1. 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"
2. 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
3. What is Marketing?The Best Marketing
Company??
4. Text-book Definition of Marketing- Philip KotlerMarketing 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
5. 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 & AAgenda
6. 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
7. 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 & AAgendaM M
Creates a plan for making a compelling offer to customersIMC
Finds a tactic which gets interest while protecting IBM brandM I
Tells us what customers want to buy & howDCM
Ensures customers can purchase IBM offerings where & how they wantMO
Ensures Marketing Unit operates effectively & efficiently
8. M M
Creates a plan for making a compelling offer to customersIMC
Finds a tactic which gets interest while protecting IBM brandM I
Tells us what customers want to buy & howDCM
Ensures customers can purchase IBM offerings where & how they wantMO
Ensures Marketing Unit operates effectively & efficientlyIBM Marketing Blueprint
9. What is Market Intelligence? Database MarketingOpportunity
AnalysisSpecific Research Customer
SatisfactionCompetitive
IntelligenceImage Tracking
10. What is Marketing Management ?Marketing Management is an end-to end closed loop processValue PropositionCustomer &
Market
SelectionProgram Execution
MgtOffering ManagementCustomer &
Competitive
PositioningSales Channel Enablement
11. What is Distribution Channels Management ?How to cover more opportunities?
How to balance overall sales expenses?
How to optimise coverage resources?
How to align to buyer channel preferences?How to plan the go-to-market model?
How to unstack channels?
Which channels for which offering?
How to manage channel conflict?How to identify channel revenue gaps?
How to identify Leads gaps?
How to drive corrective actions?
FOR ALL CHANNELSHow to improve pipeline value & quality?
How to align/leverage cross-business unit?
How to identify emerging channels?
How to identify & leverage Influencers??
13. People & Community Communications
Measurement & Reporting Skills Management & Education Mgmt System, Mktg Processes & ToolsMarket focused Maximize internal efficiency & effectiveness
to accelerate marketing contributions to business growthCustomer - MarketplaceInternal effectiveness
& efficiency focusedSUPPORTMIMMDCMIMCMO What is Marketing Operation ?
14. 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 & AAgendaUnderstand the
Marketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business Plans
Across Business EntitiesDevelop Business Strategies & PlansPerform Market
SegmentationMarketplace and Customer Wants and Needs
15. Understand the
Marketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business Plans
Across Business EntitiesDevelop Business Strategies & PlansPerform Market
SegmentationMarketplace and Customer Wants and NeedsMarket Planning Methodology
16. 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 & AAgendaUnderstand the
Marketplace Perform Portfolio AnalysisManage Business Plan and Assess PerformanceAlign & Optimize Business Plans
Across Business EntitiesDevelop Business Strategies & PlansPerform Market
SegmentationMarketplace and Customer Wants and Needs
17. One Voice Operation Background
Low total investment
Resources split between Strategic Brand and many BUs
Little relevance to local marketplace, customers
Many competing messages, low integration and coordination
No consistent brand voice
No consistent approach to e-business
18. The One Voice Strategy is Simple...
Pool all marketing communications funds in a country
BU + SB
IMC-managed + all other
Develop a "bottom up", country-specific Marketing Plan
using local data and insight
reflecting local customer needs & opportunities
Conduct fewer marketing campaigns,
with adequate investment behind each
integrated solutions solutions, where possible
Deliver a compelling and consistent IBM Brand voice
unified creative across all marketing communications tactics
with a locally-relevant e-business/branding campaign
19. Important: 2 Key Facets of "One Voice" Integration of country market planning
identification of "what IBM needs to be"
prioritization of targets
development of cross-BU solution campaigns
combined marketing budgets
Integration of country marketing communications
all integrated marketing communications tactics
includes advertising, event marketing/business shows, collateral, direct marketing, interactive marketing, promotion, brands and customer sets PR programs, etc.
20. M M
Target Segment
Offering
Value proposition IMC
Message
TacticsM I
Market
Competitor
CustomerDCM
Resource
OpportunityMO
Skill
Tools
ProcessWhat we can do for Sales team??OV
21. Sales is the business for TODAY
Marketing is the business for TOMORROW
Service is the business for FOREVERDifference Between Sales, Marketing And Service