The Importance of Product Marketing
Product Description
Marketing of Products
Merchandising
Study marketing functions, the experience is to start with commodity sales.
Commodity sales have two basic functions for enterprises and society. One is to promote the products produced by enterprises to the consumer field; the other is to obtain money from consumers in order to compensate for the labor consumption in the production of goods. Enterprises are the products of social production using advanced production organization to improve people's living standards. In the real economy with shortage of resources, it can use the law of scale economy to improve production efficiency and create and disseminate new living standards by realizing resource concentration and production specialization to a certain extent. Commodity sales is the final completion of the improvement of production efficiency, that is, through this link, the products produced by the enterprise are transferred to the consumers to meet their living needs. On the other hand, the society chooses the market and the method of commodity exchange. When the enterprise transfers the product to the consumer, the enterprise obtains the money because the society needs to maintain the continuity of the production and operation of the enterprise, so as to gain more benefits of improving production efficiency. Through the sale of goods, the goods become money, the society can supplement and add input to the production factors, and the enterprise has also obtained the conditions for survival and development.
Companies need to do their best to strengthen this function. Its specific activities include: finding and identifying potential customers, contacting and transmitting goods exchange intention information, negotiating, signing contracts, delivery and collection, and providing sales services. However, it is conditional to sell goods. The relevant conditions for a smooth commodity exchange include:
1 There are at least two subjects, each of which has a value (product, service currency) that is relatively low in value to itself but has higher value to the other party, and is willing to use what he owns. In exchange for the valuables owned by the other party;
2 They understand each other's quality and production costs of the goods they own;
3 They can effectively communicate with each other. For example, to negotiate trading conditions and reach a contract;
4 After the transaction, they can consume and enjoy the proceeds.
However, it is often found that these conditions are not established everywhere, so companies often face sales difficulties. In order to effectively organize the sales of goods and sell more products produced by the company, the marketing department can not only do sales work, but also conduct market research, organize overall marketing, develop market demand and other activities, and wait until later. After the work has achieved certain results, the sales of the goods are carried out.
Marketing method
Integrated marketing communication
Integrated Marketing Communications: refers to the integrated integration of various modes of communication of a company, including general advertising, direct communication with customers, promotion, public relations, etc., seamlessly interspersed with scattered information. Therefore, the overall communication effect of the company and its products and services is clear, continuous, consistent and improved.
Database marketing
DATABASE MARKETING: Collect consumer consumer behavior information, vendor sales information on a network (database or community) or entity in a specific way, and accumulate this information in a fixed format in the database, where appropriate The marketing opportunity to use this database for statistical analysis of marketing behavior.
Internet marketing
Internet Marketing: Internet marketing is an integral part of the overall marketing strategy of an enterprise. It is an activity that aims to achieve the overall business objectives of the enterprise and to create an online business environment based on the Internet. The functions of online marketing include website promotion, online branding, information release, online research, customer relationship, customer service, sales channels, and sales promotion.
Direct marketing
Direct marketing: The use of consumer direct (CD) channels to access and deliver goods and services to customers without intermediate dealers. Its biggest feature is [sales activities that communicate directly with consumers or without distributors", using one or more media, theoretically reaching any target-target area – including regional and location The segmentation is a marketing model that measures the response or the outcome of the transaction.
Relationship Marketing
RELATIONSHIP MARKETING: In many cases, companies can't seek instant deals, so they build customer relationships with long-term suppliers. The company wants to show its customers excellent service capabilities, and customers are large and global. They prefer suppliers that can offer complementary products or services in different regions, and can quickly solve problems everywhere. When a CRM program is implemented, the organization must focus on both customer and product management. At the same time, companies must understand that while relationship marketing is important, it is not effective under any circumstances. Therefore, companies must evaluate which department is most beneficial to which specific customer to use for relationship marketing.
Green marketing
Green marketing refers to the marketing activities of enterprises in order to cater to consumers' consumption habits of green consumption, taking green environmentalism as the value orientation of production products, and adopting green culture as their production concept, striving to meet consumers' demand for green products.
Social marketing
Social marketing is based on the dual characteristics of people with "economic people" and "social people", using similar commercial marketing means to achieve social public welfare purposes; or using social public welfare values to promote their goods or business services.
As with general marketing, the purpose of social marketing is to consciously change the behavior of the target group (consumer). However, unlike the general commercial marketing model, the behavioral change motivation pursued in social marketing is more from non-commercial dynamics, or non-commercial behavior is simulated as a commercial selling point.
Viral marketing
Viral marketing is an information delivery strategy that quickly spreads its influence by publicly copying information to other audiences. Compared with traditional marketing, the characteristics of the audience's voluntary acceptance make the cost less and the income more obvious.
Product Categories : Marketing And Distribution > Marketing And Distribution