Tag Archives: Marketing

Top Marketing Manager Primary distribution is a win-win cooperation


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.

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.

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.

Demand and customer

Some marketing managers think that marketing management is to find enough buyers for the current products of the enterprise, this view is relatively narrow. Enterprises have a certain ideal demand for their products, but at any time there may be no demand, full demand, irregular demand or excess demand, so the marketing management department must find a solution to these different needs of the situation. Marketing management department is not only responsible for finding and increasing demand, but also responsible for change to reduce demand. Therefore, marketing managers must first grasp the facts. He should identify the real and potential needs of the market, so that we can avoid the surplus or the loss of opportunity.
For example, the Power Corporation sometimes difficult to meet the demand for electricity peak. ; in the case of such demand, marketing is to temporarily or permanently reduce demand, which is known as the slow adaptation marketing. The purpose is not to destroy the needs of the marketing, but only to reduce or transfer demand. The marketing manager should respond to the needs and circumstances of the customer.
So, marketing managers want to help companies achieve their goals in the way to find ways to affect the level of demand, demand and demand structure.
Management needs will be related to customer relationship. Business needs are from two groups of customers, new customers and repeat customers. The traditional marketing theory and practice emphasized to attract new customers and create sales performance. However, today the focus of marketing, but in the transfer. Except the design strategy to attract new customers and create and new customer transactions outside, the marketing manager will go all out to keep existing customers and build lasting customer relationships.
Why do we have to keep the existing customers? American marketing management guru Kotler Philip think:
In the past, in the face of the continuous expansion of the economy and the rapid growth of the market, enterprises can use the “funnel” method of marketing. The growth of the market means that a large number of new customers, the company can not stop to use new customers to fill the funnel, and do not have to worry about the end of the funnel from the bottom hole to get old customers. And now, enterprises are faced with some new marketing reality, such as changing demographics, nimble, and many of the industry, slow economic growth, competitive opponents more sophisticated production, all these factors are microphone with fewer and fewer new customers around the. Many
Enterprises in the flat or recession in the market to start a war. Therefore, the cost is rising to attract new customers. There is evidence that, to attract a new customer costs Qi is to make a view five times all satisfied the cost to customers. Therefore, keep an old customer is equivalent to five Qi attracted new customers, and business is the same for. Kotler this statement undoubtedly hold and deal with the customer management scissors shut Judy in fact, a customer to lose much more than losing a sale, because losing the second customer is equal to lost the customer in the shopping period may be some of the volume of shopping.
For example, Bell Co, taco customer shopping is worth more than $12000. General motors and Ford Motor Company’s customer shopping value will exceed $340000. Therefore, trying to keep customers, will produce good economic benefits. The enterprise may lose money on a certain transaction, but it will still get great benefits from the long-term customer relationship.
Therefore, in the process, marketing management to grasp the good demand and customer management, timely adjustment of supply and demand is the key to marketing management, lost the old customer is marketing manager in the management of the taboo.

How to carry on demand management

Many successful companies have adopted the concept of demand and customer marketing. Disney, Procter & Gamble and Wal Mart chain stores have faithfully adopted this concept.
Bean is a very successful clothing and outdoor sports equipment catalogue mail order retailer, which is based on the establishment of marketing concepts. In 1912 the first internal circulation of papers, company founder.L.L. bean published the following statement: “I think until our goods is rotten and the customer is Liu satisfaction, then buy fee count grams. We would like to thank our customers who are not satisfied with the products they have come back. A view in. “In every aspect, Bean has the effect of making customers feel absolutely satisfied.””. In order to encourage employees to combat marketing concept, bean company decades Zhu has been in the office everywhere paste slogans, top write: “what is the customer? The customer is always our guest of honor, whether in personal selling or in the mail order sales, is the guest of honor. Customer is the band of his desire to us, so our work is to satisfy these desires, so that he and we all benefit. ”
In contrast to this, many companies claim to implement marketing ideas. But there is no micro to the needs of the customer and the united. Their marketing vice president, marketing manager only marketing plan and marketing research and so on the form of marketing. However, only these forms do not mean that they are the market as the center of the enterprise. The question is whether they are based on the changing customer needs and competitors’ strategies. Was originally very famous of some enterprises, such as general motors and IBM, Sears, Zo your chi, all lost considerable market share, because their marketing managers are not in response to the changing market to adjust its marketing strategy.

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.

Relationship is a part of marketing ideas

The relationship between
Relationship is a part of marketing ideas. Marketing managers and marketing staff to establish long-term relationships with key members (customers, suppliers, distributors), the purpose is to maintain the long-term performance of the marketing and business contact. Marketers through continuous commitment and give each other high quality products, excellent service and fair prices to achieve marketing. The use of relationship marketing can make the parties to establish economic, technological and social ties. Relationship marketing can reduce the cost and time of the transaction; in the best condition, the transaction can be changed from time to time to practice.
The final result of the relationship marketing is to establish the company’s unique assets, that is, a marketing network. Marketing network by the company and all its stakeholders (customers, employees, suppliers, distributors, retailers, advertising agents, scientists and others) to establish mutually beneficial business relationship. In this way, the competition is not only in the company, but in the entire network of the same. A company to build a better relationship will win. With the key stakeholders to establish a good relationship network, profits will be rolling in.

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.