Covid-19和营销（英文）

Special Edition—June 2020 Covid-19and the State of MarketingHighlights & Insights Report Special Covid–19 Edition: June 2020 © Christine Moorman2It has been over 100 years since our world has faced a pandemic of Covid-19’s magnitude. The economic and social disruptions caused by the virus will continue for many months and a “new normal” for business seems likely in the long run. As a profession, business function, and organizational activity, marketing sits at the center of corporate responses to these challenges as companies shift their go-to-market activities. This Special Edition of The CMO Survey provides the marketing profession with an understanding of how marketing activities, spending, jobs, and performance have been influenced by the upheavals of the past three months. Reflecting marketing’s special position at the boundary between business and the marketplace, this Special Edition offers forward-looking insights regarding customer behavior, economic forecasts, and managing growth during these uncertain times. Drawing on the power of The CMO Survey’s longitudinal view of marketing, we develop leadership lessons applicable across periods of crisis and into the future.I hope these benchmarks will be useful to you and your company as you navigate this historic period. My very best for your continued health and prosperity,Christine MoormanT. Austin Finch, Sr. Professor of Business Administration Fuqua School of Business, Duke University Founder and Director, The CMO Survey®© Christine MoormanSpecial Covid–19 Edition: June 2020 3About The CMO SurveyTo collect and disseminate the opinions of top marketers in order to help predict the future of markets, track marketing excellence, and improve the value of marketing in firms and society.The CMO Survey is an objective source of information about marketing and a non-commercial service dedicated to the field of marketing. This Special Edition focuses on understanding the impact of the Covid-19 pandemic on marketing in companies. Questions examine how marketing spending, performance, jobs, and leadership have been affected as well as expectations for the next year. Founded in August 2008, The CMO Survey is administered twice a year via an Internet survey. Questions repeat to observe trends over time and new questions are added to tap into marketing trends.Sponsors include Deloitte LLP, Duke University’s Fuqua School of Business, and the American Marketing Association. Sponsors support The CMO Survey with intellectual and financial resources.Survey data and participant lists are held in confidence and are not provided to Survey sponsors or any other parties.M I SSI ONS PE C I AL E D I T I ONS P O NSORS®© Christine MoormanSpecial Covid–19 Edition: June 2020 4Survey Methodology and Reports• 2654 top marketers at for-profit U.S. companies• 274 responded for a 10.32% response rate• 97% of respondents VP-level or above• Email contact with four follow-up reminders• Survey in field from May 5-27, 2020Avail