Generally speaking, no matter what field you do in the market, you must master three abilities: the ability to cooperate with people, the ability to work with tools, and professional skills. Specifically, it mainly includes:
1. Communication and expression ability: I can get along with people better, improve work efficiency and express my views clearly, because I will face "project cooperation, project management, proposal submission, publicity and training" in the future, and it is very troublesome not to communicate the main points and make them clear.
2. Office software commonly used in market work, such as excel, ppt, word, etc. , is essential for making plans and schedules.
3. Insight into market analysis: learn to analyze a market, master a method skillfully, gain insight into market problems, and use some methods and tools to propose solutions.
4, to understand consumption: the market is a person, if you don't understand consumption, you can't do market work. Understanding consumption is not only the characteristics of consumers, but also the consumption cognition and purchase mode.
5. Understand the methods and means of marketing: marketing itself is nothing, but job responsibilities are generally divided into two general directions: communication and sales. You have to position yourself, that is, do that, and then focus on learning the means and skills in this area.
How to exercise
1. internship (third-party companies will learn more and faster: marketing companies, advertising companies, public relations companies, consulting companies)
2. Lay a good theoretical foundation and memorize classic marketing works, such as Marketing Management, Mike Porter Series and Positioning Series.
3. Read more practical books, such as trade magazines Sales and Marketing and Successful Marketing.
4. Now is the Internet age, and marketing is closely integrated with the Internet. Being familiar with all kinds of Internet forms and paying attention to the forms of network promotion you encounter will be very helpful for your future work.
Employment aspect
There are several directions to choose from (except enterprises, which can be called third-party companies), and they can also be used for your reference:
1, advertising company
2. Marketing company
3. Consulting company
4. Enterprise Marketing Department
5. Public relations company
6. Market research institutions
advertisement company
Advertising companies do advertising planning, mainly in communication. They should have a good understanding of brand and communication and be creative.
However, advertising companies are also divided into creativity (design, film and television) and case planning. You are a marketing major, and you have made a great transformation from the creative category. It is suggested to go to a comprehensive advertising company, such as 4A, or the largest local Guangdong Guangbo and Beijing Weichuan Cape, or you can choose advertising celebrities in the industry, such as companies founded by Uncle Black Horse, Ye Maozhong and Lu Changquan.
Marketing company
This kind of companies focus on sales and channel management, and mostly focus on "helping enterprises to establish regional sales channels and open markets, or promoting sales growth in regional markets", such as liquor marketing companies at the beginning of their heyday and real estate sales agents.
consultant
There are many such categories, such as corporate culture consulting, brand strategy consulting, management consulting, human resources consulting and so on. Brand strategy consulting is more in line with the marketing direction, represented by "kotler", "trout China", "Reese China" and "adoption" (adoption is actually complete, marketing is also done, but it is customary to fall into this category).
Enterprise marketing department
There is nothing to say about this, the key is to go to any enterprise. The position is generally "Marketing Specialist/Marketing Manager-Planning Specialist/Planning Manager-Brand Specialist/Brand Manager-Channel Specialist/Channel Manager", and the difference of functions can be seen from the name.
public relations companies
There are also several types of public relations companies, including full-case public relations companies, event execution companies, news release companies, conference marketing companies and so on. It is recommended to go to a public relations company in the whole case, which generally covers the functions of the companies behind. The key is to do "planning" for customers before implementation, while other companies can only do implementation. Even if there is planning, they are planning the details of implementation, and there is not much development prospect. The better ones in China are Blue Cursor and Wanbo Ye Wei (Baidu can enter the top ten public relations companies).
Market research institutions
If you want to do market analysis and research, it is also good to go to such companies, such as Cenozoic, Zero, CTR and so on. , but it may be boring. This is still a matter of personal interest.
Income situation
Any job has a future, as long as it is in the middle and upper reaches, the income is relatively easy, and the key is different personal interests.
Personally, I think: consultation will be more promising and a front-end strategy. As long as the development is good, the income will be very rich. At present, the salary of advertising companies is not high, and all they earn is hard overtime. Public relations companies are slightly better than advertising companies. The enterprise marketing department will generally develop slowly unless you enter an IT/ Internet company or an internationally renowned enterprise like Procter & Gamble.
Generally speaking, third-party companies can help individuals improve their ability quickly (the difference is only the direction of improvement), while enterprises are relatively stable.
Marketing is a process in which goods or services are handed over from producers to consumers. It is a series of marketing activities carried out by enterprises or other organizations to meet the needs of consumers. Marketing is a science that systematically studies the regularity of marketing activities.
1. This is a science.
To sum up, it can be roughly divided into three views: one view thinks that marketing is not a science, but an art, and they think that business administration (including marketing) is not a science, but an art, which teaches people how to make marketing decisions. The second view holds that marketing is not only a science, but also a kind of behavior and an art. This view holds that management (including marketing) is not entirely science or art, sometimes it is biased towards science and sometimes it is biased towards art. When collecting information, we should try our best to collect and analyze it by scientific methods. At this time, the composition of science is relatively large. After obtaining the information, make a final decision. At this time, the artistic composition is relatively large. Because it is mainly based on the experience and subjective judgment of business leaders, it is art. The main problem of this dual view is to confuse marketing with marketing. Marketing is an activity process, a strategy, and therefore an art. Marketing is a science, because it summarizes the laws of marketing activities. The third view is that marketing is a science. This is because marketing is a summary and generalization of the marketing experience of industrial and commercial enterprises under the conditions of modern mass production and commodity economy, and it expounds a series of concepts, principles and methods. Marketing theories and methods have been guiding the development of marketing activities of domestic and foreign enterprises.
2. It is an applied science.
Whether marketing is an economic science or an applied science, there are two views in academic circles: one is that a few scholars think marketing is an economic science, a science that studies the laws of commodity circulation, supply and demand and value. Another view is that marketing is an applied science. Undoubtedly, marketing was born out of the "matrix" of economics at the beginning of the 20th century, but after decades of evolution, it is no longer an economic science, but an applied science based on various disciplines. Philip kotler, a famous American marketing scientist, pointed out: "Marketing is an applied science based on economics, behavior and modern management theory." (Preface to Marketing Principles) Because "economic science reminds us that marketing can meet the needs of competition through careful allocation and limited resources; Behavioral science reminds us that marketing involves who buys and who organizes, so we must understand the needs, motivations, attitudes and behaviors of consumers. Management theory reminds us how an organization can better manage its marketing activities in order to create utility for customers, society and itself (preface to Marketing Principles).
3. It includes both macro marketing and micro marketing.
McCarthy, a famous American marketing scholar, clearly pointed out in his masterpiece Basic Marketing that the marketing of any commodity economy society has two aspects: one is macro marketing; The other is micro-marketing. Macro-marketing is an important social process, which connects marketing activities with society and pays attention to the relationship between marketing and meeting social needs and improving social and economic welfare. The existence of macro-marketing is due to socialized mass production and commodity economy, which requires some macro-marketing organization and marketing system to organize the activities of all producers and middlemen in the whole society and organize the production and circulation of the whole society, so as to achieve the balance of total supply and demand and improve social welfare. Micro-marketing refers to the activities or functions of an enterprise, which is to study how to transfer products or services from producers to consumers from the needs of customers and realize the profit target of the enterprise. It is a process of enterprise economic activities. Due to the limitations of capitalist private ownership in western countries, its academic circles mainly study micro-marketing of enterprises and pay little attention to macro-marketing. Even if macro-marketing is studied, it is not from the perspective of realizing the balance of total supply and demand in society, but only from an objective perspective to study the overall role of enterprise marketing. China implements a socialist market economy with socialist public ownership as the main body and various economic components coexisting. The state implements macro-planning control, so it is very important to study marketing from both micro and macro perspectives.
[Edit this paragraph] Core concepts
Marketing involves its starting point, that is, to meet the needs of customers, but also what kind of products to meet the needs of customers, how to meet the needs of consumers, that is, when and where to exchange products through exchange, and who will realize the connection between products and consumers. It can be seen that the core concepts of marketing should include demand and related desires and demands, products and related utility, value and satisfaction, exchange and related transactions and relationships, market, marketing and marketers.
1. Demand and related desires and demands
(1) Demand refers to the physical and psychological needs of consumers, such as the physical needs such as food, clothing, housing and transportation and the psychological needs such as safety, belonging, respect and self-realization. Marketers can't create this demand, so they have to adapt to it. (2) Want refers to the deep-seated needs of consumers. Consumers with different backgrounds have different desires. For example, China people want rice when they need food, French people want bread when they need food, and Americans want hamburgers when they need food. People's desires are influenced by social factors and institutional factors, such as occupation, group, family and church. So desire will change with the change of social conditions. Marketers can influence consumers' desires, such as suggesting that consumers buy a certain product. (3) Demand refers to the desire to have the ability to pay and be willing to buy something. It can be seen that consumers' desires, backed by purchasing power, become demands. Many people want to buy Audi cars, but only those who have the ability to pay can buy them. Therefore, marketers should not only know how many consumers want their products, but also know whether they have the ability to buy them.
2. Satisfaction of products and related utility and value.
(1) products refer to the objects used to meet customers' needs and desires. Products include tangible and intangible, tangible and intangible. Tangible products are carriers for providing services to customers. Intangible products or services are provided through other carriers, such as people, places, activities, organizations and ideas. When we feel tired, we can go to the concert hall to enjoy singers singing (people), go to the park to play (land), go for an outdoor walk (activities), participate in community activities (organizations), or accept a new consciousness (ideas). Services can also be provided through tangible objects and other carriers. Marketers should remember that products are sold to meet the needs of customers. If we only pay attention to products and ignore customers' needs, there will be a "market marketing myopia". (2) Utility, value and satisfaction (utility, value and satisfaction) How consumers choose the products they need is mainly determined by evaluating the utility of each product that meets their needs. Utility is consumers' evaluation of the total efficiency of products that meet their needs. How to determine the standard of total product efficiency (or ideal product)? For example, the means of transportation for consumers to go to a certain place can be bicycles, motorcycles, cars, planes and so on. These optional products constitute a product selection combination. Suppose a consumer wants to meet different needs, that is, speed, safety, comfort and cost saving, which constitute his demand combination. In this way, each product has different abilities to meet its different needs, such as saving money on bicycles, but it is slow and unsafe; Cars are fast, but expensive. Consumers must decide the product that best meets their needs. Therefore, arranging the products that can best meet their needs to the products that can't meet their needs, and choosing the products that are closest to the ideal products will have the greatest effect on customers. For example, if a customer chooses an ideal product at a destination based on safety and speed, he may choose a car. In addition to the utility factor, the product price is also one of the factors that customers choose the products they need. When customers pursue the maximization of utility, they will not only look at the superficial price of products, but also look at the maximum utility that each dollar can produce. For example, a good car is more expensive than a bicycle, but its utility may be greater, because it is faster, has less maintenance costs and is safer than a bicycle, thus better meeting the needs of customers.
3. Exchanges, transactions and relationships
(1) exchange (exchange) people have needs and desires, and enterprises also produce products, which cannot be interpreted as marketing. Only through exchange can products produce marketing. People get products by self-sufficiency or self-production, or by stealing or begging, which is not marketing. Only through equivalent exchange, buyers and sellers can get the products they need from each other, and marketing can be produced. Therefore, exchange is the core concept of marketing. ? (2) Transaction exchange is a process, not an event. If the two sides are negotiating and gradually reach an agreement, it is called exchange. If the two sides negotiate and reach an agreement, the transaction will happen. Transaction is the basic component of exchange. Transaction refers to the exchange of value between buyers and sellers, which is based on money, but the exchange is not necessarily based on money, but can be barter. The transaction involves several aspects, namely, two valuable items, the conditions, time and place agreed by both parties, and the legal system to maintain and force both parties to fulfill their commitments. (3) Relationship trade marketing is a part of the broad vision of relationship marketing. Smart marketers will attach importance to establishing long-term, trusting and mutually beneficial relationships with customers and distributors. These relationships should be realized through continuous commitment and providing high-quality products, good services and fair prices to each other, and by strengthening economic, technical and social ties between the two sides. Relationship marketing can reduce the transaction cost and time, and the best transaction is to make the negotiation routine. ? The final result of dealing with the relationship between enterprises and customers is to establish a marketing network. Marketing network is a firm business relationship established between enterprises and marketing intermediaries.
4. Marketing, marketing and marketing personnel
(1) Market The market consists of all potential customers, who have specific needs or desires and are willing and likely to engage in exchanges to meet their needs and desires. Generally speaking, the market is a place where buyers and sellers exchange. But from the marketing point of view, the seller constitutes the industry and the buyer constitutes the market. Industry and market constitute a simple marketing system. The buyer and the seller are connected through four processes. Sellers send goods, services and information to the market, and then get the money and information back. The market in the modern market economy is composed of various markets and processes. Producers buy resources (including labor, capital and raw materials) from the resource market, turn them into goods and services and sell them to middlemen, who then sell them to consumers. Consumers go to the resource market to sell labor and get money to buy products and services. The government buys products from resource markets, producers and middlemen, pays money, and then taxes and provides services to these markets. Therefore, the economy of the whole country and the world economy are composed of complex and interactive markets formed by the exchange process. (2) Marketing and marketing personnel above the market concept make our understanding of marketing concepts more comprehensive. It refers to human activities related to the market. That is to meet the needs and desires of consumers and realize potential exchange activities by using the market. This is a social and management process. A marketer is a person engaged in marketing activities. Marketers can be both sellers and buyers. As a buyer, he tries to sell himself in the market to win the favor of the seller, so the buyer is marketing. When both buyers and sellers actively seek exchange, they can be called marketers, and this kind of marketing is called reciprocal marketing.
[Edit this paragraph] Marketing management
Marketing management refers to the process of planning and implementing ideas, conception, pricing, distribution and promotion of products and services, so as to create communication and achieve personal and institutional goals. Marketing management is a process including analysis, planning, implementation and control. Its management objects include ideas, products and services. The basis of marketing management is exchange, and the purpose is to meet the needs of all parties. The main task of marketing management is to stimulate consumers' demand for products, but it can't be limited to this. It also helps enterprises to influence demand level, demand time and demand composition in the process of achieving marketing goals. Therefore, the task of marketing management is to stimulate, create, adapt and influence the needs of consumers. In this sense, the essence of marketing management is demand management. Any market may have different demand conditions, and the task of marketing management is to solve different demand conditions through different marketing strategies. 1. Negative demand means that many customers in the market don't like a product or service. For example, in recent years, many elderly people are afraid to eat desserts and fat meat to prevent various diseases of the elderly. Some customers are afraid to fly because they are afraid of taking risks, or they are afraid to buy chemical fiber clothing because they are afraid of toxic substances in chemical fiber textiles. The task of marketing management is to analyze why people don't like these products, and redesign products, set prices and make more active promotions according to the needs of target customers, or change customers' beliefs about certain products or services, for example, to publicize that eating sweets properly for the elderly can promote brain blood circulation, and the probability of accidents by plane is relatively small. Turning negative demand into positive demand is called variable marketing. 2. no demand doesn't need reality, which means that customers in the target market are not interested in or indifferent to a certain product. For example, residents in many African countries never wear shoes, and there is no need to be interested in shoes. Under normal circumstances, there is no demand for the following products: 1. Waste materials that are generally considered worthless; 2. Things that people generally think are valuable, but have no value in a specific environment; 3. New products or items that consumers are not familiar with at ordinary times. The task of marketers is to stimulate marketing, that is, to create demand through effective promotion means and combine product benefits with people's natural needs and interests. Potential demand This means that the existing products or services cannot meet the strong demand of many consumers. For example, the elderly need healthy food with high plant protein and low cholesterol, beautiful and elegant clothes, safe and comfortable transportation and thoughtful service. However, many enterprises have not paid attention to the needs of the elderly market. The task of enterprise marketing is to accurately measure the potential market demand and develop effective products and services, that is, to carry out marketing. 4. Decline in demand This means that the demand of customers for certain products or services in the target market is declining. For example, in recent years, the demand of urban residents for electric fans has been saturated, and the demand has been relatively reduced. Marketers should understand the reasons for the decline in customer demand, or change the characteristics of products, adopt more effective communication methods to stimulate demand, that is, creative re-marketing, or seek new target markets to reverse the decline in demand. 5. Irregular demand Many enterprises often face changes in demand for products or services due to seasons, months, weeks, days and hours, resulting in idle or overuse of production capacity and commodities. For example, in terms of public transportation, there is not enough traffic during peak hours, and it is idle during off-peak hours. For example, hotels are short-lived in the tourist season and idle in the off-season. For example, on holidays or weekends, there are many people in the store, but at ordinary times, there are few customers in the store. The task of marketing is to change the demand time pattern through flexible pricing, promotion and other incentives, which is called synchronous marketing. 6. Full demand This means that the current demand level and time of a product or service are equal to the expected demand, but the consumer demand will change constantly and the competition will become more and more fierce. Therefore, the task of enterprise marketing is to improve product quality, constantly estimate consumer satisfaction and maintain current demand, which is called "maintenance marketing". 7. Overdemand means that the demand of customers for some products in the market exceeds the supply capacity of enterprises, and the products are in short supply. For example, transportation, energy, housing and other products are in short supply due to overpopulation or material shortage. The task of enterprise marketing management is to slow down marketing, which can reduce demand by raising prices and reducing promotions and services. It is best for enterprises to choose those target customers with less profits and less service requirements as the target of slow marketing. The purpose of slowing down marketing is not to destroy demand, but to suspend the demand level. ? 8. Unhealthy demand refers to products or services harmful to consumers' physical and mental health, such as cigarettes, alcohol, drugs, pornographic books and periodicals, etc. The task of enterprise marketing management is to raise prices through legislation, spread terror, reduce purchase opportunities or prohibit sales, which is called anti-marketing. The purpose of anti-marketing is to take corresponding measures to eliminate some harmful demands.
[Edit this paragraph] Related applications
The concept and theory of marketing were first introduced into the production field, first into daily necessities companies, such as small packaged consumer goods companies, then into durable consumer goods companies, then into industrial equipment companies, and then into heavy industry companies such as steel and chemical industry. Secondly, the service industry is introduced from the production field, first airlines and banks, then insurance and securities finance companies. Later, it was used by lawyers, accountants, doctors, architects and other professional groups. Since everything in capitalist countries has become a commodity, even its social and political fields have been commercialized, the principles and methods of marketing have also been applied to these fields, such as applying marketing methods to universities, hospitals, museums and the implementation of government policies; Another example is that the French government uses marketing principles and methods to understand the public's views on the abolition of the death penalty and the expansion of Europe, subdivide the market according to the different political views of the public, and then use advertisements to influence or change the public's opposition to government policies; Another example is that political parties and political candidates in western countries use marketing methods to segment voters, advertise for voters and win their support. The application of marketing has also expanded from domestic to international markets. In line with the expansion of marketing application, marketing has expanded from basic marketing to industrial marketing, service marketing, social marketing, political marketing and international marketing.