市场营销专业英语电子教案第三章.docx

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1、Chapter 3 Marketing environment and marketing strategy一、教学目标1 . 了解市场营销环境对市场营销管理的重要影响作用;2 .解微观环境与宏观环境的主要构成：3 .掌握分析、评价市场机会与环境威胁的基本方法；4 .熟悉企业面对市场营销环境变化所应采取的对策二、课时分配共三节，安排4个课时三、教学重点难点1 .微观经济环境2 .宏观经济环境3 . SWOT分析4 .营销策略四、教学大纲第一节 Marketing environment1. The Company , s Macro-env i ronmentDemographic Envir

2、onmentEconomic EnvironmentNatural EnvironmentTechnological EnvironmentPolitical EnvironmentCuitural Environment2. The Company , s M i cro-env i ronmentCompany DepartmentsSuppliersMarketing IntermediariesCustomersCompetitorsPublics第二节 SWOT analysis1. Strengths and Weaknesses2. Opportunities and Threa

3、ts第三节 Marketing strategy1. Core Concepts in Marketing Strategies2. Marketing Strategics for Competitive Advantage 五、主要概念1. marketing environment2. SWOT analysis3. marketing strategy六、教学案例(注：不要与教材的案例重复)How Jobsite won loyalty through personalised customer campaignsBackgroundJobsite, part of Evenbase,

4、 is one of the UKs leading online rccniitmcnt brands. Through extensive partnerships with the Daily Mail, Metro (London), Evening Standard, Northcliffe papers, Johnston Press, Clyde & Forth and Aberdeen Press & Journal, Jobsite reaches over 65% of the UK population. Jobsites aim is to take the pain

5、out of job hunting by making finding a new job quick and easy.StrategyEach candidates profile is personal and different and the task of ensuring candidates are only alerted to relevant vacancies and Jobsite Career Tools is made yet more complicated in that candidates might be registered with, and id

6、entify with, one of several hundred Jobsite brands and partnerships. Using an in-housc developed email marketing tool was a laborious, time consuming and resource-hungry process.Deep segmentation and finely tuned targeting and personalisation was impossible and opening rates and customer loyally wer

7、e being impacted.ImplementationNeolane provides conversational marketing technology that enables organisations to build and sustain lifetime onc-to-onc dialogues.“Wc were able to run our first campaigns on the platform just four weeks from commencing implementation,M said Vince Keay, email and datab

8、ase marketing manager at Jobsite. t4Our own and Neolanes team worked well together; Neolane not only brought product implementation expertise, but supported linking to our single customer view data warehouse.”Today, as well as highly targeted job alerts, marketing campaigns include event-driven rela

9、tionship emails and core newsletter campaigns offering tips as well as promoting Jobsite Career Tools.Jobsite is sending some thirty million job alert and campaign messages per month (o eight to nine million registered candidates, automatically. The different highly targeted, onc-to-fcw themes and “

10、one-lo-one“ content supports the difterent candidate relationships. Content is placed into the appropriate design template of Jobsites own multiple brands and those of its partners.All this is handled dynamically by the platform, which also maximises deliverability and manages contact frequency to e

11、nsure that no individual is targeted by multiple campaigns at the same time. Each individuafs responses arc fed back to the data warehouse updating their campaign profile fbr the future.Automated A/B version testing functionality allows versions of a campaign to be tested on a sample audience, allow

12、ing the best performing one to be selected for the main campaign. Reporting allows Jobsite to analyse which elements are stimulating interest within a campaign, the response rates, click throughs and other statistics.ResultsAccording to Jobsite: Email opening rates are up by over 75% Conversion rate

13、s fbr campaigns prompting CV uploads are up by over 110%A 450k per annum new revenue stream has been won providing employers with a highly targeted 4head hunting, service to Jobsite registered candidates New campaign production and execution now takes about 10% of the man hours it used to“Wc now hold ongoing, personalised conversations with candidates cost-cffcctively, helping their job searches and career progression and keeping them engaged with the site to give employers access to millions of individuals said Kcay.感谢您的支持与使用如果内容侵权请联系删除仅供教学交流使用