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1、Service Group ManagerDevelopment Program业务部门经理发展计划Marketing and Business DevelopmentParticipants Notes市场营销与业务拓展培训手册 目录1. Welcome 欢迎词2. Marketing and Business Development Overview 市场营销与业务拓展总体介绍Marketing and Business Development at GHD GHD的市场营销和与业务拓展Client and Industry Feedback and Influence 客户及行业反馈和影
2、响Accomplish More Together 一起赢得更多3. Marketing and Business Development Tools and Resources 市场营销与业务拓展工具及资源4. Marketing and Business Development Plans 市场营销与业务拓展计划Service Group Marketing and Business Development Internal Focus Plans 业务部门内部市场营销与业务拓展的发展计划Service Group Marketing and Business Development Ex
3、ternal Focus Plans 业务部门外部市场营销与业务拓展的发展计划 GHD Pty Ltd 2009This document is and shall remain the property of GHD Pty Ltd. The document may only be used for the purposes for which it was commissioned and in accordance with the Terms of Engagement for the commission. Unauthorised use of this document in
4、any form whatsoever is prohibited.1. Welcome 欢迎词Welcome to the SGM Marketing and Business Development Section.欢迎来到SGM业务部门经理市场营销与业务拓展培训The objective of this session is to gain essential Marketing and Business Development awareness in your role as an SGM.这次培训的目的是您作为业务部门经理在争取基本的市场和业务拓展方面的职责Areas of foc
5、us: 重点 The Role of Marketing and Business Development in GHD 在GHD市场营销与业务拓展的职责 Client Feedback and Influence on Our Interactions在我们的交互作用下客户的反馈和影响 Accomplish More Together Realising a Client Centred Culture一起赢得更多明白以客户为中心的文化 Marketing and Business Development Tools and Resources市场营销和业务拓展的工具和资源 Looking
6、at your internal and external Marketing and Business Development Activities关注内部和外部市场和业务拓展活动 Marketing Activity Suggestions and Guidelines Matrix市场活动的建议和指导 Learning Outcomes 学习成果By the end of this session participants can: 在培训的最后参与者能够： Understand how the Marketing and Business Development activities
7、and expectations influence GHD and their Service Group.明白怎样开展市场营销和业务拓展活动以及对GHD和他们的业务部门所期望的影响 Contact the appropriate people to assist in their Marketing and Business Development plans and outcomes.联系适合的人帮助他们实现市场营销和业务拓展的计划和成果 Incorporate a Client Centred approach to their Service Groups Marketing and
8、 Business Development activities.贯彻以客户为中心的文化作为市场营销和业务拓展活动的途径 Access and utilise (appropriately) the available Marketing and Business Development tools and resources利用可以有效利用的市场和业务拓展工具和资源 Develop targeted Marketing and Business Development plans for both internal and external clients and prospects.发展目
9、标市场和内部及外部潜在客户的业务拓展计划2. Marketing and Business Development Overview 市场营销和业务拓展总体介绍The Marketing and Business Development Team (Business Services) as of 22.10.20092009年10月22日的市场营销和业务拓展团队 （业务服务）When have you interacted with or sort assistance from the Marketing and Business Development (Business Service
10、s) Team? If not, give an example of when you might engage this team.你在什么时候参与过或得到过市场营销与业务拓展团队（业务服务）的帮助？如果没有，请举例说明何时你可能参与这个团队。What is marketing? 什么是市场营销？Marketing is perceived by lots of business people to mean simply communications, promotions and advertising. This is a myth.市场营销是被商界人士认为意味着简单的通信，促销和广
11、告。这是一个荒谬的说法。Marketing covers everything from company positioning and strategy development, through market research, new business/product development, advertising and promotion, PR (public/press relations), and arguably all of the sales (or business development) functions as well. Essentially, it is
12、the process by which a company decides what it will sell, to whom, when and how, and then does it.市场营销覆盖了公司从定位到战略发展每个领域。通过市场研究，包括新业务/产品开发，广告和促销策略，公关（公共/媒体关系），甚至所有的销售（或业务发展），以及所有的活动。从本质上讲，市场营销是一个过程，公司决定将要出售什么，向谁，何时和如何销售，然后去营销。Marketing is an organisational function and a set of processes for creating
13、, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders. It is the process of organising and directing all the company activities which relate to assessing market demand and converting the customers buying p
14、ower into an effective demand for a service and bringing that service to the customer.市场营销是一种组织作用和一系列过程，用于创建，沟通和为客户传递有价值的信息，用适当的方式管理和客户的关系，有利于利益相关者的组织和客户关系集合。市场营销是一个组织和指导公司的所有活动的过程，涉及到评估市场的需求，将客户购买力转换成服务的有效需求并将这一服务提供给客户的过程。It is important to remember that marketing is concerned with anticipating the
15、 customers future needs and wants. This can take considerable time, effort and experience to develop a key understanding of general and niche markets in which one operates.重要的是要记住市场营销要关注客户的需求，预测客户未来需求和想法。这是需要相当长的时间，精力和经验去拓展一般市场和特殊市场的重要做法。A key to Professional Services Marketing is Customer Relations
16、hip Management (CRM). Customer Relationship Management is the establishment, development, maintenance and optimisation of long-term, mutually valuable relationships between consumers and organisations. 市场营销专业服务的关键是客户关系管理（CRM）。客户关系管理，包括建立，发展，和维持，优化消费者和组织之间的相互关系。The key to the definition is long-term,
17、 mutually valuable relationship. This is based upon a definition of marketing that considers marketing as a mutually satisfying system of exchanges (for example Baker 2002). So CRM is the building and maintenance of long-term customer relationships. The relationship delivers value to customers, and
18、profits to companies. The relationship is supported (but not driven) by IT systems. The business strategy is based upon the creation, retention and extension of products, services, solutions or experiences to customers. This is the core of CRM. The philosophy of marketing needs to be owned by everyo
19、ne from within the organisation定义长期和有价值的互利关系的关键是基于市场营销的定义，认为作为一种交流（例如Baker 2002）双方都满意的系统营销。因此，CRM是建立和维系长期的客户关系。这种关系为客户提供价值，同时也为公司赢得利润。这种关系由IT系统所支持的（但不是被驱动的）。市场策略的策略是基于创建，保持和扩展产品，服务，解决方案或客户经验。这是CRM的核心。组织中的每一个人都必须遵循市场营销的理念。What you do with your billable time determines your income this year. But what
20、you do with your marketing is an investment in your future income. Making good marketing investments across multiple time scales must be related to your intended result.A commitment to actioning a marketing plan that delivers results is much more important than a good marketing strategy.你在你可以计费的时间里做
21、了什么决定了你的年收入。但是你在市场营销中做了什么是对你未来收入的投资。好的市场营销投资会与你的预期结果相符。承诺实施一个好的营销计划达到的结果远比一个好的营销策略来得重要。What is Business Development and Marketing? 什么是业务拓展与市场营销？Marketing is essentially a one-to-many process, to build brand awareness in the minds of the target market.营销本质上是一个一到多的过程，建立在目标市场的品牌意识Marketing is everyones
22、 responsibility.市场营销师每个人的职责。Marketing means solving clients problems profitably.市场营销意味着更有效的解决客户的问题。GHDs reputation is derived from our performance.GHD的声誉来自于我们的业绩As a professional services firm, GHDs reputation is invariably derived from the performance of our most recent work completed. Products, su
23、ch as cars, are tangible and easy to understand. Services are less tangible and can be harder to measure.作为一个专业服务公司，GHD的声誉总是来自我们的业绩和我们最近完成的工作。产品，例如汽车，是有形的，易于理解。服务不像有形的事物那样，是相对难以衡量的。We must, however:measure our performance against client expectationsdefine the value or benefit to the client when mark
24、eting GHDs services但是，我们必须：根据客户的期望衡量和满意度我们的业绩营销GHD的服务时定义对客户具有价值或利益的服务 Business development (BD) is a one-to-few, or even one-to-one, process to further an opportunity in the sales cycle. Business development involves the activity of working closely for organisations that have the potential, capabili
25、ty and likelihood to acquire services from GHD.业务拓展（BD）是一到几个，或者一到一的过程，在销售周期内进一步发展机会的过程。业务拓展涉及为GHD赢得潜在的，有能力的和可能性的服务的一切活动。The level of effort we put into a client relationship equates to the level of engagement that we have with that client. For example, if we simply submit a proposal for a project wh
26、en invited to with little or no other client relationship building activity then, if successful, we are engaged as service providers at an operational level. The objective for actively developing selected strategic clients is for GHD to become a trusted advisor at a strategic level as well as contin
27、uing to deliver at an operational level. We have to be successful at each of these levels and be flexible in our approach when marketing our technical knowledge and service offering.我们在客户关系方面所做的努力等同于例如，如果我们简单地提交一份建议书或者一个项目技术书几乎没有其他有关客户的建设活动，然后如果成功的话，我们作为服务提供商在业务层面从事项目的建议。积极的发展目标客户使得GHD成为一个值得信赖的顾问在战略
28、目标上和持续发展业务水平同样重要。我们必须灵活的运用我们的技术知识和提供的服务赢得成功。Marketing Strategy 市场营销战略A marketing strategy is a process that can allow an organisation to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. 一个市场营销策略是一个过程，可以让一个组织把注意力和有限的资源集
29、中和最大化的机会，以增加销售和实现可持续发展的竞争优势。A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organisation will successfully engage customers, prospects, and competitors in a market/markets. 一个最有效的市场营销策略是当它是企业战略的一个内部组成部分，确定该组织如何在市场中成功地影响消费者，潜在客户和竞争对手。As
30、a Service Group Manager, what do I need to know?作为业务部门经理，我应该知道什么？All professionals need to embrace marketing as a philosophy and as a way of doing business in order to maintain a competitive advantage in this rapidly evolving global business environment.所有业务人员需要参与市场营销，作为做业务的一部分为了在这一迅速发展的全球营商环境下保持竞争优
31、势。Professional Services can no longer continue to believe that their services will market themselves. Competition is always increasing and consumers have become more sophisticated. Obtaining clients by chance no longer works.专业业务服务人员不能持续认为他们的服务会为他们赢得足够的市场机会。竞争总是不断增加，消费者已变得更加复杂。依靠偶然的机会获得客户已经不太可能。Prof
32、itability is not a dirty word and in order to survive and to prosper, the professional services provider needs to accept marketing as part of our practise philosophy.盈利能力并非一个肮脏的词汇，为了生存和发展，提供专业服务需要我们接受市场营销作为我们实践哲学的一部分。Responsibility for marketing does not just rest with those who have marketing in th
33、eir job title. Everyone in the firm is a walking advertisement for the brand and has the opportunity to extend the brands reach in the market with every client or prospect interaction.市场营销的职责不在仅仅对于那些有“市场”头衔的人。在该公司每个人都是公司品牌的活广告，并有机会扩大在每一位客户或潜在市场的品牌影响。Everyone in a professional services firm needs to
34、be a marketer and everyone must work together to provide a service that satisfies the client.在专业服务公司中的每个人都必须是个市场人，每个人都必须共同提供令客户满意的服务。Marketing must be seen as a systematic, comprehensive and ongoing process. As such, marketing requires investment.市场营销必须被看作是一个体系，全面的和持续的过程。同样，市场营销也需要投资。Professional ma
35、nagers must set aside both time and money to the marketing function. This means both a short-term and long-term commitment.专业经理必须留出时间和金钱用作市场营销。这意味着短期和长期的承诺义务。Professional managers need to be as committed to marketing as they are to their professional duties.专业经理需要像他们对待业务任务那样对待市场营销。Marketing and BD F
36、ramework 市场营销与业务拓展架构(An example of a populated framework)The framework above indicates that at different stages in the marketing and business development cycle that GHD will have different objectives at each stage, and can use a combination of tools to achieve its marketing and business development
37、objectives.上面的结构图表明，在市场营销和业务拓展周期的不同阶段，GHD在每一个阶段有不同的目标，并且可以使用多种工具资源来实现其市场营销和业务拓展的目标。Using New Zealand as an example for a potential market, there are approximately 4 million people, 200000 businesses and 1000 government agencies. These organisations are termed suspects. In order to identify the targe
38、t market for GHD services in this market, the first stage in building a marketing plan, the process of Market Research and Business Planning is engaged. This process would result in defining the target market as a subset of the whole market. 新西兰作为一个潜在市场的例子，那里大约有400万人，200000个企业和1000个政府机构。这些组织被称为潜在市场。
39、为了使他们成为GHD服务的目标市场，建立市场营销计划的第一阶段，是市场调查和商业计划。这一进程将导致使目标市场成为整个市场的子市场。These organisations are now termed prospects, and the marketing objective for GHD is to build Brand Credibility and Awareness in the minds of these prospects. Note that these prospects could be existing clients, dormant clients or org
40、anisations that have never had business dealings with GHD. 这些企业被称为潜在市场，GHD的营销目标是在这些潜在的市场中建立品牌信誉和意识。需要注意的是，这些潜在市场可能是现有的客户，暂时的客户或从未有与GHD有过业务往来的企业。In order to do this the brand needs to have clearly defined attributes that are consistently communicated by all employees of GHD. The one-to-many marketing
41、 tools that can be utilised to achieve this objective are: 为了做到这一点品牌需要有明确定位，并与GHD的所有员工不断的沟通。 可以用来实现“一到多”的市场营销目标的工具有： an informative, contemporary website一个信息化，同步化的网站 e-Campaigns consisting of targeted newsletters, seasons greetings, corporate communications 电子竞争，包括实时通讯，节日祝贺和公司corporate通讯录 participat
42、ion in industry associations that allow speaking engagements, networking参与业务协会可以有讨论和建立关系网的机会 placement of advertisements in target publications 在目标出版物上刊登广告 distribution of the Annual Review and GHD News, in hard copy and electronic formats分发年刊和GHD新闻，通过书刊或者是电子版的形式 sponsorship of industry conferences
43、and awards in target market sectors赞助业务研讨会，在目标市场赢得声誉 public relations and media activities to promote the brand通过公众关系和媒体活动进行品牌促销 sponsorship of regular columns in target publications在目标刊物上赞助专栏The objective of this one to many marketing activity is to establish significant mindshare in the target mar
44、ket so that when a requirement for professional services that GHD could provide arises, GHD would be invited to bid. Also, in achieving brand credibility, target accounts would be willing to entertain unsolicited proposals from GHD. This would also involve regular contact with clients in order to ma
45、intain and build relationships.“一对多”的市场营销活动的目标是，在目标市场建立影响力，GHD可以提供专业的服务，当需要专业性的服务时GHD将被邀请投标。此外，为实现品牌信誉，目标客户愿意接受GHD提出的建议书。这也涉及到与客户经常保持联系，以保持和建立良好的客户关系。When an organisation has a requirement, they can now be termed qualified prospects. The marketing objectives for GHD at this stage of the sales funnel
46、 are:当一个企业有一个需求，他们可以被称为潜在的市场机会。GHD现阶段的市场营销目标和销售渠道是： ensure that the brand has credibility in the eyes of the qualified prospect确保品牌在潜在的客户眼里具有可信性 convince the qualified prospect that there is a value proposition in GHD services to meet the requirement使潜在的市场客户相信GHD能够提供满足他们需求的有价值的服务 demonstrate the dif
47、ference between GHD services and competitive offerings证明GHD和其他竞争对手提出的服务的差别 ensure that the requirement that GHD is bidding on is a high priority for the prospect, compared to other projects; and确保GHD竞标的条件优于其他竞争对手 engage alliance partners if needed to support the GHD proposal to the qualified prospect联盟或是需找合伙人，如果需要使GHD的建议书满足期望的条件The Marketing Tools that are used to achieve these objectives are:实现这些目标的市场营销工具有： sales training to build sales skills销售培训，培训销售技巧 presentation training to build presentati
