Top Marketing Manager Grasp the opportunity to enter the market

Top Marketing Manager (Harvard Business School MBA latest Core Curriculum – Marketing Manager), a book had this to say: Strategy “early occupation of the market” is based on the belief: from a larger market share and excellent distribution channels, product range and product quality point of view, the Blazers continued possession advantage. For many new products, customers began to take an uncertain role in product performance and characteristics of the product value. Blazers were able to follow their own taste to cultivate customer preferences, for customers to assess their products latecomers determine the reference standard, pioneering products are often similar products in the whole prototype or “original” products.
Is a relatively novel when pioneering products in the market, and thus attract more newcomers than customers and dealers attention. Moreover, its pioneering products will not be disturbed competitors. Even in the long run, newcomers must continuously spend more in advertising, in order to achieve the same effect with the Blazers.
Blazers able to distribute development of standards, occupy the best location or selection of the best dealers, so you can more easily close to the customer. The first pioneering product has become a trusted brand opportunities. Later would have to convince consumers to bear never tried to convert to a quality brand is still unknown costs and risks.
In the many industrial markets, particularly in the product technology is relatively complex and requires a vast inventory of products and accessories, the dealers do not want to undertake the second or third phase of goods arise.
The value of many high-tech products to customers depends not only on the performance of the product, but also on the total number of users. For example, the value of the videophone will depend on the number of users of the same or a compatible system. Blazers apparently have the opportunity before competitors enter. Lay a large installed base. This reduces the ability of newcomers to introduce different products.

Top Marketing Manager Understanding of customer goods and Usage

Within the region through understanding customer usage of goods, we will be able to know who the main contenders are, but also what is the reason for further research customers prefer to buy competitor products is also the company’s customers to understand their own situation, to do a good job Marketing services and do preparatory work again.
A good credit life insurance company salesman, when he carried out the insurance marketing work found that if the company has employees become his policyholders, marketing’s job would be easier; on the contrary, the marketing of life insurance is more difficult. It found that the law, he soon would have a lot of insured customers.
Therefore,top marketing manager the marketing manager only clear understanding of industry conditions in the region, but also a clear understanding of the situation in the region customers for the use of the product, in order to find the focus of marketing.
In the past, the carpet manufacturers think people have their own homes, especially those just purchase residential people, it is their customers. However, the young couple bought a house, but no spare cash to purchase luxury goods, so they will buy the carpet after the time to push, even if they never buy the carpet. Carpet industry reviewed the “Who are our customers, who should be our customers”, and found them to succeed, they should transfer target, find those batches residential builders. Batch residential builders should be their only customer. Because builders such as in the construction of residential, put carpet column in the house, it will be more profitable. Change this view also expressed carpet marketing, small piece carpet should transfer to the “wall to wall” big carpet up. Past building commercial rugs, laying floors shall lighting, and the use of “wall to wall” carpet laying and cost savings will be able to polish the floor – Anti relatively low cost results, but it seems it is more noble.
Carpet manufacturers also found that the average family purchase carpet, often all raise a large sum of money: why not replace them with a monthly payment solutions? Therefore, they began trying to contact the lending institutions, especially government agencies to undertake the loan business. Finally, they will also increase their product re-design, so builders can provide homeowners purchase.
This story speaks to solve the “Who are our customers,” the problem, usually marketing is always able to find a number of customers.
Most businesses, at least there are “two kinds of” customer. Customers such as carpet manufacturing is the “two kinds of” One is the builder, one is the owner. As long as they can buy the product, they will buy. Another example is the manufacturer of some consumer goods, but also at least two customers: a housewife; a grocery store. If you do not want to say there is a grocery store stock, it is in vain to buy a housewife, on the contrary, if the housewife does not buy, then the grocery store even less willing to high merchandise display rack, also useless.
Therefore, market analysis, marketing manager, after understanding the customer must be the best choice, the most favorable marketing focus jumped out marketing work.

The definition of a market is a useful tool for the marketing plan work.

To conduct market analysis, marketing manager second step should be to ascertain the scope of their marketing.
This requires companies to explore market demand. Market demand for the company’s share depends on the relationship of the company’s products, service, price, communication and so on with competitors. If other factors being equal, the company’s market share depends on its relationship with the market cost competitors in size and effectiveness.
Marketing manager estimated the company’s needs, the next goal is to select the marketing objectives, determine marketing objectives will produce a particular level of sales. This is the key to determine the scope of marketing.
Order relations firm forecast and the company marketing plan, people are often confused. Usually people say: The company should develop its marketing plans based on sales forecasts. Such prior forecast another planned order, only in the “prediction” refers to an estimated national economic activity or when the company’s needs can not be extended to the establishment. However, when the market demand can be expanded or forecast refers to the company’s sales estimate, this order will be reversed. The company forecast sales quantity and composition can not serve as the basis of decisions marketing objectives; as a result the contrary, it is just a hypothetical marketing plan.

Market concept and scope of marketing

To conduct the analysis, the first step is to figure out the marketing manager of the market range of concepts and marketing. Philip Kotler in the past (Marketing Management) said: “The concept is closely related to the market and marketing, an excellent marketing and management personnel can not not know if this is a measure of the market and the needs of the prerequisites..” To this end, Here we quote Mr. Xie Degao ruler Kotler marketing strategy book on the market the concept and scope of marketing to make some explanation for the majority Marketing Manager Reference:
Marketers often talk about the potential market, efficient market, services market and penetrate the market. In order to understand these terms, let us start with the concept of the market to get started:
A market is a product of all the staff of the actual and potential buyers. Size of the market, with the number of buyers for a particular market supplies dependent.
Those that show potential market is a market for the sale of goods have some level of interest of customers.
Just not enough customer interest to identify a market. Potential customers must have sufficient income to afford the product, and they have certain passages of this product available, such as Gao, a product can not cut the throat of a distribution area. Potential customers in the region will not be able to get this product.
Efficient market is a group interested in a product, income and potential markets, customers can purchase the composition. The same pair of goods sold, company or government can limit its sales to certain customers. For example, the government may prohibit the sale of the 21 juveniles under the age of motorcycle sales. Thus, adults over the age of 21 on the formation of qualified and effective market – become sold on a market commodity interest, income and can get the goods qualified customer groups.
Once a company has determined the effective market, it can choose to pursue the entire active market or concentrate on certain market segments. Targeted market. Also known as the service market, the company decided that part of the market to be effective in the pursuit of a qualified person. For example, a company might decide to focus marketing and distribution forces to the south. As a result, the South has become its services market.
The company and competitors always sold a certain number of products in the target market, market penetration refers to those who buy the company’s products are customer groups.

Marketing and market are inseparable

The market is the starting point of marketing is ultimately the placement of marketing. Marketing is the customer marketing. Sales and marketing are inseparable.
Marketing to accurately grasp the market depth, Los Angeles, University of Southern California Marshall School of Business professor Jay · A · Conger said that consumers understand why and how to act and react, which is a very important marketing manager. For example, the company’s marketing plan going to do? Which media to attract today’s consumers? What means can be used to market the company’s products? And how to sell services and property? And he will have to understand:
1. Marketing Customer who is?
2. where to find them?
3. What do they want?
4. Why and how they like to buy?
These jobs are marketing must do these activities can not be separated and market research, developing marketing plans if out market research, is utopian in practice would run into a wall, or even failure. Similarly, the marketing activities are inseparable from the market, the market is the starting point and end with the placement of marketing.
Because to carry out a company’s marketing manager, marketing research is mainly to determine its market opportunities. After the end of the research work, a marketing manager should continue to implement a marketing plan, each of which links are inseparable from the consideration of market factors. For example, marketing managers in the choice of its customers before, must carefully evaluate every opportunity. In addition, the special needs of marketing managers to measure and predict the potential of every opportunity size, growth and profit: financial forecast is used to cash in on the investment required for the mobilization and management; capacity and output level can dominate the manufacturing sector; by purchasing department to get the correct amount of supply thereof: personnel department is to determine the number of employees needed. The marketing department is responsible for the development of these plans. If their forecast from the market, the company will either bear the excess inventory, or leaving the company due to a shortage of inventory loss of opportunity to make money.

The task of marketing from the marketing manager can not afford only2

In fact, anything that might serve customers sector, will affect customer interest in this company further. For example, customers call the company, may find difficult to obtain the required information. Or liaison departments not related; ordered products reach the hands of customers when defective, may be due to loose or manufacturing standards due to poor packaging; product delivery time may be due to incorrect information rather than stock had agreed late; the accounting sector to increase the previously unanticipated expenses, the out of the invoice may make customers feel at a loss, if other departments do not pay attention to customer satisfaction, more of these small errors are likely to occur . Thus affecting work performance marketing sector.
Therefore, an enterprise often because of the presence of the marketing department, other departments lacked customer mentality, they think the work of the marketing department is “manufacturing and customer satisfaction,” and they are only responsible for their own work in this sector, and with customers Satisfaction no much relationship. In fact, they have made a similar mistake; the marketing merely as selling and marketing to look into the matter only independent marketing department.
A company truly committed to the pursuit of profit should be allocated to the task of marketing the various departments, requiring all departments to comply with the “customer first” concept. for example. A truly customer-oriented R & D department, will from time to time to meet the staff and customers, working closely in new projects planned and other sectors, the competitor’s products as the benchmark, respectfully customers do expect the new product design the response and customer response as the basis for continuous improvement of the product. Such R & D department of the company’s marketing can make a significant contribution.
Since the marketing task can not be borne by the marketing manager of a person, then the company’s various department managers how to do and share marketing task? Other sectors did not share the marketing tasks like marketing managers publish advertising, conducted door to door, etc., but the implementation of the “customer first” principle in the practical work of the department. In particular, various departments within the enterprise marketing manager responsibility: Marketing is not and should not be equated to sell. “Customer first” is the key concept of marketing activities from beginning to end throughout the company’s creation and operation, marketing and market management is a tightly interlocking work.

he task of marketing from the marketing manager can not afford only

In actual operation, to make a marketing point of view is limited, it is only one company in the sector. In fact, the company’s marketing department is an agency of marketing and the implementation of the idea of marketing behavior. However, if management marketing marketing manager who only Lazi, the company probably will fall badly, even if the company has the industry’s best marketing manager, may still be lost in the market. Because marketing is a comprehensive company involved in systematic work, we need to collaborate in various sectors. Marketing managers are marketing managers, marketing task but can not just be borne by the marketing manager.
In some companies, many top executives of the company for the height of the failure rate of new products, the cost of advertising and sales rising, the market share of stagnation or decline, gross profit recession, as well as other signs of poor market performance and feel satisfaction. They are often seen as blindly blame the marketing manager, in fact, these ideas are one-sided.
Marketing guru Kotler had in the book include some of the president for marketing managers do not understand or dissatisfaction:
1993, KUB Jianye business management consultant to the company’s total planted 100 to do the survey, many of whom believe that the company’s marketing manager, “has failed and too wishful thinking.”
1993, report published by McKinsey consultants noted that many believe that the president of the company’s marketing manager, “the lack of imagination, seldom think of new ideas, but not forever express ideas and plans.”
In 1994, a report Booz Allen Hamilton published by the company, most top executives on the “brand managers have been unable to grasp the reality of the business,” warned the situation.
This can be seen, president of the marketing staff is not a minority but a well disappointed more common phenomenon. In fact, for this situation it is because of the marketing manager of responsibility or capability misunderstanding, or a marketing manager there are unreasonable expectations.
Hui, one of the founders of computer bitter David. Puck wisdom saying:. “Because marketing is too important so that tasks can not be responsible for the marketing of the marketing department alone.” This means that late, then not only the task of marketing or the burden borne by the marketing manager.

Marketing is not equal to marketing

Marketing social needs management
Marketing as a result of the exchange of goods to meet the needs and desires of the people
Life, is a kind of demand management, this nature itself makes it not a simple
The single act, is a complex, full of problems and contradictions of social activities.
Excellent marketing managers can realize these contradictions and conflicts.
Also can grasp the characteristics of the contradiction quickly find a solution to the problem.
Then, the social embodiment of the marketing of the market?
One is from the customer needs of society.
Kotler asked the manager to describe what they think of them at a number of seminars.
Today’s consumers. Their list is as follows:
(1) customers are becoming more and more elusive, and increasingly sensitive to prices.
(2) there is no time for them to ask for more convenience.
(3) they have seen more and more of the same grade products in the country’s suppliers.
(4) they are less sensitive to the brand of the manufacturer, and more and more acceptable.
Brand and no brand
(5) they have a high degree of service expectations
(6) they have no loyalty to the supplier.
Customer demand socialization is often the promotion of marketing must be adapted to it.
In order to achieve the goal of marketing, which is often required by marketing to the social side
Transition. The social marketing is not managed.
The two is from marketing their own ship miss contradictions.
Kotler also cited 6 marketing of their own social contradictions:
(1) there is no difference between the products of their products and their competitors.
(2) they are empty of services and resources that are not low.
(3) in the sale, their pricing and competitors are not far away.
(4) advertising costs more expensive, but the effect is getting worse
(5) they spend too much money on promotion.
(6) the cost of the sales staff is gradually increasing
The problem is that the company is trying to improve the market performance is facing a strong
Challenge. This is the reflection of the social contradiction of the marketing itself, and these spears
The solution to the shield of the marketing management and its improvement.

Social marketing concept

The societal marketing concept is considered in the marketing activities social and ethical issues of marketing ideas.
Environmental degradation, resource shortages, explosive population growth, world famine and
In an age of poverty, social services neglected marketing concept is not a suitable
When business objectives? A knowledge, services and meet the needs of individual consumers
Did a very good business. Must be able to meet our customers and
The long-term interests of the community? Social marketing concept holds that the enterprise’s task is to determine the
Customers ‘ needs, desires and interests and help to protect or improve the social welfare
Ways, can be more effective and more profitable than competitors to provide customers with the expectation of producing
Product satisfaction.
Therefore, marketing managers must balance the needs and evaluation of corporate profits, consumer
The relationship between foot and the public interest.
Have a social fresh marketing ideas with examples to the contrary, Hamburger fast-food industry
For food and delicious, however it doesn’t have nutrients, hamburgers with high fat content, restaurants for sale
Fried foods and meat pies contain too much starch and fat, and that, in
Is not used when convenient packaging for sale, which results in an excess of packaging waste. Meet
Consumer demand, the restaurants may harm the health of consumers, and pollution
Dyeing environment.
Instead, some companies such as McDonald’s, KFC and the practice of social business
Pin the concept of environmental protection and health, beyond it at full speed, and achieved remarkable sales
Amount of sales and profits.
And social services to consumers, can enable a company to become the most respected
Enterprises, but also to become a profitable enterprise. Social marketing is the marketing warfare
. One of the most important concepts, as the body responsible for marketing managers for decision-making and management is not available
Do not attach importance to that.
In General, at the time of marketing management, Marketing Manager, must be taken into account to
On the factors, the efficiency, effectiveness and harmonizing social responsibility, really
To handle the demand.

Marketing concept

Selling concept is a kind of requirement management idea for many enterprises.
If you let consumers and businesses to choose, they will not be enough to buy a group of products. Therefore, the organization must take the initiative to promote and actively promote. This is the marketing idea.
The idea that consumers usually show a kind of inertia or to counter the psychological, it needs a good word to persuade them to buy more. Marketing managers can use a range of effective marketing and promotional tools to stimulate them to buy a large number of.
1) to promote the non commodity, which is not so eager to buy, that is, the buyer generally does not want to go to buy goods, such as insurance, encyclopedia and cemetery. For these products, we must be good at using a variety of marketing skills to find customers, and with a strong marketing method to persuade them to accept their products.
2) to sell surplus products when the supply exceeds demand, marketing managers should use the concept of marketing strategy focused on the recent target, the sale of its products.
In a modern industrial economy, production capacity has been raised to such a level that most of the market is the buyer’s market (the buyer’s dominant position), the seller has to fight for customers. Potential customers by a large number of TV ads, newspaper ads, direct mail advertising, marketing phone siege. At every turn, someone trying to sell something jdsg. The result is the same to the public a strong marketing and advertising marketing mix for a second.
So. To establish a high risk for the strength to promote the concept of attachment on rations.
(4) marketing ideas
The key to achieving the goals of the organization is to determine the needs and desires of the customer, and to transmit the customer’s expectations more effectively and more efficiently than the competitors. Therefore, the concept of marketing should be defined as a clear market, customer needs as the center, coordination of all marketing activities, and through the establishment of customer value based on customer value and long-term customer relationship to achieve profit. Under the guidance of the concept of marketing, the production of consumer products, and meet the needs of consumers to obtain profit.
Many successful companies use marketing ideas. For example, the United States of the Bean company is based on the establishment of marketing ideas. L. L. Bean’s market philosophy is: “the customer well is not dependent on us, but we rely on customers. Customers are not the obstacle to our work, but the goal of our work. We don’t have the chance to serve him well, but he’s given us the opportunity to serve him.”
To transform a marketing oriented enterprise into a marketing oriented enterprise requires a number of years of hard work. Therefore, the marketing manager’s goal should be to satisfy the customer’s satisfaction to the organization of the enterprise.