Enterprise Marketing Management The New Science of Marketing phần 3 ppsx

Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons

... interacts on the brand’s behalf with any customer.From the smallest local business to sprawling global enter-prises, it’s the end of the art of marketing and the beginning of the new science of marketing. ... Architecture4 ENTERPRISE MARKETING MANAGEMENT what are often creative exercises. It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing. To ... willimpact the focus of the sales force—all in support of the needs andwants of the target customers. The good news is that knowing what these systems can do foryou will help you adapt to the new science...

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... interacts on the brand’s behalf with any customer.From the smallest local business to sprawling global enter-prises, it’s the end of the art of marketing and the beginning of the new science of marketing. ... pass onour knowledge to our new clients. Enterprise Marketing Management: The New Science of Marketing, which has been written by two of the senior members of Zyman Marketing Group, Dave Sutton ... hasnot learned how to use knowledge of its customers to position its8 ENTERPRISE MARKETING MANAGEMENT Enterprise Marketing Management The New Science of Marketing Dave Sutton and Tom KleinJohn...

Enterprise Marketing Management The New Science of Marketing phần 2 potx

... willimpact the focus of the sales force—all in support of the needs andwants of the target customers. The good news is that knowing what these systems can do foryou will help you adapt to the new science ... plug-ging marketing in to the rest of the enterprise represent the rightfirst steps. The next piece missing from the puzzle is to take the MARKETING IS NOT AN ART—IT IS A SCIENCE 11Cost -of- entry ... tim-ing of the return, which in turn lets you monitor both the incre-mental and the cumulative ROI for a specific marketing initiative.It offers an immediate snapshot of the validity of the marketing investment.Creatively...

Enterprise Marketing Management The New Science of Marketing phần 3 ppsx

... allows mar-keters to correct their course along the way. The old practice of rolling the dice at the start of the year and measuring the results at the end of the year is over. You need to bring ... the sales and financial departments. But what on earth50 ENTERPRISE MARKETING MANAGEMENT 3 PLUG MARKETING INTO THE ENTERPRISE As you can see, brands stand at the center of your marketing enterprise, ... exclusively within the mar-keting department. They have to be shared with the rest of the company.2. Marketing has to rely on the rest of the company to helpit deliver the brand benefits and...

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... are missing either of these, then you’re, no doubt, introuble. The brand is at the top of the hierarchy because that’s what66 ENTERPRISE MARKETING MANAGEMENT answer the questions of how a customer ... to eitherTAKE OWNERSHIP OF THE BRAND EXPERIENCE 69noted that GE is in the service business. Even in the case of GE’s jetengine production, the majority of the profit from the sale of theseengines ... in the store, the dynamics of the product itself, learning how to set up the product (i.e., negotiating the user’s manual), the experience of using the product (whether that’s pouring a bowl of...

Enterprise Marketing Management The New Science of Marketing phần 5 pdf

... problems.These are, of course, hypothetical examples, but they give you an idea of the types of hypotheses that you must develop. These hypothesesthen must be validated to determine not only whether ... sitting in the finance manager’soffice at the car dealership, trying to secure financing so that youcan drive the car of your dreams off the lot today. In the middle of the arduous process of collecting ... be-tween the measured outcome for an element of the brand experienceand sales.Hypotheses ValidationValidation of the hypotheses that will drive improvement of the brandexperience and result in the...

Enterprise Marketing Management The New Science of Marketing phần 6 pot

... tying together disparateelements of marketing. The new media utterly changed the science of marketing as we know it.First things first—what are new media? They are all of the tools of the electronic ... elements of the marketing mix. New media can also aid businessmarketers. While business mar-keters may have the addresses of the buyers of their products, most of them still haven’t taken the critical ... levelsdressed up as marketing. The Internet revolution had done moreharm to the notion of a new science of marketing than could havebeen imagined. The so-called great marketing of the day was nothing...

Enterprise Marketing Management The New Science of Marketing phần 7 ppsx

... digital forms of all of the other media. It’s relegated to littlemore than the library of the other media. That’s like buying abrand -new Porsche and using only the CD player.There’s a lot of potential ... sellingthem services, is the way that most of the product companies of the twentieth century have rapidly transformed themselves into the service companies of the twenty-first century.USE NEW MEDIA ... many years of profitablesales thereafter.Step 5: Craft the Elements of the ConversationOnce you’ve determined the proper methods of approaching eachcustomer segment, you can craft the conversation...

Enterprise Marketing Management The New Science of Marketing phần 8 docx

... beautiful weather—rather than the unique features of their own resort. In short, theywere selling the category of skiing, not their own particular brand of skiing.Developing Initial Brand Hypotheses ... successful, all of these groups must work together to bring the new brand position-ing to life.166 ENTERPRISE MARKETING MANAGEMENT 9MEASURE INVESTMENTPERFORMANCEDespite the need to rethink their ... everyone of these stages, they experience your brand. The goal is tomap the key benefits from your brand architecture the aspectsthat you know motivate purchase intent—to each of the stages of the...

Enterprise Marketing Management The New Science of Marketing phần 9 potx

... $ 3, 750 $ 22,500 23% 2 7% $ 19,000 $ 4,750 $ 9,500 13% 2 7% $ — $ — $ no cost 0%2 7% $ 4,000 $ 1 ,33 3 $ 2,000 1%2 7% $ 3, 000 $ 30 0 $ 1,500 1%11 7% $ 50,6 13 $ 2,025 $ 4,601 1%4 41% $ 33 9 ,33 8 ... elements of the marketing mix and every customer touch point around the actual sale.One of the drivers of the choices of investment should be the information that you might have gathered from ... Develop a profile of the investment and the return on the marketing investment.c. Develop the nonfinancial metrics that are likely leadingindicators of marketing return. 3. Implement the process...

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