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台灣IBM公司行銷管理與策略.ppt

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高璐華 IBM市場行銷處總監 中華民國91年11月30日個人簡歷 WhatisMarketing?Text-bookDefinitionofMarketingMissionofIBMMarketing IBMMarketingBlueprint MarketIntelligence(MI) MarketingManagement(MM) DistributionChannelsManagement(DCM) IntegratedMarketingCommunications(IMC) MarketingOperation(MO) MarketingPlanningProcess IBMTaiwanMarketingOperations Q&AMissionofIBMMarketing MissionofIBMMarketing IBMMarketingBlueprint MarketIntelligence(MI) MarketingManagement(MM) DistributionChannelsManagement(DCM) IntegratedMarketingCommunications(IMC) MarketingOperation(MO) MarketingPlanningProcess IBMTaiwanMarketingOperations Q&AMM CreatesaplanformakingacompellingoffertocustomersWhatisMarketIntelligence?WhatisDistributionChannelsManagement?Interactive IMCPeople&CommunityCommunications MissionofIBMMarketing IBMMarketingBlueprint MarketIntelligence(MI) MarketingManagement(MM) DistributionChannelsManagement(DCM) IntegratedMarketingCommunications(IMC) MarketingOperation(MO) MarketingPlanningProcess IBMTaiwanMarketingOperations Q&AUnderstandthe MarketplaceMissionofIBMMarketing IBMMarketingBlueprint MarketIntelligence(MI) MarketingManagement(MM) DistributionChannelsManagement(DCM) IntegratedMarketingCommunications(IMC) MarketingOperation(MO) MarketingPlanningProcess IBMTaiwanMarketingOperations Q&AOneVoiceOperationTheOneVoiceStrategyisSimple... Important:2KeyFacetsof"OneVoice"MM TargetSegment Offering ValuepropositionSalesisthebusinessforTODAY MarketingisthebusinessforTOMORROW ServiceisthebusinessforFOREVER