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[傻瓜市场营销与财会系列].Marketing.For.Dummies.pdf

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1、Start with FREE Cheat SheetsCheat Sheets includeChecklistsChartsCommon InstructionsAnd Other Good Stuff!Get Smart at D D makes your life easier with 1,000s of answers on everything from removing wallpaper to using the latest version of Windows. Check out ourVideosIllustrated ArticlesStep-by-Step Ins

2、tructionsPlus, each month you can win valuable prizes by entering our D sweepstakes. *Want a weekly dose of Dummies? Sign up for Newsletters onDigital PhotographyMicrosoft Windows visit D for official rules.Get More and Do More at DTo access the Cheat Sheet created specifically for this book, go to

3、 spine=.76”by Alexander HiamAuthor of Marketing Kit For Dummies, 3rd EditionMarketingFORDUMmIES3RD EDITIONMarketing For Dummies, 3rd EditionPublished byWiley Publishing, Inc.111 River St.Hoboken, NJ 07030-Copyright 2009 by Wiley Publishing, Inc., Indianapolis, IndianaPublished by Wiley Publishing, I

4、nc., Indianapolis, IndianaPublished simultaneously in CanadaNo part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permit-ted under Sections 107 or 108 o

5、f the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publish

6、er for permission should be addressed to the Permissions Department, John Wiley please send us your comments through our Dummies online registra-tion form located at http:/. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3

7、993, or fax 317-572-4002.Some of the people who helped bring this book to market include the following:Acquisitions, Editorial, and Media DevelopmentProject Editor: Chad R. Sievers(Previous Edition: Tere Drenth)Acquisitions Editor: Stacy KennedyCopy Editor: Jennifer Tebbe(Previous Edition: Laura K.

8、Miller)Assistant Editor: Erin Calligan MooneyEditorial Program Coordinator: Joe NiesenTechnical Editor: Alberto F. Hidalgo Jr. Editorial Manager: Michelle HackerEditorial Assistant: Jennette ElNaggarCover Photos: Brand X PicturesCartoons: Rich Tennant ()Composition ServicesProject Coordinator: Patri

9、ck RedmondLayout and Graphics: Samantha K. CherolisProofreader: Toni SettleIndexer: Potomac Indexing, LLCSpecial HelpMegan Knoll, Todd LotheryPublishing and Editorial for Consumer DummiesDiane Graves Steele, Vice President and Publisher, Consumer DummiesKristin Ferguson-Wagstaffe, Product Developmen

10、t Director, Consumer DummiesEnsley Eikenburg, Associate Publisher, TravelKelly Regan, Editorial Director, TravelPublishing for Technology DummiesAndy Cummings, Vice President and Publisher, Dummies Technology/General UserComposition ServicesDebbie Stailey, Director of Composition ServicesContents at

11、 a GlanceIntroduction 1Part I: Designing a Great Marketing Program 7Chapter 1: Optimizing Your Marketing Program .9Chapter 2: Strengthening Your Marketing Strategy 25Chapter 3: Writing a Marketing Plan .43Part II: Leveraging Your Marketing Skills 67Chapter 4: Researching Your Customers, Competitors,

12、 and Industry .69Chapter 5: Engaging Your Marketing Imagination .87Chapter 6: Pumping Up Your Marketing Communications 107Part III: Advertising for Fun and Profit 125Chapter 7: Perfecting Your Printed Materials 127Chapter 8: Signing On to Outdoor Advertising 147Chapter 9: Broadcasting Your Message 1

13、67Part IV: Finding Powerful Alternatives to Advertising .183Chapter 10: Maximizing Your Web Marketing185Chapter 11: Making a Positive Impression in Low-Cost Ways .209Chapter 12: Leveraging Face-to-Face Marketing Opportunities .223Chapter 13: Going Direct with Your Marketing 237Part V: Selling Great

14、Products to Anyone, Anytime, Anywhere . 257Chapter 14: Making Your Brand Stand Out 259Chapter 15: Finding the Right Pricing Approach .279Chapter 16: Distributing Your Product Where Your Customers Are 299Chapter 17: Succeeding in Sales and Service .313Part VI: The Part of Tens 333Chapter 18: Ten Comm

15、on Marketing Mistakes (And How to Avoid Them) .335Chapter 19: Ten Ways to Launch Guerilla Marketing Attacks .339Chapter 20: Ten (Or So) Ways to Survive Sales Downturns .343Chapter 21: Ten (Plus One) Tips for Boosting Web Sales 347Index 353Table of ContentsIntroduction . 1About This Book 1Conventions

16、 Used in This Book .2Foolish Assumptions .3How This Book Is Organized 3Icons Used in This Book .6Where to Go from Here .6Part I: Designing a Great Marketing Program . 7Chapter 1: Optimizing Your Marketing Program. . . . . . . . . . . . . . . . . . . .9Knowing Your Customer 9Asking the right question

17、s 10Filling the awareness gap 11Focusing on your target customer 12Identifying and playing up your strengths .13Discovering the best way to fi nd customers 13Defi ning Your Marketing Program .15Finding your infl uence points 17Analyzing your Five Ps 17Refi ning your list of possibilities .18Avoiding

18、 the pricing trap 19Controlling Your Marketing Program .19Refi ning Your Marketing Expectations .22Projecting improvements above base sales .22Preparing for (ultimately successful) failures 22Revealing More Ways to Maximize Your Marketing Impact 23Chapter 2: Strengthening Your Marketing Strategy. .

19、. . . . . . . . . . . . . .25Finding and Riding a Growth Wave .25Measuring the growth rate of your market 26Responding to a fl at or shrinking market .27Growing with a Market Expansion Strategy .28Offering more products.28Riding a bestseller to the top .29Specializing with a Market Segmentation Stra

20、tegy .30Gauging whether specializing is a good move .31Adding a segment to expand your market31Marketing For Dummies, 3rd Edition viiiDeveloping a Market Share Strategy .31Choosing a unit 32Estimating market share .32Understanding where your product fi ts in the market .33Knowing your competitors .3

21、5Studying market trends and revising if need be 35Designing a Positioning Strategy .36Envisioning your position: An exercise in observation and creativity 36Writing a positioning strategy: The how-to 37Considering Other Core Strategies 38Simplicity marketing 38Quality strategies .39Reminder strategi

22、es.39Innovative distribution strategies .40Selling Innovative Products 40Writing Down and Regularly Reviewing Your Strategy 41Chapter 3: Writing a Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . .43Reviewing the Contents of a Good Plan 44Starting with baby steps .45Maximizing ef

23、fi ciencies .46Understanding the Dos and Donts of Planning 46Dont ignore the details .46Dont imitate the competitors 47Do fi nd your own formulas for success 47Dont feel confi ned by last periods budget and plan .47Dont engage in unnecessary spending .47Do break down your plan into simple subplans 4

24、8Writing a Powerful Executive Summary .49Preparing a Situation Analysis .50Knowing what to include in your analysis 51Being prepared for economic cycles .52Taking stock with a competitor analysis table 53Explaining your marketing strategy 54Clarifying and Quantifying Your Objectives .55Think about t

25、he limitations in your resources 56Dont expect to make huge changes in customer behavior .56Summarizing Your Marketing Program 58Exploring Your Programs Details .60Managing Your Marketing Program 61Projecting Expenses and Revenues .62Buildup forecasts .63Indicator forecasts .63Multiple scenario fore

26、casts 63Time-period forecasts .64Creating Your Controls .65ixTable of ContentsPart II: Leveraging Your Marketing Skills 67Chapter 4: Researching Your Customers, Competitors, and Industry. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69Knowing When

27、and Why to Do Research .70Researching to fi nd better ideas 70Researching to make better decisions 71Researching to understand love and hate 71Defi ning Your Marketing Decisions Before Starting Your Research .75Conducting Primary Research .76Observing your customers .77Asking customers questions 77D

28、oing Low-Cost Research .80Compare your approach to that of your competitors 80Create a customer profi le .81Entertain customers to get their input .81Use e-mail to do one-question surveys .81Surf government databases 82Establish a trend report 82Analyze competitors ads and brochures .83Research your

29、 strengths .83Probe your customer records 84Test your marketing materials .84Interview defectors 85Ask your kids about trends 85Keeping an Eye on Demographics .86Chapter 5: Engaging Your Marketing Imagination. . . . . . . . . . . . . . . . .87Turning the Tide with Creativity .88Conducting a creativi

30、ty audit .88Changing (almost) everything 90Applying Your Creativity 90Writing a creative brief .92Including creativity in product development 94Considering creativity and brand presentation .94Generating Rich Ideas .96Coming up with new ideas from simple activities .97Making creativity a group activ

31、ity .99Managing the Creative Process .103Harnessing All Creative Types .104Chapter 6: Pumping Up Your Marketing Communications . . . . . . . . .107Pursuing Your Communication Priorities 107Achieving high frequency without sacrifi cing quality 108Being clear 110Being consistent .112Marketing For Dumm

32、ies, 3rd Edition xAdding stopping power to catch the customers eye .113Being as persuasive as possible.115Checking the accuracy of your communications 117Communicating to the Entire Brain .117Exploring Four Strategies for Boosting Your Communications Appeal119Pull Power: Building Customer Traffi c 1

33、20Tightening Your Writing .121Creating Great Visuals 122Embracing hierarchy in design 122Relying on experience to avoid homemade design disaster 123Part III: Advertising for Fun and Profit 125Chapter 7: Perfecting Your Printed Materials. . . . . . . . . . . . . . . . . . . .127Designing Printed Mark

34、eting Materials 128Including the eight necessary parts 128Putting the parts together: Design and layout .130Going with a professional designer .130Doing the design on your own .131Finding your font 132Bringing it all together in a perfect fl ow .137Producing Quality, Effective Brochures .138Knowing

35、the purpose of your brochure .138Laying out your brochure .140Printing your fi nished product .142Placing a Print Ad 142Determining whether you can afford an ad 142Finding inexpensive places to advertise .143Selecting the ad size 144Testing and improving your print ad 145Chapter 8: Signing On to Out

36、door Advertising . . . . . . . . . . . . . . . . . . .147Heading Back to Basics: The Essential Sign .148Knowing what your sign can do .148Finding reputable sign producers149Writing good signs .149Researching the regulatory constraints before posting a sign 152Going Big: Posters and Billboards .152De

37、ciding on formats for outdoor ads 152Grasping the limitations of outdoor ads .154Maximizing the returns on outdoor advertising 154Putting Your Name on Portable Items 156Trying your hand at T-shirts 157Getting slapped on with bumper stickers 157xiTable of ContentsPutting your name on bags .158Staying

38、 dry (or shaded) with umbrellas .158Taking Your Message to the Streets .159Leveraging your vehicle fl eet .159Flagging down your customers 160Capturing attention with canopies and awnings .162Eyeing different alternatives 163Keeping Your Message on the Move with Transit Advertising .164Chapter 9: Br

39、oadcasting Your Message . . . . . . . . . . . . . . . . . . . . . . . .167Producing Ads for Radio .167Recognizing the cost value of radio time 168Going the direct route with your goals .169Targeting your radio advertising .170Looking into audio podcasts 170Considering Web radio172Identifying Less Ex

40、pensive Ways to Use the Power of Video 172Planning your video shoot 173Shooting your own high-quality video 174Designing Ads for TV .175Proceeding with TV ads 175Getting emotional 176Being visual: Show, show, show.178Answering the question of style 178Purchasing ad time on TV.180Buying spot televisi

41、on and Web video ads on a shoestring budget 181Part IV: Finding Powerful Alternatives to Advertising .183Chapter 10: Maximizing Your Web Marketing . . . . . . . . . . . . . . . . . . .185Creating and Managing a Web Identity .185Standardizing your Web identity .186Using the top inch to advantage 187R

42、egistering domain names .187Developing Your Hub Web Site 188Designing a hub Web site on the cheap 189Hiring a professional designer or fi rm 189Looking at the core elements of a good hub site .190Fashioning a registration-based site .191Getting Your Site Noticed in Search Engines .192Taking advantag

43、e of header and META magic .192Boosting visibility on search engines193Driving traffi c with content.194Reaching your traffi c tipping point195Marketing For Dummies, 3rd Edition xiiAdding Satellites around Your Hub Site to Draw Visitors 196Using landing pages effectively 196Building relationships by

44、 blogging 197Getting active on social networking sites .198How to Advertise on the Web 199Starting with pay-per-click search ads 200Adding banner ads to your repertoire 201Furthering your Web campaign with creative display ads .202Knowing How Much to Budget 203Understanding E-mail Etiquette .204Send

45、ing appropriate individual e-mails 204Going over the guidelines for mass e-mails 205Chapter 11: Making a Positive Impression in Low-Cost Ways . . . . .209Making the Most of Word of Mouth 210Managing word of mouth 210Capturing the power of viral marketing 211Using Publicity to Your Advantage .212Snif

46、fi ng out good stories .213Finding the hook: Think like a journalist 214Communicating a story to the media 215Considering the hodgepodge of video releases and wire services 218Premiums: The Most Abused and Misused Medium of All! 219Creating an impact with your premiums 219Prizing premium quality ove

47、r quantity .221Chapter 12: Leveraging Face-to-Face Marketing Opportunities . . . .223Harnessing the Power of Face-to-Face Marketing .223Considering your options .224Avoiding boredom to ensure interesting events .225Sponsoring a Special Event 226Know your options 226Run the numbers227Screen for relev

48、ance 229Express your values and convictions229Putting On Your Own Public Event .229Selling sponsorship rights 229Getting help managing your event .230Exhibiting at Trade Shows and Exhibitions .230Knowing what trade shows can accomplish for you 231Building the foundations for a good booth 231Locating

49、 trade shows 232Renting the perfect booth .233Setting up other kinds of displays .233Doing trade shows on a dime .235Passing out premiums .235xiiiTable of ContentsChapter 13: Going Direct with Your Marketing . . . . . . . . . . . . . . . . . .237Beating the Odds with Direct Marketing 237Recognizing that practice makes perfect .238Knowing what youre up against 239Focusing on tactics that create high response rates 240Making Your Dir

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