What Are the Different Types of Marketing Brochures?

The marketing manual is a manual developed for corporate marketers and marketing management and operations. It is used to guide the behavior of corporate marketers, manage and monitor the operation of corporate marketing, and ensure good marketing results. It is also the basic rule that corporate marketers must adhere to in marketing.

Marketing brochure

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The marketing manual is aimed at

different

Like other manuals, a company's marketing manual is based on the company's general marketing rules. The specific content of marketing brochures varies from company to company. Only general instructions are given here.

1. Management policy

The company's operating principles are the overall guiding principles of corporate marketing, and are used to express the company's marketing concepts, marketing principles, and marketing ideas. It indicates the direction of the company's marketing development, the overall marketing goals, and also indicates the company's business area, product development level, and scientific and technological level.

2. Sales business processing regulations

1) General. Explain the scope and purpose of the sales business; requirements for sales activities, information for sales staff, compliance with various rules, etc.

2) Order acceptance and delivery. Its main matters are:

Prior investigation. Investigate the credit conditions and payment capacity of bulk customers. Investigation matters. The profile of the intended purchaser; the business relationship with the company; the business relationship with other companies; the transaction capacity, bank transactions, etc. of the intended purchaser. Ordering information. Master the information about ordering. Order acceptance. Including product name, specifications, quantity and contract amount, payment conditions, transportation conditions, delivery place, shipping method and distance, etc. Propose a contract. Submit the purchase order, order acceptance report, and contract to the supervisor. Identify new customers. Pay special attention to new customers and indicate relevant matters. payment terms. Cash on delivery, advance payment, etc. report. Daily marketing activities, weekly activities, etc.

3) Processing of payment. Indicate the recovery of the payment; precautions when recovering the payment; compensation for failure to recover the payment; treatment of bad debts; scope of rebates; determination of prices, etc.

3. Working Rules of the Marketing Office

1) General requirements. The establishment of marketing offices, personnel arrangements, behavioral requirements, business requirements, responsibilities of the marketing department, areas under the jurisdiction of the marketing department, and a series of related management and business work rules.

2) Sales. It mainly describes the job responsibilities, sales work procedures, customer visit rules, and settlement system of marketing staff.

3) Expenses. Define the expenses and constraints of the marketing office.

4) Duties of marketing staff. Divide the duties of manager, warehouse manager, direct salesman, secretary, etc.

5) Supplementary provisions. Additional management regulations, assessment methods, etc.

4. Salesman Code of Practice

1) Work attitude. Require honesty, trustworthiness, and high business efficiency; attach importance to market research and information feedback; work enthusiastically, not afraid of suffering, and good at solving difficulties; focus on corporate image promotion. At the same time, it is required to visit customers frequently, be familiar with product knowledge, and listen to opinions from various parties; actively participate in various activities of the enterprise.

2) Marketing methods. Formulate plans, conduct business development, and explore new markets.

3) Sales promotion activities. The procedure of the event, the main points of the event, the precautions of the event, etc.

4) Marketing language. Regarding sales language as a sales tool, sales language must be contagious and attractive; language standards must be mastered, and corporate philosophy must be expressed.

5) Business processing. Order, delivery, customer feedback, goods return, price changes, payment management and other tasks.

6) Payment recovery. Explain the principles, procedures and methods of recovery of payment.

7) Contact reporting. Each marketing department should keep in touch with the headquarters and continuously communicate the situation, so as to facilitate the headquarters' understanding and grasp of the market situation. The purpose is to implement effective command and coordination.

5, marketing staff work skills

1) Essentials of sales activities. Mainly formulate marketing guidelines, key points of marketing activities, and raise issues that should be paid attention to in marketing.

2) Sales skills for new customers. Make a good first impression; how to open up a deadlock; how to treat customers who do not accept or reject; salespeople bid farewell to customer requirements, etc.

3) Key points of sales promotion. Social etiquette requirements, such as introduction, greetings, starting topics, etc .; business negotiation work; sales problem handling.

4) Salesman self-inspection. The self-inspection includes instrumentation, actions, speech, negotiation, work goals, customer treatment, and various transaction processing.

5) Market research business. Objectives and significance of market surveys; requirements of survey items; determination of survey methods; survey implementation procedures, etc.

6) External communication activities. The purpose of external communication; external communication materials; external communication methods and forms; external communication procedures; external communication precautions; cost budget; external communication under special circumstances; necessary qualities and job requirements for marketers to participate in external communication.

7) Advertising regulations. The purpose and business content of advertising; advertising planning plan; production of advertising materials; selection of advertising media; application of CIS visual identification system; analysis and measurement of advertising effectiveness.

8) Marketing ability test. The main content includes knowledge about the product, sales mentality, adaptability, language ability, attractiveness, social etiquette, self-confidence; handling of special circumstances; grasp of sales business and sales procedures; selection of sales methods.

9) Use of marketing campaign management forms.

The company's employee manuals, post manuals, and marketing manuals are all application manuals for corporate CIS behavior recognition systems. Employee manuals and post manuals are codes of conduct for internal activities of the company. A marketing manual is a code of conduct for marketing activities. Because the marketing activities are mainly external to the company, the importance and significance of the marketing manual as a window is to guide the company's marketing behavior, promote the company's product image, employee image, and corporate image, and promote the company's concept system. It shows the behavior of the company, and fully displays the visual recognition system of the company. This shows that through the implementation of corporate marketing manuals by corporate marketers, the full picture of the company's CIS and the company's overall image can be fully demonstrated.