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    5. 大師輕鬆讀 No.45 你在搞什麼行銷!
    創意思考

    大師輕鬆讀 No.45 你在搞什麼行銷!

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2003/09/18
    Language
    Traditional Chinese
    File format
    PDF (1MB), fit in large screen and Pubook
    Pages
    63
    ID
    9765
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    庫存
    • Intro

    • Chapters

    你在搞什麼行銷:對症下藥的10大「終極行銷」法則
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    本期目錄:

    ● 五分鐘摘要

    ● 10大「終極行銷」法則

    - 經常估算投資報酬率
    - 集中心力擴張生意
    - 以銷售能力為前提和核心
    - 從頭開始
    - 使用與眾不同的手法
    - 運用整合行銷
    - 善用行銷綜效
    - 不斷測試行銷構想
    - 先從最容易創造業績之處做起
    - 學以致用

    ● 回應與討論


    主題看板:

    創造業績、破除行銷迷思的終極法則

    有太多的行銷人員掉入下列陷阱中:

    ● 試圖做些無法計算的事—— 像是建立一些所謂的「心理占有率」。
    ● 只想到能有多少預算——「這是一個好幾百萬的行銷活動」。
    ● 企圖贏得廣告業的創意大獎。
    ● 以「行銷」之名掩飾多餘花費,因此行銷是不可或缺的。

    然而,當回到原點後,你會發現做行銷只有一個合理的理由,就是花在行銷上的每一塊錢,都要能創造超過一塊錢的額外業績。這就是所謂「終極行銷」的本質。這種型態的行銷,可以讓企業知道行銷活動所創造的明確投資報酬率,否則就停止行銷活動。「終極行銷」能呈現行銷創造出的有形且可計算的結果,也就是實際的業績,而非傳統行銷業者喜愛且經常使用的無形成果,例如品牌知名度、心理占有率和企業可見度等。

    實務上,「終極行銷」能破除下列八項普遍的行銷迷思:

    1.「有行銷活動總比完全沒有好。」
    這是瘋狂的想法。除非行銷活動能產生超過成本的銷售額,否則立刻停止,還不如把錢省下來。

    2.「廣告和行銷是一體的。」
    不對。廣告只是花錢,行銷則是確保公司花在廣告的錢都能回收。

    3.「好的行銷活動,能把產品定位成性感、美麗、有創意的。」
    錯。好的行銷活動能為公司帶進業績,最有效用的廣告通常都很單純,因為廣告中充滿訊息。

    4.「業務人員其實不是行銷過程的一部分。」
    不對。業務人員是整個過程的中心,除非業務人員能把東西賣出去,否則一切都沒有意義。

    5.「只要訓練正確,任何業務人員都能成為優秀的成交者。」
    別當真。再多訓練也幫不了一個差勁的業務人員,相反地,要找到頂尖業務人員,支付非常優渥的薪水。

    6.「了不起的行銷公司是那些贏得許多創意獎的公司。」
    以「終極行銷」的原則來看,最好的廣告是用最低成本創造最高銷售量。

    7.「偉大的行銷是由那些整天啥事都不用做,只發想新點子的卓越創意人憑空杜撰出來的。」
    又錯了。只有業務人員了解讓潛在顧客的購買原因,和業務人員談談,會得到更有用的想法。

    8.「好的行銷規則是根據——比如1%的回應率是直接信函活動可接受的成果,並花費6%的成本在廣告。」
    垃圾。每家公司和每樣產品都不一樣,訂定自己的規則,然後達成所設定的任務。

    「終極行銷」的好處是以創造業績為中心,這也是打造事業的一項交易活動。「終極行銷」是以創造業績為起點,而非終點,並逆向操作所有行銷程序的面向,產生交易。「終極行銷」能穿越構建在行銷業四周的重重神話,專注於創造業績,不再只是看起來不錯而已。再者,「終極行銷」的成敗完全是根據業績論斷,這也是「終極行銷」強而有力的一項優勢。
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    Details

    Released
    2003/09/18
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    9765

    對症下藥

    網路

    趨勢

    企業

    廣告行銷

    創意思考

    經營管理

    理財

    大師輕鬆讀

    投資

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    See more 大師輕鬆讀 / 大師輕鬆讀股份有限公司

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