The content of modern marketing

From the perspective of management, modern marketing can include the following three parts: network marketing is the product of the combination of modern marketing and network technology, specifically, it is mainly realized by establishing virtual stores and virtual communities on the Internet. It is different from traditional stores, and it doesn't need storefronts, shelves and salespeople. As long as you have an internet address, you can carry out marketing activities to the whole society. Compared with traditional stores, it has the advantages of low cost, no inventory samples, all-weather service and so on, which shortens the distance between enterprise products and consumers. In addition, advertising promotion, market research and information collection can be carried out simultaneously on the Internet.

In recent years, the emergence of network marketing has increased the development channels of enterprises and strengthened the new sales model of enterprise products. With the increase of broadband users, network marketing has more room for development. Without the influence of social and political environment, the convenience and benefits brought by online marketing will benefit many websites and businesses. The principle of demand creation is the core principle among the principles supporting marketing. This principle holds that demand is not fixed or limited, but can be expanded and created through the efforts of enterprises. For example, the motorcycle market in America was created by Honda in Japan. At that time, the annual sales volume of American motorcycle market was only 60 thousand, and they were all addicted to large motorcycles. In 1960s, Honda and its 50cc subminiature motorcycle entered the American market and suggested that ordinary American families use motorcycles, but there was no demand for them in the American market. After a period of hard work, it finally opened the door of the American motorcycle market and created an annual sales demand of more than 6,543,800 units.

1, the principle of demand creation requires enterprises to be clear about the creativity of demand. First, demand has the characteristics of diversity, development and hierarchy. It will change with the progress of social science and technology and economic development. Second, some needs actually exist, but they are not discovered by enterprises or are not valued by enterprises. This is often because these enterprises simply do not consider the existence of this demand, nor do they conduct investigation and analysis, but blindly "firmly believe in their own ideas, adhere to their own views" or "rigid thinking." Third, even customers themselves don't know whether there is demand, that is, potential demand. It is up to enterprises to dig and induce. For example, a chocolate company in Japan, taking advantage of Japan's pursuit of western life, has cultivated the habit of "Valentine's Day" among Japanese young people through various publicity means. Announced that you can buy chocolate at half price during Valentine's Day, and developed a beautiful chocolate for this purpose. Through hard work, the goal was finally achieved, and the fashion of celebrating Valentine's Day and giving away chocolates was formed in Japan, and the company became the largest chocolate company in Japan.

2. The principle of demand creation requires enterprises to know how to create demand, that is, to discover, create and provide what kind of value. The most important thing now is that enterprises must provide customers with the most valuable benefits, that is, products and services that truly solve customer problems and meet customer needs. Cosmetics provide customers with "beauty". If the enterprise considers the problem from the customer's point of view and regards the "sales office" as a "shopping place" or even a "place where customers feel comfortable", then it will certainly create and obtain more demand. In recent years, China's consumption has been weak, and it has entered an era of "not easy to sell", resulting in a backlog of products worth more than 3 trillion yuan. However, in this "hard-to-sell" era, many manufacturers continue to introduce popular products, and some large retailers have strong sales momentum and prosperous business. From these "easy-to-sell" and "difficult-to-sell" products, a rule is drawn: in the era of increasingly mature society and market and diversified consumer demand, developing, manufacturing or buying products that sell well should stand not in the position of manufacturers and sellers, but in the position of consumers and users. Therefore, enterprises need to establish a comprehensive marketing system. As Richard Ba Gotz, a professor at Stanford University, pointed out, modern marketing has all-encompassing functions. That is, from the original parallel with the functions of production, finance, personnel, research and development, it has become the most important function to respond to the changing environment in a timely and effective manner.

1, marketing concepts and policies have penetrated into all departments, that is, from the board of directors to the production line of the factory; Widely rooted in the hearts of the people, from operators to general practitioners. In other words, comprehensive marketing is also the marketing of the whole company and the marketing of all employees.

2. All departments of the enterprise must establish marketing concepts, obey marketing and serve marketing.

3. Based on the market (customers) and according to the needs of marketing, the company determines the functional departments and personnel allocation of the enterprise, allocates business resources and determines the overall development direction of the enterprise.

4. Shifting the focus of functions, manufacturers should shift from "selling products that have been developed and produced to developing and producing best-selling products"; Circulation operators should change from selling purchased products to purchasing best-selling products.

5. Enterprises should overcome their self-righteous views and don't think that their products are good things, so they will be loved by everyone. Know why people love you and buy your products, what benefits your products can bring to consumers and users, what features they have, whether they can meet their needs better than other products and so on.

6, comprehensive use of marketing tools.

(1) that is, it is necessary to use various marketing means, not simply adding up, but organically combining and coordinating with each other, such as setting different prices for different products, choosing different channels and adopting different promotion methods;

(2) The combination of marketing means is not static, so we should grasp it dynamically and adjust it in time. If the stage of product life cycle changes, other marketing methods will also change. All kinds of promotion measures boil down to nothing more than promotion strategy and pulling strategy. Promotion strategy means that manufacturers send salesmen to wholesalers to promote product transactions, wholesalers then sell products to retailers, and retailers then sell products to consumers. In this way, from upstream to downstream, information transmission and communication are carried out step by step, and their products are delivered. Pulling strategy means that manufacturers directly act on consumers, arouse consumers' interest and desire to buy, and guide consumers to buy their products. Retailers then ask wholesalers and wholesalers to ask or order products from manufacturers.

1, the promotion strategy must convince and arouse the enthusiasm of the circulation industry, so the communication form of personnel promotion is the most important, followed by business promotion, including promotion activities for the circulation industry and sales store support activities. On the contrary, the traction strategy is oriented to consumers, transmitting information to consumers and arousing their interests and desires. Therefore, we should advertise, engage in public relations, educate consumers, or directly mail advertisements.

2. The most realistic and effective way is not one of them, but the combination of push and pull. This is very important for both consumers and middlemen. However, there are several factors that must be considered. First, according to the product characteristics, its emphasis should be different. Second, push-pull strategy should be used differently in different stages of customer psychological process. Third, push and pull must be organically coordinated and coordinated. First, we must seize the opportunity; The second is to make the scope of drawing basically coincide with the coverage of the circulation industry.

3. In the process of promotion, the transmission and communication of information cannot be a simple relay. Manufacturers should play a leading role in the whole process, first to wholesalers, then to cooperate and assist wholesalers to retailers, and then to cooperate with retailers to promote consumers. For example, provide the terminal with brochures, exhibition boards, posters, light boxes, POPs, etc. , and hard packaging to create an atmosphere to guide the purchase, while soft packaging; Do a good job in the relationship with shops, train and motivate sales staff, and even send sales staff to the terminal to sell products directly to consumers. In today's era, the scale of enterprises is constantly expanding, and its influence on society is also increasing. Therefore, the marketing activities of enterprises should be accepted by the society and assume social responsibility.

1, to protect consumers. Enterprises should protect consumers and their interests according to legal requirements, and make them enjoy their due rights.

2. Customer satisfaction. It is necessary to reform the consciousness of employees and promote customer-centered business activities. If customers are not satisfied, they will not buy or patronize again. The ultimate goal of marketing activities is to satisfy customers.

3. Protect the earth's environment. Green marketing, green products, green consumption and green consumers have sprung up. Enterprises must face and adapt to this "green" trend.

4. Coordination between consumer demand and society.

(1) It should not only meet the needs and desires of consumers, but also conform to the ethics and the long-term interests of consumers and the whole society. For example, smoking, although in great demand, will do harm to smokers themselves and others.

(2) Correctly handle the contradiction between consumer desires, corporate profits and the overall interests of society, and make overall plans.

(3) The coordination between enterprise development and society should be considered.

(4) We should consider the consistency between the objective result and the accompanying result or prevent the negative influence of the accompanying result. For example, a special steel plant aims to produce high-performance metals for customers, but at the same time it produces noise, radiates heat, and emits smoke and harmful gases. Marketing should insist on continuous innovation from a dynamic point of view.

1. Open up new markets, create new demands and discover new markets, marketing opportunities.

2. Develop new products. With the progress of science and technology, the product life cycle is shortened and the upgrading is accelerated, which requires enterprises to continuously develop new products.

3. Determination of new price. Contains three meanings:

(1) requires enterprises to continuously improve technology, improve efficiency and reduce costs to adapt to market price changes;

(2) Respond in time and adjust the product price strategy according to the different stages of the product life cycle and the price strategy of competitors;

(3) The decision of price should run through the idea that products should be ruthlessly chosen by consumers in a freely competitive market. The cost of a product has little to do with consumers, but mainly depends on whether its product is valuable to consumers and how much it is worth.

4. Reform the circulation channels and introduce new channel models. Great changes have taken place in the circulation format in China, and many new formats have emerged, such as mail order, TV shopping, direct selling, supermarkets, discount stores, cheap stores, specialty store, convenience stores, warehousing stores, mass market stores and so on. In particular, e-commerce and online marketing, which have become hot topics, will be a new channel model that will be vigorously developed in the future.

5. Develop new promotion methods or add new connotations on the existing basis. According to relevant reports, within five years, online advertising in the United States will surpass TV advertising.