The essence of marketing

I. 20 17 120 1- Section 1 of Chapter III-Hou Dandan

1. Westerners are good at analysis. First of all, a complete thing is decomposed, and the more it is divided, the finer it is until it can't be separated, and it is divided into very simple elements or very simple States. Then further standardize and simplify simple elements or states, including improvement or optimization. Finally, combine all the elements or simple forms to rebuild a whole, simply copy or reuse. Division of labor can greatly improve labor productivity and apply it to your own unit. If we can subdivide the work of the account manager, he will only do analysis, find the work of customers and contact the work of customers, and give the rest of the information, files and accounts to others, which will be much faster.

2. An enterprise has only one proper definition, that is, creating customers. The products and services provided by enterprises bring out more customers with products because the emergence of specific products of enterprises leads to more customers. Now people are talking about customizing products for customers, which seems to be inconsistent with this concept. Product should be the most important, only it can bring more customers.

Ford can succeed because he likes to stay around the factory all day. If an enterprise wants to succeed, it can produce better products close to the market. Can the leader always be on the scene? Only on the spot can you find more ways to improve the process and improve the quality. This solution is closer to the actual situation and more effective.

Two. 20 17 1202- chapter 3, section 2-Hou dandan

1. Mass production must be based on mass sales, and the basic characteristics of mass sales are to stimulate consumption and compete for the market. The defect of mass production mode is that more label products are surplus, which leads to a vicious circle of large-scale expansion among enterprises, and profits are reduced by continuous price reduction. If the development of an enterprise is different from other enterprises, there will be differences or low prices. I am more interested in the difference between these two aspects, which is the premise of long-term development.

2. Enterprises compete to expand, resulting in overcapacity and overproduction. The final result must be that a large number of enterprises will close down or be merged and reorganized. The larger the scale, the greater the sales volume, the greater the cash flow and the stronger the product competitiveness. The more you give, the less you take away.

3. The higher the product popularity, the greater the profit space. My own understanding is that the higher the popularity of products, the higher the market share of enterprises. It is not a good way for enterprises to develop for a long time to improve profit margins by scale effect and the feeling of small profits but quick turnover.

Three. 20 17 1203- the essence of marketing-chapter 3, section 3-Hou Dandan

1. The integration of supply and demand has two meanings, one is the integration of supply and demand of products, and the other is the integration of supply and demand sides. Paying attention to people needs to focus on the development of long-term relationships and products. We only need to consider the cost performance of the current products and the actual benefits or values brought to the demanders. Closing a business doesn't mean that manufacturers go their separate ways without customers. On the contrary, his relationship with customers has just been established. I was particularly moved by these words. Our relationship with our customers has just begun because of a loan business, because the customer's later repayment and experience of our service can satisfy him and bring us more recommendations. This is the relationship between us and our customers that needs our development most, that is, the integration between the demand side and the supply side, that is, the people who care about us.

2. A large number of sales methods can strengthen publicity and education on the market, breadth and density, and stimulate consumers' material desires. The true meaning of a brand is the value that consumers and their lifestyles depend on. The basic feature of mass sales mode is to pay attention to the sales performance of products, rather than the integration between supply and demand, to set off the market atmosphere, attract the public, and let more people think of you first once they have the motivation to buy.

3. Enterprises can't understand the diverse needs of customers, nor can they customize products for customers in a commercial way, let alone let lifeless products respond to people's personalized needs and emotional demands. Direct sellers can do these jobs well and introduce standardized products into customers' lifestyles. Seeing this, our account manager is the direct seller of our product promotion.

IV. 20 17 1204- The Essence of Marketing-Chapter IV Section 1

1. The fundamental defect of Ford's business philosophy lies in its lack of understanding of market competition and its neglect of simple delivery impulse and price reduction promotion, which will force competitors to choose more effective means to compete. What enterprises really need to deal with is the triangular relationship among enterprises, competitors and consumers. The role of competitors always occurs in the relationship between enterprises and consumers, affecting or even influencing consumers' choices. Enterprises must know how to contain competitors while meeting consumers' needs.

2. In the field of full competition, the effective measure is to follow up the opponent. Si Long's famous assertion is that a professional manager and his management should rely on facts rather than personality. Facing powerful opponents, the only choice is to do the opposite. The essence of deep distribution mode is to strengthen the position and role of marketing function in business activities, build an integrated relationship with distributors and retailers, and effectively block the contact between competitors and the market.

Verb (abbreviation of verb) 20 17 1205- the essence of marketing-Chapter 4, Section 2

The practice of GM's deep distribution mode, through Si Long's several big moves in GM, can understand the deep distribution mode, keenly perceive market changes, run counter to competitors, give play to their own advantages, and shake the dominant position of competitors in the market by guiding market forces. Si Long regards dealers as strategic partners, confirms the relationship between * * * health and * * * honor, and strives to make them profitable. Four principles of sales: installment payment, discount for used cars, and storage of car bodies year after year.

The intransitive verb 20 17 1206- the essence of marketing-chapter 5, section 1

1. Toyota's community business model extends the tentacles of business activities backward, from dealers, retailers to consumers, and enters the lifestyle of consumers, where the integration of supply and demand between enterprises and consumers is built. Drucker said that if any enterprise wants to develop continuously, it must establish its own professional theory and know how to rely on the internal strength of the organization to surpass itself and defeat its opponents. Production is only cost, and marketing creates value.

2. In order to build the integration of supply and demand between enterprises and consumers, we need to change the relationship between production and marketing, think and speak from the standpoint of consumers, change the relationship between enterprises and consumers, pay attention to contributing to consumers, contribute to consumers' lifestyle, improve the influence and dominance of the market by contributing to consumers, change the relationship between marketing and extension, and transform the needs of market consumers into the concept of products.

3. The essence of community business model is to treat consumers as friends, care about their lives, sufferings or complaints, and constantly help consumers improve their lifestyles and realize their dreams or life concepts. Only in the interaction between people, enterprise personnel and consumers can we continuously improve the ability of enterprises, including improving products and services, and improving the lifestyle and quality of consumers in a certain aspect.

In the final analysis, treat the customer as a friend, and you can only achieve you if you help him.

VII. 20 17 1207- The Essence of Marketing-Chapter 5, Section 2

1. The key point of the just-in-time system in Toyota's production mode is that as long as the customer takes some goods, the shelf will show how much and what kind of goods are missing, and the backstage staff will automatically complete it. This is the origin of customer concept and order production mode. Whether it is just-in-time system or short cycle, the ultimate goal is equalization. In order to maintain the equalization of production process and production and marketing, it is necessary to improve the flexibility of production process.

VIII. 20 17 1208- The Essence of Marketing-Chapter 5, Section 3

1. The separation of production and sales in Toyota's business field, Shengu chooses sales to listen to the market and production to listen to sales, that is, market first, sales second and production third. From the separation of production and marketing to the alliance of manufacturers, deep valley penetrates the supply chain into the demand chain to help consumers improve their lives and improve their quality of life, and at the same time grow with consumers.

In other words, we should pay more attention to the lifestyle of consumers. What consumers need is what we need to do. Only by following the steps of consumers can we become friends of consumers and establish the brand and reputation of the enterprise itself and its products.

Nine. 20 17 1209- the essence of marketing-chapter 6, section 1

1. Changhong and TCL's business competition mode, Changhong adopts a large number of sales methods, relying on the expansion of quantity and the reduction of price, but it reduces the interests of dealers. It does not strive for the same interests of enterprises and businesses. The so-called achievement of others can achieve oneself, Changhong can't do this.

X.20171210-the essence of marketing-chapter 6, section 2

1.TCL's deep distribution mode not only deals with dealers, but also penetrates into the subordinate retail stores of dealers, and seeks to maximize the benefits of * * * by promoting the products of enterprises. The policy of "one county, one household" means that a county is a sales responsibility area covered by a dealer and its retail outlets. Everyone keeps his own acre and three points of intensive cultivation, and the vertical deep distribution system attracts more local residents with more types and brands of household appliances, which improves the comprehensive gross profit level.

2. There are two functional departments in the headquarters of the sales company, one is the information management department and the other is the planning management department. The main function is to eliminate surplus and deficiency, so as to fix production by sales. TCL's sales management standard comes from Yano Shinichi's ARS strategy. Being the first in the regional market can suppress competitors, improve customers' loyalty and security, retain outstanding talents, obtain more and better information, greatly improve profit margins and establish the advantages of sales network. We must follow the principle of concentration, concentrate on important regions, customers and commodities, so as to attack the strong with the weak, consolidate the selection, control the big customers, and visit customers all the time, so as to achieve zero customers who have not visited. From focusing on product-currency conversion to enterprise-customer relationship. Turn salespeople into customer consultants.

3. From mass sales mode to deep distribution mode, and then to community business mode, it is the three stages of the evolution route of enterprise business activities.

XI。 2017121-the essence of marketing-chapter 7, section 1

1. The limitation of the deep distribution mode is that the production enterprises can't directly create value for the final consumers, and are subject to the interests of middlemen. In the final analysis, the value and reason for the existence of an enterprise are determined by consumers, and it is determined by what and how much the enterprise can contribute to consumers. In the deep distribution mode, the reason why manufacturers can't directly contribute to consumers is that a large number of production methods and their extended expansion methods tend to deviate from the interests of consumers, and consumers emphasize the performance, utility, usefulness or use value of products more than the scale and price of production and sales.

2. If the cooperation between manufacturers can't be based on the real deep distribution mode and can't effectively control the market competition and its price system, the result of large-scale impulse price reduction of enterprises will be to transfer the inventory to distribution channels and terminal stores, and pass on the risk of realizing the inventory. Cause the supply chain to be forced. The result of price reduction and promotion has intensified the internal pressure and impulse of enterprises to expand production capacity and output, and intensified the shrinkage of corporate cash.

In short, relying on community business activities to establish direct contact with consumers, and relying on the integrated relationship system of supply and demand to unify or adjust the integrated relationship system between manufacturers. Only the needs of consumers are the purpose of business activities.

Twelve. 20 17 12 12- the essence of marketing-chapter 7, section 2

With the change of commercial circulation system, retailers no longer earn intermediate price difference, but turn to strategic orientation and seek competitive position in the whole process of production-circulation-retail-consumption. For the purpose of making money, it will inevitably end in not making money. Commercial enterprises are no longer the promoters of production enterprises, but the buyers of consumers, which are oriented by market demand. Merchants feed back consumers' needs to manufacturers, and manufacturers can provide better products to consumers, and the relationship between manufacturers can serve consumers in the market.

Thirteen. 20 17 12 13- the essence of marketing-chapter 7, section 3

1. The fundamental reason why enterprises are in trouble is that a large number of production methods or large-scale expansion methods have lost their influence and dominance on the distribution value chain and end consumers, that is, inventory deviation. Inventory is the third source of profit. If there is more, there will be a backlog, and if there is less, there will be a shortage. If we can't control the inventory and its deviation, we can't produce on demand or set production by sales.

2. How to control inventory is to shorten the production and processing cycle of products, improve the speed of responding to market demand, decide what to produce and how much to produce according to market demand or actual market demand, truly achieve the so-called market demand orientation, and rely on speed to improve efficiency and added value.

Respond to market demand quickly according to orders, shorten product cycle and control costs, instead of blindly reducing prices.

Fourteen 20 17 12 14- the essence of marketing-chapter 7, section 4

1.Zara's achievement, the internal value chain of enterprises is product design-production and processing-store sales, which improves the productivity and interchangeability of products, that is, the connection between enterprises and consumers, and constantly improves the ability to adapt to the market. How big an enterprise can be depends on the operating mode behind it.

2. The most effective way to improve product productivity is to increase the speed and reduce the batch number, and only supply the necessary products and quantities when necessary.

In other words, we should do our own work well, and speed and time are the key to success or failure. We should follow the market and consumers, not blindly, so that consumers can not only have the tension of love at first sight to maintain the unique charm of the brand, but also make products constantly innovate to meet the needs of different consumers.

Fifteen. 20 17 12 15- the essence of marketing-chapter 7, section 5

1. With pure innovation, Guo and his wife realized that there should be neither too much nor too little inventory. In the heyday of wholesale business, they resolutely started franchising, took the road of brand monopoly, built the relationship between enterprises and customers, made publicity and activities according to consumers' preferences, and constantly expanded their production capacity.

2. What traditional enterprises really need is community thinking, knowing how to deduce new business activities on the basis of community, so as to seek the benefits of economies of scale.

Sixteen. 20 17 12 16- the essence of marketing-chapter 1, section 1

What is marketing? It is a thing, not a strategy, not an idea, but something that meets the needs of customers. For enterprises, marketing is a function. This is something that needs action, and it is carried out by people.

Seventeen. 20 17 12 17- the essence of marketing-chapter 1, section 2

1. Marketing is the lifeblood of an enterprise, and sales are just selling products, which is the embodiment of quantification. Marketing is to establish the relationship between enterprises and customers and deepen this relationship. Without marketing, sales will be difficult, and sales will also strengthen customers' trust in the enterprise.

2. Wang Yongqing's marketing is reflected in the following aspects: First, he does rice shop business seriously. With excellent products, coupled with his thoughtful and meticulous service, we have established trust with people. With links, he can deepen this link and create more links. With more links, customers will form habits and their products will sell better and better.

This is the same as what our bank is pushing to be a customer at present. If a customer has links to three products, he will basically trust you. Above five products, he basically can't live without you. This is the foundation of our business development.

Eighteen. 20 17 1265438- The Essence of Marketing-Chapter 1, Section 3

1. The position of marketing in enterprise organization. Marketing is a commercial function in the field of commercial activities. With the reversal of market supply and demand, the field of business activities must stand on the position of market demand, become the buyer or spokesman of customers, and build a business-customer relationship. Only through influence. Only when consumers generate demand can the enthusiasm of dealers and retailers be stimulated, and talents are the basis of all sales.

2. The universal law of human society is to make others make themselves. The ancients said: If you want to stand and stand, you want to reach people. The value and reason for the existence of a department lies in who it is for, what it contributes and how much it contributes. It also verifies the sentence what you want, what you must pay first. The truly valuable brand does not start from the enterprise and its products, but from the consumers or users.

Customers are the only support for the survival of enterprises. Only their preferences and needs are the direction of sales, which is the foundation of enterprise survival. From a large number of sales methods to refined sales, and then to community commerce, every step is more and more refined and the goal is more and more clear. For an enterprise, there is either differentiation or low price, and differentiation is the trust, bond and connection established with customers, which cannot be separated from you.

Nineteen. 20 17 12 19- the essence of marketing-chapter 2, section 1

1. two ways to coordinate marketing, division of labor and separation of supply and demand, one supplier and one consumer. Natural division of labor must have inherent natural motivation. First, every natural person wants to give full play to his strengths. Second, everyone wants to maximize their personal value. The essential feature of community is the life circle formed between people.

2. The relationship between supply and demand, in the final analysis, is the relationship between interests and labor relations. Through management distribution, including work distribution, responsibility distribution, right distribution and benefit distribution, the integration of supply and demand is the lifeblood of enterprises and should be the true thing of marketing.

20 17 1220- the essence of marketing-chapter 2, section 2

1. There are two ways to integrate supply and demand. Adam Smith proposed the market-invisible hand to coordinate the relationship between supply and demand, and Chandler proposed management-visible hand to coordinate. For production enterprises, we should adopt two coordination methods to consciously build the integration among enterprises, distributors, retailers and even consumers.

2. The real market positioning object of enterprises is not products but enterprises. At the level of enterprise-customer, we should make clear the value and reason of enterprise existence, determine the mission and goal of enterprise, determine the connection of enterprise in the industrial value chain, build a market-oriented overall marketing model, establish the irreplaceable competitive position of enterprise in the value chain and become the pioneer, organizer and defender of the industrial value chain. When there is a lack of authoritative power between supply and demand, or the organization lacks sufficient dominance and influence, it can only rely on market coordination and product price signals to coordinate the interests and labor relations of all parties and build an integrated supply-demand relationship.

Twenty one. 20 17 122 1- the essence of marketing-chapter 2, section 3

1. McCarthy's 4P combined marketing strategy is product, price, channel and promotion. Eliot put forward 4R, relevance, reaction, relationship and return on the basis of marketing concept relationship, and regarded enterprises and customers as a whole. In a longer time span and larger space, he relies on responding to customers' needs and their expected changes, strengthening the business model of enterprises, strengthening the ability to create value for customers and his own profitability, and relying on constantly improving and expanding the same interest base and its expectations to maintain it.

2. If you want to grasp the ontology of marketing, you must return to the factual level, follow the original logic or causality of history, and grasp the objectivity of marketing from the connections and differences of various things within the enterprise.