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Jingdong book

特劳特营销十要

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商品《特劳特营销十要》有两种印刷封面,随机发货!


Content Description

《特劳特营销十要》告诉你关于定位营销的10个关键:
营销的本质是什么?
品牌运营如何发挥作用?
如何制定产品战略?
如何正确定价?
增长有限度吗?
如何进行良好的市场调研?
怎样评估广告效益?
怎样选择合适的媒体?
公司标志有多重要?
最常见的错误有哪些?
Author Description

杰克·特劳特,全球顶尖的营销战略家,“定位”之父。 1969年提出商业中的“定位”观念,并在实战中不断开创与完善了定位理论。目前是特劳特全球伙伴公司总裁,该公司是美国最负盛名的国际营销咨询公司之一,在全球26个国家设有分公司。他的作品有《定位》、《重新定位》、《商战》、《什么是战略》等畅销书。

谢伟山,特劳特全球伙伴公司中国区合伙人。
深研定位理论多年,致力于传播定位理论,译著有《定位》、《简单的力量》、《显而易见》、《重新定位》等书。实战经验丰富,服务案例:王老吉凉茶、立白集团、香飘飘奶茶、劲霸男装、大长江集团(豪爵摩托)、燕京集团、乌江涪陵榨菜、会稽山绍兴酒、九阳豆浆机、九龙斋酸梅汤、太阳纸业、东阿阿胶、雅迪电动车、方太厨电、哎呀呀、乡村基快餐等。

苑爱冬,特劳特全球伙伴公司中国区合伙人助理。翻译杰克·特劳特著作有《营销革命》、《重新定位》、《简单的力量》、《特劳特营销十要》等。
Catalogue

特劳特致中国读者
总序
导读 企业家的新角色
前言

第1章 精灵驾到

第2章 营销的本质是什么
精灵的营销智慧
改善家居设施
精灵论预算
坚持到底的重要性
分销的重要性
一个警告

第3章 建立品牌
精灵的品牌智慧
精灵论品牌名称
精灵论品牌战略
精灵论专注
精灵论贪婪
随之而至的备忘录

第4章 我的产品战略应该是什么
精灵的产品智慧
精灵论第一
精灵论第二
精灵论新东西
精灵论品牌延伸
拜拉的总结
拜拉的重整计划

第5章 如何正确定价
精灵的价格智慧
精灵的指导原则
扭转美铝公司的局面
现实过程
结果
拜拉发布了指导原则

第6章 增长有限度吗
精灵的增长智慧
不要专注股票
专注主业
专注认知
面对现实
拜拉的总结
新政策

第7章 什么是好的市场调研
精灵的调研智慧
言行不一
从众消费
获取心智快照
对未来的思考
第二天

第8章 如何评估广告
精灵的广告智慧
坦诚且有新闻价值
简单、明确、保持耐心
第二次会议

第9章 怎样选择合适的媒体
精灵的媒体智慧
语言与图画
两种语言
公关和促销
整合营销
第二天

第10章 公司标志有多重要
精灵的商标智慧
对标志的一些研究
精灵论形状
精灵论色彩
精灵论昵称
拜拉回到会议中

第11章 最常见的错误有哪些
自大
贪婪
无知
妄想
失去焦点
修修补补
骄傲

第12章 结局
附录a 特劳特思想应用
附录b 企业家感言
Book Abstract

《特劳特营销十要》:
拜拉查看营销预算时注意到,总数巨大的预算费用实际上是由许多不同部分构成的,只是有些部分较大,有些部分较小而已。它们都有不同的预算说明,如广告运作、直接反馈、促销、公关、展销会、包装、产品陈列,等等。
一想到自己对不同形式的媒体知之甚少,拜拉就感到信心不足。这些媒体各自的优势是什么,不足是什么?它们之间应该怎样配合?我们是否在有些方面浪费了资金,而在另一些重要方面又付出太少?突然间,拜拉脑海里浮现出在某些方面太浪费,而在另外一些方面却投入不足的场景。这种感觉会使财务人员感到非常不舒服——“需要再次与精灵探讨一下有关媒体的问题了。” 拜拉发现,经常从精灵那里得到指点使自己感到轻松。
精灵的媒体智慧 “要回答‘采用何种媒体形式’这一问题是越来越困难了。”精灵开始说道,“因为人类总在不停地开发新的媒体形式。” “我需要更详尽的解释。”拜拉说。
“好吧。过去,广告媒体只有印刷品和广告招牌,然后有了广播、电视和互联网,但这些还只是冰山一角。
现在我们拥有各种各样的广告媒介,可以利用像小便池、垃圾桶、公园长椅、饭碗、服装、热气球等你所能想到的任何东西来做广告。” 拜拉感到非常吃惊:“那么你怎样确定哪一种或哪一些媒体才是可以利用的最好的广告形式?” 精灵回答道:“首先,你必须了解不同媒体的优势和弱势。在广告业,一个简单的衡量标准是一种媒体的受众数量。电视拥有相当大的受众数量,广播的受众数量也很大,但是还不够大;印刷体广告拥有较少的受众,并且受众数量呈下降趋势;直邮能够辐射到很多人,但如果你的邮寄名单非常庞大,邮资就会很昂贵,随着邮费的不断上涨,这一方式已变得不是很有效了;告示板和广告牌的受众仅限于当地……传媒人员应该能够为你提供某类媒体的受众数量。” 拜拉打断他:“你漏掉互联网了,互联网是很火暴的新型媒体。” “不对,那是一个曾经很火暴但现在却很冷清的新型媒体。”精灵回答,“虽然互联网是向顾客传递更多信息的好地方,但它并不是一个发布广告的好地方,因为你不能打断节目来传达你的信息,你所能做的就是在别人的电脑屏幕上零散地放上一些信息,而没人想接收它们。” 拜拉问:“除了数字,还有没有更好的方法可以评估并确定应该将广告费花在哪里?” “还有其他方法。”精灵回答,“但是首先你必须摒弃一些所谓的传统智慧。” 语言与图画 精灵问拜拉:“眼睛和耳朵,哪一个更灵敏?” 拜拉略加思索,回答道:“眼睛。” “这正是我通常会得到的答案。”精灵说,“显然你也正受到那些‘传统智慧’的影响;大约在公元前500年,孔子就曾经讲过一句名言,我猜你也不懂中文,不过我可以告诉你,那句话的大意就是‘一画胜千言’。但是,你看,是这五个字,而不是图画一直存在了2500年,而且丝毫没有消失的迹象。我敢说,没有哪一位广告公司的总经理、创意总监或艺术指导在工作中一次都没有引用过孔子的这句话!” “你认识孔子?”拜拉问道。
“当然。”精灵回答,“他是真正的先知,因为他预计到电影和电视媒体中图像的价值。
我是说因为孔子的这句话,大多数人都已经充分认识到广告营销中视觉图像的重要性,就像你一样。这也就是我所说的‘传统智慧’。然而,如果你仔细分析大量的成功营销项目,你会看到它们都不仅仅是视觉上的,它们更强调听觉,它们都是概念而不仅仅是图片。” 拜拉感到有些困惑:“我接受这一点。但你是想说明什么呢?所有的媒体形式都应该是有语言的吗?” 两种语言 “我正要讲到这一点,你要有点儿耐心。”精灵说, “你看,有两种语言形式——书面语言和口头语言。我们经常会将二者混为一谈,但它们之间是有差别的,耳朵总是比眼睛灵敏。多次实验表明,大脑能够在140毫秒内理解一个口述的词语,而理解一个书面词语则需要180毫秒。心理学家推测,大脑要用这40毫秒的时间将视觉信息转换成听觉声音,才能够将它理解。
不仅听要比看快,而且听到的会比看到的在头脑里保留的时间更长。视觉形象,无论是图画还是文字,会在1秒钟内消失,除非你的大脑将其刻入脑海,而听到的信息在大脑中持续的时间是其四五倍。这就是阅读书面文字时,你的思路会很容易中断的缘故。你经常不得不回顾某些信息的意义。因为声音在大脑里持续的时间更长,所以口述词语更容易理解。
听总比阅读有效,差异有两点——首先,大脑对口述语言存储的时间更长,这能使你更清晰地理顺思路;其次,人们的声音、语调会赋予语言情感,这是单纯的书面文字所不能及的。” 拜拉说:“你是说带有口述语言或声音的媒体要比单调的书面文字媒体更好吗?” “对。”精灵说,“你的主要媒体是那些带有声音的电视、广播以及电影等,你的次要媒体是那些只有书面文字的媒体,如杂志、报纸以及直邮等。因此,要尽可能地使用有声媒体。‘汽车旅馆6’通过广播媒体建立了一个强大的品牌。它们从没有使用过任何平面媒体。” 公关和促销 拜拉再次插话道:“你如何看公关这一工具?” 精灵回答道:“非常重要,如果你能够在投放广告之前利用它会更好。相对于在广告中了解到的信息,人们更容易接受新闻中提供的信息。根本原因是,他们不喜欢推销,但是想知道发生了什么。同时,新闻中的有关信息也会给你的产品带来很高的可信度。” “那么促销呢?”拜拉问。
“有些促销方式有助于产生一些公关效应。例如,用大象在商业中心游行的方法推出你的新产品;某些特别的优惠有助于引来消费者试用你的产品。但如果促销仅仅是打折,其作用就微乎其微,无休止地通过打折促销产品只会让你的顾客买促销品。促销是吸引消费者的不当方法。” 整合营销 “好了,”拜拉大声说,“我知道不同媒体的区别了,但是现在我该怎么做才能将它们整合在一起呢?” “这就是整合营销,它是营销人员所追求的‘圣杯’。
在整合营销中,你要让差异化信息通过各种媒体进行传递。一旦确定了差异化信息,你就可以利用各种不同媒体的优势来进行传播。公关能够帮助你推出新理念,赋予其可信度,并制造话题;广告能够迅速为这一理念建立认知度;展览会能够在行业内或产品分销渠道中引起兴奋;直邮可以将你的理念推荐给你最好和需求量最大的那一部分顾客;促销能够吸引人们试用新产品。” “这听起来相当简单。”拜拉说。
“是的。”精灵回答,“但你首先要有差异化信息。如果没有差异化,就只会造成一片混乱。这就是整合营销难以把握的原因。” 拜拉努力去理解这些概念,“首先应确保我们拥有差异化信息;其次,如果可能的话,通过公关将其推出;再次,将我们的资金投入到那些有声的媒体上;最后,不要把促销做过头。” 精灵笑着说:“对于像你这样只有财务背景的人来说,你学得已经很快了。” 语音未落,屏幕又变成了一片空白。
第二天 第二天,拜拉与其营销经理召开了一次会议,宣布了新的“选择媒体传达国际联合机器公司信息”的指导原则。会议结束时,拜拉说:“你们都听到我刚才说的了吗?”等他离开后,营销经理神秘地说:“我敢打赌,一定是有什么人控制了他的身体。”
……

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周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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