杨森公司的微观市场分析.ppt

微观市场
韩国杨森
制定市场计划的过程
战略
战术
监督与控制
定位分析
目标设定
产品是什么?
在工厂我们生产的是化妆品,在商店我们售出的是希望。
Charles Revlon, pany
"Customers don't buy quarter inch drills, but they buy quarter inch holes."
Anonymous
产品是什么?
a Product is ANYTHING that can be offered to satisfy the need of the CUSTOMER
a PRODUCT is a bundle of BENEFITS
It’s Us to DELIGHT our Customer through our Product
Why do we need marketing ?
Right Customer
x
Right Message
x
Right Time & Frequency
x
Right Representative
What if 1 R is zero?
谁是顾客?
谁是你的客户?
Customers Influencers
- prescribers - payors (insurer / hospital directors)
- orderers - patients / family associations
- buyers - nurses
- users
如果得到确认,为每一个客户制定计划是值得的。
Customers
Potential
Market Share
High
High
Low
low
low
defend & deepen
new opportunity
Low
Influencers
Destructive
Reach
Supportive
Long
Short
Medium
Low
High
Urgent !
为什么要做微观市场?
一个公司的全球市场战略能够满足一个客户的特殊需求吗?
客户的价值-一个案例
李医生每月处方500美元
对任何医生来讲,一旦采用了某一种产品,他将不会很快改变他的RX
我们应该投资1万美元吗?