I. Marketing Overview
Marketing is about how companies find, create and deliver value to meet the needs of certain target markets, while acquiring discipline profits. Marketing used to identify unmet needs, define, measure the size and profit potential of the target market, find the most suitable enterprises to enter market segments and market segments for the supply of goods.
1. The main process of marketing:
1. Identification of opportunities [Opportunity Identification]
2. New Product Development New Product Development []
3. attract customers] [Customer Attraction
4. retain customers, build loyalty [Customer Retention and Loyalty Building]
5. Order Execution] [Order Fulfillment
Second, the decision-making features:
1. clear objectives
2. have two or more options
3. Select the action must be implemented
III. Product decisions
1. Product content decisions
First, put on the market marketable products; Second, enterprises should set up R & D team, rational organization of new product development; and finally, control of product phase-out plan for effective use of resources of the enterprise, achieve higher sales, reducing product inventory and improve profits.
2. The significance of product decisions
Product decisions is an important part of business strategy, it is to determine the most important strategic decisions to ensure that business enterprises can achieve. The overall business development strategy is the general direction of long-term development, the characteristics of the overall situation and long-term nature. But ultimately the implementation of corporate strategic objectives to how to meet the needs of users, how to meet the needs of the market, the implementation of the products provided by enterprises. So the decision is a concrete product of corporate strategic objectives. It is the soul of business decision-making system of the enterprise.
3. The method of product decisions
1. The differential analysis
2. The contribution margin
3. The amount of the benefit analysis
4. Linear Programming
Step 4. The product decisions
1. Identify the target product decisions
2. In response to the problems put forward several feasible plan
3. demonstrate the feasibility of the proposed scheme, compare, choose the best option
IV. Pricing Strategy
According to the study only consider whether the price factor classification, can be divided into the price as the sole consideration and price research as one of two types of studies of various factors. According to the study of whether to consider competing for a single brand of research can be divided into two categories and consider only competition between brands.
1. Price Method
V. channel decisions
1. Channel diagnostic
Channel Management is divided into static management and dynamic management, in which the number of channels reserved static management, channel quality, dynamic management, including the development of channel strategy, channel strategy execution.
2. Channel diagnosis example
To be continued. . .