整合营销渠道—宝马案例(ppt 51页)（英文版）

整合营销渠道—宝马案例  目录
一、 How brand marketing has evolved
二、 BMW Buyers Not Necessarily Driven by Price
三、 How BMW Buyers Make Purchase Decisions
四、 Two kinds of database marketing people
五、 Situation Analysis
六、 BMW Situation II
七、 BMW Situation III
八、 BMW Database Marketing Goals
九、 How BMW measures return on investment
十、 Controls and Measurement
十一、 Benefits to BMW
十二、 Relationship Marketing Strategy
十三、 The Database
十四、 2001 Database Marketing Goals
十五、 BMW Relationship Marketing Objectives
十六、 Core Communications Program
十七、 The Owner Welcome Kit
十八、 The old welcome kit was:
十九、 The new BMW welcome kit
二十、 The Database Supports the Welcome Kit
二十一、Welcome Kit Fulfillment Process
二十二、Loyalty and Owner Communications
二十三、The Loyalty Situation
二十四、Owner Communication Goals
二十五、Loyalty Building Newsletters
二十六、Newsletter Strategy
二十七、Newsletter Content
二十八、BMW Magazine
二十九、Magazine Strategy - Before
三十、 Magazine Strategy Today
三十一、Extending the Dialogue – Prospect Messages
三十二、Goals of the Prospect Management System
三十三、Automated Database Processes
三十四、Testing and Implementation Strategy
三十五、Measurements of the Prospect Program
三十六、Measuring success through the dealers
三十七、Prospect Program Communications Strategy
三十八、Program Communications Objectives
三十九、Program Content Objectives
四十、 Prospect System Benefits
四十一、Quick wins: X factor programs
四十二、X Factor Situation
四十三、X Factor Initiatives
四十四、X Factor: something new every quarter
四十五、X1 Women’s Program
四十六、X2: Certified Previously Owned Program
四十七、X3: Series 7 Launch
四十八、X4: Mini Launch
四十九、X5: Birthday Cards
五十、 Summary: BMW has put it all together
..............................