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PDF71Howbrandmarketinghasevolved
1950-2000Brandsbuiltbymassadvertising
1985-2000DatabaseMarketingarrived,butnotintegratedwithmassadvertising.
1996-2000TheInternetarrived,butnotintegratedwithDBMormassadvertising
2001BMWbringsthemalltogether
BMWBuyersNotNecessarilyDrivenbyPrice
BMWcustomerswant:
Arealizationofthebrandpromise
Performance,safety,technology,innovation
Recognition
Service
Information
Convenience
Helpfulness
HowBMWBuyersMakePurchaseDecisions
PersonalProfitfromPurchase=
a(usefulnessofproduct)
b(perceivedbrandvalue)
-c(moneycost)
-d(timeorinconvenience)
Twokindsofdatabasemarketingpeople
Constructors
Peoplewhobuilddatabases
Merge/Purge,Hardware,Software
Creators
Peoplewhounderstandstrategy
Buildloyaltyandrepeatsales
Youneedbothkinds!</P><P>，大小：448 KB