Category Archives: Marketing Analysis

From the perspective of content marketing Analysis SEO

What is content marketing?
First of all, we have to know that content marketing is a marketing method that does not need to do any advertising or recommendation to allow our customers to get information, to understand and to promote the exchange of information. From the current point of view, mainly through the media, micro-blog and similar to the Baidu index of event marketing and so on.
Clear the location of the site
What is the industry that we are involved in? The main purpose of our website is to want to spread to the user what kind of information? I have compared with the industry veteran of the exchange, the idea of a unified web site is not to set up too much, the general control in the 2-3. More likely you don’t see the point, we is not hard to see, many industry Web site keywords really is endless, from the perspective of marketing content for your client, you will favor professional website, soon to get the information they want, and not half a day to see the focus.
Advice for new sites: at the start, content to content for the vertical industry, not rivalry with the spider, the vertical content to let each big search engine on your website and precise positioning. Instead of the whole network to confuse a variety of copy and paste spider
The chain may be king?
Outside the chain is king era has passed, if there is a careful study of each big search engine algorithm rules SEOER will know, now the chain effect far than the inner chain and conditions are more and more demanding. I’m not saying the chain had no effect, and in view of the current situation, the chain will cause the phenomenon to make ends meet. We from the perspective of content marketing, a lot of Web site through the chain to vote on the way you can get a good flow. Again, when we do content, if you can reasonably layout within the chain, improve the user experience effect, but also directly affect the ability to retain customers, can guide users to click.

Top Marketing Manager Primary distribution is a win-win cooperation

u=78688714,1067789744&fm=21&gp=0

With the advent of mass production, production is increasingly concentrated in a few factories, few factories produce large quantities of standardized products and achieve greater economies of scale. However, when the scale of production trends continue, a factory or a company’s product sales capability must be difficult to meet the huge expansion of production capacity, distribution problems will inevitably arise.
In modern markets, compared with the production of products, purchases of most products is relatively much less. Industrial products or household goods are manufactured by different vendors numerous product composition. Deliver products to the final consumer is the distribution task. Distribution method chosen by the company must be able to reflect the image and the nature of the product itself. A jam manufacturer intends to expand the market will not be able to sell only through Ford Hotspur and Meissen operated stores, expensive and because the unique fragrance can not be sold in the energy market, and should be sold in stores.
Production requirements of large-scale, mass, and marketability over a wide geographical area is small quantities purchased. Diverse and not fixed. The increase in distribution costs can not be greater than the cost advantage of mass production, economies of scale can not because the distribution network is not suitable for a product and a market loss. Min depends on product supply and sales, the manufacturer through the distribution made him the products to capture the market.
In order to achieve volume sales, Microsoft has adopted the most effective but also the most controversial innovative promotions, namely the manner processor transfer permission for distribution, to repel the opponent’s goal. In 1988, Microsoft began to particularly low royalties to hardware company MSDOS, on condition that the requirements of hardware companies according to sales charge, regardless of whether the MSDOS and each computer with the sale. Such contract terms to simplify the calculation method, and reduces the difficulty of forecasting. Microsoft provides only one piece of software to hardware companies master disc, which can be easily copied. Without having to save the record, and without paying royalties, but Microsoft can keep abreast of the company’s computer hardware (processor) sales. This approach allows Microsoft products sell up immediately, plus hardware companies hope to get sales discounts rather than integration with other software, to further ensure Microsoft’s market dominance.
Traditional distribution goal is simply to sell out as much as possible through intermediaries or direct marketing of their products. Since this goal is generally only consider the company’s own profits, while ignoring or harm the interests of distributors, will eventually harm the interests of the company.
Distribution theory of modern thinking win-win cooperation for guidance. Therefore, the company is no longer just a modern economy, but also a social entity, the nature of marketing has changed fundamentally; it is not only for the company’s goals, but also for the distributors service.
The company and distributor relationships based on interest on. For both the true distribution of mutual benefit. Therefore, the top marketing manager In developing the distribution targets. We should first understand where the interests of both sides to seek a community of interests of both sides. And efforts to make the common interests of both sides can be maximized or satisfaction of.

Top Marketing Manager To grasp the marketing opportunities

Understanding of the current marketing opportunities, must go to grasp.
top marketing manager Marketing guru Philip – Kotler the marketing opportunities is defined as:. “The company has to have a big opportunity to profit in the premise, to meet customer needs and areas of interest,” he believes that attractive market opportunities, as the following several factors availability: the amount of potential customers, purchasing power of potential customers, potential customers eager to buy, and so the degree. Marketing opportunities exist in the marketing staff to find out when a group of a large number of people, and of their needs can not be met. For example, Ray Kroc While noting that there are many people eager to get a fast food service, inexpensive, delicious, and BU after induced sexual tastes, he had an idea to the creation of McDonald’s. Before the advent of McDonald’s, the market has no one to provide these unique services. Because of his grasp market opportunities, and thus succeeded in one fell swoop.
Opportunities everywhere, but only a marketing mind, a keen sense of smell to find people and seize this opportunity to dominate the market. Concerning the opening of IKEA furniture store, it is to grasp the opportunity marketers another example.
After the Second World War as a young Swedish born Kamprad observed that many families can not afford due to the high price and the Swedish-made furniture, and the reasons for high prices, partly because the furniture itself high quality, partly because of the lack of positive competition among furniture retailers earn very high profits. Therefore, many families had to bear high interest loans, or buy poor quality imported furniture. This family needs is an excellent marketing opportunity.
To capture this Houkanpula can immediately identify a substantially lower cost method to provide high-quality furniture.
He took cost reduction strategies to achieve their marketing objectives. His low-cost strategy is:
(1) Company with retail as the main approach, and to a large number of large orders to buy or way to get lower prices.
(2) Furniture design must be modular and must be delivered to his business base directly from the manufacturer, Ethernet amplitude save on shipping costs.
(3) Customers can browse the display between shows modular furniture, choose their favorite combination, identify a specific combination fitting in self-service warehouse, and drove home on their own, save the cost of delivery.
(4) a combination of furniture by the customer themselves, saving manufacturers and furniture line combination further costs.
Huge profits (5) with respect to the traditional Swedish furniture line less marketing strategies, IKEA (Kamprad) dealership adopted a puerile way.
More of these practices make IKEA (Kamprad) price 20% cheaper than competitors, but still substantial profit.
Through this opportunity, the young Kamprad founded IKEA furniture brand famous play, play to win the majority of the furniture marketing.

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.

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.

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.

Marketing management should be efficient, effective and social responsibility

Marketing activities should be efficient, effective and social responsibility, marketing management should be considered in the idea of a certain kind of ideological guidance. Harvard Business School Guidance MBA career development project experts, ward Lu Yu a butler Association members James Woderup professor that guide the enterprise’s marketing activities demand management should follow five concepts to cope with demand.
(1) production concept
Generally speaking, consumers tend to like the products that can be bought at low prices. Therefore, the management of production oriented organization should focus on improving the efficiency of production and sales.
This idea is one of the most ancient ideas to guide marketing managers. This concept of production in the two situations is an effective guiding ideology. The first case is that the demand exceeds supply. At this point, marketing managers should focus on increasing the yield. The second case is that the cost of the product is too high. At this time we must reduce costs by improving productivity.
(2) product concept
Consumers most like high quality, multi function and has some innovative features of the product.
Therefore, enterprises should be committed to the production of quality products, and continue to improve the product, make it more perfect.
This kind of product oriented concept, buyers admire well made products, to the quality and function of product authentication. As a result, producers have a deep fascination with their own products, so that they are not aware that they are not catering to the needs of the market. The marketing manager in “better mousetrap” wrong fantasy as long as the design of a better mousetrap, people will step you shop in front of the road.
James Woderup believes that this concept is one-sided, there are two major defects:
1) product concept often does not make or rarely let customers in the design of the product.
Business leaders believe that they know how to design and improve the product. They don’t even examine the competitor’s products.
For example, GM’s marketing manager had said that before we did not invent the car, the public would know what kind of car they needed ” GM’s approach is the company’s designers and engineers will create a style of the design and durable car, and then by the production department, the financial sector to develop the price. Finally, ask the marketing department to sell them. The result is the final result of the sale of General Motors is very difficult! – it’s worth it.
The value of a car company that is now in the study of customer needs, marketing personnel to intervene and participate in the design of the car before.
2) product concept “marketing myopia”,
For example, the railway management department used to think that the user needs to train and not transport, and thus to ignore the growing competition from aircraft, buses, trucks and cars. Many universities also think that high school graduates are in need of a liberal arts education, which has ignored the growing challenge from the vocational school.