浙江海洋学院本科毕业论文
Marketers must manage the relationship between any two entities. If Disney wants to promote the cartoon du jour with McDonalds, or Pepsi wants to make sure that all Six Flags theme parks have a Pepsi Ride, then marketers ensure both parties are getting what they need out of the deal and staying true to their own brand image.
Price Marketing/Sales Forecast
Pricing is largely driven by market pressure. Most people, for example, won?t pay more than $2.00 for a hamburger in a fast food restaurant. On the other hand, brand managers always have some pricing leeway that can greatly affect market share and profitability. An increase of a nickel in the price of a product sold by the millions can make huge differences in revenue —assuming the price rise doesn?t cause equivalent millions less of the products to be sold. Brand managers need to figure out the optimal pricing strategy for their product, though it?s not always a case of making the most money. Sometimes it makes more sense to win market share while taking lower profits. How do brand managers justify their prices? Through extensive research. Paper towels, for example, may be much more price-sensitive than a luxury item like engagement rings or smoked salmon.
Brand and marketing managers don?t always have free reign over pricing. At some companies, such as those that sell largely through mail order, or those with complex pricing systems, pricing and promotional offers may be limited to what the operational sales system can handle. Explains one marketing manager at a long-distance phone company (an industry with notoriously tangled pricing plans): “It?s very easy to offer something to the customer. It?s very difficult to implement that in the computer system.” Another large part of the general management duties of brand managers is forecasting product sales. This means not only keeping track of sales trends of one?s product, but anticipating responses to marketing campaigns and product launches or changes. The forecasts are used to determine production levels. Once a year, brand groups draw up budgets for their production, advertising and promotion costs, try to convince the finance folks that they absolutely need that amount, get less than they ask for, and then rework their budgets to fit the given budget. As one international brand manager at one of the world?s biggest consumer goods companies puts it: “You don?t determine the production and then get that budget; you get the budget, and then determine the production.”
High-Tech Marketing
Not everyone markets applesauce for a living. Many people choose to enter the world of high-tech marketing because they want to work with products and technologies that reshape and
14
浙江海洋学院本科毕业论文
improve the word around us. These marketers feel that they would rather change the way a person interacts with the world in a sophisticated way, rather than spend time understanding what hair color teenagers find most appealing. High tech marketers spend much of their time understanding research and development issues and working on new product launches.
Technology companies like Intel, Dell, and Microsoft have recognized the power of branding and are utilizing traditional marketing tactics more and more. Amazon?s extensive marketing campaign in 1998 helped brand that company in the mind of consumers still new to e-commerce as the company to purchase books (and other products) online. Intel became perhaps the first semiconductor company readily identifiable to the public through its heavily branded “bunny people.” Marketing in the high tech world will continue to grow in importance over the next decade, as technology companies become more consumer-oriented (see Microsoft?s X-Box). Marketing a service or software product versus a more tangible product is a bit different. It may be a bit more challenging to understand how consumers relate to the product. Inventory and distribution issues may be tracked differently.
Public Relations
Public relations professionals manage company communications and relations with the outside world. You can work for an internal PR firm (large companies have their own departments that manage the public relations of all of their brands) or you can work for a PR agency and be placed on a brand account. Public relations executives write public releases to local and nationa publications and develop ideas that will increase the “buzz” surrounding their brand. Some PR firms have excellent reputations for pulling off “stunts” that get their products in the news and increase their brand recognition. Public relations executives may also be forced to defend a brand in the face of public scrutiny — such as the Tylenol brand during the rash of poisonings in the 1980s. While event-driven functions like press releases and stunts are important, perhaps the most important function of a PR professional is to establish strong relationships with media representatives and to persuade them to cover an interesting story about the company they represent.
Marketing Consulting
Although most well-known consulting firms are known for their expertise in general strategy, many consulting firms now hire industry or functional experts that focus on marketing issues. These firms need people with expertise in the areas of branding, market research, continuous relationship marketing, pricing strategy, and business-to-business marketing — they tend to hire
15
浙江海洋学院本科毕业论文
people with previous marketing experience and value consultants who have been successful marketing managers and have lived through the full range of business issues from the inside. McKinsey and Monitor are two general strategy firms that have begun to hire marketing specialists. Other boutique marketing consulting firms, such as Kurt Salmon, focus on certain product categories like beverages, healthcare, and retail. All major ad agencies are also attempting to reinvent themselves as marketing partners focused on marketing strategy beyond simple advertising.
——Temporal.P. Markting school magazine
and brand managerment[M] St. （04） 16
Peter's University of the 2004浙江海洋学院本科毕业论文
附录2：译文
营销和品牌管理
什么是营销？吸引力的品牌管理
营销包含了各种各样的意义和活动。有些营销立场非常接近销售，而另设总体营销战略。所有营销职位有一个共同点，就是品牌超过产品或服务，以及为有需要了解客户的需求和欲望，并把这些需求转化为某种形式的营销传播，广告活动或销售的努力。经理人的产品或服务的营销称为品牌经理-他或她是统治者，即营销的宇宙。
择业内部营销品牌上的高姿态。商业世界，现在眼看着强大的品牌和稳固的营销计划驱动股东价值，而且公司可以不再作决定，没有真正懂得市场的一个产品。今天的业务挑战-追求公司成长，行业整合和放松管制，经济网，并紧急的新的渠道和技术使营销更有价标题的品牌经理，产品经理，并在较小的程度上，营销经理往往是用来形容相同的功能有些公司使用一个名称，别人用另一个。营销经理一般用在工业以外的其他消费商品包装；产品经理通常使用于高新技术产业。 “品牌管理” ，意味着较完整的监督一种产品。典型的品牌管理框架，使一个品牌“集团”或“国家队” -一般包括几种辅助品牌或助理营销经理，并接受监督，品牌经理负责所有事宜，有关其产品或其产品。是否有这个责任，其实是完全取决于有点对公司的规模相对品牌数量，它已所在地品牌集团，而最重要的是，该公司的态度营销。
如何重要的是个人的品牌经理呢？
考虑到公司来确定级别的品牌经理的责任。第一个因素：公司的规模相对于其品牌数量。一家公司与数百个不同的品牌-纳比斯科，如品牌经理，甚至助理品牌经理，可能有很大的权力超过某一特定品牌。在公司与少数核心产品，品牌经理将集中于狭义方面的一个品牌。作为最近雇用助理品牌经理，在可口可乐公司的评论说： \他们现在不会去考虑企管硕士学位，并说， “好吧，你负责的雪碧饮料”的品牌经理，在这样的公司，反而将重点放在营销以某一特定人口或地理组，或者处理的一个方面，该产品的消费量（塑料瓶，案件铝罐，等等）。国际品牌经理人已举行了历史上的影响力比经理人在公司的国内市场上，但一定要记住，每天的任务，国际品牌经理常常精益化问题的行动，而不是问题的策略或营销。 （多少，我们是否应该出示？或'如何是我们的分销网络，影响销售吗？，而不是什么我们希望我们的品牌形象，以得到？）国际品牌管理有时分裂成两个阵地。全球品牌经理是更具有战略性的，集中的问题，如保护品牌资产和发展中国家的产品能够卷到子公司。
本土品牌经理更多的战术。地方上的管理侧重于执行全球计划交付给他们，调整他们的本地消费者。也知道，随着经济全球化趋势和真正的全球性存在的某些品牌，公司已经寻求
17
浙江海洋学院本科毕业论文
更集中和更严格的管制对市场营销者的品牌。在过去，个别国家的经理人有更大的决定权和余地来作出决定，对一个品牌的包装，广告等，目前，公司已建立了严格的指引，可采取何种措施方面，一个品牌在世界各地，随着目标保护和提高价值的品牌，并确保一致的产品，并在世界各地的讯息。
最后，消费电子产品公司发生了不同程度的重要性，对他们的品牌或行销部门。有些公司，如福特汽车公司，正驱使多由财务分析的生产成本或业务的考虑，由市场营销。水平侧重于财务或业务事项，在一个坚强意志，不仅影响独立性和权威性，营销经理，但也是潜在的营销事业前途。在一些公司，营销是训练场地为一般管理。在普通造纸厂，营销被认为是如此重要的是员工在其他功能的表现出的承诺，是摘取他们的立场，并付诸表决，并入该部。
职业营销
同时负责一个品牌涉及攻克了许多多样的工作职能以及不同的手段。决定在哪，你想你的主要集中在哪。
品牌管理
在一个典型的品牌管理组织结构，岗位都制定了围绕负责某一特定产品，而不是某一特定功能的专业知识（即你的助理品牌经理） 。这种结构使您可以得到“师父的所有行业”获取等方面的专长，作为制造，销售，研究和开发，通讯等。在品牌管理，市场营销功能是负责关键共性的管理决策，如长期的经营策略，定价，产品开发方向，并在某些情况下，盈利和亏损的责任。品牌管理提供了一个极好的学习方式，深入地对某一特定产品类别（你可以是一个公认的专家对卫生棉！ ） ，以及管理的责任，经营一盘生意，并影响其表现。
核心的品牌工作，是品牌策略。品牌经理必须决定如何增加市场占有率，市场和人口群体目标，以及什么类型的广告和促销使用。并在很核心的品牌战略，是确定一个产品的“品牌形象”的品牌小组，然后琢磨出如何利用品牌策略，或是在某些情况下，如何改变它。百事可乐的山露水修建了喝的，深受青年看作是一个高咖啡因的饮料变成了一个“品牌形象”的尖端虚张声势这增强了市场占有率，而香蕉共和国链经历了一个转变，由户外探险家店面售出实际陆军海军过剩的一个高档，时尚服装店。在这两种情况下，这些品牌都得益于转向品牌认同，因此，转向自己的市场。品牌形象通常是制造，并确认通过传统的报刊，电台，电视台及广告。广告通常所产生的外部机构，虽然品牌内行人确定的重点和目标广告。有些比喻为一个品牌经理，以枢纽为中心的一个枢纽，并以制度，轮辐走出去部门，例如财务，销售，制造，研发等，这是做好品牌经理的影响力表现那些群体以上的人，他或她有没有直接的权力为了更好的表现，他或她的品牌或产品线。
广告
18