Marketing Management Should Meet 5 Needs.

Companies are doing every day. Marketing Decisions about channels Promotion These decisions determine the success or failure of an enterprise in the market. We see that successful enterprises are always few, and many enterprises are short-lived or dying. Some people estimate that the average life expectancy of Chinese enterprises is 3-5 years old, the life span of private enterprises is 2.9 years old, and the Fortune 500 companies have an average life expectancy of only 40-50 years. The life expectancy of Chinese enterprises is relatively short, and some enterprises are having problems with marketing management. What is the starting point of marketing management? What is marketing management? Some people say that marketing management is to control sales teams, prevent sales teams from "mutiny", and control them with the means of selection, retention, Jin people and so on, so that they can sell goods honestly; others say that they are managing distributors, and think dealers are the basis for enterprises to survive and develop; others say that they are terminal As a king, all marketing management must be carried out around the terminal.

We should analyze what marketing management is, or return to the essence of marketing. Everyone and every enterprise need to survive and develop in society, and are willing to pay certain remuneration to meet some needs, so this part needs to form a demand. There are many ways to satisfy demand, such as self production, begging, robbery, and exchange. The starting point of marketing is to meet demand through exchange. That is to say, marketing is a process by which enterprises meet their needs through exchange. The value of enterprises lies in that the products provided by enterprises can meet the needs of others, and the two sides are willing to exchange, that is all. So demand is the foundation of marketing, exchange is the means to meet demand, and both are indispensable. Marketing management is demand management.

　　 1, five species demand Not a single one can be omitted

What are the requirements for marketing management? This problem involves many aspects of the enterprise. The enterprises emphasize teamwork and emphasize the supply chain. Therefore, the needs of all links should be taken into account. Such marketing policy is a good policy. There is a joke that a scientific research worker of a unit gets a bonus, so the leader is ready to allocate. In distribution, there is a problem. How much bonus do we need to give to the inventor? How much is the bonus for the other members of the team? The leader is hard to decide, so let everyone explain the reason for the bonus. The old guard said, "I will not show you the gate, and the instruments and equipment will be stolen. How can we do scientific research?"

This is a joke, but in marketing, enterprises should make full consideration of all aspects of marketing policy, including enterprises, consumers, distributors, terminals and sales teams, in the formulation of marketing policies. Marketing management should meet the needs of enterprises, meet the needs of consumers, meet the needs of dealers, meet the needs of terminals, and meet the needs of sales force. In the process of continuously meeting the needs, enterprises have been developed.

What are the needs of enterprises? Enterprises pursue sustainable development. Enterprises can not make profits in the short term, expand and pursue development, but the ultimate goal is to make profits. All personnel, funds, management and so on are the means for enterprises to earn money continuously. According to marketing theory, enterprises should adhere to the "4C" principle and take consumers as the center. But in fact, "consumer centered" is a way of thinking for enterprises, and enterprises should act according to their own interests. The boss should control his fate in his own hands, manipulate the market and grasp the initiative of the market. At different stages of enterprise development and different stages of market development, enterprises have different needs.

Market incubation period, enterprises have developed innovative products. Enterprises are faced with two problems. First, we need to quickly complete the primitive accumulation of funds and quickly open the market. So at this time, enterprises may take quick and quick way of operation, how to get money, how to come, and how to get sales volume. The possible policies are high royalty, high rebate and big business.

During the period of market growth, enterprises are developing rapidly, and there are similar competitors. Therefore, enterprises should expand their market share and occupy the commanding heights of the market faster than their rivals. The possible measures are to develop more varieties, improve channel planning and encourage distributors. {page_break}

During the mature market period, enterprises need to extend the life cycle of products in the market maturity. Enterprises must pursue stable cash flow while developing other products. At this time, enterprises should constantly promote the policy of promoting sales.

In the declining market, enterprises should reclaim investment as soon as possible.

From the simple life cycle description above, we can see that enterprises have different needs in different time periods and satisfy the needs of enterprises first. Marketing management is the management of enterprise needs, to meet the needs of enterprises as the fundamental. So, as a marketing decision-maker, we must first consider: "what does my boss ask me to do? What do companies need me to do now? What do shareholders need me to do?" and then consider the following four requirements in the process of implementing the needs of enterprises.

　 2, meet the needs of consumers

Chinese consumers are immature, so it is easy to be misled by the enterprises. The planners have the concept of flying all over the world for three or five years. What is the real and rational consumer demand? Consumers have a demand for good product quality, consumers have reasonable demand for price, and consumers have good demand for after-sales service. The demand of consumers is the most important and lasting for enterprises. Enterprises can satisfy short-term interests and ignore consumers' needs, but consumers vote with "feet". They will choose to leave.

The famous spring capital, which originated in ham sausage, is a listed company. In 90s, it was a famous Chinese enterprise and pioneer in the industry. However, under the diversification strategy, it lost its way and its main business was shrinking. In order to win in the price war, Chun Du actually reduced the production cost by reducing the quality of products and damaging the interests of consumers. The meat content was once reduced from 85% to 15%. Chun Du, which only considered its own needs and did not meet the needs of consumers, paid a heavy price. The sales volume plummeted, and the market share dropped from 70% at the highest to less than 10%. The destruction of Chun Du is inevitable. It is dangerous to consider only the needs of enterprises. Enterprises can deceive all consumers in a period of time, and can deceive a consumer at all times. But the eyes of the masses are bright. It is impossible for enterprises to deceive all people at all times. Therefore, for enterprises, meeting the needs of consumers is the value of enterprises and the most long-term guarantee for enterprises. On the basis of meeting the needs, enterprises should also explore demand and guide the trend of consumption. And even pleasing consumers to please consumers. {page_break}

　 3, to meet the needs of distributors

The demand of dealers is constantly changing, but in the final analysis, there are three aspects.

Dealer demand sales volume. If your product is a best seller, don't worry about it. Dealers may only need sales at this time. Because he knows that your goods can drive other goods away so that he can make money from other goods.

Dealer demand profit margin. If your product is a new product, the dealer expects higher gross profit. Your goods can walk slowly, but they are very profitable, so he is satisfied.

　　 Distributor We need stable families. If your goods are really tight, retail outlets must be allowed. If you give goods to distributors, dealers can use this product to establish channels and maintain their own channel loyalty. Of course, if you can help him manage, manage the channel and manage the terminal, you can also satisfy his needs.

Therefore, when formulating marketing policies, enterprises need to know what the needs of distributors are. Do dealers need long-term development or short-term profits? When making policies, enterprises should take into account the development of dealers, not just from the enterprise itself, nor from the perspective of consumers. After all, distributors are indispensable in some industries.

Dealers also have stage of development. He needs you to give guidance to him in the start-up stage, and he needs your support. When his network has been formed and the basic norms are managed, what he needs most is profit. His needs are different at different stages of development. Therefore, in order to meet the actual needs of dealers, enterprises should constantly formulate sales policies, product policies and promotion policies that are in line with distributors.

　　 4, meet terminal needs.

Many enterprises emphasize "terminal is king" and terminal has become king. Some special status "super terminal" asks for entry fees, exhibition fees, and shop fees. It is very annoying that some small and medium-sized terminals -- supermarkets are always going to fail. Terminal risks and costs are great. How can enterprises do terminal and terminal? According to the current development trend of the channel, terminals do not have to do, have to do, do have to do, the key is how to do. Therefore, many enterprises have terminal strategies to formulate terminal policies that are different from distributors and meet the needs of terminals.

There are more and more terminals, especially chain stores. Because of Gome and other household appliances, SKYWORTH TV giant has to take the "third way". The chain giants of the mobile phone industry are also "terrible", and hundreds of chain stores have forced manufacturers to tilt policies towards him. Terminals and distributors are part of the channel. If manufacturers are to make a choice, they prefer to choose terminals instead of distributors. The way to do terminal is different from many enterprises. Procter & Gamble's market personnel only do terminal maintenance and support, regardless of fleeing goods, regardless of price. In P & G's eyes, terminals are more important than distributors. After all, the three foot counter of the terminal determines the final success or failure of the manufacturer.

　　 5, to meet the needs of the sales force.

Sales team is the most easily overlooked, because it is their own people, so first to meet the interests of outsiders, if there is surplus to meet the interests of the sales force, this is the practice of many bosses, "not only to foreign invader, not domestic slaves." On the surface, the sales force is not very important. If we make money, we will go with the company. But the betrayal of a sales representative can lead to a runaway business in a region. A sales representative of a friend company came to the competition as a branch manager, and asked his former manager to invite him to dinner.

Any marketing policy will ultimately be carried out by the sales force. The strength of the sales representatives may be more important than the quality of the policy itself. This is an era of "fighting in groups". Marketing competition depends on team. All distributors, terminals and consumers' needs are met through sales teams. What are their needs? No matter the survival and development, the sales force has demand for reasonable treatment, there is demand for training opportunities, and there is demand for development space. Therefore, enterprises should explore the needs of the sales force at different stages and try to satisfy them.

In the five needs mentioned above, enterprise demand is the fundamental and the starting point of marketing management. Among them, the needs of consumers, the needs of distributors, and the needs of terminals are connected in series. If a link is not satisfied, the implementation of marketing policies will be deviant. One link is "bad", which may cause enterprises to "feel bad". As a marketing manager, we should consider the marketing problems from these five aspects. If there are problems in marketing, there must be problems in these five aspects. Excellent marketing managers should be good at analyzing these five aspects, and be good at balancing these five aspects of resource input, so as to achieve the best marketing results.

We must bear in mind that enterprise needs are fundamental, consumer demand is the longest, distributors and terminal needs are indispensable, and sales force needs are most easily ignored. If you are a marketing manager, meet these five needs, this is the value of your existence.