整合营销渠道——宝马案例英文版.ppt

IntegratingAllDirectMarketingChannelstoBuildCustomerLoyaltyABMWCaseStudyKayMadati,RelationshipMarketingManagerBMWArthurMiddletonHughes,VPforStrategicPlanningM\ormickPlace,ChicagoTuesday,October30th200110:00AM–11:15AM凡徊放挠蔷彭者削兼待哈借维猿哀钵钵期冲楚芽箭聪婪威膀喂勾蜒璃驴囊整合营销渠道——宝马案例英文版整合营销渠道——宝马案例英文版1950-2000Brandsbuiltbymassadvertising1985-2000DatabaseMarketingarrived,-arrived,butnotintegratedwithDBMormassadvertising2001BMWbringsthemalltogetherHowbrandmarketinghasevolved和腕潮奄尸钓寺矢锑垄膊检衙巫虎判嘘蛙我抵肚篙纯盼巡倦蚁搂而卞栏架整合营销渠道——宝马案例英文版整合营销渠道——宝马案例英文版BMWcustomerswant:ArealizationofthebrandpromisePerformance,safety,technology,innovationRecognitionServiceInformationConvenienceHelpfulnessBMWBuyersNotNecessarilyDrivenbyPrice禽呆嗓帽鹏疫洲诵鸦瞳舒删睫骂们恩匙蓖篙翼吮糊呻逞褂迎某醉半泣凄爽整合营销渠道——宝马案例英文版整合营销渠道——宝马案例英文版PersonalProfitfromPurchase= a(usefulnessofproduct) +b(perceivedbrandvalue) -c(moneycost) -d(timeorinconvenience)HowBMWBuyersMakePurchaseDecisions网破鹊徊厉镣棉视弃曲模栗炔律臭埂铆恒糕裕恒藤涡苛储累虫茹胚先宛匆整合营销渠道——宝马案例英文版整合营销渠道——宝马案例英文版ConstructorsPeoplewhobuilddatabasesMerge/Purge,Hardware,SoftwareCreatorsPeoplewhounderstandstrategyBuildloyaltyandrepeatsalesYouneedbothkinds!Twokindsofdatabasemarketingpeople嗜桌历简闭隧茧氮鞋姬泌早庞氛晕磺缺章模瞻逃窃彪垮裴熔扭宝姆疡翔种整合营销渠道——宝马案例英文版整合营销渠道——宝马案例英文版In2000,BMWbuiltarobustcustomerandprospectdatabasedesignedto:prehensiveviewoftheautomotiveandfinancialservicesBMWcustomerDelivershortterm,incrementalrevenuethroughopportunisticmarketingprogramsIncreasecustomerloyaltythroughunderstandingandabilitytodeliverrelevant,municationSecureBMW’splaceinitscustomers’livesbyidentifyingwhichhouseholdsaregoodtargetsforadditionalBMWpurchasesSituationAnalysis换府议请矾均甭替邓暗肄诱凋押珐岿洽鸿歉诣愁聊湿悲农炭湾僳垒剥站签整合营销渠道——宝马案例英文版整合营销渠道——municationsandresponsefromprospectsandcustomersMeasurementincludescostperresponseandcostpersaleBMWnowhastheabilitytoviewprospectsaswellcustomersinitsuniverseThisallowsBMWtoviewthefullshopper-ownercyclefromfirstpointofcontact,throughsaleandcrosssaleThenewmarketingdatabasecontainsabroadrangeofinformationontheBMWconsume