Question 2: What is the difference between sales and marketing, and what is the marketing system? Sales is a social activity that provides products or services to individuals or collectives in order to get remuneration.
Marketing refers to the social process and management process that enables individuals or groups to meet their desires and needs by creating and exchanging products and values.
Marketing system includes: marketing investigation and analysis (planning enterprise strategy analysis, consumer behavior analysis, marketing environment analysis);
Marketing strategy: target market, market segmentation and market positioning;
Marketing strategy: product, price, channel, promotion, brand and packaging;
Marketing planning, organization and control, etc.
Question 3: What is the marketing system? Marketing is not only the basic means to realize the strategic intention of the enterprise, but also the core management behavior concept of the enterprise! Obviously, no matter how grand the strategic goal is, even if it is divorced from the promotion of effective marketing means of basic products (services), no matter how clever the capital operation means, it will eventually be a castle in the air! That consultation found that most domestic enterprises treat marketing only at the tactical level, and only regard marketing as a relatively effective management tool in an isolated and one-sided way. According to that consultation, marketing is a kind of business philosophy and thinking developed by enterprises around customers, and marketing philosophy should be regarded as the vane of enterprise business behavior! The solution of marketing problems should be carried out from the perspective of the whole system, not from the perspective of practical matters! That consultation found that many marketing problems are actually caused by the imbalance of enterprise marketing management system, so there are often problems that are not here or not the root cause! For example, the sales performance of a regional marketing company is too poor. The problem is not that the company manager is incompetent, but that the products of the headquarters can't meet the needs and preferences of regional consumers at all. Can you say that the manager is incompetent? ! In fact, during many years of marketing consulting, Naduo often meets many enterprises that lack the thinking consciousness of marketing system, and often makes these mistakes. The essence of the problem is to look at the relationship between the elements in the marketing system in isolation rather than systematically! Marketing reform should not be idealized, but should be based on the balance of pragmatism and innovation! Nadao Consulting found that many enterprises often blindly pursue idealization and perfection in marketing reform (including new product research and development, old product repositioning, price strategy adjustment, channel reorganization, etc.). ), hoping to solve the marketing problems accumulated for many years in a short time. In fact, in recent years, the wave of marketing reform of domestic entrepreneurs has sprung up everywhere, and it is no longer news that a large number of marketing system reforms have suffered setbacks. What is the reason? According to that consultation, marketing reform must be customer-centered, and under the guidance of enterprise management strategy, the previous marketing management system of enterprises should be thoroughly broken, absorbed and innovated. The goal of reform can pursue ideals and perfection, but the process of reform must strike a balance between innovation and pragmatism, otherwise the short-term business impact brought by reform may ruin the bright future of enterprises! The marketing management system (structure) is actually composed of a central point, two parallel lines and four support columns. Don't artificially complicate and mystify marketing! According to the experience and research of marketing consultants for many years, the so-called marketing system is a management system that focuses on customers according to the marketing objectives of enterprises, pays close attention to and responds to the dynamic changes of two parallel lines of customer line and competition line in the marketing process, and adjusts the four supporting columns of product line, price line, channel line and promotion line in time! It is emphasized here that in the marketing process, we should not only pay close attention to the dynamic change clues of customer consumption, but also pay close attention to the dynamic change clues that hinder enterprises from obtaining customer competition factors! The degree of attention of the two is light and heavy at different stages. For example, in the fierce competition, enterprises should take back their marketing eyes from competitors and pay attention to the dynamic changes of customers, instead of blindly adjusting with the changes of competitors' strategies; When the competition weakens, we should take the marketing eyes back from customers and pay attention to the changes of competitors. This is the so-called marketing dynamic balance. 1. diagnosis of marketing management system and strategic planning of marketing change: make a comprehensive and in-depth system diagnosis of the customer's current marketing management system, and submit a systematic strategic planning report to the customer's marketing management change under the guidance of the enterprise's strategic intention and objectives. 2. Marketing environment research or special marketing factor research service: conduct systematic analysis and research on customers' marketing environment, or provide research services for customers' special marketing factors, and submit research reports to customers, including the following contents: 1) Marketing environment system research: including policies, products, prices, competition, consumers, channels, etc. ; 2) Pre-research of new product development: provide systematic market feasibility study for enterprises to develop new products; 3) Competitor research: provide detailed marketing strategy and strategy research services for enterprises; 4) Consumption ... >>
Question 4: What aspects are involved in the construction of marketing system? Marketing strategy, brand positioning, product mix, channel construction, promotion, marketing team, service support, logistics and distribution.
Question 5: What are the basic levels of sales in a perfect promotion system? Only when salesmen at all levels perform their duties can the whole system develop healthily and orderly. What should they do well?
Let's take a five-segment and three-segment operating system as an example.
In the five-level and three-level system, an E-level salesman should pay attention to study and invitation, because when you first joined, your business level was very low, and at this time your system has not yet taken shape, there are no salesmen below, and you don't need to worry about some work in operation, so you can have enough time to study. It can be said that this is the best golden age for learning. When you learn some basic salesman knowledge here, you can give correct guidance and make your new friends feel that you are qualified and start to respect you. Invitation is the first step for you to develop the system.
D-level salesmen, that is, team leaders, focus on development. The development here refers to self-invitation, counseling salesman invitation, organizing daily study work, and at the same time, having firm confidence and positive attitude, always bringing you enthusiastic efforts.
As a C-level director-level salesman, what he does is to act. This level is the busiest and most tiring time. We should not only organize the overall daily business work, but also communicate with new friends, help coach D-level salesmen to improve their level, bring good contacts, arrange housing, apply for house purchase and improve their independent ability. An excellent C-level salesman should be able to be independent, cultivate his prestige in the system, and be the most basic leader of the system.
B-level managers do image. Their main role is to manage the development and positioning of the system and deployment system, and to find a good space for the next development of the system. B-level salesmen should have high prestige and professional level, be good at organizing meetings and formulating large ABC rules, and be able to effectively handle some emergencies in the system. These all need to establish a good image in the system at ordinary times. This kind of image is not only external, but also establishes its own image in the eyes of system salesmen with practical actions.
The job of the top A-level salesman is to lead the B-level salesman and the whole system, make correct decisions on some major decisions and keep close contact with the company to take the lead in safeguarding the interests of the system. He should be able to coordinate all aspects of the relationship and be a respected spiritual leader within the system.
36. What if the referee is irresponsible?
If we meet an irresponsible referee, it will be a very unlucky thing. But what we do is our own business, not for him; What's more, there are always responsible people in the judges above. As long as we are willing to work hard, they will naturally help us.
At the same time, it is impossible for every irresponsible recommender to gain a foothold in the system, and one day he will reap the consequences.
Question 6: What are the currently recognized marketing models? As far as construction methods are concerned, there are two main streams:
The first is the marketing model summarized by market segmentation method and the extension of enterprise management system segmentation.
First, establish the core of customer value by the method of customer integration, and integrate the integrated marketing model of all aspects of enterprise resources.
The marketing model is a marketing system built with enterprises as the center, and integrated marketing is a marketing system built with customers as the center.
On the basis of these two models, many methods are derived around the specific marketing process:
1, experiential marketing (its mode attribute depends on the operation mode)
2. One-to-one marketing (mainly integrated marketing model)
3. Global localized marketing (a marketing model)
4. Relationship marketing (belonging to marketing)
5. Interlocking (judging mode attribute according to operation mode)
6, brand marketing (according to the mode of operation to determine the attributes)
7. Deep marketing (mainly integrated marketing)
8, network marketing (according to the operation mode to determine the mode attributes)
9. Excited marketing
10, direct selling (marketing mode)
1 1, database marketing
12, cultural marketing (marketing)
Question 7: How to establish a perfect marketing system 1. Action process management of salespeople. Excellent marketing high-end talents should manage the process of the members of the sales team, and its core content is to manage and monitor the actions of salesmen around the main work of sales work, so that the work of salesmen can be concentrated on valuable projects. Including: monthly sales plan, monthly action plan and weekly action plan, daily sales report, monthly work summary and next month's work points, mobile sales forecast, competitive product analysis, market patrol work report, weekly fixed-point visit route, market registration office report, etc.
2. Sales plan management. Its core content is the reasonable decomposition of sales objectives in all important aspects. These aspects include varieties, regions, customers, salesmen and settlement methods. The decomposition process of sales method and time arrangement is not only the implementation process but also the persuasion process. At the same time, the rationality and challenge of the target can be tested through decomposition, and the problems can be adjusted in time. Reasonable and realistic sales plan can not only reflect the market crisis, but also reflect the market opportunities in the implementation process, and it is also the key to strict management to ensure the efficiency and intensity of sales work.
3. Customer management. The core task of customer management is enthusiasm management and market risk management, and the key to arouse customer enthusiasm and enthusiasm lies in profit and prospect; The key of market risk management is customer's credit, ability and market price control. Management means and methods include: customer information card, customer strategy card, customer monthly evaluation card, etc.
4. Managing for results. The management of the results of salesman's actions includes two aspects. One is performance evaluation, and the other is market information research. Performance evaluation includes: sales volume and payment, implementation of sales reporting system, control of sales expenses, management compliance, market planning and progress. Information research includes: company performance, competitor information, such as quality information, price information (second batch and retail), variety information, market dynamics, customer information, etc.
Marketing management system workflow and matters needing attention in the communication marketing management system should also pay attention to several aspects:
(1) Marketing audit should strengthen the audit of expenses, profitability and environment, and realize the audit of effects from the perspective of investment.
(2) Management control should be controlled from the aspects of annual plan, efficiency and cost.
(3) Improve training, broaden the horizons of marketers, broaden their thinking, improve their quality, and constantly adapt to new changes in the market. The ideal marketer is trained. In this regard, enterprises should be willing to invest.
(4) Marketing information processing. Information materials are owned by the company. What is needed is to establish an information file to facilitate collection and inquiry. Conditional can establish a market information processing system. Marketing management is a process in which an enterprise analyzes, plans, implements and controls the schemes aimed at creating, establishing and maintaining beneficial exchange relations with target customers in order to achieve organizational goals. Perfecting the marketing management system plays an important role in giving full play to people's positive factors, doing a good job in marketing accounting units and obtaining maximum profits. As the saying goes, "if you win, win yourself first." As long as enterprises can overcome themselves, practice their internal strength and lay a good foundation, they will certainly enhance their market competitiveness.
Question 8: How to establish a perfect marketing system? Many marketing bosses of enterprises with an annual salary of one million have systematically studied marketing theory and management, engaged in marketing management for many years, and made brilliant achievements, but they are still often confused by numerous homogeneous competitive products, various marketing methods and excessive market competition in the current market. Where to think about marketing now, and where to start? How to establish a marketing management and sales system that adapts to market development? Many enterprises' sales management systems are not matched, just like a wooden bucket is missing, which can't be loaded into the water. Its characteristics are: many people who should be encouraged are not encouraged, and some people who should be punished are not stipulated in the system; There is a lack of institutional rewards for behaviors that should be encouraged, and a lack of corresponding punishment systems for prohibited behaviors; If the reward can't be cashed in time, the punishment can't be really implemented. So, how to create a perfect sales management system? Practice shows that irregular sales have become a trap that restricts the smooth development of enterprise sales. To do a good job in product sales, enterprises must establish a perfect sales management system. 1. Management of sales staff's action process. Excellent marketing high-end talents should manage the process of the members of the sales team, and its core content is to manage and monitor the actions of salesmen around the main work of sales work, so that the salesmen's work can be concentrated on valuable projects. Including: monthly sales plan, monthly action plan and weekly action plan, daily sales report, monthly work summary and next month's work points, mobile sales forecast, competitive product analysis, market patrol work report, weekly fixed-point visit route, market registration office report, etc. 2. Sales plan management. Its core content is the reasonable decomposition of sales objectives in all important aspects. These aspects include varieties, regions, customers, salesmen and settlement methods. The decomposition process of sales method and time arrangement is not only the implementation process but also the persuasion process. At the same time, the rationality and challenge of the target can be tested through decomposition, and the problems can be adjusted in time. Reasonable and realistic sales plan can not only reflect the market crisis, but also reflect the market opportunities in the implementation process, and it is also the key to strict management to ensure the efficiency and intensity of sales work. 3. Customer management. The core task of customer management is enthusiasm management and market risk management, and the key to arouse customer enthusiasm and enthusiasm lies in profit and prospect; The key of market risk management is customer's credit, ability and market price control. Management means and methods include: customer information card, customer strategy card, customer monthly evaluation card, etc. 4. Managing for results. The management of the results of salesman's actions includes two aspects. One is performance evaluation, and the other is market information research. Performance evaluation includes: sales volume and payment, implementation of sales reporting system, control of sales expenses, management compliance, market planning and progress. Information research includes: company performance, competitor information, such as quality information, price information (second batch and retail), variety information, market dynamics, customer information, etc. Marketing management system workflow and matters needing attention in the communication marketing management system should also pay attention to several aspects:
(1) Marketing audit should strengthen the audit of expenses, profitability and environment, and realize the audit of effects from the perspective of investment. (2) Management control should be controlled from the aspects of annual plan, efficiency and cost. (3) Improve training, broaden the horizons of marketers, broaden their thinking, improve their quality, and constantly adapt to new changes in the market. The ideal marketer is trained. In this regard, enterprises should be willing to invest.
(4) Marketing information processing. Information materials are owned by the company. What is needed is to establish an information file to facilitate collection and inquiry. Conditional can establish a market information processing system. Marketing management is a process in which an enterprise analyzes, plans, implements and controls the schemes aimed at creating, establishing and maintaining beneficial exchange relations with target customers in order to achieve organizational goals. Perfecting the marketing management system plays an important role in giving full play to people's positive factors, doing a good job in marketing accounting units and obtaining maximum profits. As the saying goes, "if you win, win yourself first." As long as an enterprise can overcome itself, practice its internal strength and lay a good foundation, it will certainly enhance its market competitiveness.
Question 9: What is a perfect marketing management system? According to the enterprise's marketing objectives, launch marketing around customers, pay close attention to and respond to the dynamic changes of the two parallel lines of customer line and competition line in the marketing process, and adjust the management system of the four supporting columns of product column, price column, channel column and promotion column in time!
Mainly includes the following contents:
1) marketing strategic planning: formulate and implement the marketing strategic objectives of 1~3 years;
2) New product development strategy
3) product pricing strategy and bidding system planning: improve product pricing strategy and bidding system;
4) service strategy and service system planning: improve the service system and service concept of products;
5) Channel strategy and channel system planning: improve the product channel development strategy and management system;
6) sales management system planning: improve its own sales management system;
7) Promotion strategy and communication system planning: improve the promotion strategy and management of enterprise communication system.
Question 10: What is a marketing management system? The marketing system is actually very simple.
One center: customer-centered.
Two basic points: market research (starting point) and competitors (reference point)
Three steps: market segmentation, target market and market positioning, which is STP.
Four key points, namely 4p, product, price, channel and promotion. .
This is the construction of the whole marketing system. As for how to decorate it, enrich it yourself.
If you want to have a way out, you should write more papers, take more projects and practice more. . .
Integrating theory with practice is king.