Market rules

 First: the macro marketing or marketing of
(Marketing) is not only what market sector, it is closely related with the operation of the entire organization. But sales does not mean marketing, it is only a part of marketing. Management leadership and marketing decisions to improve business between now and the future competitiveness.
Do's Don'ts should not be done should be done not to be accepted to the Universal Declaration of
Bound:
expect to make money is the most basic business purposes, usually corporate vision statement does not reflect the actual situation, it can not represent the daily operation of the enterprise or a living situation. on paper:
improve product quality and to market them as soon as possible is still a good goal, but when we have the quality of is equal to the time, competition will definitely increase, the successful business model will enable enterprises to maintain a standard business model, trying to improve the quality, but do not expect it will definitely provide a competitive advantage.
positioning for your business to write the Declaration :
take the time to think about your role in the market and the role of looking for your business position in the market, write a specific, real declaration to help enterprises in the short term development. Do not short-term gains at the expense of long-term benefits: ignoring the future and only focus on short-term interests, and can not expand your customer base and market share, just pay attention to the neglect of short term profit goals failed to convince enterprises developed rapidly.
ensure your corporate strategy in line with corporate policy:
according to customer demand to formulate corporate policy, you develop enterprise policies to meet customer needs, not to abandon their customers away to accommodate the interests of your policies, strategies and policies should be point to the same target, and the simultaneous development of long-term success not to sacrifice short-term benefits: a new product to promote enterprise development element, however, the circulation of the business can also help you pay for staff salaries and costs, and to maintain business the status of the customer in mind, the future is very important, so you must also ensure the smooth operation of the present in order to achieve long-term success.
to know what is the key to success in business:
know ourselves, battle- Yum, you have to know the success factors are the basis for policy formulation.
focus on income rather than save money:
the development of new projects should be important than cost savings; to reduce spending and to look forward to improved market can not generate revenue for you, encounter in business, you should do is not cut costs, but to use existing capacity and technology, focused on the development of new products and markets.
Second: the face of competition < br> profitable business must attract more competitors. When the success of your business, you must have a large group of customers and competitors. If you do not have competitors that are mostly so-so business. competition can actually be a blessing, that Depending on your opinion only.
Do's Don'ts should not be done should be done
forget market share:
market share is just a numbers game; in a small and immature market, with higher market share, followed by large-scale market, has a lower market share, the two are completely different, maybe you look at the former a larger market share, but the fact that the market is at a loss , which although only a very small market but can make big money. Do not overestimate your competitors:
in the market share of leading companies sometimes make mistakes, so that other competitors have hope and overestimate the capacity and potential competitors, the decision will have problems, for instance, the price set too low, giving up some part of your opportunity or had made some difficult to practice commitment.
opportunity and crisis response in real time: You have the opportunity
and crisis response as soon as possible, if the time delay in the only action, opportunities will be missed; to avoid the slow response, you need a warning system can warn you.
can only make you long for the good things:
can only make you long for the good things: you need to know where their strengths, and be sure to have the advantage to survive, we should know their own strengths as much as possible after use, carefully not to make their departure from this principle.
search rivals weakness:
If you do not get the use of the opponent's weaknesses and interests, your development will stagnate; focus ignores the customer who the opponent is caused Tao Sheng, the following is likely to be opponents of the understand, analyze all the information the opponent, you have to understand each other's depth of understanding of their company if you like the most basic knowledge, including: Who are the main clients? these customers can bring profits? opponent's plans and strategies on how? them where the strengths and weaknesses?
Third: good planning makes a good marketing
marketing and planning are mutually reinforcing, the case of any planning without concentrating on marketing, this is not complete. Conversely, the lack of marketing planning will not succeed.
Dors should not be done should be done Donrts written marketing plan
case:
planning case if there is no written down to just a dream. dreams need to lock on to targets and put into action, and this is the process of planning, planning case is the result of this process. planning can be very simple, consisting of three questions from the business model are not exactly small. These three issues include: Your current status? Shiyao you want to get the results? you how to get this result? Do not hinder the actual work plan:
has one of the most common criticism, accused of planning a huge waste of valuable human resources. In fact, this result is by the management caused by the poor. Therefore, external consultants can promote the efficiency of the planning process.
SWOT Analysis:
marketing plan situation analysis is the first step, that is, companies to make self-assessment, including strengths (Strengths) , vulnerability (Weaknesses), opportunities (Opportunities) and crisis (Threats). SWOT analysis of the situation can be said that the soul and heart, the purpose is to develop strategies and practical actions to develop its own advantages, the use of external opportunities and offset the weakness and crisis .
establish the actual target market - but with a little initiative:
establish the actual target market - but with a little enterprise: marketing planning should be a real achievable goal, and the program process, at least past experience will tell you whether to establish a reasonable short-term goals; the same time, we must aggressively set a little higher than the original target concept.
expanding planning team:
marketing planning and more than planning case manager in the market, it is also the case throughout the planning agency, responsible for the implementation of the staff should participate in the planning process, such as the performance of any employee plan will affect the success or failure, he should be invited to participate in planning team, These important figures, including: Chief Executive Officer, Marketing Director, Chief Financial Officer, Chief Technology Officer, Chief Operating Officer, human resources manager and sales manager.
review progress and achievements:
to be taken seriously if the planning and execution, you To regularly review how far from the target to clear mission to understand the planning process, there are two ways to achieve this goal:
first, to monitor changes,
second, to arrange for regular review.
contingency plan:
Life is unpredictable, if the enterprise rely on a single market in a single client, you should ask yourself; In the event of an accident, what should I do? smart marketers do not think everything plain sailing, they will often send questions.
Chapter Four: Distribution for the market and customers
job? is the lifeblood of its customers. Distribution is to contact, for people to become your long-term customers, your business will not be established. successful marketing strategy is to become a profitable target groups; even the most important goal also failed to reach, distribution of responsibility for the team responsibility.
Dors should not do Donrts understand the focus should be done
:
different sectors of the market (part), goals and notched a good distribution strategy, including clear understanding of your most profitable market (to find out the most for your products the market needs of the population ). but avoid the scope of the designated target market was too narrow or too large, it will over-or underestimate the over-development potential of the product. resist finding new customers?
Yes, the cost for a new customer, often an old customer than the more expensive to maintain. but the fact is, you can not always take a customer's heart! when necessary, in addition to efforts to maintain existing customers, but also should continue to actively seek new customers side is the best policy!
to know who You are the real decision maker:
anyone in the company (up to any high-level, down to the receptionist, etc.) can in theory, the planning of your book or program dictate, many views. But the real help you decide the motion only one fact of life and death. the sooner you know who is the ; to make a decision. In many cases, more about large sums of money in the business case, decision-makers involved will be from a higher level of people within the company. refused to rush the international market?
in the assessment of marketing strategy, much larger than a certain share of the domestic population and more natural source.
specializing gap in the market (niche) not a bad idea:
take, you naturally do not face wealthy and powerful competitor, but also exclusive of these small market share. However, apart from the gap in the specialized market, please do not ignore the market. refused to make more attempts?
specialize in a single product and a company specializing in the single market, that must proceed step by step, from I. worry? this idea is too out of date! not wishful thinking that I, specializing in one product will keep customers heart, lazy and more for other services try will only make your company more crises.
to do and they can allow you to hand control useful material. There are several possible ways, including:
sent some detailed analysis to examine industry trends and provide sufficient statistical data industry report;
joint venture with several colleagues to invite experts in certain areas on some big topics of the research work for some time.
hire experts to carefully study specific problems in order for you to unlock all the mysteries.
purely an outside research company to buy ready-made information.
lazy to develop product lines? customers will soon abandon you to!
existing customer, you can still continue to take from them a narrow profit. to keep their hearts of course, is to continue to develop their own product line, with a diversified and quality of choice, naturally happy customer for many years to your patrons. In fact, the market there is more to your opponent the same type, the selectivity of the natural products more difficult to keep customers. So and face the fierce market competition, you want to actively explore different product lines have a future.
Chapter V: to care for the customer
to huge profits from their customers should be happy of course, but the bigger challenge lies in How long-term customer satisfaction. tell the truth, for any businessmen, they would rather find fault with every day problems facing a group of patrons, is better than not even a customer!
Dors should not be done should be done Donrts < br> focused their attention on customer needs, and then attack!
customers to spend money to buy things or enjoy the service, of course, those who want to provide hundred percent to meet their demands. to understand others, and distributors may wish to substitute the role of customers, when When you master the psychology of consumers, naturally moves more easily move them. the cold customer?
every step in the market go astray, the consequences can be quite severe. under the effect of a decision, often resulting in a large number of customers loss; and fisherman who has attracted a number of benefit eyeing the opponent. Please bear in mind ask ourselves that you even do not care about customers, competitors severely hit cross was only a matter of.
of customer loyalty for your products to follow it!
have a fixed number of customers, your product sales can only be guaranteed . While your loyal customers with support, often not long-term phenomenon; but as long as they love you, to naturally establish a brand loyalty attitude. In other words, as long as they support you, even if the quality of your product than others, they may not take the initiative to consumers often prefer to buy their own psychological familiar brand, better than spending money to try new things. So, to try to and services, and the price should be fair enough. In this way, good relations with each other would be easier to maintain, psychological support customers resulting brand.
why not send their senior management to communicate with the masses pro!
distribution and than any one department to sell the team to spend more time with the outside world. their role not only for companies to compete for tourists, but also shorten the distance with the masses. neglect to communicate with the outside world, you'll never win their favor. with customers to meet only flow in one direction? This must not.
have the opportunity to hold similar seminars or sales will be, do not think people have the comfort of their halls, must obediently accept whatever your speech. Since the people have the opportunity to contact we must seize the opportunity to take the initiative to listen to them: have demonstrated concern for the interactive session presents a situation more effective than a dozen celebrities in turn came to employ hard sell your product better! In addition, you might consider sending gift or trial products to the masses and increase their affection for you.
customers do not want to think about the method of switching to other brands it!
customers a brand of a soft spot for reason than the quality of their products, unique The obsession. In order to maintain customer loyalty to your in due course, consumers may wish to give him some is really not to ill.
do not know how customers use their products or services?
In fact, many marketers have neglected to study the customer's actual use of their products; In fact, most salespeople do not care, because anyway, have been successfully sold product. But in the long perspective, the more willing to learn to use their own products or services customers when problems or small problems encountered, the more will find more information on little known; if the case would be collated and then study the different in the near future, you will have more confidence in response to the needs of the consumer launch of personal modified version. how to control the customer experience? may wish to establish a similar Chapter: There is no better than what
quality products customers need is always to meet their product, they are interested in the product each and every day, the question is whether these products are high quality, delivered on time, reliable and practical. The only concern is the products customers will bring them any good.
Dors should not be done should be done Donrts
new products to market as soon as possible:
product time to market is the cause for the important, and became the first company to enter the market, will be a leadership position; the first to market the technology will be adopted and unforgettable, first into the market can make you a head start, for the most important customers , when you invest in this growth in the market, compare rates for more it came to light. innovative spirit:
can be different in the form of business innovation, and innovative products will enable you to get the market leadership position; in before the opponents could come from behind and innovative spirit will give you the first in a highly competitive and established a solid position to higher prices of goods sold, so that shareholders can get return on investment and helps the product to become world-famous brand.
If you are not innovative, and something that has not efforts to pay for resources, to achieve their goal of selling goods, Moreover, before you can rival the mistakes, learn from, so that their own business more efficient and produced goods cheaper. < br> provide can really meet the customer's goods:
If your product does not attract customers, can not meet customer needs, can not solve the problem, you want products to be successful Mang goods.
determine when and how to discard Flea:
people are buying the goods that are not discarded to free up resources and use in the development of new products to enable enterprises to more promising future.
customer is lost and does not lose a major consideration junk :
No one wants to keep the poor sales of goods made to their loss, not make money or earn a little money, however, the goods may be more stock dropped more trouble, so that enterprises should, after careful consideration before discard the old stuff can make a decision, it is not only about what your business is something about your customers.
in science and technology with the times:
company's management in the use of existing technologies with the established and long-term interests, they will consciously or unconsciously resistant to change between the status quo, if you want to remain competitive, then you should continue to provide scientific and technological level, to create better products.
enterprise products competition:
If you do not plan for their future, industry competition will beat you, your future and create new products will replace the existing status of the product in a consumer driven society, they may not initiative to change, just changing the time to respond fills, if you can not continue to update the product line, consumers will care you away.
understand the product cycle, and then forget it:
product cycle, including the market , growth, maturity, and the inevitable recession, in theory, product life cycle can help you formulate marketing strategies in different periods, but the product cycle theory has its inadequacies, the product cycle theory is not applicable to any product, does not specify what kind of products on behalf of this theory also did not refer to the established timetable, and this model also did not change the product life cycle management of the factors that can be counted.
with a difference:
to make their own products with a difference, you can special services, packaging, quality assurance, service, or other means to highlight their products or services you can market to distinguish.
Part VII: When the set of prices
nothing more than your time for their product (or service) pricing to more headaches. Assuming there really is in itself a fair price and reasonable principle to follow, then it really is an easy thing to task. In fact,
your pricing for the goods, we should also take full advantage of the pricing strategy of competitors. In fact, what customers really an item may not have the concept of the reasonable price, unless the circumstances under which they will select the comparison. Do not expect customers will pay for your mistakes:
remember your pricing standards to meet current market conditions. assumed in the competitive situation, you want to set the price than the superior? This is simply wishful thinking.
use price as a marketing tool:
In fact, a cost and price of goods may not be directly related. consumers and you do not care product (or service) the true value, they only care about how much money should buy. The one of the tools; the price, value and standards of the three closely related. in the consumer standpoint, they are more or less the price of goods will be linked to its value.
some of your flexibility: the price margin (Margin) not everything!
companies are doing, especially in their own goods in short supply, or want to save the production cost of goods and developed. Please remember: not received any orders in before, it should not sacrifice their br> can earn more but do not increase?
to achieve this objective is in fact the method of the: to change, services (such as repair services) and packaging, Dong Jiao first Rolling prostitution charges y system; At the same time, it should reduce the maintenance of the goods in order to enhance the effect. to avoid setting off a price war:
usually highly competitive market, rivals will be between will tilt the price war, because a small number of opponents would like to super-low short-term advantage to win, for them at the price down to the bottom line of the prevailing market price under the accepted. the so-called price war set off the irony is that often the weakest on the market forces, supplier, but a strong opponent from the fisherman profits. Therefore, the price of money can be avoided. very few people will account for these expensive battle.
should to know increase at the wrong time can easily ruin your market edge. To the safest time to seize the fare increase (to minimize the consumer's feeling of resentment), then you can use the add your own products for one or two new features called for a change or new packaging, etc., so that there is good reason to make a price adjustment of the product; sum method does not need to ensure that the cost can be high.
when your own When not sure, then use the even difficult to define its standards. If the customer agrees to the value of your product unique, in addition to selling at higher prices, it should also let them know: that he or she purchase your product really what economic benefits can be obtained. In other words You must let consumers decide to buy the moment before, are also considering the purchase of long-term use on operations and costs involved, has indeed brought for their benefit.
Part VIII: promote your business: in short, to Let them know that your product will bring them anything. As for how to do promotion work, it must depend on a number of objective factors, such as the following series of questions: Who are you? your hand how much money? Who is your customer base? Where are they? the world does not have a fixed conditions are applicable to any of the promotion strategy.
Dors should do Donrts
should not do all the promotional activities have a purpose:
good began in a clear marketing objectives and strategies. outreach strategy should change your product cycle life. The biggest goal is to run forward with the sales cycle has been fighting chance. Another goal may be to your company positioning or re-positioning . determines Shiyao the purpose of your business is not important, it is important that you want to know how to deploy the best integrated strategies to grasp success. industrial nature of the market will usually spend large amounts of money to strengthen the sales force. Promotion not spending money.
choose the most effective way to further your target customer base. Suppose your program is not only a failure, but also a waste of your time and money.
use of success will be your company's name and message into the market, is the ideal sales team. the so-called To promote the integrated strategy. preferably in the use of public relations to gain market exposure and reputation of its own, apart from, and will not cause a hard sell to Newcastle. request help of professional public relations company (or from the group on the team) are also is the key to success. through public relations activities, will be easier to get a better reputation and image; to do so, advertising alone is not feasible. Do not indiscriminate in fairs, exhibitors and do not ignore the real motive.
To participate in major trade fairs or exhibitions, this event should first think about whether it can bring you the real return on investment. Do not miss any major event that is the best policy, because the standard of public events may be very varied ; Sometimes, exposure to very large exhibition, may be more harmful to you: too many participants, bustling, there are few people really will pay attention to your exhibits and booths?
depending on the circumstances, the size freely.
In response to the needs of the customer to modify their image. Regardless of the size is large or small, consumers are most concerned about is how you will always meet their needs. on the small-sized companies, as long as you can successfully meet customer sought, would be sufficient. More important is the need to let them know that you have the ability to do this; strong competitors in the market, the most effective strategy is to educate the customer base, the message: Do not look at them large scale, but not necessarily understand your needs; we are small, but best for you. Do not entrust to others publicity plan.
publicity and marketing plans to perform, you certainly want to choose a qualified individuals to shoulder the responsibility . This person must be outside often and work closely with professional public relations firm, but also to ensure that these companies every step of the work of staff and also meet the requirements of the company.
to have the best promotional materials, better prosthetic hand to others. < br> a good promotional materials, information in this course to a professional PR company to do more appropriate. not to cut costs and reluctance by the layman a good impression, so it will only greatly reduced the effect, so ran the company's good image rendering No deposit. Do not ignore the to attract people to respond. Honestly, the proportion of direct mail letter would be no more than one per cent response; and write too hard sell, the more people will resent.
Chapter: working closely with wholesalers .
wholesaler's role is to work together to push your product to the place difficult to sell (or do you think can not afford to enter the market). Honestly, extensive wholesaler network, both your sales figures shoot up, Also do not you pay a high price. dependent seasoned wholesalers help you, your pressure will reduce the sales team, they can make time to make preparation for other operations. Therefore, if product line marketing matters submitted to sub-let go dealer to bear on your business prospects will not do any harm.
Dors should not be done should be done Donrts
wholesalers to know when to request help:
wholesaler's role is to lock your target customer base, further into your product or service they market. the more standard, more tailor-made products do not stress, the most suitable for sale to wholesalers. Similarly, customers who do not have to provide additional guidelines will be able to make a purchase decision of products, or service does not require products sold by wholesalers to be more appropriate. not the usual reason for wholesalers, often may be the sales team who really do not want somebody else to make substantial rebates to flow the hands of outsiders; Second, it could be the company did not want to spend extra manpower and resources to maintain a complete wholesale network. challenges wholesalers, do not take it lightly.
started cooperation with the wholesaler, be sure to think twice. the selection of suitable people with you, the first consideration, of course, the goal is to ensure that they match with your general; in other words, we are close to ideal, and that cooperative relations will be more durable and smooth. to ensure their own to find the most good partner, you may want to spend more time with wholesalers to meet with potential co-operation; more common to different people, your chances of finding suitable candidates relative increase.
the management of co-operative and wholesalers, please: < br> and wholesalers to develop a successful relationship, in which a pragmatic approach is to make good with their management and build close ties. you should convince them that your product will be sold. and in co-operation before the A good first set out details of cooperation with each other, and signed by both parties to implement. too lazy to provide comprehensive support for wholesalers? What do you wrong.
have proper support, wholesalers before it is prepared for you; and To simplify their marketing programs to provide comprehensive support is the most practical way: Make sure there is enough on hand wholesalers catalog; ensure that you have to give them professional training; ensure that their marketing department with your smooth communication links . There are two matters of arrangement should be confused with the wholesalers clear: First, financial matters; Second, the customer matters.
pressure to wholesalers, forcing them to charge effort.
usually wholesale business based on three conditions before they agree to drop special forces to sell your product: easy to sell, Falcon, and they know how lucrative sales. In theory, if your product is only five per cent of their Falcon or less, they emphasis will be on your relative will reduce the five per cent; the key is, you should reverse this emphasis directly affects the amount of time allocation situation! In other words, you should come up with another way more time for you; one of the most effective means, than gently press - went to the site of their participation in the distribution network to sell, in your You have to understand: the customer is you, not them. you do not fall force, they will not fall force. should not with your competition, brokers and wholesalers.
believe that there is no different than that supplier with their brokers and wholesalers compete for business more ridiculous. In technical terms, this adverse situation is called Price tactics, marketing zone (of) Alliance, and multiple channels within the members of the same kind of business actually covet it. as suppliers, must guard against this phenomenon happens to you.
should be different at different times sales channels.
sales channels should move with the times, specifically,