We often compare "marketers" to gyros. If we want to make progress, we need to keep going. Stopping means the stagnation of our career. This naturally requires marketers to update their industry knowledge through continuous learning. I read a lot of professor's articles about marketing. At first glance, I was excited to see if there was nowhere to start. Later, I summed up a theory that is not theoretical: a professor is to write a viewpoint as a slogan of tens of thousands of words. (Simple things are complicated) actually does not help; experts are to summarize tens of thousands of articles into one or two The point of view (complex things are simple), practical and practical.

Western economics and marketing have already explained the meaning of marketing very clearly: marketing is the process in which enterprises take customers' needs as the starting point, organize various business activities in a planned manner, and provide customers with satisfactory goods and services to achieve corporate goals. . 4P theory with the goal of demand, 4C theory aiming at customer satisfaction, 4R theory aiming at customer loyalty, advanced management tools such as SWOT self-diagnosis, and no more marketing People become famous, and there are no more small and medium-sized enterprises to get out of the quagmire. What is the reason? I personally think that there are too many methods and too many tools, so that most sales people have forgotten the true meaning of "marketing" and lost their way in the heat of marketing!

"Marketing = Business = Buying and Selling = Buying + Selling". In fact, it is the two parts of the consumer group and the channel members that we often say.

“Buy” is the meaning of consumer purchase, which means that to understand the target audience's love, we need to refine the consumer appeal point or product selling point. Where is the general consumer's purchase of goods?

1. The inner and outer packaging of the product

2, the inherent cost performance of the product, that is to say the quality of the product is excellent.

3, consumer purchase characteristics: do not buy expensive, do not buy cheap, only buy goods that take advantage of.

4, the brand influence of the product (I think the brand can wake up the consumer's memory?)

5. Whether it can stimulate consumers' continuous purchase through a long period of promotion.

In the end, through the analysis of consumers, we must combine the developed marketing plan with the consumers: find the consumer

The method of purchasing goods for the first time, and the ability to form a continuous purchase of the product. It is necessary to solve the “return” of the channel by “buying” the market marketing plan, which increases the confidence of the members of the channel.

Half a year ago, the author served a winery in Shanxi. It was a typical small and medium-sized enterprise. There was no brand accumulation. Of course, there was not enough money to carry out the media operations of land, sea and air. By visiting the market, the author made the following adjustments to the product.

1. Product positioning: According to the characteristics of the wine, the fragrance is mellow, the taste is sweet and sweet, and the traditional consumers

For the concept of consumption of wine, and positioning a "light bottle boxed wine." Let consumers enjoy the quality of boxed wine while paying the price of light bottle wine, so that they fully feel the true meaning of "good quality and low price" and meet the needs of the consumer audience. In this way, in the competition of the channel, the price competition of the traditional light bottle wine is avoided, and the boxed wine is clearly separated.

2, product communication:

(1) The difficulty in promoting new products is to let consumers rely on the previous consumption, only to achieve the previous consumption, consumption

It is possible for the product to be recognized for repetitive purchases.

The author operates the rural market based on the operation mode of “modern dining”, that is, operating the “assembly” of the rural area as “catering”, establishing a list of assemblies for individual markets, and establishing a “core sales day” based on the list of assemblies. Each market is equipped with 3 sales assistants, equipped with several kinds of propaganda props, and on the “core sales day”, the “factory direct sales” promotion and shop-making work of product tasting, buying gifts, lottery, etc. That is, cultivating the consumer group has increased the confidence of the members of the channel.

(2) Because of the small amount of corporate resources, in order to cope with the propaganda of the “assembly” market, we have created a special

POP, half of the prints are half of the whiteboard's posters, that is, the inferiority of the handwritten posters does not converge with the traditional full-printing POP, which has attracted consumers' attention to a greater extent and achieved the purpose of propaganda.

(3) Product promotion: In order to let consumers taste our products and continue to consume, set the "bottle bottle award"

Linkage program: Collect 3 caps to redeem a bottle of this product, that is, once the target audience drinks, they will drink at least 4 bottles; because the quality is excellent and the taste is pure, it will cultivate the continuous purchase of the consumer group, from the root cause. Solved the problems in marketing.

Because through the analysis of consumer behavior, the gap between the unsatisfied demand and the actual product has been achieved. In less than six months, the local county-level market in the northern part of Henan has exceeded 1.2 million.

“Selling”, as the name implies, is the process by which a channel member provides “goods or services” to consumers and concludes a transaction. with

We need to target the “compliance segmentation” for competing products, so we need to control the characteristics of the path members.

1. The members of the channel are generally businessmen, and the ones that care more should be profits. Therefore, a single piece of profit becomes their preference.

2, just making money can not meet the members of the channel. If a commodity has not been realized for one year, the members of the channel will lose confidence. The second requirement is that the product will be realized at a faster rate.

All of the second-line brands can survive because the price transparency is very low, and the profit of the first-line brand is higher.

It has won the favor of profit-oriented terminal operators, and naturally increased the promotion passion of the channel members, and the terminal became a live advertisement. The added value of the first-line brand is very low. Although the members of the channel are in conflict, it has become a last resort for the distribution and speeding up the cash flow. Therefore, it is usually popular to say that "good products don't make money, and money-making products are not easy to sell", which means that who can do "products are good to sell and make money", who will eventually win the consumer demand At the same time, it satisfies the interests of the members of the channel.

Based on the above understanding of the members of the channel, the author has also developed the following operational solutions for the terminal market:

(1) Each county-level market has 500 end-users, each of which gives away 5 bottles of “light bottled wine” for free.

On the shelf, the light bottle is really for sale. That is to say, the vivid and visual atmosphere of the product is formed without providing a large amount of expenses.

(2) At the same time signing a contract with a free-to-drink customer, the box is required to be displayed for two months, and once the display wine is sold, it needs to be

It is necessary to note the relevant name and contact information of the consumer so that the manufacturer personnel can track the service and the summary is insufficient. Greatly dispel the concerns of consumers drinking products.

(3) Once the contract is signed, the company promises to follow up the service for each store, relying on its storefront on the “core sales day”.

Relevant publicity, sales and mobilization work, that is, the promotion of new products by the front step is completed by the company's “promotion team”, which further increases the service concept and greatly eliminates the ideological concerns of the new members of the channel.

(4) The design of the product is “chain winning”, which has formed a situation of “sales” market sales, 3 caps

A bottle of wine means that consumers only need to buy two bottles at a time, and naturally there will be a good atmosphere for consumers to buy wine with a "cap". However, the contracted customer only has 5 bottles of wine and has already sold it. Some people buy wine, he can only call the dealer to ask for delivery, completely avoiding the drawbacks of the channel in the liquor field.

As a new product with low popularity, it avoids the vicious competition of traditional liquor prices and achieves “selling and making money”, fully satisfying the characteristics of the members of the channel, and naturally will quickly take root, sprout and bloom in the market. result.

Therefore, several articles, several books, and a few experts' training courses can't make us become experts. The real learning lies in our own understanding, and the degree of understanding of the nature of affairs. Therefore, while we are learning the marketing knowledge, don't forget the two key indicators of “buy” + “sell”, and control the true meaning of marketing. We will be able to navigate the marketing career in the future, and look beyond the distance!