安达信--市场与销售管理最佳实践

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收藏 2007-07-25

<div class="O" vshape="_x0000_s1026" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1;"><b>市场与销售管理最佳实践目录</b></div><div class="O" vshape="_x0000_s1026" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1;"><font color="#000000"></font><br/><div vshape="_x0000_s1026"><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.1&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;发展市场营销战略 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.1&nbsp;&nbsp; 发现隐藏的机会，更好地服务客户 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.2&nbsp;&nbsp; 只从事可以提高战略和绩效目标的机会 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.3&nbsp;&nbsp; 用独有的品牌地位赢得客户 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.4&nbsp;&nbsp; 通过事先的品牌推广，创造一个清晰易记的品牌 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.5&nbsp;&nbsp; 整合推广方式，媒体和业务实践，创造持续的品牌地位 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.6&nbsp;&nbsp; 用客户喜欢的方式销售和分销 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.7&nbsp;&nbsp; 在销售和分销方法选择上坚持利润率优先 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.8&nbsp;&nbsp; 一对一的向客户营销和销售产品，终生留住客户 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.9&nbsp;&nbsp; 使销售和营销结构支持绩效目标 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.1.10 评估所有的营销力量对公司长期价值的影响 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">&nbsp;&nbsp;<br/><div vshape="_x0000_s1026"><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.2&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;确定细分市场 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.2.1&nbsp;&nbsp; 发展市场细分框架 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.2.2&nbsp;&nbsp; 获得客户和市场前景信息 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.2.3&nbsp;&nbsp; 建立客户信息的营销数据库 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.2.4&nbsp;&nbsp; 利用客户信息推动战略性的市场营销 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.2.5&nbsp;&nbsp; 系统地监控市场细分 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.3&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;选择分销渠道 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.3.1&nbsp;&nbsp; 设计渠道，增强公司营销和销售战略 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.3.2&nbsp;&nbsp; 追随客户发现分销渠道的革新 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.3.3&nbsp;&nbsp; 使用互联网作为销售和分销的渠道 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.3.4&nbsp;&nbsp; 选择能够提供价值、增加利润的渠道伙伴 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.3.5&nbsp;&nbsp; 和渠道伙伴合作，改善他们的业务 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.3.6&nbsp;&nbsp; 定制营销纲要，满足渠道伙伴的需要 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '100 50 0'; mso-margin-left-alt: 384;">&nbsp;&nbsp;<br/><div vshape="_x0000_s1026"><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.4&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;发展定价战略 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.1&nbsp;&nbsp; 调查产品市场价值 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.2&nbsp;&nbsp; 确定产品服务真实的单项成本 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.3&nbsp;&nbsp; 让产品价值推动定价战略 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.4&nbsp;&nbsp; 坚持定价政策 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.5&nbsp;&nbsp; 追踪最终交易价格，监控价格绩效 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.6&nbsp;&nbsp; 减少成本，改善市场营销的战略与价格压力 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.4.7&nbsp;&nbsp; 修改价格，适应市场变化 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.5&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</b><b>发展广告宣传和推销战略（电讯业）</b><b>
</b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.5.1&nbsp;&nbsp; 针对不同的客户类型，发展战略性宣传计划 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '100 50 0'; mso-margin-left-alt: 384;">&nbsp;&nbsp;<br/><div vshape="_x0000_s1026"><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.6&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;发展销售预测 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.6.1&nbsp;&nbsp; 确定销售和生产预测综合需求量 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.6.2&nbsp;&nbsp; 任命预测负责人，提高预测能力 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.6.3&nbsp;&nbsp; 合作地发展预测，利用销售人员和管理人员的投入成果 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.6.4&nbsp;&nbsp; 使用多种预测方法减少偏差，提高准确率 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.6.5&nbsp;&nbsp; 从不同的资源收集数据和信息 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.6.6&nbsp;&nbsp; 追踪预测效果 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.7&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</b><b>确立在新市场的地位</b><b>
</b><b></b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.7.1&nbsp;&nbsp; 决定潜在市场投资战略时，同时考虑长期需求商机和短期的风险 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.7.2&nbsp;&nbsp; 和当地的合作伙伴共同投资，方便市场进入 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.7.3&nbsp;&nbsp; 发展产品和服务相联系的组合，吸引潜在市场上的有远见的客户 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.7.4&nbsp;&nbsp; 修改定价和推销战略，令其符合新市场的要求 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.7.5&nbsp;&nbsp; 建立独立的分销渠道 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.7.6&nbsp;&nbsp; 改善和ZF在政治上的关系，加强市场地位<b>
</b></div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '100 50 0'; mso-margin-left-alt: 384;">&nbsp;&nbsp;<br/><div vshape="_x0000_s1026"><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.8&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;通过现场销售队伍销售 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.1&nbsp;&nbsp; 提高销售队伍力量，满足客户日益复杂的要求 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.2&nbsp;&nbsp; 自动化销售力量 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.3&nbsp;&nbsp; 建立引导客户方法，支持直接销售队伍 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.4&nbsp;&nbsp; 通过销售增值服务，建立与客户间的合作伙伴关系 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.5&nbsp;&nbsp; 将回报或奖励与利润、客户满意度挂钩，而不仅是收入 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.6&nbsp;&nbsp; 给予销售人员必要的工具和奖励 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.8.7&nbsp;&nbsp; 整合销售领域，满足客户需求 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.9&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</b><b>通过现场销售队伍销售（电讯业）</b><b>
</b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.9.1&nbsp;&nbsp; 投资于零售商 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '100 50 0'; mso-margin-left-alt: 384;">&nbsp;&nbsp;<br/><div vshape="_x0000_s1026"><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.10&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;通过互联网销售 </b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.10.1&nbsp;&nbsp; 整合互联网和其他分销渠道 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.10.2&nbsp;&nbsp; 在符合公司使命的基础上结成战略联盟 </div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 384;"><b>4.11&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</b><b>管理客户订单</b><b>
</b></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.11.1&nbsp;&nbsp; 为每类客户制定单一基本合同 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.11.2&nbsp;&nbsp; 确定简单容易的订货的流程 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.11.3&nbsp;&nbsp; 建立情报性的、灵活的、整合的系统，在整个公司内使用 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.11.4&nbsp;&nbsp; 在客户联络时就作出决定 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;">4.11.5&nbsp;&nbsp; 在客户和公司间确立长期的协议，定时评估协议 </div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;"><b></b></div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '100 50 0'; mso-margin-left-alt: 384;"></div></div></div></div></div></div></div></div></div></div></div><div class="O1" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '120 20 0'; mso-margin-left-alt: 624;"></div><div class="O" style="mso-char-wrap: 1; mso-kinsoku-overflow: 1; mso-line-spacing: '100 50 0'; mso-margin-left-alt: 384;"></div></div></div>&nbsp;&nbsp;