How to do a good job in marketing?

According to the classic best-selling textbook Marketing Management Required Reading 12, marketing management is a complex project, which usually consists of five aspects: market research, market segmentation of strategic marketing, determination of goals and positioning, marketing mix, implementation and control of tactical marketing.

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I. Market research

Market research is the starting point of marketing, otherwise it is a slap in the face and blind empiricism. Correct marketing includes careful study of market opportunities and strategic and financial estimation of the enterprise to determine whether the income meets the financial objectives of the enterprise. Many enterprises refused to conduct market research before marketing action. As a result, they failed.

The usual market survey refers to the process of studying the relationship between organizations (enterprises), customers and the public, which is an important content in the field of marketing. It connects consumers, customers, the public and marketers through information, and has the following functions: identifying and defining market opportunities and possible problems, formulating and optimizing marketing mix, and evaluating its effect. Therefore, market research is not only to study the psychology and behavior of buyers and users, but also to study all stages of marketing activities, that is, to systematically collect, record, sort out and analyze all information and data of commercial activities from producers to consumers, so as to understand the real market and potential market of goods, and its research scope is all products and services.

Second, the market segmentation, target setting and positioning of strategic marketing

The market segment of strategic marketing is a market segment where many customers and consumers are found in market research, which requires enterprise managers to choose to attack the market. Then concentrate on taking it down. Determining the goal is to determine the success of marketing, position the product or service you want to market, and set this position on the psychology of consumers, and resolutely don't let it change. Is to completely defeat consumers and win the final victory.

The basis of subdividing consumer market includes geographical subdivision: country, region, city, countryside, climate and topography; Population segmentation: age, gender, occupation, income, education, family population, family type, family life cycle, nationality, religion, social stratum psychological segmentation: social stratum, lifestyle, personal behavior segmentation: opportunities, interest pursuit, user status, product utilization rate and so on.

Third, the marketing mix of tactical marketing.

Tactical 4p, all marketers know about products, prices, channels and promotions, but they don't know much. Why the marketing of many enterprises has always been a stagnant pool, that is, just look at it and understand the consequences of chaos.

Four. fulfil

Implementation is more difficult, management is the most complicated, and it is also an eventful autumn for marketing management. All departments have started to act, which is a bit crazy, a bit troublesome and more conflicting. The problem of execution will spread out between the sales and marketing departments, and there will be a big war of words. There is nothing wrong with the general marketing strategy, but there are flaws in the implementation stage.

Mainly reflected in:

1. The salesperson thinks that there is something wrong with the characteristics and price of the product;

2. Serious mistakes in advertising strategy;

3. The service provided is inconsistent with the beginning;

It can also be said that the problems of product management, on-site sales and customer service lead to repeated problems and become the unspeakable pain of marketing. It is important to advocate that advertising is in charge of advertising, but it is important to say that sales are in charge of sales. Without the overall concept and this splitting process, the implementation of marketing will be beyond recognition.

Verb (short for verb) control

Control is the last process, which should be completed from the following aspects:

1, quickly collect market feedback,

2. Evaluate and verify the results,

3. Formulate improvement measures. Otherwise there must be something wrong with your marketing.

Marketing management is a strategic activity. Without a little brain and mind, it is definitely impossible. The important thing is to unite with Lian Heng and make marketing management a lively chess game.