Cast-style marketing effort

Little Swan group co., Ltd. General Manager Xu source

Marketing Director is the most challenging work, he should be such a man: will use celestial scientist eyes to observe market, will be used to judge the entrepreneur's brain, will use the artist's mind to realize market; he has the ability for enterprises to make analysis of actual and judgement, ability to fulfill its undertakings to the enterprise in the future provide precise market space environment; he is able to brief the work of the Tibetans in the propagation of ideas and methods to achieve effective output target, through the sale of high speed Gets the money. For market my experience is:

First, the experience will not be able to promote success cannot be copied

Marketing management is hot and difficult. Many enterprise sales management, often is extensive, start time, even though Sun Star potential implicit Yap-, mountain-but can seize market opportunities, mobilize resources, both inside and outside of the enterprise, marketing or technology innovations gradually grow. In fact, many enterprises tend to rise in petty tricks, we can't put yesterday's success as a guide, tomorrow ahead of this successful model it will block for new prospects, as Toffler's a famous saying: survival of the first law there is nothing better than yesterday's success even more dangerous is the most difficult to learn but forget: a person, the more successful in the past, he forgot these successful experiences more difficult.

There is no denying that the experience is our predecessors by hard labor. But the market is changing, not to mention the quality of the experience and the experience and reality of the relevant factors are the same, even a simple clone of their successful experiences will always far water does not put out near the fire. The inertia of thinking should be vigilant, perhaps today's experience may become tomorrow's destruction of fuse. Negative experience is not a negation of past achievements, after all, success in luck. The experience of others is only for reference, the enterprise around and between the mutual exchange of experience between, very useful. But the reference is not copied, diversity is a feature of modern society, and also the characteristics of a market economy. Because experience in both thought and prevailing operating strategies, all experience, can only be concluded after, cannot advance reservation, other people's keys cannot open their own businesses, can only chat for reference, not uncritical. Success is not replicated, the absence of a unique, innovative, simple and friendly solution, only when the experience is elevated to become the universal concept of guidance.

Second, the relationship that you want to let the system pipe

Relationship is the current domestic enterprise marketing management in a headache. Here the need to understand the relationship between the systems, or between pipe pipe system? Chinese enterprises are often valued relationships, such as public relations, business relations, consumer relations, internal relations, etc. But we should boot the marketing personnel properly understand if there is no system of constraint, it will allow relationship turned sour. Relationship must be affected by system constraints, use systems to improve business-to-market control and improve the channel system. Marketing operation can be very flexible, what is good and what is bad is subject to a system, there is no system will not be able to talk about relationships. For example, marketing and commercial relations are important, but it must be subject to the constraints of the system. No system, business relations, however good, is very hard and durable. In fact, the relationship is to benefit as a benchmark, the interests of any one company are subject to the rules of the game, if there is no system of specific constraints, will let the relationship turned sour. When people are affected by the rules and regulations of the individual's behavior is predictable, in fact, Chinese-style marketing solved is the system context. If marketing just pure rely on relationship marketing is not sustainable, you cannot go from traditional management to standardize management, from the experience of management came to the scientific management, people went to the rule of law. World class companies, their most successful is nothing else, it is their system, their standards.

Of course, a good system is not innate, but we led the sales staff to develop and gradually perfected. Good system can let the bad guys do good things, but bad system can make good people do bad things. We cannot sacrifice the right system to meet, but efforts should be made to explore new marketing system so that enterprises have a continuing ability to innovate, can only be a Flash in the pan.

III. implementation of viable projects

Marketing it is first necessary to have a good plan. Good plan must also pay attention to the long-term development of enterprises, Siemens, GE, Microsoft how they make such a large company in accordance with unified strategy to get high-speed growth? key point is that they have a good plan. We plan to get well, becomes a division of meter (homophonic reading into funny). Develop marketing programs across the company's strategic policy sector, establish with headquarters, benign communication and down to take account of both parties, the plan must be in line with the sales organization's own characteristics, goals can be qualitative and quantitative, challenging, forward-looking role. If you do not have the corporate marketing plan related departments and grass-roots marketing wisdom and support, lost its actual data and the most innovative proposals and lack of sales of general consensus, is doomed to failure.

Programme in the implementation process may experience a competitor's impact and constantly adjust the strategy and tactics, as well as people cannot avoid unforeseen crises, in the event of immediate feedback to the headquarters, the headquarters of the guidance. Of course this is a test of the leader of courage, wisdom and talent at a crucial time. The crisis rapidly decision-making is the leader priority can only be made in accordance with these changes and quickly select responses to adjust and enrich the appropriate planning and let employees actually see results, for the effective implementation of the decision. Of course, it cannot be denied that in case of emergency decisions have many shortcomings, accompanied by a crisis situation, to be adjusted accordingly as soon as possible, into the business plan can be implemented. Truly excellent enterprises can use brain battle, their plan will not only be able to accurately reflect the changed conditions, but also to plan for timely adjustments. Procter and Gamble's plan has more than half a year the amount of the advance, in a year after review and summarize program, best of all, after two years of the time span that plan deviation 1%-2% a year between, just imagine how many unexpected things may happen, they struggle from the opponents there

A powerful weapon for consumers is to function, style, brand, price, value and service. Their customers annually, monthly, weekly, daily or even hourly are changed, in order to serve them, each project's strategies and techniques, each product and each price to change, sometimes changes also quite frequent. Thus the enterprise plan must also be in line with the changes to be so calm, Procter and Gamble and produce treated satisfactory responses, it is admirable.

Fourth, the consumer price is

What determines the price? we all speak of is determined by the scientific and technological content and branding decisions. This mobile phone consumption much plastic, copper, probably no one to ask. We would ask what brand and what features? I think that the price consumers rather than by the enterprise. In the same competition as the homogeneity of the competition, you must use the price for the market, this time your profit. To keep prices? to constantly develop new products, or give the old product, new technology content, make it glow of youth; on the other hand through value chain restructuring that is in the technical maturity of the product cost reduction to adapt to the competition, or desalination market competition of product price, at the appropriate time, the competitors before introducing new varieties, first to launch a new round of technical-price war. This in the household appliance industry has become law. In this procedure, the technological content of products fundamentally determines the product of profit. If you do not make efforts in technology innovations, original price will decline. We can only continue to launch new products to enhance competitiveness, so as to continuously create new height of profits. Maybe the price mechanism is not human, but we can take advantage of the price mechanism, the realization of human attention and justice. In short, this is a noble art. Pricing policy is to maintain production enterprises, mobility dealer initiative, attract consumers purchase, the fight against the competition, the development and consolidation of the market. Here are two: first, price structure, through differentiated levels ensure roads and the future of the product; the second is selected, reputable agents, both by the Chamber of Commerce and industry together to maintain the price system. Whether it be internal or dealer can get rich quick. Do participants do Terminal, is monopoly, proxy or self-employed, many businesses for some reason it is hard to live without causing fratricidal. So the control and monitoring is important, the only control, the only measures, without supervision, is equal to zero; the only authority that no measures to allow more frightening. Very often some enterprises beyond the last tyrant, is tragic. China market operation cycle than other national markets more drastic changes in the environment, the United States more generally the penetration of consumer durable goods for the period is 15 years, only five years in China. Price is a double-edged sword, is to balance the interests of both producers and consumers of the platform, we must take seriously.

Fifth, the Veterans don't easily cut advertising costs

Now almost all enterprises will appreciate the modern advertising is a business and social communication of important ways that enterprises can not be separated from advertising. However, advertising is a risky investment, but also enterprises with the most, most expensive marketing tool. In fact, advertising expenditures, often of reasonable are then amortized in marketing costs, and settle down on brand value, it is the intangible assets. To tell the truth, the Chinese enterprises advertising expenditure is minimal, a 14 million population of the country GDP up to 8 trillion yuan, and annual advertising expenditure of only 900 billion, 1% are not. But that's only a little money often strangely fork shunt, or gifts in-kind modifications. More than 90% of the enterprises have to advertise, but most companies do not know how the effectiveness of advertising, enterprises face the challenge of advertising monitoring, internal control, external control more difficult, he comes to creative, production, publishing, actions and results. And even more people shouting 50 per cent of advertising is wasted. Therefore many mistakenly believe that advertising and large enterprises, in particular when an enterprise financial tensions, the first cut of the financial expenditures are often is advertising it is not correct. Advertising is a form of cultural exchange, through the shortest time, the most succinct language or image of the screen to simplify enterprise complex words to most bright human aspiration to compete for consumers ' attention, touched the hearts of consumers, advertisers are just too hard to do. Advertising is good or bad depends on the purpose and motive, advertising effectiveness and efficiency depends on our choice of means and approaches. Efforts should be made to ensure the correct orientation and appropriate means of organic unity, this helps to avoid the risk, enhance the brand advertising. So Enterprise advertising the who is to do a lot of business from? the Office or the Ministry responsible for advertising, but they aren't advertising expert, my experience is the advertising to be professional advertising company to do it. Advertisers sometimes appear many interesting scenes: If the presentation is wrong or inappropriate, or media choice frequently replace advertising agency, or advertising company does not assume responsibility and so on, the effect is often are drawing water; as a selling point and buy cannot intersect, cannot afford to impress consumers and keeping old customers or from the hands of competitors compete for new customers, advertising and of course white. We can see Cola and Procter and Gamble's advertising, their practices, their situation is indeed very localized. A good advertising to brand awareness, perception of advertising, the advertising content of memories, advertising awareness. Through the cognitive, emotional and the experience dimension on advertising for system evaluation and impact assessment of analog playback before the public announcement of such advertisement will be welcome.