Those who do not plan the whole situation are not enough to plan a region

Those who do not plan the whole world are not enough to plan a time

Those who do not plan the whole situation are not enough to plan a region

Why is the underlying logic of marketing rather than the underlying logic of sales, because the sales action is the last realization of the link in the overall marketing work. What is the difference between marketing and sales, marketing is the first to create the atmosphere, and then sell things, marketing to expand opportunities, sales conversion orders, marketing is the flowering, sales is the result; marketing is in love, sales is marriage; marketing is flirting, sales is making love. Marketing through branding so that customers remember, through the channel laying so that customers see, all of these let the product is good to sell, sales through customer development and service, relationship building and product recommendation, to sell the product well. The industry often says that the first-class enterprises set standards, second-class enterprises to play the brand, third-class enterprises to do marketing, fourth-class enterprises to engage in sales. But marketing and sales in most companies are two sides of the same coin, so it is necessary to understand the overall knowledge framework of marketing, so that we do not have a blind spot, and do not treat the headache, treat the feet.

Do not seek the world is not enough to seek a moment

A reporter interviewed a well-known enterprise boss, your company's products national hot, really a great enterprise. The old master hurriedly and modestly waved his hand: No, no, no, don't say that we are great, in China, there is no enterprise and entrepreneurs can be called great, we are just lucky, encountered a great era. Different times have different economic environments, different channels and tools, the era of letters and the era of WeChat, have given birth to powerful enterprises. We need to understand the stage and trend where we are, at the same time, do not take the opportunities brought by the wind as their own strength. A well-known e-commerce BOSS said: don't keep asking what new changes are coming in the next ten years, think more about what is unchanged, and the strategy should be built on what is unchanged. Although marketing is becoming more and more complex, the more people need a scientific approach to simplify their work, but through the phenomenon to see the essence, to grasp the underlying logic of marketing work, gray is very important.

This chapter includes three subsections

1, industry classification and the current state of marketing

2, the marketing framework and the logic of the transaction

3, economic transformation and sales trends

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1, industry classification and marketing status

1, marketing definition

Market: The market is a collection of buyers and sellers of a particular product transactions.

Marketing: Marketing is the process of identifying opportunities - creating value - spreading value - realizing value.

Marketer: You are a marketer when you actively seek to sell your products and services to others.

Marketing was originally defined as "Satisfy?your?customer?in?a?profitable?way", which includes identifying, creating, communicating, delivering, and managing customer value, and managing the customer relationship for the benefit of stakeholders. Profitable. The new era, we have to be profitable under the premise of more efficient to meet customer demand, so more fast and save should be the eternal pursuit of marketing, that is to say, the essence of marketing, is through a variety of means and tools, to provide customers with more choices, better quality, faster speed, lower prices of products and services to meet the various needs of customers.

2, the importance of marketing

Commodities rot in the warehouse did not sell, and then advanced are zero. There is an enterprise meeting, the president asked: why pay the marketing vice president's salary is higher than the president, the chairman of the board said: if the company's products are not sold out, we do not even need the president.

The famous management expert Du Laike also said: business management on two things, sales skills and cost control, that is, open source and cost savings. Management is defense, cost cutting, marketing is the offense, open source. And in the private sector, many bosses start from marketing and finance. In such a product surplus, homogeneity, channel diversity, fragmentation, customer attention fragmentation, aesthetic fatigue of the times, wine is also afraid of the deep alley, how to emphasize the role of marketing should be.

3, industry and product types

The supply of social commodities manufacturing, distribution and service of the three links, industry and products can be divided into four categories:

First, industrial products, purchased after the production of processing or business operations, the customer is often the enterprise and the government.

Industrial goods generally include energy, raw materials, equipment, components, consumables and supporting systems integration and services.

The second is consumer goods, which are generally categorized as consumer durables and fast moving consumer goods (FMCG), with most customers being individuals.

Durable consumer goods such as real estate, cars, jewelry, these goods are high unit price, low consumption frequency.

FMCG such as food, tobacco, alcohol, daily necessities, these commodities have a shorter service life and faster consumption.

Third, service goods , is the result of laborers using certain equipment and tools to provide services to customers. Generally divided into

1, consumer services: catering and commerce, old age and health.

2, business services: commercial services, tax consulting, corporate training, park management, etc..

3. Production services: technical services, design/outsourcing services, etc.

4. Spiritual services: film and television, music, comedy, entertainment, publishing, etc.

Different product sales model is different:

FMCG single to many , many are just in demand, relying on advertising in the sky and on the ground channels, often through branding on the completion of sales.

Durable goods single to single, the need for more professional sales staff to explain the product and recommend, the customer's decision-making process is relatively long.

Industrial goods many to many, industrial goods to ultimately make money for customers, not demand-oriented but trust-oriented, to meet the demand is often only qualified to compete. Procurement process is complex, often need to open bidding, collective decision-making, salesman of the highest professional requirements.

Finally, most of the products come with services, sales and service is like two legs of a person, complement each other.

3, the type of market structure

Market structure is divided into four categories

The first administrative monopoly. Commonly known as this business only he can do you can not do, such as tobacco, weapons. Some kind of administrative access is required to enter the market, and the vendors are usually state-owned enterprises.

The second kind of oligopoly. Although it does not require access, but there are not many market players, one or several vendors occupy most of the market share, and through technology patents and other ways to establish a strong moat, the later to challenge the more difficult, in the field of the Internet, there is a euphemism for this situation, called the head effect.

The third monopoly competition. There is a relatively large number of sellers in the market, and a dominant head vendor, relatively easy to enter and exit, with relatively obvious product differentiation. This is one of the most prevalent market structures in the economy, such as liquor.

The fourth type is perfect competition. Because of perfect competition, there is often excess capacity, the degree of product homogenization is relatively high, and the price is relatively stable and transparent, manufacturers are free to enter and exit, and in the market is a price taker rather than a maker. For example, bottled water.

Second, the marketing framework and performance logic

In recent years, what the Internet marketing, new media marketing, big data marketing and other new terms rise and fall, clamor, also set off a lot of business "transformation" of the war, in fact, we pull the time scale, will find that the underlying logic of the marketing and working framework Has not changed, not to mention what Internet marketing, many companies have not even learned the basic science of marketing. Kotler said, marketing is to manage customer demand, technological advances have only improved our ability to identify opportunities, develop products, disseminate value, deliver value and meet demand. The most important factors affecting the success or failure of marketing are never more than three: users, products, and competition.

1, marketing strategy framework, with a formula is the three key words: STP + 4P + CRM

STP is the strategy - market segmentation, target population, product positioning

4P is tactical - product, price, channel, promotion

CRM is customer operations, attraction, turnover, retention

The general corporate marketing organization system often contains marketing, marketing, marketing, and marketing. The marketing organization system often contains marketing, sales and customer service, corresponding to the three key words, each with its own core mission:

Marketing: market analysis, positioning of target customers, understanding and grasping the needs of customers, guiding the brand positioning, product development, advertising, output content, create intangible value of the brand and through promotional activities to deliver this intangible value.

Sales Department: Packaging products, shaping value, setting prices, laying channels, developing customers, establishing contacts with customers, closing deals with customers, and meeting customer needs through products.

Customer Service Department: manage customers, maintain relationships, cultivate loyalty, handle customer demands, enhance customer satisfaction through service, and conduct effective customer operations.

In the specific marketing work, we tend to ask ourselves the following seven questions:

1, who is the company's ideal customer?

2. What kind of needs does the company strive to fulfill for them?

3. What products and services should the company offer them?

4. What price levels should the company set for its supplies?

5. What communication messages should the company send and receive to them?

6. Which distribution channels should the company utilize?

7. What partnerships should the company develop?

2, the logic of sales, in the specific sales work, the logic of sales can be expressed in a general formula:

Performance = traffic X turnover X customer unit price X repurchase rate X referral rate X gross margin

online e-commerce has become: performance = views X conversion rate X customer unit price X repurchase rate X gross margin

So, in the work of sales

1, who is your target customer base?

2, can you describe your customers in detail?

3, your product's services can solve the target customer's problems, can list three to five?

4, you can help customers to solve the biggest pain point is what?

5, please list three to five points of your company's product or service features.

6, according to the answer to the previous question, select the biggest advantage of your company's products or services.

7, how can customers (including potential customers) contact you?

8, according to the answer to the above question, choose the most convenient way to contact business.

9. On what occasions can you distribute/play advertisements?

We can also use the above questions to self-test our marketing efforts and sales efforts.

Third, the economic transformation and sales trends

The above is said to be the same marketing framework in the past few decades, but the times are indeed evolving, formerly known as the little sweet, and now they are changing Mrs. Cow. In the book written in 2020, when the new coronavirus ravaged the land of God, the country 1.4 billion people collectively shut down, WeChat became the hottest channel to promote and sell goods, all the marketing model is basically simplified into one: micro business, have to make people sigh creation and change people. The ancients said, adult tiger change, gentleman leopard change, small man leather face. In the face of change, even if you can't be forewarned, you have to be forearmed, and you can't be unaware of it. Thanks to the amazing and great Chinese market, there is a big enough stage and enough changes to provide many opportunities for marketers to experiment and grow.

Let's use the classic PEST to see what has changed:

1 、Technology - Technological Advancement

Technologically, the Internet of Things (IoT), Big Data, Cloud Computing, AI Intelligence, Blockchain, Mobile Internet, Biotechnology, New Energy and other technologies are changing rapidly. Customers can be fully profiled, industry can be flexibly manufactured, mass media can't fight social media, logistics can be unmanned delivery, and physical stores are renamed new retail. These changes have greatly enhanced the speed of product development and manufacturing, enriched product sales channels, increased brand promotion methods, and improved the value of the customer experience, making marketing from a thousand faces into a thousand faces of the precision era, and realizing the transformation from product portfolio-centered to channel promotion-centered to customer customization-centered. It was even said that 10 years ago to tell you a piece of clothing has been sold 500 pieces, that is the trend, today tell you a piece of clothing has been sold 500 pieces, that is the road.

2 、Economy - Economic Cycle

2019 There is a person in the New Year's Eve speech, said that this is the hardest year in the past decade, but it must be the next ten years, the best year, it seems to be a real hammer. Economically, the world economy with the spread of the epidemic, the meltdown of U.S. stocks, the outbreak of the debt crisis, the probability to usher in a new round of financial and economic crisis. China's economy has also basically said goodbye to high-speed growth, mortgages are changing LPR, slowdown has been the new normal. At the same time, the rich and poor intensified, on the one hand, the mega-rich refresh the imagination, the rise of the middle class, on the other hand, poverty alleviation is still a regular task, which will inevitably bring about consumer differentiation: the rich are increasingly buying feeling rather than function, the Temple luxury performance all the way to the rise; the middle class is also willing to spend money to buy time - it's time to let yourself live a little bit better, NetEase YenChoose this kind of preferred mode users tend to be stabilized, and the majority of the bottom of the people would be Practical to the end, Pinduoduo nine nine postal bikes can be purchased to understand.

3, policy - industrial upgrading

Policy, the traditional export, investment, domestic demand three carriages horsepower, China in order to give the economy to change track, open the supply-side reforms, the external development of the Belt and Road strategy, the export of excess production capacity, the opening of the internationalization of the currency; internal production capacity to go to the inventory to leverage the operation, and efforts to cultivate strategic emerging industries, 2020 officially opened the new infrastructure plan, to promote the digital economy, and to promote the digital economy, and to promote the digital economy. Infrastructure program, promote the digital economy, increase the proportion of services, upgrade modern high-precision manufacturing, cultivate national brands to enhance the technological content and added value of products.

4 、Society - Demographic Cycle

Forty years after the reform, the mass migration of population pulled China's urbanization rate to a high of 57.35 percent (2016 data), coupled with technological advances, making consumerism and e-commerce at an unprecedented speed by the Chinese people, regardless of the old and young. At the same time, the growth of the new generation of post-80s and post-90s has made the hot trends in marketing change from one day to the next, Hanbok even beat suits to become the new fashion, the cultural creations of the Forbidden City sell billions a year, and the national trend may even become the new luxury goods. At the same time, because of the arrival of aging, silver hair market and two-child mother and child, and will bring a new decade of marketing hot spots.

This makes the marketing work more and more difficult, however, the marketing work has never been easy, in the past easy, because there is a term called dividend. Now time fragmentation, attention dispersion, aesthetic fatigue, do a customer portrait can be a whole lot of classification, short board and long tail as the market. At the same time sales are becoming more and more difficult, because customers choose more, jumping ship faster, sales not only products should be good, the relationship should be in place, sales means but also rich. 2020's new crown epidemic situation to the marketing work overnight back to the liberation of the former, become the unbearable weight of the entity's retail, whether it is clothing and jewelry, specialty department stores, and even paint have opened the live broadcast mode, it's really not that I don't understand, the world is changing too fast.

But in 2019 I also heard a sentence that said don't keep asking what we should do tomorrow, should ask what we should do today to have tomorrow. No matter how the times change, the country and the nation have to industrialize and informatize in order to improve competitiveness and rise; enterprises and companies have to research and develop and market in order to satisfy customers' needs, earn more, and sustain their business; and individuals have to satisfy their material and spiritual needs, live a better life, and achieve happiness, and these underlying logics are still probable to remain unchanged until we achieve the two hundred-year goals.

So I think, God will not abandon the inspirational people, can not keep up with the marketing hotspot okay, please try to become a better version of yourself. We should study hard today. Because when the typhoon comes, pigs will fly to the sky, while there is no typhoon, but only the eagle is still flying.

End of full article. Edited by Chen Panbin on March 1, 2020