市場運作：原則與工具

1.從公司戰(zhàn)略到市場運作
從戰(zhàn)略營銷到運作營銷的方法，關(guān)鍵步驟
從市場細(xì)分到運作細(xì)分
業(yè)務(wù)營銷的行動范圍

2.線上與線下的市場計劃的成功
線上與線下市場運作計劃的各個步驟
溝通策略
對象、目標(biāo)、信息、 支持
明確運作營銷計劃的結(jié)構(gòu)

3.構(gòu)建有吸引力的信息
信息的組成部分：言語，可視化圖片，圖標(biāo)，視頻……
使用論據(jù)與各類信息為顧客創(chuàng)造價值
適應(yīng)顧客的新增購買動機：定位
將產(chǎn)品/服務(wù)特點詮釋為對顧客的實際利益

4.為銷售創(chuàng)建輔助手段
銷售論據(jù)
七項關(guān)鍵原則

其他工具
產(chǎn)品檔案、產(chǎn)品目錄、可視化輔助材料

市場宣傳手冊

5.銷售促銷
促銷活動：類型和規(guī)則
各種促銷技巧：優(yōu)勢與局限
游擊營銷與街頭營銷
小成本營銷

展銷會
商業(yè)與促銷行動協(xié)同合作

6.多渠道直接營銷使用的媒介
多渠道直接營銷活動
不同媒介的運用
電子郵件，傳統(tǒng)郵件，傳真，郵購廣告，優(yōu)惠券，ISA
（網(wǎng)絡(luò)安全服務(wù)器），郵件捆綁廣告，郵件訂閱列表……
郵件技巧：正確的做法

7.網(wǎng)絡(luò)在業(yè)務(wù)營銷計劃中的角色
網(wǎng)站成功的關(guān)鍵要素
自然排名與競價排名
Web 2.0與市場營銷
規(guī)模傳播管理

廣告客戶與品牌參與的四條方針
運用社交網(wǎng)絡(luò)和公司博客
圍繞公司產(chǎn)品與品牌開展病毒營銷

8.線上與線下的廣告?zhèn)鞑?/strong>
廣告戰(zhàn)中的關(guān)鍵點
戰(zhàn)略副本和創(chuàng)造性工作計劃

媒體的選擇
優(yōu)勢、局限和表現(xiàn)指標(biāo)

多渠道媒體投放方案和高效措施

9.業(yè)務(wù)營銷計劃中的公共關(guān)系
公關(guān)關(guān)系運作的五個關(guān)鍵階段
媒體關(guān)系
會見記者的方式及工具

10.衡量與控制結(jié)果
成功的衡量標(biāo)準(zhǔn)
衡量行動與目標(biāo)的關(guān)鍵指標(biāo)

從行動總結(jié)中做業(yè)務(wù)方面的挖掘
管理指標(biāo)及信號


1. From strategy to marketing operations
From strategic marketing to operational marketing: process and critical stages
From market segments to operation segments
Action scope of operational marketing

2. Succeeding in marketing plan online and offline
Stages of marketing plan online and offline
Communication strategy
Target audiences, objectives, messages, supports

Clarifying structures of operational marketing plans

3. Elaborating attractive messages
Components of message: presentation, visuals, logo, video…
Creating value for customers through arguments and messages
Adapting to new purchasing motivation of customers: positioning
Interpreting characters of products / services into actual benefits of customer

4. Setting up secondary supports for sales
Sales arguments
7 key principles

Other tools
Product files, catalogues, visual aids

Promotion manual

5. Sales promotion
Promotion campaigns: type and rule
Various promotion techniques: advantages and limits
Guerilla marketing and street marketing
Low budget promotions

Trade fair
Coordinating business with promotion activities

6. Medias for multichannel direct marketing
Multichannel direct marketing campaigns
Using different medias
Emailing, mailing, fax, busmailing, couponing, ISA, asilage, newsletter...

Art of mail: best practices

7. Web in operational marketing plan
Key factors for successful website
Natural listing or paid listing
Web 2.0 and marketing
Influential communication management
4 guides of advertiser and brand engagement
Using social networks and corporate blogs
Developing viral marketing for your products and brands

8. Advertising communication online and offline
Key points of commercial campaign
Copy strategy and creative work plan

Selection of media
Advantages, limits and performance indicators

Multichannel media release plan and efficient measurement

9. Public relations in operational marketing plan
5 key stages of PR operation
Press relationships
Tools and methods of meeting with journalists

10. Monitoring and measuring results
Successful measurement criteria
Key indicators of action and goal measurement

Exploring business from action debrief
Managing indicators and signals