。

管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。

品牌管理原则一个好的品牌名称应:·受商标法保护。

·朗朗上口。

·容易被记住。

·容易被识别。

·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。

·引出产品的优点(如:易关)·提升公司或产品形象。

marketing-mix市场营销组合

marketing-mix市场营销组合

Complete segmentation
Niche marketing
Micromarketing
Focusing on subsegments or niches with distinctive traits that may seek a special combination of benefits.
The ready, convenient, and timely
Distribution availability of products
Promotion
Activities that inform customers about the organization and its products
• product style: describes the appearance of a product. • product design: contributes to a product’s usefulness as
well as to its looks.
Branding
Name the brands and companies
Product Decisions
Product attributes
Branding
Packaging
Labeling
Product support services
产品属性
产品质量 产品特征 产品式样 产品设计
品牌策略
品牌化决策 品牌使用者 决策 品牌战略决

包装策略
首要包装 次要包装 储运包装
a private brand (store brand or most manufacturers create their

市场营销专业英文词汇小红书

市场营销专业英文词汇小红书

市场营销专业英文词汇小红书Market Marketing Vocabulary Little Red BookIntroduction:In the fast-paced world of marketing, having a strong command over the English language is crucial. To help marketeers enhance their vocabulary and communicate more effectively, we have created a Little Red Book filled with essential marketing terms and phrases. This book aims to provide a comprehensive guide, allowing professionals to navigate the industry with confidence.1. Branding:- Brand identity: The unique set of features, values, and beliefs that distinguish a brand from its competitors.- Brand equity: The commercial value of a brand, including its reputation, customer loyalty, and market share.2. Market Research:- Qualitative research: In-depth analysis aimed at understanding consumer behaviors, attitudes, and motivations. - Quantitative research: Statistical data collection and analysis to measure market trends, customer preferences, and product demand.3. Digital Marketing:- SEO (Search Engine Optimization): Techniques used to increase a website's visibility and ranking on search engine results pages.- PPC (Pay-Per-Click): An advertising model where marketers pay a fee each time their ad is clicked on a website or search engine.4. Social Media:- Engagement rate: The percentage of users who interact with a post, measured by likes, comments, and shares.- Influencer marketing: Collaborating with influential individuals on social media platforms to promote products or services.5. Advertising:- Unique Selling Proposition (USP): A distinct feature that sets a product or service apart from competitors in the market. - Call to Action (CTA): A phrase or statement that encourages the audience to take a specific action, such as 'Buy Now' or 'Sign Up.'6. Public Relations:- Crisis management: Strategically handling and mitigating negative publicity or events that may harm a company's reputation.- Media relations: Establishing and maintaining positive relationships with journalists and media outlets to gain media coverage.7. Sales:- Lead generation: The process of identifying and attracting potential customers for a product or service.- Conversion rate: The percentage of leads or website visitors who complete a desired action, such as making a purchase.Conclusion:By familiarizing themselves with the vocabulary presented in this Little Red Book, marketers can effectively communicate their ideas, strategies, and goals. Constant learning and growth in the ever-evolving marketing landscape are essential, and this book serves as a valuable resource to keep professionals updated with the latest marketing terminology.。

饮品营销策略英文文献

饮品营销策略英文文献

饮品营销策略英文文献Marketing Strategy for Beverage ProductsIntroduction:Marketing plays a crucial role in promoting and creating awareness about beverage products. A well-crafted marketing strategy not only helps in attracting customers but also contributes to brand building and increasing sales. This article presents an overview of the key elements to consider when developing a marketing strategy for beverage products.1. Target Audience Identification:To ensure the effectiveness of a marketing strategy, it is essential to identify the target audience. Understanding the demographics, preferences, and behaviors of the target market helps in tailoring the marketing efforts accordingly. For instance, if the target audience is young adults, the marketing strategy may focus on social media campaigns and experiential marketing.2. Differentiation and Unique Selling Proposition (USP):In a highly competitive market, it is crucial to differentiate beverage products to stand out from the competition. Developing a unique selling proposition helps in showcasing the distinctive qualities of the product and its benefits to the target audience. Whether it is the ingredients, taste, health benefits, or eco-friendly packaging, the USP should be communicated effectively in marketing materials.3. Branding and Packaging:Strong branding plays a vital role in the success of beverageproducts. Developing a brand identity that resonates with the target audience helps in creating brand loyalty and recognition. The packaging should be visually appealing and reflect the brand's personality. Utilizing creative design elements and aligning the packaging with the brand values will enhance the overall product perception.4. Product Placement and Distribution Channels:Efficient product placement and choosing the right distribution channels are essential for reaching the target audience effectively. Understanding the purchasing habits of the target market can help determine which retail outlets, such as supermarkets, convenience stores, or specialty shops, would be most effective. Additionally, exploring online platforms, such as e-commerce websites or partnering with food delivery services, can expand market reach.5. Pricing Strategy:Pricing is a critical element of any marketing strategy. It should align with the target audience's perceived value of the product. Pricing strategies such as premium pricing for high-quality or exclusive beverages, or penetration pricing for new products aiming to gain market share, should be considered. Conducting market research and analyzing competitors' pricing strategies can provide insights into setting the optimal pricing.6. Promotional Campaigns:Promotional campaigns are instrumental in creating awareness, generating interest, and increasing sales. It is essential to choose the most effective platforms and mediums to reach the target audience. Traditional marketing channels, such as television, radio,and print media, can be combined with digital marketing techniques, including social media advertising, influencer marketing, and email marketing. Leveraging user-generated content and interactive campaigns can increase customer engagement and loyalty.7. Consumer Engagement and Experience:Creating a positive consumer experience is crucial for long-term success. Engaging consumers through interactive events, tastings, or competitions can foster brand loyalty and create a buzz around the beverage product. Offering personalized experiences through loyalty programs, customizations, or special promotions enhances customer satisfaction and encourages repeat purchases. Conclusion:Developing an effective marketing strategy for beverage products requires a comprehensive understanding of the target audience, differentiation, branding, distribution channels, pricing, promotion, and consumer engagement. By strategically implementing these elements, a beverage brand can enhance its market share, build a strong brand image, and ultimately increase sales and profitability.。

整合营销传播外文文献翻译

整合营销传播外文文献翻译

整合营销传播外文文献翻译(含:英文原文及中文译文)文献出处:Reid M, Mavondo F. The Relationship between Integrated Marketing Communication, Market Orientation, and Brand Orientation[J]. Journal of Advertising, 2005, 34(4):11-23.英文原文THE RELATIONSHIP BETWEEN INTEGRATED MARKETINGCOMMUNICATION, MARKET ORIENTATION, AND BRANDORIENTATIONMike Reid, Sandra Luxton, and Felix Mavondo ABSTRACTThis paper relates integrated marketing communication (IMC) to market orientation (MO), brand orientation (BO), and external performance measures. The perspective adopted here argues that for clarity of meaning, IMC should be grounded and interpreted with these other concepts in mind. Specifically, this paper clarifies the links between IMC, MO, and BO, and proposes a testable model linking the relationships among these concepts and facets of customers, and organizational performance. The paper concludes by discussing implications of the study for both academics and practitioners Marketing communication plays an important role in building and maintaining stakeholder relationships, and in leveraging theserelationships in terms of brand and channel equity (Dawar 2004; Duncan and Moriarty 1998; Lannon and Cooper 1983; Srivastava, Fahey, and Shervani 2000; White 1999). As Dawar states: "Advertising and promotions of brands drive traffic and sales volume; marketing efforts and outcomes are measured and managed at the brand level; and brands are central to a firm's responses to shortterm competitive moves. In effect, brands have become the focal point of many a company's marketing efforts and are seen as a source of market power, competitive leverage and higher returns" (2004, p. 31).In response to concerns about the impact of hostile marketing environments on brand equity and increased management expectations related to marketing performance and accountability, many organizations are considering how to improve the management and integration of their marketing communication programs using integrated marketing communication (IMC). Nevertheless, various authors support the contention that there is ambiguity surrounding the definition of IMC, with no consistent or mutually agreed upon meaning, and with many areas in need of clarification (Baker and Mitchell 2000; Beard 1996; Cornelissen 2001; Duncan and Mulhern 2004; Kitchen and Schultz 1999; Low 2000; Phelps 1996). This ambiguity is likely to have an impact on the development of measures to operationalize and assess IMC in organizations. Indeed, Pickton and Hartley (1998, p. 450) state: "It is verydifficult to conceptualize the big picture and to muster all the organizational influences needed to achieve integration. There are many levels and dimensions to integration which all pose their individual and collective difficulties. To be implemented, IMC requires the involvement of the whole organization and its agents from the chief executive downward. It needs consideration from the highest corporate strategic level down to the day-to-day implementation of individual tactical activity."In recognizing this complexity, this paper attempts to explain the role of IMC in organizations. The paper also attempts to delineate or establish a relationship between IMC, market orientation (MO), and an emerging concept of brand orientation (BO) by proposing that both MO and BO are necessary conditions for successful IMC. We accept that IMC can be conceived at two distinct levels, that is, strategic or tactical; however, we will emphasize the strategic component of IMC, which takes into account the cultural and learning requirements of positioning brands over time. The paper recognizes the complementarities between IMC to MO and BO, and how each addresses a critical facet of achieving a competitive advantage through building brand equity. Figure 1 introduces our discussion and presents the relationship between the three concepts. Briefly, market orientation represents the culture of the organization through the adoption of the marketing concept and the systems andprocesses that underlie being market oriented (Harris 1998). Brand orientation represents the fuinctional or business-unit focus on brands and brand strategies that support strong customer and stakeholder relationships regardless of the brand being at the corporate or product level, or being a service or a manufactured good (Bridson and Evans 2004). IMC in this model represents the development of integrated marketing communication to achieve stated brand and communication objectives, and provides the bridge between brand strategy and actions taken to build the necessary customer and stakeholder relationships. In doing so, IMC draws on the cultural predisposition to work cooperatively, leveraging the marketand customer-sensing mechanisms of the organization to devise message and media strategies. Furthermore, it adopts an informed zero-based approach to choosing the appropriate tools for the communication task and is also linked to brand and target-market history through the learning mechanisms of a market- and brand-oriented organization (Stewart 1996).The concept and scale of integrated marketing communicationIn the latest area of integrated marketing communications (Duncan & Mulhern, 2004), the scope of the field is gradually expanding, and its own concepts and processes are constantly evolving. At the same time, there is an argument in the field as to whether integrated marketing communication is usually regarded as a philosophical theory or a processrelated to management strategies that is helpful for establishing well-known brands. In an effort to reach conclusions and accomplishments, managers integrated with the marketing communication process are likely to learn from cultural incentives in collaborative work, thereby creating leverage in the organization's market and customers, and further distinguishing information and media strategies. , and use formal channels to select the appropriate tools needed for choreographer communication work. The concept of integrated marketing discussed and developed (Kitchen Joanne & Tao, 2004) believes that integrated marketing is the most important development in the communication field in the past decade, which is a potential competitive advantage. It is said that the power of integrated marketing communications can influence the market communication environment that has an impact on the appeal of other companies. The leverage between customers has been suffered (Kitchen Joanne & Tao, 2004) also believes that integrated marketing communication seems to be experiencing or has experienced There is a worthwhile debate about its meaning and purpose, and it is trying to differentiate itself from other marketing concepts such as integrated marketing, CRM (customer relationship management), and market segmentation. From the perspective of (Kitchen Joanne & Tao, 2004), integrated marketing communication should be seen as a new management model that canpromote management communication. The center of integrated marketing communication is to build customer and customer interest and establish a relationship between the two. This relationship is positioned in the context of integrated marketing and one-to-one marketing and customer relationship management, prompting managers to integrate traditional, new marketing methods, testing, and accountability. (Baker & Mitchell, 2000). In the process of further extending the concept of customer-oriented communication, managers must realize that once integrated marketing communications provide organizations with more advantageous market advantages, this must be market-driven, but if this is not the case, it does not exclude the market. Driven possibilities (Carrillat Jalamilo & Locaner, 2004; Duncan & 2004 Mulhern; Javsky, Koli & Saha, 2000) Definition of Integrated Marketing Communication and Philosophical Theory.Since the first attempt to define integrated marketing communications in the 1990s, the concept of integrated marketing communications has emerged in large numbers and is reflected in more detail in relevant literature (Duncan, 2002; Gould, 2004; ; Kitchen Joanne & Tao, 2004; ; Kliatchko, 2005). The viewpoint represented by Duncan: Integrated marketing communication should be seen as the customer relationship management process that can promote brand value. In more detail, this is a cross-functional process ofestablishing and nurturing the interests of customers and other shareholder holders. The main method is to control or influence all information materials strategically and encourage the promotion of these groups. In order to demonstrate the continuous development of concepts and theories, a new study on integrated marketing communications believes that integrated marketing communications should do two things: It is more strategic: it is not just information about advertising and sales promotion.in conclusionThrough discussion, we tried to complement the relationship between the IMC, market positioning and brand orientation. It is worth mentioning that for each concept, they have their own special reflection, but at the same time, they also provide a detailed description and a deep understanding of the relationship between them. The key issue for many organizations is that people have not taken their growth seriously, because it is also very important for supplemental propaganda. Institutions of low-consumption markets, because they are concerned with the cultural heritage of consumers themselves and equivalent functions, in this case, trying to develop IMC is unlikely to succeed. This is because there is no cultural basis for the cooperation between the supplier and other management departments through functions, departments, SBUs (trading strategy units), or is. Along the main lines of the same discussion, we areconvinced that as long as the brand positioning is low, it means that cooperative sharing, brand definition and perspectives will also be reduced. When trying to introduce the IMC, there will not be the case when both MO and BO are present at the same time. That kind of success.The management understands and accepts the principle that it is very difficult for the formation of synthesis, because it is very difficult to unite people who have migrated from a comfortable place and form a certain status, and people also know that Most organizations implement reward systems that do not reward those who cooperate (in practice, they tend to reward those with competitive and small-scale interests). There are some ways to overcome this unhealthy orientation and establish strong market positioning and brand positioning. This requires the establishment of a good cultural atmosphere, and at the same time, encourages those who cooperate to cooperate. This is a very meaningful help for the IMC. The model from this paper knows that the IMC can enable some groups to actively cooperate. At the same time, it is also known that the IMC may be an intermediate between the market orientation and the brand orientation, or that the IMC is an intermediate in the brand orientation and expression form, or even a combination of the two. This concept provides us with a deep understanding of the different manifestations of the IMC.Finally, in this article we have formed a conceptualized theoretical model. The market-oriented standards have been established for ten years and have gradually been accepted by the people. However, the standards of brand orientation are slowly accepted by people, but they are still at an early stage of development. The standards mentioned in the article have already been used by some researchers for practical investigation, and there are no special problems in terms of feasibility. The biggest difficulty of this model is to fully grasp the standard size of IMC development and how to link it to the appropriate external performance standards. The Duncan and Moriarty (1997) DE Mini IMC presence tool proved that its relationship to test them is the same as its starting point. Model (Structural Balance Model) The use value of IMC will also be reflected in more and more clear IMC and other market concepts and relationships between consumers and brands and market performance.中文译文整合营销传播、市场定位与品牌定位的关系Mike Reid, Sandra Luxton, and Felix Mavondo摘要本文将整合营销传播(IMC)与市场导向(MO),品牌导向(BO)以及外部绩效评估联系起来。

营销英语术语

营销英语术语

营销英语术语1. Target audience: The specific group of individuals or businesses that a marketing campaign is aimed at.2. Branding: The process of creating and promoting a unique image or identity for a product or company.3. Market research: The collection and analysis of data to better understand consumer preferences, behavior, and market trends.4. Market segmentation: Dividing the target audience into smaller, more specific groups based on characteristics such as demographics, psychographics, and buying behavior.5. Advertising: The communication of a product or service through various media channels to promote awareness and persuade consumers to make a purchase.6. Public relations: The practice of managing the spread of information between a company and the public to create and maintain a positive image.7. Sales promotion: The use of incentives, discounts, or special offers to encourage immediate purchase or generate interest in a product or service.8. ROI (Return on Investment): The measure of the profitability ofa marketing campaign or strategy by comparing the costs incurred against the revenue generated.9. Lead generation: The process of identifying and cultivating potential customers who have shown interest in a product or service.10. Content marketing: Creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, with the ultimate goal of driving profitable customer action.11. Social media marketing: The use of social media platforms to engage with customers, promote products or services, and build brand awareness.12. Influencer marketing: Collaborating with influential individuals or personalities in specific industries or niches to promote products or services to their followers.13. SEO (Search Engine Optimization): The practice of optimizinga website or content to improve its visibility and ranking on search engine results pages.14. Conversion rate: The percentage of website visitors who take a desired action, such as making a purchase or filling out a form. 15. Call to action (CTA): A prompt or instruction that encourages the audience to take a specific action, such as "buy now" or "sign up for our newsletter."。

外贸商务英语情景口语100主题

外贸商务英语情景口语100主题

外贸商务英语情景口语100主题1. Greeting and Introductions- Hello, I am glad to meet you. My name is [Name] from [Company Name].- Hi, I’m [Name]. I am the sales manager at [Company Name].2. Product Presentation- This is our latest product, which is in high demand in the market.- Our product has unique features that differentiate it from other similar products.3. Negotiating Prices- Can we discuss the pricing for a bulk order?- We are willing to negotiate the price if the order quantity is increased.4. Shipping and Logistics- How soon can the products be shipped to our warehouse?- We need to make sure the products are delivered on time.5. Payment Terms- What are the payment terms for the order?- We prefer to have a flexible payment arrangement.6. Quality Assurance- Can you assure the quality of the products?- We need to make sure the products meet our quality standards.7. Market Analysis- Can you provide us with a market analysis for the product?- We need to understand the target market for the product.8. Trade Shows and Exhibitions- Are you planning to attend any trade shows or exhibitions?- We are interested in participating in trade shows to promote our products.9. Business Contracts- We need to sign a formal contract for the business agreement.- Let’s review the terms and conditions of the contract.10. Cultural Differences- How can we overcome cultural barriers in doing business?- It is important to understand and respect cultural differences in business.11. Business Etiquette- What are the proper business etiquettes in your country?- We want to ensure that we follow the appropriate business protocols.12. Time Management- How do you manage your time effectively in business?- Time management is crucial for business success.13. Handling Complaints- What is the procedure for handling customer complaints?- We need to address any complaints from customers promptly.14. Building Relationships- Let’s focus on building a long-term business relationship.- Building a good relationship is essential for business growth.15. Ethical Business Practices- We believe in upholding ethical business practices.- It is important to conduct business with integrity and honesty.16. Branding and Marketing- How do you plan to promote your brand in the market?- Branding and marketing are important for business visibility.17. Cross-Cultural Communication- How do you communicate effectively across different cultures?- Understanding cross-cultural communication is essential in international business.18. Supply Chain Management- Can you provide information about your supply chain management?- Effective supply chain management is crucial for business operations.19. E-commerce and Online Sales- How do you utilize e-commerce for your business?- E-commerce has become an important aspect of business today.20. Import and Export Regulations- What are the import and export regulations in your country?- Understanding the regulations is important for international trade.21. Financial Planning- How do you plan your finances for business growth?- Financial planning is crucial for the success of any business.22. Risk Management- How do you mitigate risks in foreign trade business?- Identifying and managing risks is important for business stability.23. Business Networking- Let’s explore opportunities for business networking.- Building a strong network is important for business expansion.24. Taxation and Compliance- What are the tax requirements for foreign trade?- It is important to comply with tax regulations for international business.25. Data Analysis and Decision Making- How do you analyze data to make informed business decisions?- Data analysis is crucial for effective decision-making.26. Product Development and Innovation- How do you focus on product development and innovation?- Continuous improvement is essential for business growth.27. Market Entry Strategies- What are the strategies for entering new markets?- Market entry requires careful planning and strategic approach.28. International Business Law- How do you ensure compliance with internationalbusiness laws?- Understanding international business laws is important for legal protection.29. Environmental Sustainability- What is your approach to environmental sustainabilityin business?- Environmental sustainability is a growing concern in global business.30. Market Research and Analysis- How do you conduct market research and analysis?- Market research is important for understanding consumer needs.31. Customer Relationship Management- How do you manage your relationships with customers?- Building strong customer relationships is important for business retention.32. Trade Financing- Can you provide information on trade financing options?- Trade financing is important for facilitating international transactions.33. Foreign Exchange and Currency Management- How do you manage foreign exchange and currency fluctuations?- Currency management is important for international transactions.34. Outsourcing and Vendor Management- How do you manage your vendors and outsourcing partners?- Effective vendor management is important for business operations.35. Business Intelligence and Analytics- How do you utilize business intelligence and analytics for your business?- Data-driven decision-making is important for business success.36. Diplomacy and Conflict Resolution- How do you handle conflicts and maintain diplomacy in business?- Conflict resolution is important for maintaining good business relationships.37. International Trade Agreements- What are the trade agreements that affect your business?- Understanding trade agreements is important forbusiness planning.38. Regulatory Compliance- How do you comply with regulations in different countries?- Complying with regulations is important for international trade.39. Intellectual Property Rights- How do you protect your intellectual property in foreign trade?- Protecting intellectual property is important for business security.40. Digital Marketing and Social Media- How do you utilize digital marketing and social media for business promotion?- Digital marketing has become an important aspect of business promotion.41. Market Segmentation and Targeting- How do you segment and target your market effectively?- Understanding the target market is important for business success.42. Crisis Management- How do you handle crisis situations in business?- Crisis management is important for business resilience.43. Competitive Analysis- How do you analyze your competitors in the market?- Understanding competition is important for business strategy.44. Regulatory Changes and Updates- How do you stay updated with regulatory changes affecting your business?- Staying informed about regulatory changes is important for compliance.45. Business Continuity Planning- How do you plan for business continuity in case of disruptions?- Business continuity planning is important for risk management.46. Innovation and Technology Adoption- How do you adopt innovation and technology in your business?- Embracing technology is important for business growth.47. Strategic Partnerships and Alliances- How do you form strategic partnerships and alliances for business growth?- Collaborating with partners is important for business expansion.48. Crisis Communication- How do you communicate with stakeholders during a crisis?- Effective communication is crucial during crisis situations.49. Data Privacy and Cybersecurity- How do you ensure data privacy and cybersecurity in your business?- Protecting data and cybersecurity is important for business integrity.50. Talent Acquisition and Human Resources- How do you recruit and manage talent for your business?- Human resources management is important for business operations.51. Business Expansion and Globalization- How do you plan for business expansion in the global market?- Globalization requires careful planning and strategy.52. Sales and Marketing Strategies- What sales and marketing strategies do you implement for your products?- Effective sales and marketing strategies are important for business growth.53. Market Trends and Forecasting- How do you identify and forecast market trends in your industry?- Understanding market trends is important for business planning.54. Export Documentation and Compliance- What are the documentation requirements for export compliance?- Compliance with export documentation is important for international trade.55. Relationship Building with Suppliers- How do you build strong relationships with your suppliers?- Building good supplier relationships is important for business operations.56. Conflict of Interest Management- How do you manage conflicts of interest in business dealings?- Managing conflicts of interest is important for business ethics.57. Business Travel and Communication- How do you handle business travel and communication with international partners?- Effective communication during business travel is crucial for business success.58. Market Entry Challenges- What challenges do you face when entering new markets?- Overcoming market entry challenges requires careful planning and strategy.59. Social Responsibility and Ethical Sourcing- How do you ensure social responsibility and ethical sourcing in your business?- Social responsibility and ethical sourcing are important for business reputation.60. Market Positioning Strategies- How do you position your brand in the market for competitive advantage?- Strategic positioning is important for brand visibility.61. Regulatory Compliance Training- How do you provide regulatory compliance training toyour employees?- Training on regulatory compliance is important for business integrity.62. Business Analytics and Key Performance Indicators- How do you utilize business analytics and KPIs to measure business performance?- Monitoring business performance is important for business growth.63. Trade Tariffs and Import Duties- How do you manage trade tariffs and import duties for international trade?- Understanding trade tariffs and import duties is important for cost management.64. Market Penetration and Market Share- How do you penetrate new markets and increase market share?- Market penetration and market share growth are important for business expansion.65. International Business Networking Events- How do you leverage international business networking events for your business?- Networking at international events is important for business connections.66. Global Supply Chain Integration- How do you integrate your global supply chain for efficiency?- Supply chain integration is important for business operations.67. Risk Assessment and Risk Mitigation- How do you assess and mitigate risks in your business?- Identifying and managing risks is crucial for business stability.68. Product Packaging and Labeling Compliance- How do you ensure compliance with product packaging and labeling regulations?- Packaging and labeling compliance is important for product distribution.69. Sales Forecasting and Demand Planning- How do you forecast sales and plan for demand in your business?- Sales forecasting and demand planning are important for inventory management.70. International Trade Disputes and Resolutions- How do you handle trade disputes and find resolutions in international trade?- Resolving trade disputes is important for maintaining business relationships.71. Business Process Optimization- How do you optimize your business processes for efficiency?- Process optimization is important for business productivity.72. FDI (Foreign Direct Investment) and Market Entry- How do you attract foreign direct investment and enter new markets?- FDI and market entry strategies are important for business expansion.73. Business Risk Analysis and Contingency Planning- How do you analyze business risks and plan for contingencies?- Contingency planning is important for business resilience.74. International Trade Finance and Letters of Credit- How do you utilize trade finance options and letters of credit for international transactions?- Trade finance and letters of credit are important for trade transactions.75. Market Segmentation and Consumer Behavior- How do you segment markets and understand consumer behavior in different regions?- Understanding consumer behavior is important for marketing strategies.76. Ethical Supply Chain Management- How do you ensure ethical practices in your supply chain management?- Ethical supply chain management is important for business sustainability.77. Business Ethics and Corporate Governance- How do you uphold business ethics and ensure corporate governance in your business?- Promoting ethical business practices is important for business reputation.78. Product Compliance and Regulatory Certifications- How do you ensure product compliance and obtain regulatory certifications?- Products compliance and certifications are important for market access.79. Channel and Distribution Management- How do you manage your channels and distribution networks for effective sales?- Channel and distribution management are important for product distribution.80. International Trade Insurance and Risk Management- How do you utilize trade insurance and manage risks in international trade?- Risk management and insurance are important for business protection.81. Market Development Strategies- How do you develop new markets and identify growth opportunities?- Market development requires strategic planning and analysis.82. Business Fraud Prevention and Detection- How do you prevent and detect business fraud in your operations?- Fraud prevention is important for business security.83. International Business Terminology and Language Skills- How do you improve international business terminology and language skills?- Language skills are important for effective communication in international business.84. Innovation and Research & Development- How do you invest in innovation and research & development for new products?- Innovation and R&D are important for business growth.85. Market Entry Barriers and Market Access- What are the barriers to market entry and how do you gain market access?- Overcoming market entry barriers is important for business expansion.86. Product Recall and Quality Assurance- How do you handle product recalls and ensure quality assurance in your business?- Product quality is important for customer satisfaction and retention.87. Export Compliance and Trade Controls- How do you comply with export regulations and trade controls for international trade?- Export compliance is important for business trust and integrity.88. Channel Partnerships and Collaborations- How do you form channel partnerships and collaborations for business growth?- Collaborating with partners is important for business expansion.89. Competitive Pricing and Value Proposition- How do you set competitive pricing and offer value to your customers?- Value proposition is important for customer attraction and retention.90. Import Licensing and Customs Clearance- How do you obtain import licenses and manage customs clearance for your products?- Import licensing and customs clearance are importantfor product importation.91. Crisis Communication and Media Relations- How do you handle crisis communication and manage media relations during crisis situations?- Effective communication during crises is important for business reputation.92. Supply Chain Risk Management and Resilience- How do you manage supply chain risks and build resilience in your operations?- Resilient supply chain management is important for business stability.93. Rules of Origin and Preferential Trade Agreements- How do you comply with rules of origin and utilize preferential trade agreements for your products?- Preferential trade agreements are important forreducing trade barriers.94. Market Testing and Product Launch- How do you test markets and launch products effectively?- Market testing is important for understanding consumer response.95. Overseas Branches and Business Expansion- How do you establish overseas branches and expand your business internationally?- Overseas expansion requires strategic planning and investment.96. International Payment Terms and Currency Hedging- How do you negotiate international payment terms and manage currency hedging for your transactions?- Currency hedging is important for mitigating financial risks.97. Business Diversity and Inclusion- How do you promote diversity and inclusion in your business?- Embracing diversity and inclusion is important for business reputation.98. International Trade Agreements and Politics- How do international trade agreements and political factors affect your business?- Understanding political influences is important for business planning.99. Supply Chain Transparency and Traceability- How do you ensure supply chain transparency and traceability in your operations?- Transparency and traceability are important for product integrity.100. Exit Strategies and Business Closure- How do you plan exit strategies and manage business closure if needed?- Planning for business closure is important for risk management.。

branding和marketing结合的案例

branding和marketing结合的案例

branding和marketing结合的案例
品牌(Branding)和市场营销(Marketing)是商业成功的关键组
成部分,它们虽然有不同的焦点,但相互交织并共同推动产品或服务的销售。

品牌塑造了公司、产品或服务的形象和个性,而市场营销则是通过一系列的活动将这个形象传达给目标受众。

以下是一些结合了品牌和市场营销的案例:
1. 苹果公司(Apple Inc.)
苹果公司是品牌和市场营销结合的经典案例。

苹果不仅仅卖技术产品,它卖的是设计、创新和用户体验的理念。

苹果的品牌建立在其独特的设计美学和用户界面上,这在它的广告、产品发布和零售店体验中都有所体现。

苹果的市场营销策略强调产品如何能够改善用户的生活质量,并通过精心设计的广告和口碑营销来加强品牌形象。

2. 耐克(Nike)
耐克通过其"Just Do It"标语和与顶级运动员的合作,成功地将自己定位为运动和健身的代名词。

耐克不仅销售运动鞋和服装,更通过市场营销活动传递了一种积极向上、挑战自我的生活方式。

耐克的品牌推广活动经常采用励志故事和强烈的视觉元素,以此激励消费者并加强与品牌的情感联系。

市场营销专业英语chapter

市场营销专业英语chapter
• Market Segmentation: Market segmentation is the process of dividing a broad target market into subsets of consumers who have common needs, characteristics, or behaviors This allows companies to either tail their marketing strategies and offers to specific groups of customers, increasing the likelihood of success Market segmentation can be based on various criteria such as graphics, psychology, geography, and behavioral variables
methods
目录
• Channel Strategy and Logistics Management
• Promotion strategies and communication methods
01 Marketing Overview
Definition and Importance of Marketing
Customers
Studying customer needs, preferences, and buying behavior to develop targeted marketing strategies
Competitors
Analyzing competitors' strategies, products, pricing, and market share to identify opportunities and threats

服装市场营销策划方案英文

服装市场营销策划方案英文

服装市场营销策划方案英文Introduction:The clothing market is one of the most competitive industries, with numerous brands vying for consumer attention. To succeed, it is crucial for clothing companies to develop a robust marketing plan that effectively targets the right audience and creates a strong brand image. This Marketing Plan outlines a strategic approach to capture market share and gain a competitive edge in the clothing market.1. Situation Analysis:1.1 Market Analysis:- Analyze the current trends and demands in the clothing market.- Identify and study the target audience, including demographics, purchasing behaviors, and preferences.- Assess the competitive landscape, including major competitors and their marketing strategies.1.2 SWOT Analysis:- Evaluate the company's strengths, weaknesses, opportunities, and threats.- Identify areas for improvement and areas where the company can capitalize on its strengths.- Position the brand to exploit market opportunities and mitigate threats.2. Marketing Objectives:- Increase brand awareness by 20% in the target market within the next year.- Generate 15% increase in customers' repeat purchases.- Achieve a 10% increase in market share within the next two years.3. Target Market:- Identify and define the target market based on demographics, psychographics, and geographic factors.- Developing consumer personas to understand their needs, motivations, and preferences. - Tailor marketing strategies to resonate with the target market effectively.4. Branding and Positioning:- Define a unique brand identity that differentiates the company from competitors.- Develop a brand positioning statement that clearly communicates the company's value proposition.- Create brand awareness through consistent branding across all marketing channels.5. Product Strategy:- Analyze the current product portfolio and identify opportunities for expansion or improvement.- Conduct market research to identify new product ideas and understand customer needs. - Develop a product roadmap that aligns with market demands.6. Pricing Strategy:- Conduct a pricing analysis to determine the optimal pricing strategy based on market competition and target market preferences.- Consider value-based pricing, cost-plus pricing, or penetration pricing, depending on the brand's positioning.7. Promotion Strategy:- Develop an integrated marketing communications plan that includes both traditional and digital marketing channels.- Utilize social media platforms to engage with the target audience and build brand communities.- Collaborate with influencers in the fashion industry to increase brand exposure.8. Distribution Strategy:- Analyze the current distribution channels and identify opportunities for expansion or optimization.- Develop partnerships with retailers or e-commerce platforms to expand the brand's reach. - Implement a robust supply chain management system to ensure efficient and timely delivery.9. Customer Relationship Management:- Implement a customer loyalty program to encourage repeat purchases.- Leverage customer feedback and reviews to improve products and services.- Offer personalized customer experiences through tailored promotions and recommendations.10. Evaluation and Control:- Set key performance indicators (KPIs) to track the success of marketing initiatives.- Regularly evaluate the marketing strategies' effectiveness and make necessary adjustments.- Conduct market research and competitor analysis to stay informed about market trends and consumers' changing preferences.Conclusion:This strategic marketing plan provides a comprehensive approach to capture market share and achieve sustainable growth in the highly competitive clothing market. By understanding the target audience, developing a strong brand image, and implementing effective marketing strategies, the company can position itself as a preferred choice among consumers and gain a competitive edge. Continuous evaluation and adaptation will ensure the plan's success in the dynamic clothing industry.。

ma fashion marketing and branding时尚营销和品牌管理专业介绍

ma fashion marketing and branding时尚营销和品牌管理专业介绍

ma fashion marketing and branding时尚营销和品牌管理专业介

时尚营销和品牌管理是一门商业学科,旨在培养学生在时尚产业中的营销和品牌管理方面的专业知识和技能。

该专业涵盖了各种时尚产品和品牌,包括服装、鞋履、配饰、美容和美发产品等。

学生将学习如何通过市场调研、市场定位、市场推广和品牌管理等策略,有效地推广和销售时尚产品和品牌。

他们还将学习如何理解和预测市场趋势,了解目标群体的需求和喜好,并创建与时尚产品和品牌相匹配的市场推广策略。

在时尚营销和品牌管理专业中,学生将学习以下课程:
1. 市场调研和分析:学生将学习如何进行市场调研和分析,了解市场趋势和竞争对手分析,以支持品牌推广和销售策略。

2. 市场推广和传播:学生将学习如何使用各种市场推广和传播工具,包括广告、公关、社交媒体和电子商务,以吸引目标群体的注意并提高销售。

3. 品牌管理:学生将学习如何建立和管理时尚品牌,包括品牌定位、品牌形象设计和品牌价值观的建立。

4. 零售管理:学生将学习如何有效地管理时尚产品的零售环节,包括店铺布局、库存管理和销售策略的制定。

5. 时尚市场趋势和分析:学生将学习如何预测和分析时尚市场趋势,以帮助品牌在竞争激烈的市场中保持竞争力。

毕业后,时尚营销和品牌管理专业的学生可以在时尚行业内从事各种职业,包括市场营销经理、品牌经理、零售经理、时尚公关经理等。

他们可以在时尚品牌、时尚零售商、时尚公关公司和时尚媒体等机构就业。

总结来说,时尚营销和品牌管理专业为学生提供了在时尚产业中推广和销售产品和品牌所需的专业知识和技能,并为他们在时尚行业中建立成功的职业生涯奠定了基础。

品牌策划入门工作文案英文

品牌策划入门工作文案英文

品牌策划入门工作文案英文1. Branding is all about creating a unique identity fora product or service that sets it apart from its competitors. It involves a combination of visual elements, such as logos and packaging, as well as messaging, such as taglines and advertising campaigns. The goal of branding is to establish a strong emotional connection with consumers, so they feel a sense of loyalty and trust towards the brand.2. Before you begin any branding work, it's importantto conduct research on your target audience and competitors. This will help you identify what makes your brand uniqueand how you can position it in the market. You'll also want to develop a clear understanding of your brand's values and personality, as these will guide all of your branding decisions.3. One of the most important aspects of branding is consistency. All of your visual and messaging elements should work together to create a cohesive and recognizablebrand identity. This includes everything from the colors and fonts you use to the tone of voice in your advertising. Consistency helps build trust with consumers and makes it easier for them to remember and recognize your brand.4. Another key aspect of branding is storytelling. Consumers are more likely to connect with a brand that has a compelling story behind it. This could be the story of how the brand was founded, its mission and values, or howit has impacted the lives of its customers. By telling a story that resonates with consumers, you can create an emotional connection that goes beyond just the product or service you're selling.5. Finally, it's important to continually evaluate and evolve your branding strategy over time. As your business grows and changes, your branding may need to adapt as well. This could involve updating your visual elements, refining your messaging, or shifting your positioning in the market. By staying flexible and open to change, you can ensure that your brand remains relevant and compelling to consumers.。

品牌推广英文

品牌推广英文

Brand PromotionIn the modern business landscape, where competition is fierce and customer attention spans are short, effective brand promotion strategies are essential for companies to stand out and succeed. Brand promotion is the process of creating awareness and recogn ition for a company’s products or services among its target audience. It involves a combination of marketing techniques and efforts to establish a strong brand presence in the minds of consumers.Importance of Brand PromotionBrand promotion plays a crucial role in shaping how a company is perceived by its customers and the market at large. A strong brand can differentiate a company from its competitors, build trust and loyalty among customers, and drive sales and revenue growth. By consistently promoting its brand through various channels and touchpoints, a company can create a positive image and reputation that resonates with its target audience.Strategies for Brand PromotionThere are various strategies that companies can use to promote their brand effectively. Here are some key strategies:1. Content MarketingContent marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. By producing high-quality content that educates, entertains, or inspires its target audience, a company can build credibility, establish thought leadership, and strengthen its brand reputation.2. Social Media MarketingSocial media platforms offer companies a powerful channel to connect with their target audience, build relationships, and promote their brand. Through engaging content, interactive campaigns, and active community management, companies can increase brand visibility, generate buzz, and drive brand engagement on social media.3. Influencer PartnershipsCollaborating with influencers and key opinion leaders in the industry can help companies reach new audiences, build credibility, and enhance brand awareness. By partnering with influencers who align with their brand values and target demographics, companies can leverage their influence and reach to amplify their brand promotion efforts.4. Event MarketingHosting or sponsoring events such as trade shows, conferences, product launches, or experiential activations can provide companies with valuable opportunities to showcase their brand, engage with customers in person, and create memorable brand experiences. Events allow companies to create a personal connection with their audience and leave a lasting impression.Measuring Brand Promotion EffectivenessTo determine the success of their brand promotion efforts, companies can track various key performance indicators (KPIs) such as brand awareness, brand sentiment, brand engagement, website traffic, social media metrics, and sales conversion rates. By analyzing these metrics regularly, companies can assess the impact of their brand promotion strategies and make informed decisions to optimize their branding initiatives.In conclusion, brand promotion is an integral component of any company’s marketing strategy. By implementing effective brand promotion strategies and tactics, companies can build brand equity, enhance customer relationships, and drive business growth. In a competitive business environment, a strong and well-promoted brand can be a valuable asset that sets a company apart from its competitors and resonates with its target audience.。

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Marketing Machine!
Branding
What it is. Why it matters.
We Live © Business Week, August 6, 2001 in Brand Land
Source: Business Week, August 6, 2001
What is © Business Week, August 6, 2001 a brand?
Nonprofit organizations need finely tuned knowledge of their audience and competitors, as well as a clear market position that speaks to the primary value they deliver.
Why marketing?
more players
complex message
competitive environment
more noise
cost pressure
Why marketing?
more players
more noise
Value clear compelling differentiated
A unique personality associated with distinct benefits.
A promise to a constituency.
Product © Business Week, August 6, 2001 branding (corporate)
All trademarks property of their respective owners.
All trademarks property of their respective owners.
complex message
cost pressure
© Business Week, ASugeusltf6, 2A00s1 sessment
Assign the rating that best describes your organization’s capacity today.
Rate Your Marketing Capacity
Mission branding (nonprofit)
All trademarks property of their respective owners.
© Business Week, NP August 6i,n20f0r1 astructure branding
What is your promise?
member communications advertising selling
What is marketing?
communication
Organization
products services values and more
understanding research
Audiences
users funders public and others
low
high
1 2 34 5
1 2 34 5 1 2 34 5
1 2 34 5 1 2 34 5
1 2 34 5
1 2 34 5
1. We have core messages that consistently describe our distinct features and benefits.
5. We have defined strategies and tactics for achieving these objectives (i.e., “a documented plan”).
6. We have a defined process and assigned responsibilities for managing plan implementation.
Purpose
Help each enhance individual marketing and branding activities.
marketing planning
sustainability
brand development
Engage all in collective problem solving and idea generation.
2. We have clearly defined target audiences.
3. We conduct ongoing market research into the needs, values, and perceptions of our target audiences.
4. We have quantifiable marketing objectives for each target audience.
7. We have marketing resources (staff, budget, products, tools, technology) that are sufficient to reach our objectives.
Why marketing?
Let’s thhat are you known for?
Marketing and Branding Workshop
Tools Cluster Networking Meeting
October 29, 2003 Tempe, Arizona
Premise
To achieve sustainability…
Marketing and Branding Workshop
✓ Interactive ✓ Intensive ✓ Issues focused
Marketing
Setting the Stage
What is marketing?
research public relations
presenting community relations
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