tailieunhanh - Enterprise Marketing Management The New Science of Marketing phần 5

nhưng câu trả lời ngắn gọn là đầu tư nguồn lực đằng sau mỗi thương hiệu và tất cả các điểm lợi nhuận suy giảm. Một lần nữa, đây là nơi mà khoa học có đóng vai trò trong việc hỗ trợ khả năng của bạn để chạy các thương hiệu doanh nghiệp, nếu bạn có thể tạo ra P & Ls cho mỗi thương hiệu và mọi hoạt động, | 84 ENTERPRISE MARKETING MANAGEMENT by decisions made in product marketing such as the Ritz brand manager production the bakery commercialization the engineers that build the line for a new product or even product development the food technologists and professional bakers who know a lot about chemistry . After developing a destination for the brand experience it s time to move on to the real heavy lifting. Situation assessment requires first identifying the relevant steps of the brand experience on which to focus. For purposes of this example let s pick an area that is often forgotten by marketers of business-to-business products or product components the actual usage of the product by the consumer. It would be easy for ACME to focus simply on meeting the specifications provided by Nabisco but that s not usually enough and that s not really is the point at which it s important to break down the element of the brand experience into its component parts. Who Is the Customer and How Do You Connect For a product such as the packaging for a consumer good like a cookie or a cracker there can be a number of different customers. First of all the actual purchase might have taken place via Nabisco s purchasing department probably by someone looking at current production volumes and managing inventory of packaging across a portfolio of products and bakery locations. The customer in sales such as these is often a much broader entity than the person responsible for moving the dollars or executing the transaction. The customer for ACME packaging is also the engineer at the bakery who happens to be responsible for ensuring that the bag-inbox machine runs properly and doesn t result in boxes of crumbs on the grocery shelf .The package has to be able to work with the existing equipment. It has to show up on time and be easy to move onto the line at the shift change. For the big brands in the Nabisco portfolio of course there s a marketing or brand management individual