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1、高璐華IBM市場行銷處總監(jiān)中華民國91年11月30日臺灣IBM公司"行銷管理與策略"個人簡歷學(xué)歷(1987-1992)康乃爾大學(xué)工業(yè)工程學(xué)士康乃爾大學(xué)工業(yè)工程碩士經(jīng)歷(1992-2002)AndersenConsulting,StaffIBM政府事業(yè)群業(yè)務(wù)專員IBM政府事業(yè)群業(yè)務(wù)經(jīng)理IBM公眾事業(yè)群業(yè)務(wù)協(xié)理IBM大中華總經(jīng)理特助IBM市場行銷處總監(jiān)WhatisMarketing?TheBestMarketingCompany??Text-bookDefinitionofMarketing-PhilipKotlerMarketingistodiscoverunmetne
2、edsandtopreparesatisfyingsolutionsMarketingistodelivercustomersatisfactionprofitabilityMarketingisdefinedasthescienceandartoffinding,keeping,andgrowingprofitablecustomersTheartofmarketingislargelytheartofbrandbuildingMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)Market
3、ingManagement(MM)DistributionChannelsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMissionofIBMMarketingUnderstandthemarketplace&linkittostrategy&planningLeadthedevelopmentofqualitymarketingplans&i
4、ntegrationMakeintegratedmarketingcommunicationsworkCommonmessagearchitectureEliminateconflictingmessages&duplicatedeffortsOptimizemarketinginvestmentamongvarioustactics&businessunitsMissionofIBMMarketingIBMMarketingBlueprintMarketIntelligence(MI)MarketingManagement(MM)DistributionChanne
5、lsManagement(DCM)IntegratedMarketingCommunications(IMC)MarketingOperation(MO)MarketingPlanningProcessIBMTaiwanMarketingOperationsQ&AAgendaMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsure
6、scustomerscanpurchaseIBMofferingswhere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyMMCreatesaplanformakingacompellingoffertocustomersIMCFindsatacticwhichgetsinterestwhileprotectingIBMbrandMITellsuswhatcustomerswanttobuy&howDCMEnsurescustomerscanpurchaseIBMofferingswh
7、ere&howtheywantMOEnsuresMarketingUnitoperateseffectively&efficientlyIBMMarketingBlueprintWhatisMarketIntelligence?DatabaseMarketingOpportunityAnalysisSpecificResearchCustomerSatisfactionCompetitiveIntelligenceImageTrackingWhatisMarketingManagement?MarketingManagementisanend-toe
