? Model essay on marketing activity summary report 1
? Weeks of intense sand table simulation are over. Unconsciously, our whole team has experienced countless "six years" of operation together and experienced the tension and excitement of the sand table. This sand table simulation makes us really feel the charm of sand table. The "six-year" operation soon became a thing of the past, but it brought us opportunities to learn. In the course of six years' operation, we have encountered one difficulty after another. But Qi Xin and Qi Xin worked together and persisted together.
? About the operation of Six Years, I have some deep feelings.
? First, before entering the sand table, we must fully understand the sand table rules and deeply understand each rule. Only by understanding the rules can we not be in a hurry and be at a loss in actual operation. When encountering problems and difficulties, we can calmly handle all kinds of situations so that the enterprise will not go bankrupt. A few times ago, we didn't know much about the rules, which led to mistakes in decision-making and made us often go bankrupt.
? Second, before the sand table starts, the team should divide their responsibilities. Our team is divided into CEO, marketing department, production department and finance department. Everyone is responsible for his role. No matter what his position is, when the sand table started, he thought he was running in a real company. Only by integrating yourself into the role can we think and solve problems from the perspective of company management. Only when everyone does his job can the production and operation of the whole company be carried out in an orderly manner.
? Third, we should have a clear and comprehensive forecast and estimation of the external market. Only by mastering the market demand can we determine the company's business direction in the next few years and formulate the company's business strategic objectives.
? Fourth, according to the demand of the external market, adjust the production line in time, and increase the production capacity to meet the supply demand when funds allow. In this process, we must accurately coordinate the relationship between market, production and capital. Only by coordinating these three aspects can the company operate well, and no matter which small mistake occurs, the company may face the crisis of bankruptcy. And we must ensure that the company has enough cash to operate.
? Fifth, according to the possible market situation in the future, position the company's business strategy and make overall planning and business plan before the start of each year. Through correct decision-making and planning, the company can occupy the market as soon as possible and win profits to the maximum extent.
? As the marketing director, my main responsibilities are:
? 1. According to market analysis, submitting advertising fees and grabbing tickets is a crucial step in the whole sand table simulation operation. According to the sand table rule, advertisements are placed in different markets and products. The order we can get is in direct proportion to the cost of advertising in a certain market. First of all, according to the data and market situation provided by the production director, as well as the productivity of the enterprise and the forecast analysis of competitors, I discussed with the financial director and reported it to the CEO to determine the advertising expenses and grab the order.
? 2. Provide data for production scale decision. First of all, I predict the future market demand according to the market trend analysis, and provide the data to other departments so that they can modify the number and type of production lines. Specifically, our company changed a manual production line in the first delivery room into a semi-automatic production line after consultation among various departments and implementation by the production director.
? 3. Market development, product development. As the marketing director, I must analyze the market, predict the market trend and product trend in the next few years, and carry out market development and product research and development according to the financial situation provided by the financial director. After analysis, we think that enterprises must develop bigger and farther markets if they want to survive. We intend to develop new markets-regional market (1 year) and national market (2 years, 5000m per year). However, according to the data obtained by the CFO, we only deal in a single A product, which is sold in local, regional and national markets through consultation.
? Just a few weeks' study time can only let us know the simulation rules of sand table, but only have a general understanding of management methods. If you want to use ERP well, you need to practice more after class. In addition to learning professional knowledge well, we should also improve our own quality, which requires us to constantly supplement new knowledge and skills. ERP sand table simulation experiment is a good opportunity provided by schools and teachers. In this sand table experiment, although I served as the marketing director, I worked hard and studied with CEO, financial director and production director. In the process of analyzing the market, making strategies, marketing planning, organizing production and financial management, I learned a lot of knowledge that I didn't have in books, which broadened my horizons and made me understand how difficult it is to run a business. The market is far more complicated than I expected.
? Model essay on summary report of marketing activities II
? The following is a summary of several major problems in developing business through the Internet:
? Because the internet is a virtual space for conversation and understanding, the key issue is to reach mutual trust and mutual benefit with customers before doing business. We must pay attention to the following aspects:
? 1. Company's product and price positioning
? A. The company's main products, if the company's development scale is small, and the company's manpower, material resources and financial resources are not strong, the company must operate and sell specific products, so as to see the effect as soon as possible. In the face of product management, the front line is too long. From front-line business to factory finding and after-sales follow-up, a complete system and many professionals and professional knowledge are needed to control it.
? Buyers will always shop around, and buyers are far from professional. As a trading company, the main advantage is to provide quality services. If you can't do this, it is impossible to win the trust of customers.
? Quoting is not a very simple activity, it is the starting point for enterprises to communicate with new customers. Understand the export volume and prospect of this industry. Average quotation level and quotation trend of enterprises in this industry. And the quality of the company's products and the level of domestic similar products (high, medium and low, the price difference between their own products and the market, how to make the quotation correct, so that customers can understand the company's main business products and product advantages and core competitiveness.
? B. Quotation
? The company provides a product price list based on a certain quantity.
? The data in this quotation is a part of the enterprise development strategy. Because it determines the entry point of the company's business development. The price positioning will also be given to customer orientation. Different prices will cultivate customers with different qualities, which also determines the company's development direction, product/service strategy, development speed and future. Therefore, a small quotation, seemingly simple, has to be carefully scrutinized.
? The quotation should be appropriate, neither too low nor too high; Don't sell good things cheaply, and don't quote high prices for ordinary products. Because customers often judge your integrity from your quotation, and at the same time judge your familiarity with the product; If you quote a price far from the market for a very simple and ordinary product, even if you can't quote it for a few days, it means that your integrity is not enough, you don't know this line at all, and guests will naturally not pay attention to you.
? Make clear the customer's motivation and sincerity before quotation, so as not to become a quotation tool and waste time.
? The competition in foreign trade is extremely fierce, and the domestic market currently shows an oversupply. If you want to be a new force, you should pay special attention to service and study regularly to avoid making mistakes.
? 2. What is the confidence and credibility of the company (including salesmen) to customers?
? This is the most important factor for online customers, that is, the strength of your company, the competitiveness of products and the service of your company. Confidence and credibility go both ways.
? Solution: Third-party authentication (such as paid membership; Rich websites and products; The accurate and quick service of the shop assistant. Good communication skills with customers. What do customers want to know most? )
? 1 Have you been making this product for a long time?
? How much do you know about this product?
? What is your personality?
? Of course, whether the price is competitive is an indispensable condition.
? To achieve the above four points, you must do a lot of data search, collection and comparison, and learn the professional knowledge of such products in the process. Otherwise, customers will worry about you. Only you can clearly explain this kind of products, where are the key technologies, how to control the quality, why the price positioning is like this, and how the raw materials are. Customers will rest assured that they will trust you. Gain the trust of customers-very important!
? There are several problems that customers care about, and communication is not smooth. There is no following. For example, product specifications, technical parameters, standards reached, price, quantity to be ordered, what brand to make, whether the brand is influential in the local area, which companies to do business with and how long to do foreign trade.
? 3. What is your business language and skills (is there any misunderstanding or ambiguity, and the quality of business personnel?
? Respond to any information from customers in time; You can't simply ask and answer the customer's reply, you should try to be comprehensive and thoughtful, but you must not be wordy. The language in the email should be professional and targeted, or you will lose the opportunity to continue the conversation.
? If you want to be alone, you need to make friends and exchange valuable information and opinions first. Most customers have their own stable suppliers. To make a single order, you should not follow it too fast, but follow it steadily.
? Generally speaking, win customers from the following aspects.
? 1 Do a good job in quality marketing.
? 2. Establish the service consciousness of "customer first".
? 3. Strengthen communication with customers.
? 4. Increase the commercial value of customers. This requires enterprises to improve the total value of products on the one hand by improving products, services, personnel and image; On the other hand, by improving the service and promoting the network system, the time, physical strength and energy consumption of customers to buy products are reduced, thus reducing the monetary and non-monetary costs. Thus affecting customer satisfaction and the possibility of in-depth cooperation between the two parties.
? 5. Establish a good customer relationship.
? 5. Be innovative.
? Looking for customer channels, the business is diversified.
? Model essay on summary report of marketing activities 3
? In recent years, under the guidance of the company, the marketing center has launched and promoted the regional market in Central China, established a market network, developed wholesale units in various districts, and maintained some end customers. This paper will briefly summarize the achievements and existing problems in the work stage of the marketing center in the past * months, and put forward some views on the next work of the marketing center.
? In short, there are three words: achievements exist objectively, problems exist, and the marketing center is developing steadily on the whole.
? First, the realization of "five ones" is objective.
? 1. Start, establish and consolidate the hierarchical marketing network system necessary for comprehensive marketing.
? There are * * many pharmaceutical circulation participants (commercial companies or individual operators) in the Central China regional market. Through in-depth investigation and communication, we classified these commercial channels into three categories: A, B and C according to scale strength, word-of-mouth of funds, variety structure and business direction, among which Class A mainly focuses on large-scale circulation and wholesale; Class B is the second batch and clinical pure cancellation; Class C is the terminal developer. Among these customers, nearly * * directly or indirectly established commodity and payment business relationships with them; The control of channel customers is 80%.
? These channel resources we have provide a solid marketing network guarantee for improving the market penetration and market share of products and quickly occupying key markets in Central China, which is exactly what competitive enterprises value.
? 2. Cultivate and establish a relatively stable and familiar marketing team.
? At present, under the overall planning of the marketing director, the marketing center has * * * business personnel, management personnel and logistics personnel. Each staff member's reporting time and marketing experience are different. After many times of systematic training and practical work experience, every staff member is fully familiar with the relevant business operation processes of this position and even related positions.
? For business people, marketing centers are divided into three levels according to business objects and business levels. * * * It is divided into three levels: terminal salesman, regional supervisor and regional manager. Division of labor and cooperation at all levels not only highlights the focus of business work, but also prevents gaps and loopholes in the market, reflecting the original intention of cooperation and complementarity.
? Although the work of this marketing team is tedious and hard, it has a firm thought and behavior of doing its duty for the marketing center and caring for customers. You are a fresh force in the operation of Central China regional market, and a human resource guarantee for successfully starting the Central China regional market and carrying out in-depth distribution.
? We started late, but we must run ahead!
? 3. Established a systematic business management system and method.
? On the basis of summing up the work in the first half of the year and the exploration in these two months, a set of management methods suitable for marketing team and business planning has been initially established, and various methods are being put into trial operation.
? First of all, the marketing center will issue the "Measures for the Examination of Marketing Center Business Personnel" for "human resources", which will clearly standardize the work priorities and objectives of business personnel at different levels; Specific requirements are also put forward for each specific work content.
? Secondly, the marketing center will issue the marketing center business management method of "market resources". On the basis of positioning the marketing center, this method further refines the basic ideas of business, ordering, distribution, promotion, gift distribution and business development, and achieves "everything is standard and everything is guaranteed."
? Thirdly, the internal communication mechanism of "summing up problems and improving ourselves" has been formed. Finding problems in work in time, adjusting marketing strategy, respecting the opinions of business personnel and taking market demand as the guide have greatly improved work efficiency.
? 4. Ensure the market share of a series of varieties in the terminal market in Central China.
? At present, there are * varieties and * specifications operated by the marketing center. For these varieties, according to their profit gap and the support of the headquarters, we have formulated corresponding sales policies; Such as cash, promotion, personnel promotion, etc. Through the earnest work of the marketing staff, the penetration rate of these varieties reached 70-90% at the municipal level and 50-80% at the county level, which ensured that consumers could buy our products at ordinary terminals, put an end to the phenomenon that the shortage of terminals affected the sales opportunities of products, increased the possibility of pure promotion and laid a solid material and humanistic foundation for the next terminal development.
? 5. Achieved certain sales and profits, and ensured the normal operation of the department.
? Since work, the marketing center has realized the sales of 10000 yuan through the market development of the company's products and the massive circulation and allocation of related competing products. Gross profit 10000 yuan provides timely and sufficient funds for the normal operation of the whole marketing center and three surrounding offices.
? While establishing and mastering the marketing network, the competent leaders of the marketing center seek benefits for the smooth development of marketing work through various channels. Therefore, there is no need to worry about the material guarantee for the overall sustainable development of marketing centers.
? Second, the problem of "three noes" needs to be solved urgently.
? The problem is the breakthrough, the problem is the starting line, and the problem is the foundation and barrier for the next victory.
? 1. There is no transparent process.
? Although the marketing center runs a set of systematic management systems and methods, and also has arrangements and requirements for monthly work, there is no mechanism and habit of timely reporting. Only local personnel report orally and indirectly, and the marketing center cannot conduct comprehensive and timely statistics, planning and coordination, resulting in the implementation and effect of work, plans and systems in some areas being greatly reduced.
? 2. No interactive communication
? The marketing center is planned and accounted for as a whole, and the interactive communication among front-line personnel, logistics personnel and competent leaders is the inherent requirement and guarantee of development. The marketing center needs to know the first-line situation of each region in time, comprehensively and smoothly, so as to adjust the strategy at any time. Any act of concealing information and reporting unilaterally is not conducive to the overall development.
? 3. No open mind
? It is everyone's responsibility to help each other in the same boat! The pressure of unbalanced market supply and demand, the obstruction of peer atmosphere and the inconvenience of objective environment have all produced negative impetus to our marketing work. If we can't face our customers and colleagues with an open mind, a tolerant and understanding style and a positive and open mind, we can't make better progress. We know that other manufacturers breed and spread the bad atmosphere of tearing each other apart, blaming others, curbing consumption and fanning the flames. Be alert to your team building and progress, and don't let people and things that you don't need to care about affect your progress.
? When the two armies meet, the brave win, the wise meet and the personality wins.
? 4. Unplanned development
? Market resources are limited, which is the foundation of our survival and development. For the target market, after investigation and analysis, not all regions can develop in a planned and step-by-step manner according to the overall development needs. Which customers need online development, which customers can't start temporarily, and which customers need complementary linkage. It is not imagination that can achieve the effect. The objective economic laws are sacred and inviolable. Even when the specific customer should adopt what kind of strategy, when to pay a return visit, face-to-face or telephone call are all issues that need to be considered. Blind, unplanned, repeated visits and untrustworthy behaviors may lead to vicious rebellion of customer resources and even have a negative impact.
? Three or five suggestions are for reference only.
? 1. Reshape the role and functional orientation of the marketing center.
? While doing network, while doing sales, creating profits and regional brands. Improve product sales and team reputation by improving the terminal network.
? 2. Establish pyramid marketing structure and implement low-focus marketing strategy.
? While ensuring that the products are "in stock" at the terminal, we must also ensure that the products are "marketable" and carry out "customer-oriented" promotion in a planned and multi-level manner. It is necessary to ensure that there is water in the channel and create an "outlet" for water to flow out.
? 3. Adjust the product structure.
? Single-channel, multi-category "large quantity and small batch" product purchase is the trend of upward purchase for channel customers in the future. Products are the support of terminal market operation, which should be refined but not too much. The marketing center will strive to find investment products with large profit margin, strong maneuverability, both interest protection and credit return, so that terminal sales will be more active and customer relations will be closer.
? 4. Separation of payment for goods, changing from passive to active.
? Business personnel actively train customers' ordering plans and supply goods on demand according to customers' needs. The goods are delivered by a special person (special car); The money is recovered by the corresponding business personnel, which can change the status quo of "only one variety can be delivered to one customer a day" and improve work efficiency; Second, it can reduce the payment risk; Third, it can promote the smooth delivery channels.
? 5. Change the treatment distribution mechanism.
? Salary: On the premise of completing the tasks of the base, the "hidden salary" will be implemented, with no guarantee at the bottom and no upper limit, and the competent leader of the marketing center will make "fuzzy distribution" according to the actual work situation of the individual.
? Reward (commission): uniformly distributed at the end of the year after accounting by the marketing center.
? Give both pressure and motivation. Boldly widen the gap, combine rewards and punishments, and create a "gap between the rich and the poor", so that those who can work more can get more, and those who work more can get more.
? Summary:
? "The market is the worst coach, and the game has already started before warming up. A considerable part of the result of the competition lies in our understanding and subjective initiative.
? At the same time, the market is also the best coach who can teach us skills and development opportunities without training. The key is whether the market participants' vision is long-term and whether their character can stand the test.
? We have experienced enough market tempering, and I firmly believe that through our joint efforts, we will build a "fulcrum" to incite the market, create "potential energy" to amplify the marketing inertia, and integrate to form "fist" energy. I hope that one day, the marketing center will become the most important chip to attract commercial channels and selectively distribute goods! We will definitely contribute to the weak economy!
? We do have difficulties now, but we will never be poor because we have a foreseeable future!