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整合营销渠道——宝马案例 PPT文档 |
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资料名称：整合营销渠道——宝马案例
资料大小：618k
资料语言：英文
资料类别：网络营销
资料格式：PPT文档
授权方式：授权版
资料更新：2004-11-28 下午 07:55:29
页面刷新：2007-8-6 下午 09:12:00
下载次数：759
资料评级：
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资料介绍：
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising
1985 - 2000 Database Marketing arrived, but not integrated with mass advertising.
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
Recognition
Service
Information
Convenience
Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase =
a (usefulness of product)
+b (perceived brand value)
- c (money cost)
- d (time or inconvenience)
Two kinds of database marketing people
Constructors
People who build databases
Merge/Purge, Hardware, Software
Creators
People who understand strategy
Build loyalty and repeat sales
You need both kinds!
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