整合营销渠道——宝马案例pt格式

整合营销渠道——宝马案例pt格式 简介： 整合营销渠道——宝马案例pt格式为http://www.pxzj8.com整理发布，类型为营销案例，本站还有更多关于市场营销学案例分析,市场营销经典案例,经典营销案例,营销策划案例，市场营销 - 营销案例的资料。 正文： Howbrandmarketinghasevolved
1950-2009Brandsbuiltbymassadvertising
1985-2009DatabaseMarketingarrived,butnotintegratedwithmassadvertising.
1996-2009TheInternetarrived,butnotintegratedwithDBMormassadvertising
2009BMWbringsthemalltogether
BMWBuyersNotNecessarilyDrivenbyPrice
BMWcustomerswant:
Arealizationofthebrandpromise
Performance,safety,technology,innovation
Recognition
Service
Information
Convenience
Helpfulness
HowBMWBuyersMakePurchaseDecisions
PersonalProfitfromPurchase=
a(usefulnessofproduct)
 b(perceivedbrandvalue)
-c(moneycost)
-d(timeorinconvenience)
Twokindsofdatabasemarketingpeople
Constructors
Peoplewhobuilddatabases
Merge/Purge,Hardware,Software
Creators
Peoplewhounderstandstrategy
Buildloyaltyandrepeatsales
Youneedbothkinds!

如果觉得《整合营销渠道——宝马案例pt格式》不错，可以推荐给好友哦。

Tag:营销案例，市场营销学案例分析,市场营销经典案例,经典营销案例,营销策划案例，市场营销 - 营销案例