互动营销传播(英文版).PPT
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1、DonE.SchultzPh.D.,Dallas,TX,AViewoftheInteractiveMarketplaceattheBeginningOftheThirdMillenium-AStoryinFiveParts,Part1TraditionalMarketingandMarketingCommunicationAreinTrouble-WhatAreYouDoingtoHelp?,Challenges:,MarketingbeingpushedfurtherandfurtherdowninmanagementlevelsofthefirmToomuchmarketingconsid
2、ered“soft,squishy,notrelevant”,Marketingexpenseincreasing-fewmeasuresofreturnsToomuchattentiontomassmarket/massmediainworldofone-to-oneAwards,“creativity”,self-adulation,MostofAll,theImpactandInfluenceofElectronicCommunicationandCommerce-Interactivity,ChangingtheMarketingandCommunicationFocus,Fromta
3、cticalactivitiestostrategicmanagerialdecisionsDrivingshareholdervalueMeasurabilityand“outcomes”,notjust“outputs”,ManagementAlternativestoIncreaseShareholderValue,InnovationinproductsorservicesEnhancementsinsupplychainmanagementCustomerrelationshipmanagement-expandmarketingcapability,HowCanMarketinga
4、ndCommunicationImpactCorporateResults?,IncreaseoracceleratecashflowsStabilizeorreducevolatilityofcashflowsIncreaseshareholdervaluebybuildingbrandequity,MostPowerfulTools,BrandsandCommunication!,BothAreWoefullyUnderdevelopedinManyOrganizations,Primary21stCenturyMission:MarketingandCommunicationtoDire
5、ct,DriveandFulfillCorporateStrategy,QuestionsorComments?,Part2Understandingthe21stCenturyMarketplace,TheChallengeIsTransition,1980,1970,1960,1990,2000,MarketplaceDevelopment,Re-emergenceofcompetition,Globalization,RiseofQuality,PriceCompetition,Cost-CuttingRe-engineering,Logistics/Digitalization,Tra
6、nsitionofInformationTechnology,InteractiveMarketplace,Consumer,ThreeTypesofOrganizationsHaveDeveloped,Historical,Current,Interactive,Product-DrivenOrganizationsFocuson4Ps,ProductPricePlace(Distribution)Promotion,Product-DrivenFirms,RawMaterialsTechnology,FacilitiesMoney,Distribution,Location,Distrib
7、ution,Aggregation,Needs/Wants,PurchasingPower,Consumer,Media,Channel,Marketer,Information,Distribution-DrivenFirmsFocuson:,LocationLogisticsChannelsUbiquity,Distribution-DrivenFirms,DistributionConcentration,LocationsTechnology,Consumer,Media,Mktr.,Mktr.,Mktr.,Channel(Logistics),Information,Consumer
8、-DrivenFirmsFocuson,ConsumersBrandsRelationshipsShareholdervalue,Consumer-DrivenFirms,Needs/WantsChoice,PurchasingPowerTechnology,Consumer,Channel,Mktr.,Mktr.,Mktr.,Channel,Information,Media,Media,Media,UntiltheEarly1990s,EveryOrganizationHadtobeEitherProductorDistributionDriven,1980,1970,1960,1990,
9、2000,MarketplaceDevelopment,Re-emergenceofcompetition,Globalization,RiseofQuality,PriceCompetition,Cost-CuttingRe-engineering,Logistics/Digitalization,TransitionofInformationTechnology,InteractiveMarketplace,LackofResourcesPreventedUsfromKnowingMuchAboutConsumers,CustomersorProspects,InformationTech
10、nologyChangedThat!,Consumer,Media,Channel,Marketer,Information,ProductMarketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,DistributionMarketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,Consumer,Media,Channel,Marketer,Information,ProductMar
11、keters,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,DistributionMarketers,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,But,InteractivityHasCreatedaShiftofMarketplacePower,MostOrganizationsTodayAreStrugglingwithHowto:,BecomeconsumerfocusedMarketgl
12、oballyStructuretheorganizationtofitmarketplaceIntegratealltheactivitiesandresources,WhattoDo?,QuestionsorComments?,Part3:TheTransitionofInformationTechnologyDrivestheNeedForBrands,CommunicationAndConsumerRelationships,Inthe21stCentury,theBrandAndCommunicationWillBeTheFirmsOnlySustainableCompetitiveA
13、dvantages,NoproductadvantageNopriceadvantageNoplace/distributionadvantageNopromotionadvantage,TheShiftofInformationTechnologyForcestheOrganizationtoMovefromThe4Pstothe4Rs,Consumer,Media,Channel,Marketer,Information,ProductMarketers,Consumer,Information,Channel,Mktr.,Mktr.,Mktr.,DistributionMarketers
14、,Media,Consumer,Channel,Mktr.,Information,Mktr.,Mktr.,Channel,Media,Media,ConsumerMarketers,Media,TheNew4RsofMarketing,ResponsivenessRelevanceReceptivityRelationships,AllofWhichAreBoundUpinBrandsandBranding,Marketer,Consumer,BrandsAreRelationships,TheReasontheBrandBecomesMoreImportant:InteractivityI
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