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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.

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 managers can through three kinds of marketing channels

Marketing channel
Generally speaking, marketing managers can achieve marketing goals through three kinds of marketing channels.
One is through information dissemination channels. This channel can transmit information and obtain information from the buyer. The channels include: newspapers, magazines, radio, television, letters, telephone, tender, notices, leaflets, CDs, tapes and the internet. In addition, there are people who face the situation of Qin, clothing, retail stores, and many other media and other media also convey the exchange of information. In order to compensate for the lack of advertising and other one-way channels, marketing managers can also continue to increase the use of two-way communication channels (e-mail, free phone).
Two is the distribution channel. Marketing manager through distribution channels to purchasers and users, electrical and physical delivery of products or services. Specific distribution channels for the distribution channels and services of physical commodities. Such as warehouses, transportation tools, all kinds of trade channels (distributors, wholesalers and retailers).
Three is direct sales channels. Marketing managers can be through direct sales channels and potential users to deal with. Direct sales channels not only include distributors and retailers, but also facilitate the transaction of banks and insurance companies.
The best combination of three channels of information dissemination, distribution, direct selling, is faced with a design question. This design includes many factors such as need, desire, demand, value, satisfaction, exchange, transaction, relationship and so on. This consideration and application is the management of marketing.

Marketing manager is the effective management of the various elements of marketing

The origin of marketing is different, some people say that from Japan in seventeenth Century, some people say that it is the United States that originated in the middle of nineteenth Century. But in the early stage of development, all the ideas are still in a state of chaos. In the early 1960s, Mccarthy Jerome, a professor at the Michigan State University, proposed the concept of marketing mix. The basic idea of marketing was to be implemented. To understand the marketing, if America management scientist Kerr Hamer believes should start from the understanding of demand management.

“Demand management” is the interpretation of marketing.

The so-called “demand management”, which must be in the pursuit of the company’s goals, the pursuit of the degree, timing and composition of the elements of influence.

Marketing including all the sales activities and management, business activities. It’s all around you and me. You from the shopping center near an array of shelves from fill the TV screens, advertising in newspapers and magazines, in the home, school, work, entertainment in — whether you are proud of what, you almost at the marketing of the turnkey. But the market is far from the eyes of consumers are free to see the inner spring. Behind all of this, it is a huge net of people and a lot of activities to get your attention. You are actually in this demand and management by business, this is the true meaning of marketing.

In fact, the 398 generation of marketing to achieve this level has a process of development, the latest marketing can be said to be almost out of 7 management, it is from the door to the development of demand management experience three stages:

Home direct marketing is the initial form of.

At this stage, most companies are created by a number of people who rely on the wisdom of a living. They have a chance to observe in, take their own products to sell their products on every door.

Boston wow wine company founder Jim Kirk launch of Samuel Adams beer license, has now become the best beer industry sales. But at the beginning of 1984, he was carrying a bottle of Adams Samuel beer, a bar to the door to persuade the bar owner to try to drink the beer. He urged them to put the beer in the menu. For nearly 10 years, he still can not afford the advertising. He just sold his beer through direct sales of fruit and grass. Today, his company’s profit has reached 210000000 yuan, becoming the leader in the industry.

This is the most original marketing, it can be said that the basic needs of the management and demand management.

Practice marketing

Wei practices of marketing is than to direct a more advanced marketing, it is unilaterally through various marketing means to show customers how to introduce their products, to encourage customers to buy.

As small companies continue to succeed, they inevitably have to turn to more routine marketing. The Boston Beer Company has spent about $15000000 on television advertising in the selected market. The company employs 175 sales people, the establishment of the marketing department. Although Boston Beer Company and its rival, Ann Hughes, compared to the Bush Corp, not very advanced enterprise, but it began to use a lot of media television advertising, mailing letters, telephone marketing and other professional marketing.

This marketing approach is a one-way, is the product of the marketing side, while ignoring the needs of the end user customers.

Coordinated marketing

Many large companies are in the practice of marketing, they focus on the advertising, advertising, publishing product information, but ignored the market research. The marketing of the co commissioning is to focus on the need and the two aspects, trying to adjust the relationship between manufacturers and distributors and end customers. Their brand managers and production managers often come out of the office, and their customers, in the specific marketing strategy to increase the value of the life of their customers to increase the value of the new method, to achieve the unity of needs.

Today ‘s marketing has developed to the stage of coordinated marketing, which requires the comprehensive management of all kinds of cause and effect. Therefore, it must not be from an old “persuasion and marketing” point of view to consider their own marketing strategy, but should meet the needs of customers from a new perspective.

In the past, a lot of people have understood marketing as mere marketing and advertising. However, marketing and advertising is only the iceberg marketing exposed pinnacles. Although very important, but they are just two of the many functions of marketing functions. And usually not the most important two functions. Modern marketing must be able to understand the needs of consumers, develop a high value products, and can effectively carry out pricing, distribution and promotion, so as to effectively sell products. Therefore, marketing and advertising is a more comprehensive “marketing mix” component, and marketing, the effective combination of various factors is a group of common functions to effectively affect the marketing objectives.

Therefore, modern marketing is defined as: individuals and groups through the creation of products and value, well with others to exchange to obtain a social and management process.

Marketing is a process of demand management, and marketing managers must be in pursuit of the company’s goals, the various elements of the marketing of the implementation of effective management.