高璐華
IBM 市場行銷處總監
中華民國 91 年 11 月 30 日
台灣 IBM 公司
" 行銷管理與策略 "
個人簡歷
個人簡歷
學歷 (1987-1992)
?
康乃爾大學工業工程學士
?
康乃爾大學工業工程碩士
經歷 (1992- 2002)
?
Andersen Consulting, Staff
?
IBM 政府事業群業務專員
?
IBM 政府事業群業務經理
?
IBM 公眾事業群業務協理
?
IBM 大中華總經理特助
?
IBM 市場行銷處總監
What is
Marketing?
The Best
Marketing
Company??
Text-book Definition of Marketing
- Philip Kotler
Marketing is to discover unmet needs and to prepare
satisfying solutions
Marketing is to deliver customer satisfaction profitability
Marketing is defined as the science and art of finding,
keeping, and growing profitable customers
The art of marketing is largely the art of brand building
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 & A
Agenda
Mission of IBM Marketing
Understand the marketplace & link it to strategy & planning
Lead the development of quality marketing plans & integration
Make integrated marketing communications work
Common message architecture
Eliminate conflicting messages & duplicated efforts
Optimize marketing investment among various tactics & business
units
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 & A
Agenda
M M
Creates a plan for
making a
compelling offer to
customers
IMC
Finds a tactic
which gets interest
while protecting
IBM brand
M I
Tells us what
customers
want to buy &
how
DCM
Ensures
customers can
purchase IBM
offerings where
& how they want
MO
Ensures Marketing
Unit operates
effectively &
efficiently
M M
Creates a plan for
making a
compelling offer to
customers
IMC
Finds a tactic
which gets
interest while
protecting IBM
brand
M I
Tells us what
customers
want to buy &
how
DCM
Ensures
customers can
purchase IBM
offerings where
& how they want
MO
Ensures
Marketing Unit
operates
effectively &
efficiently
IBM Marketing Blueprint
IBM Marketing Blueprint
What is Market Intelligence?
Database
Marketing
Opportunity
Analysis
Specific
Research
Customer
Satisfaction
Competitive
Intelligence
Image
Tracking
What is Marketing Management ?
Marketing Management is an end-to end closed loop process
Value
Proposition
Customer &
Market
Selection
Program
Execution
Mgt
Offering
Management
Customer &
Competitive
Positioning
Sales Channel
Enablement
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