中國電信大客戶經理基礎知識(編輯修改稿)

　

【文章內容簡介】 ...........688 / 194三、業務流程重組 ..........................................................................................................70第四節 時間管理 .....................................................................................................................72一、時間管理的基本原則 ..............................................................................................72二、時間管理的四個階段 ..............................................................................................74第五節 目標管理 .....................................................................................................................75一、目標的特性 ..............................................................................................................75二、目標管理的由來及特點 ..........................................................................................75三、目標管理的三個步驟 ..............................................................................................76四、實施目標管理常用的工具 ......................................................................................77第六章 市場營銷專業知識 ..........................................................................................................78第一節 市場和市場營銷 .........................................................................................................78一、市場的概念及相關內容 ..........................................................................................78二、市場營銷的概念 ......................................................................................................79三、營銷觀念的發展歷程 ..............................................................................................80第二節 營銷環境分析 .............................................................................................................85一、營銷環境分析的目的和內容 ..................................................................................85二、宏觀環境分析 ..........................................................................................................85三、微觀環境分析 ..........................................................................................................86第三節 組織消費者行為分析 .................................................................................................91一、組織消費者的分類及特點 ......................................................................................91二、組織購買決策的過程 ..............................................................................................92三、組織購買的類型 ......................................................................................................93四、影響組織購買行為的因素分析 ..............................................................................93第四節 市場調研 .....................................................................................................................94一、市場調研的概念 ......................................................................................................94二、市場調研的流程 ......................................................................................................94第五節 營銷戰略 .....................................................................................................................97一、營銷戰略概念 ..........................................................................................................97二、市場細分 ..................................................................................................................97三、選擇目標市場 ..........................................................................................................98四、市場定位 ................................................................................................................101第六節 市場營銷策略 ...........................................................................................................104一、市場營銷策略概述 ................................................................................................104二、產品策略 ................................................................................................................104三、促銷策略 ................................................................................................................106四、渠道策略 ................................................................................................................110五、價格策略 ................................................................................................................112第七節 服務營銷基礎知識 ...................................................................................................115一、服務的概念與特性 ................................................................................................115二、服務營銷的特點 ....................................................................................................115三、服務質量管理 ........................................................................................................116四、顧客滿意度、忠誠度與重復購買行為分析 ........................................................120第八節 關系營銷、品牌營銷與戰略合作 ...........................................................................122一、關系營銷 ................................................................................................................1229 / 194二、品牌營銷 ................................................................................................................123三、戰略合作 ................................................................................................................124第七章 中國電信大客戶營銷服務策略 ....................................................................................125第一節 大客戶營銷服務體系 ...............................................................................................125一、大客戶營銷服務目標 ............................................................................................125二、體系架構 ................................................................................................................125三、各級機構的主要工作職責 ....................................................................................125四、大客戶的服務管控責任劃分 .............................................