What Is Product Marketing?

Marketing refers to the process by which a company discovers or discovers the needs of prospective consumers, so that consumers understand the product and then purchase the product. Marketing (Marketing) is also called marketing, marketing or marketing. MBA, EMBA and other classic business management courses all take marketing as an important module for management and education of managers. Marketing is the activities, processes, and systems that bring economic value to customers, customers, partners, and society as a whole in creating, communicating, disseminating, and exchanging products. It mainly refers to the process in which marketing conducts business activities and sales activities at the same time, that is, the process of achieving transformation of business sales.

Marketing

In different politics,

First, from the perspective of the main body of marketing, enterprises are the main units of marketing.

Marketing planning is a very broad concept. It is not as accurate as MARKETING-the word market. We produce what the market needs, which is absolutely correct but not complete. The market is not a solid and isolated thing, and there are endless possibilities for demand. Based on the market, it does reduce some blindness, but with the market view, marketing in the real estate industry is not enough. Marketing definitely involves product production and cost control.

In the consumer goods industry, the product's technical research and development and organizational production have been fully mature, and the relationship between marketers and production links is relatively simple, which can basically be reduced to an order relationship. In most consumer goods industries, the production cycle is short, and production can be flexibly adjusted according to market demand. This is not the case in the real estate industry. Compared to the rapidly changing market demand, the production process of real estate is a dinosaur that is difficult to adjust its direction in time. Today, it is set to focus on small units with one or two residences. It is a large unit. At this time, the construction drawing has entered the implementation stage or has even been capped. The high conversion cost is unthinkable in other industries.

On the one hand, marketers must accurately forecast demand to minimize variables; on the other hand, they must be well-versed in the production process and adjust positioning and strategies based on market information in time before key nodes; on the one hand, they must pursue as high as possible among similar products in the market Sales price; on the other hand, we must have a full understanding of the cost composition and the market price of various major expenditures, and fully consider the cost changes caused by choosing different product directions; For example, find a relatively low-cost product modification feasibility plan after it has become established. Therefore, the real estate marketing and production links are inseparable.

Marketing is a technology and profession. The American Marketing Association and the British Chartered Institute of Marketing are each committed to the qualification of professional marketers. They believe that by establishing a rigorous testing system, qualified marketers can be distinguished from counterfeit goods.

However, many unmarketed marketers also have great marketing ideas. Ingvar Kamprad is not a professional marketer, but his IKEA (

Remarketing refers to directing consumers to buy again. Consumers do not usually "buy immediately", but need to consider a period of time, many of them buy later. In this way, proper means are required for consumers to buy again. The key to remarketing can be broken down into two consumer characteristics: how much interest the product initially had, and how much permission they gave marketers to reconnect.

Service marketing is a marketing method that focuses on customer needs and then provides services to ultimately achieve a favorable exchange. Combining industry reality, tobacco commercial enterprises can improve their service marketing capabilities from the following aspects:

Target market segmentation

The market segment for cigarette service marketing is divided from the perspective of supply and demand parties in the submarket (referring to retail customers and industrial enterprises).

Correctly match marketing strategies based on market segments. Through targeted analysis of consumer needs and purchasing behaviors to understand the product and service needs of the target market, and then segment customer groups and build terminals based on determinable business factors such as the retail customer's business type, business circle, and business capabilities The identification system of market segments, identifying key service objects and marketing opportunities, and formulating marketing strategies that match the market operation.

Enhance competitiveness through market segmentation. Through comparative analysis and early-warning management of the degree of supply satisfaction of the market segments, the competition of industrial products, and the positioning of target product consumer groups, companies can focus their manpower and material resources on the target market in a timely manner, and make product marketable and slow-moving areas. Respond sensitively and improve marketing capabilities and subject competitiveness while maintaining local market advantages.

Refine order supply standards

Organizing supply according to customer orders is an important way for tobacco commercial enterprises to effectively meet market demand, and it must run through every link of service marketing.

First, we must increase the freedom of product selection. In the supply organization, we must fully understand the market demand, pay more attention to the true needs of consumers, ensure that the product and the market are complementary and complete, and plan and nurture the brand reasonably. Organize the supply from bottom to top and improve at a higher level. Order marketing control capabilities.

Second, we need to improve the transparency of source allocation. To effectively identify the target customers of the market segment through the customer relationship management system, the software system analyzes the original customer demand information and automatically generates the customer's target demand information, so that the source allocation and order collection are performed according to this, which effectively reduces human interference in the source allocation. factor.

Third, we must improve customer order satisfaction. Focus on improving market analysis and forecasting, customer demand collection, industrial enterprise information services, target market segmentation, brand evaluation and maintenance workflows, and improve order satisfaction on the basis of improving order accuracy.

Implementing supply chain management

Tobacco commercial enterprise supply chain management refers to the unified management of all business activities that are closely related to the internal and external of the enterprise, including all operations including human resources, finance, ordering, purchasing, planning, inventory, transportation, sales, and services activity.

First, we must improve the level of information management. The informatization process should evolve from the informatization of enterprise core business activities to the informatization of overall business activities. Efforts should be made to eliminate the "information islands" of all business links, control logistics with information flow, and improve the effectiveness of supply chain management.

Second, we must accelerate the horizontal integration of information in supply chain management. In the process of implementing supply chain management, it is necessary to actively integrate various existing internal business systems, and build a unified and standardized basic information platform. It should be noted that horizontal integration at the business level must cross the boundaries of various business units, play a good supporting role in the transformation of business models and trading methods of enterprises, and extend to the upstream and downstream of the supply chain.

Improve category management system

The establishment of a category management system directly affects the brand life cycle and market service affinity, and is one of the signs to test the marketing ability of tobacco commercial enterprises. Category management should be based on the company's brand planning to ensure maximum brand concentration and marketable value.

First of all, it is necessary to establish a market normal survey mechanism, conduct research on various links of mainstream marketing channels and consumer groups, and collect, organize, analyze, screen, and summarize relevant information for decision-making applications.

Secondly, it is necessary to establish archives for all brands, make predictions, allocate brand market space resources reasonably and effectively, and determine category management strategies and variety portfolio launch strategies based on brand growth, market share, and consumer satisfaction.

Thirdly, it is necessary to optimize the categories, ensure the diversity, objectivity and convenience of the categories, determine the circulation speed of the brands according to the inventory cycle of the single brand, determine the main sales category system, carry out related marketing activities, shorten the inventory cycle, and extend the brand. Life cycle.

Establish a service marketing philosophy

To improve service marketing capabilities, the key is to establish a marketing concept based on service marketing and continuously innovate marketing methods based on this.

In-depth distribution: After segmenting the target region's market, the market manager (account manager) will route and make regular visits to end customers one by one to conduct market development, maintenance, service and management. While improving the value of customer relationships, customer loyalty, consumption loyalty and business efficiency, improve the company's own marketing control capabilities.

Integrated Marketing:

In the marketing process, we must fully consider the satisfaction of customer needs, purchase costs, convenience, and communication, and leverage the integration of marketing concepts to integrate two-way upstream and downstream customers to provide services with more value and achieve the fundamentals of improving marketing levels. purpose.

Cultural marketing:

From the perspective of customer value theory and management, cultural marketing can fully satisfy customers' spiritual demands, and it strives to create a perceptible spiritual atmosphere. It should be noted that cultural marketing must not only stand in the perspective of the enterprise, but also in the perspective of the consumer.