市场运作：原则与工具

1.从公司战略到市场运作
从战略营销到运作营销的方法，关键步骤
从市场细分到运作细分
业务营销的行动范围

2.线上与线下的市场计划的成功
线上与线下市场运作计划的各个步骤
沟通策略
对象、目标、信息、 支持
明确运作营销计划的结构

3.构建有吸引力的信息
信息的组成部分：言语，可视化图片，图标，视频……
使用论据与各类信息为顾客创造价值
适应顾客的新增购买动机：定位
将产品/服务特点诠释为对顾客的实际利益

4.为销售创建辅助手段
销售论据
七项关键原则

其他工具
产品档案、产品目录、可视化辅助材料

市场宣传手册

5.销售促销
促销活动：类型和规则
各种促销技巧：优势与局限
游击营销与街头营销
小成本营销

展销会
商业与促销行动协同合作

6.多渠道直接营销使用的媒介
多渠道直接营销活动
不同媒介的运用
电子邮件，传统邮件，传真，邮购广告，优惠券，ISA
（网络安全服务器），邮件捆绑广告，邮件订阅列表……
邮件技巧：正确的做法

7.网络在业务营销计划中的角色
网站成功的关键要素
自然排名与竞价排名
Web 2.0与市场营销
规模传播管理

广告客户与品牌参与的四条方针
运用社交网络和公司博客
围绕公司产品与品牌开展病毒营销

8.线上与线下的广告传播
广告战中的关键点
战略副本和创造性工作计划

媒体的选择
优势、局限和表现指标

多渠道媒体投放方案和高效措施

9.业务营销计划中的公共关系
公关关系运作的五个关键阶段
媒体关系
会见记者的方式及工具

10.衡量与控制结果
成功的衡量标准
衡量行动与目标的关键指标

从行动总结中做业务方面的挖掘
管理指标及信号


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