Marketing [http://mkt.]
Ever since China from a planned economy into a market economy, after 20 years of ups and downs, whether it is China's enterprise management or marketing, from the most primitive instincts of the markets in response to a certain height in theory, this from one side reflects China's market and international market more and more close, such as Haier, Lenovo's channel management, wahaha brand operation, CHANGHONG's market strategy, galanz's low-cost expansion and so on, these outstanding enterprises, whether in the internal management, product development, marketing and after-sales service, to its original aspect and was a great success and the people's support. By Philip Kotler in marketing management, "a book is because brought up China's first generation marketing people and exalted to marketing Bible. The author has been hailed as the godfather of marketing. Despite the advanced theories of modern marketing, the marketing has been more than 20 years, at the same time with China's accession to WTO, us and world class marketing expert of direct contacts and exchanges with more and more, but looking at China's marketing sector, and even some of the more famous experts and famous enterprises, whether their speech or article writing, and even actual market operation, all marketing theory in some basic concepts confusion, I sum up a bit, about six phenomenon, I called China marketing six strange.
First monster: Marketing Department and irrespective of the Sales Department
The issue as first to blame, because as of today, I still have a large number of enterprises with this question, I believe that most marketing people have deep feelings, I have a different identity exposed many enterprises and corporate CEOs, almost 80% of enterprises and their boss, have on marketing and sales of their respective functions are difficult to distinguish or to speak clearly, studied business administration or marketing knows that marketing and sales are two different concepts, although they are faced with the market, the Marketing Department's main functions are: market information collection and research, marketing, planning and programme development, advertising design and copy writing, creative, media planning and marketing effectiveness evaluation; while the Sales Department's main function is the enterprise product sales direct to complete the task and marketing network managers, the marketing department compared to an army general staff, the Sales Department is directly to the enemy's fighting forces launched an attack. But in reality, many enterprises are often the Sales Department is popularly known as the marketing department or sales without Marketing Department. As far as I know, the current domestic enterprises to sales light marketing phenomenon is common.
The second strange: sales channels and marketing network mix
Marketing 4P third P is the channel that the channel is a product from the manufacturer to the consumer in the hands of the channel, from the marketing point of view, the word on channels contain the meaning is too narrow, because the channel is vertical, but constitute crisscross the marketing network is needed and a scientific and rational distribution of sales outlets. For example, the current channel called the loudest in the it industry, its resellers and sales outlets for the establishment of often lack the characteristics according to the market and the consumer situation and reasonable layout, mainly reflected in the lateral force, i.e., resellers and distributors, agents and agent information between interaction and resource sharing on serious lack, this resulted in the IT industry is not only pay attention to the channel concept conceptual shortcomings of the Internet. To date, many IT companies simply can't figure out channels and networks and network cables, networks wangyuan surface, and outlets, and other concepts. Once a computer is reported by the press, in which it with me to Exchange jokes, he did not understand what marketing network subsystem and auxiliary systems. I have said above, constitute a marketing network require wholesalers, distributors and retailers of vertical cooperation, but also require wholesalers and distributors, resellers and distributors, retailers and retailers to collaborate, but this is only a network system, in order to achieve marketing success, the company also needs and Bank, advertising agencies, technology departments, government departments and the judiciary, and other secondary system of cooperation, only two are criss, operational management system together to really win in the marketplace.
Third strange: dealers and agents a fuzzy concept
This is a common but easily confused, even many enterprise management expert and Professor of marketing, both in Italy between these inadvertently confused, especially in an enterprise project, many have joined the company's dealer whimsically agents. So what is the agent, what is a reseller? agents with dealer and what is the difference between the nature of? Philip Kotler in his marketing management in the book have already made a very clear explanation: the so-called agents, is the means enterprises entrusted to help enterprise search markets and even help businesses sell products of enterprises and the private sector, it's obvious features is not ownership of the product, only the corresponding commissions, for example, casting agents and foreign products in China searching for agents, etc. While the dealer is a great difference, though in some respects with agents have similarities, but also sell products, but distributors joining enterprise sales enterprise products, is fully owned by the enterprise product ownership of that dealer will follow the requirements of the enterprise, cash payment product costs to acquire ownership of the product. So many companies sell products after the life regardless of the dealer, the dealer if you select the business properly, would be costly, so dealers need to assume a certain degree of risk, while agents because only pay part of the collaborative security deposit (not paid), without having to pay the costs, to be the product to the products sold only after the settlement with the enterprises themselves, so the Commission does not have the risk.
Thus, distributors and agents are two completely different concepts.
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