One of the seven elements of marketing: differentiation. As we know, a product without differentiation is not competitive in the market. Ask yourself whether your products and services are different from your competitors, and why consumers choose your products.
Under the condition of market economy, all kinds of products have entered homogeneous competition, and consumers are blind. If your product is not different, they don't have to choose your product. The differences mentioned here include all aspects of marketing, such as product name, packaging, functional demands, product concept, target group positioning, sales channels, terminal display, publicity methods, promotion methods, sales support, after-sales service, payment methods and so on.
For example, the positioning of target groups should take into account whether your products are sold to all consumers or specific groups, men or women, the elderly or children. Another example is the name. Wahaha and Goldlion are very different good names. They have three elements-kindness, easy to remember, causing positive associations and making people try. This is an era of selling feelings. Who will be angry if you don't? As for how to give products and companies a good name, this is a science, and we will have the opportunity to communicate again in the future.
Element 2: Absolutely different. I just talked about differences. If you think your product is different, but if you put it in the whole industry and market, others are already using it. Strictly speaking, your differences are not good differences, but in fact, you are competing with your peers. If you want to be ahead of the competition, you should check whether your differences are absolutely different and very prominent. Factor 3: Relevance: If your product is different, absolutely different, you can't guarantee that it will sell well and be accepted by consumers. To sell well, you should ask yourself whether the absolute differences of your products are relevant, interesting and can meet the needs of consumers. If not, this absolutely different difference will not have sales force, so it is necessary for you to reposition.
Demand theory holds that people's needs at different stages are different, and there are primary and secondary points. For consumers, the most important and urgent demand is the first demand, and others are the second demand. We should position ourselves according to the main needs of consumers, and how to judge the main needs can only be understood through market research.
Nowadays, many enterprises do not pay much attention to market research, and often do not pay attention to the needs of consumers. Some regard all the requirements as the main requirements, while others regard some irrelevant requirements as the main requirements. These enterprises have chosen the right direction, but they have chosen the wrong path. They vigorously promote the secondary demand, completely ignoring what consumers need most at present. This is typical blindness. If we want to win, we must consider the relevance and distinguish the main needs of consumers.
Element 4: Products and services without singularity are unattractive in the market, but many enterprises often make some low-level mistakes in pursuit of singularity, such as children's refrigerators, which are not in line with China's national conditions. In China, there is no family to refrigerate children's food alone, and the manufacturers are doomed to fail. For example, a refrigerator that can sing is not important to consumers. If music lovers want to enjoy the concert, they should use professional audio equipment; Other companies often publicize some patents and awards in a singular way, regardless of whether consumers need them most; Some enterprises even think that inspection-free products are the best. In many countries, when there are problems with inspection-free products one after another, the four characters of national inspection-free products are also called singularities. We have done a market survey and found that in the minds of some consumers, the possibility of inspection-free products means that the production process is out of supervision and the quality may be even more unreliable. However, there are also many enterprises whose singularities are determined accurately, which have benefited a lot, such as Nongfu Spring, which is "a little sweet".
Element 5: Products and services whose benefits cannot provide benefits to consumers are unattractive in the market. If a product, a brand and a service can't bring benefits, benefits and happiness to consumers, avoid troubles and pains, and the needs of consumers can't be met, then the product will not be competitive and will face the dilemma of failure. Interest can be divided into psychology and physiology. If you can meet the interests of consumers from a psychological point of view, then your products can continue to work and develop. Coca-Cola just meets the human demand for happiness, so it will last forever.
Yili's "Four Circles" ice cream satisfies human's pursuit of curiosity and entertainment, so it sells hundreds of millions of ice creams every year for several years. If your product can meet the psychological and physiological needs of consumers at the same time, then you will certainly succeed.
Element 6: Commitment If your product is absolutely different and consumers really want it, then you should make a solemn and realistic commitment to your employees, consumers, middlemen and society to relieve their worries. If they use your products and accept your services, once there is a problem, you make a promise to them to relieve their worries. Only in this way can your product be accepted quickly.
For example, in the past, many enterprises implemented "three guarantees" for products. Now many enterprises cooperate with insurance companies, and insurance companies underwrite products. These are all promises. Ask yourself if you have a convincing commitment. If your promise doesn't match the reality, you cheat yourself, and you will end up shooting yourself in the foot and smashing yourself into pieces.
The consequences of the "Oudian Floor" false identity event are the best proof. Factor 7: Brand building is now an era of brand success. If the brand image of a good product leaves a bad impression on consumers, consumers will not choose his products and accept his services, so the success of brand building is a standard to measure the success or failure of marketing.
For example, the famous "Nestle" milk powder was arrogant and refused to admit its mistake after the iodine exceeded the standard in 2005. Later, under the influence of domestic consumers and the media, they had to return the goods, leaving a bad impression on consumers. Even after a period of strong promotion, its sales volume is difficult to rise, which is the result of its own consequences.
2. What knowledge does marketing need?
Basic knowledge of marketing
Marketing Consumer Core Customer CLV, Customer Lifetime Value (CLV) Customer Relationship Management (CRM) Marketing Combination Marketing Orientation (also known as "Customer Concern" and "Marketing Concept") Sustainable Competitive Advantage Core Competitiveness Experience Curve Effect Marketing Short-sighted Market Differentiation Target Market Opportunity Analysis Business Model Value Chain Value Transfer Market Share Scale Economy End User Competitive Strategy Competitive Advantage
The evolution and development of marketing concepts can be summarized into six categories, namely, production concepts, product concepts, promotion concepts, marketing concepts, customer concepts and social marketing concepts.
Key knowledge that marketing needs to master: economics (macro and micro), marketing management theory (philip kotler's "Marketing Management" is called the Bible of marketing theory), product-related technology and sales skills, etc. At the same time, the copywriting foundation is also good.
3. Basic knowledge of marketing
1. Master the basic theories and knowledge of management, economics and modern marketing; 2. Master the qualitative and quantitative analysis methods of marketing; 3. Strong language and writing skills, interpersonal communication skills and basic ability to analyze and solve practical marketing problems; 4. Be familiar with the principles, policies and regulations of Chinese marketing, and understand the practices and rules of international marketing; 5. Understand the theoretical frontier and development trend of this discipline; 6. Master the basic methods of literature retrieval and information query, and have certain scientific research and practical work ability. I think the most important thing is to be able to write a marketing plan.
1. Market analysis 1, overall market analysis 2. Competitor analysis 3. Self-analysis 2. Make marketing strategies according to competitors' situation and their own situation. Formulate 1, advertising strategy, including product positioning, advertising positioning, advertising promotion strategy 2, channel promotion strategy 3 and terminal strategy.
4. What knowledge should marketing learn?
Marketing mainly studies the basic theories and knowledge of marketing and business administration, accepts the basic training of marketing methods and skills, and has the basic ability to analyze and solve marketing problems.
Marketing is mainly a theoretical subject, and the main career direction of marketing major after graduation is sales and marketing.
In the early stage of sales, it may be a little difficult to start from an ordinary salesman, gradually accumulate experience and establish your own customer base. If the performance is outstanding, you can be promoted to supervisor or sales manager, and then develop to director or branch head. Generally speaking, the market category will require familiarity with the business at the beginning, and there will be a period of sales process in the early stage, and then it will be transferred to the market. The market category mainly focuses on market planning, and is responsible for the company's market research and analysis, and formulating appropriate sales strategies and company development plans for the market. This kind of work will also involve sales.
The difference between sales and marketing:
The early stage of sales work will be harder than the market work, but the later development and "money" will be bigger when they grow up; The difference between marketing work and sales work is that it is more stable and the basic salary will be higher, but generally there is no commission, only bonus.
5. What are the main aspects of marketing knowledge?
What is marketing?
Some people have a one-sided understanding of this issue and equate marketing with promotion. However, promotion is not marketing, and promotion is only one of the contents of marketing. Peter drucker, a famous management scientist, once pointed out, "It is conceivable that some sales promotion work is always needed, but the purpose of marketing is to make sales promotion redundant. The purpose of marketing is to deeply understand and understand customers, so that products or services can fully meet their needs and form self-sales. Ideal marketing will produce a customer who is ready to buy. The remaining thing is how to make customers easily get products or services ... "Philip Kauchler, an American marketing authority, believes that" the most important content of marketing is not promotion, but promotion is only the apex of the marketing iceberg ... If marketers do a good job in understanding the various needs of consumers, developing suitable products, pricing, distribution and promotion, these products will be easily sold. "
As the famous scholar said, marketing is not promotion. Marketing began long before the products were manufactured. The marketing department of an enterprise must first determine where there is a market, what the market size is, what market segments there are, and what consumers' preferences and buying habits are: the marketing department must feed back the market demand to the R&D department, so that the R&D department can design the best products that can adapt to the target market. The marketing department must also design pricing, distribution and promotion schemes for products to go to market, so that consumers can understand the products of enterprises and find them easily. After the products are sold, we should also consider providing necessary services to satisfy consumers. Therefore, marketing is not a certain aspect of business activities, it begins before product production, continues until product sales, and runs through the whole process of business activities. Many definitions about marketing will help us to understand marketing. The American Marketing Association defines marketing as: "Marketing is an enterprise activity that guides goods and services from producers to consumers or users." The British Marketing Research Institute believes that "if enterprises want to survive, develop and make profits, they must consciously arrange production according to the needs of users and consumers." Japanese business people believe that "on the basis of satisfying consumers' interests, the whole enterprise activity of studying how to adapt to market demand and provide goods and services is marketing."
Although the above definitions of marketing are different, the following points can be summarized from these definitions:
(1) Marketing is a comprehensive management process, which runs through the whole process of business activities.
(2) Marketing is to meet the needs of customers as the center to organize business activities, and to achieve the purpose of profit and development by meeting the needs.
(3) Marketing adapts to and influences demand through overall management. To sum up, we can make such a summary of marketing. Marketing is a process in which an enterprise takes customer demand as the starting point, organizes various business activities in a planned way, provides customers with satisfactory goods and services, and achieves enterprise goals.