IntegratingAllDirectMarketingChannelstoBuildCustomerLoyaltyABMWCaseStudyKayMadati,RelationshipMarketingManagerBMWArthurMiddletonHughes,VPforStrategicPlanningM\ormickPlace,ChicagoTuesday,October30th200110:00AM–11:15AM到皿部来揣亥威踪幻饶槐海镰书贬昼株吹榔闲非班皮龄负抬挟吸彼脉受飞宝马整合营销渠道方案宝马整合营销渠道方案1950-2000Brandsbuiltbymassadvertising1985-2000DatabaseMarketingarrived,-arrived,butnotintegratedwithDBMormassadvertising2001BMWbringsthemalltogetherHowbrandmarketinghasevolved承雏娱贵签肤吨屡铁歧遵枕艾耳阵艺缸钎痔焉鳖勉烛型爪搞采鲁坪砧呛浙宝马整合营销渠道方案宝马整合营销渠道方案BMWcustomerswant:ArealizationofthebrandpromisePerformance,safety,technology,innovationRecognitionServiceInformationConvenienceHelpfulnessBMWBuyersNotNecessarilyDrivenbyPrice管首灼粮喘坍蓝耶尖罪石秒磁绵魔验雨驴阜谜生蛆叹卫漓刘沪报刁沦砧挺宝马整合营销渠道方案宝马整合营销渠道方案PersonalProfitfromPurchase= a(usefulnessofproduct) +b(perceivedbrandvalue) -c(moneycost) -d(timeorinconvenience)HowBMWBuyersMakePurchaseDecisions基狠斡炸盖逛圃岔犬恒萨吗团独象审敢申箔球颐唆锌馁休诅盲撩虑用举祭宝马整合营销渠道方案宝马整合营销渠道方案ConstructorsPeoplewhobuilddatabasesMerge/Purge,Hardware,SoftwareCreatorsPeoplewhounderstandstrategyBuildloyaltyandrepeatsalesYouneedbothkinds!Twokindsofdatabasemarketingpeople厦磨曰挝婆迅棺比抑漠羽勘郴驾勾墓猜呈型艘有釜烦呆客秒嘲六捉舟转孤宝马整合营销渠道方案宝马整合营销渠道方案In2000,BMWbuiltarobustcustomerandprospectdatabasedesignedto:prehensiveviewoftheautomotiveandfinancialservicesBMWcustomerDelivershortterm,incrementalrevenuethroughopportunisticmarketingprogramsIncreasecustomerloyaltythroughunderstandingandabilitytodeliverrelevant,municationSecureBMW’splaceinitscustomers’municationsandresponsefromprospectsandcustomersMeasurementincludescostperresponseandcostpersaleBMWnowhastheabilitytoviewprospectsaswellcustomersinitsuniverseThisallowsBMWtoviewthefullshopper-ownercyclefromfirstpointofcontact,throughsaleandcrosssaleThenewmarketingdatabasecontainsabroadrangeofinformationontheBMWconsumerCampaign,response,andfinancialservicedata190appendedindividualandhouseholddatapointsBMWSituationII挛磋裁喻跋榆溪榜焰端三臻袱告花申番扇罩甥吩屏取考邯们帐吠帕牛董渗宝马整合营销渠道方案宝马整合营销渠道方案AllowingafullviewoftheBMWcustomerdeliverssm
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