Definition of marketing strategy

Question: What are the marketing strategies of 1:4P? Starting from customers' needs, enterprises obtain customers' demand and purchasing power information according to experience, organize various business activities in a planned way, and provide customers with satisfaction through coordinated product strategy, price strategy, channel strategy and promotion strategy (modern marketing strategy should be combined with political rights and public relations strategy, hereinafter referred to as 6P's).

Marketing strategies include: price strategy, product strategy, channel strategy and promotion strategy.

Price strategy mainly refers to the pricing of products, mainly considering cost, market and competition. , and enterprises are pricing products according to these conditions.

Product strategy mainly refers to product packaging, design, color, style, trademark and so on. , giving the product characteristics and leaving a deep impression on consumers.

Channel strategy refers to what channels enterprises choose to make products flow to customers. It has many kinds, such as direct sales and indirect channels (distribution, distribution, agency, etc. ), and enterprises can choose different channels according to different situations.

Promotion strategy mainly refers to the purpose that enterprises use certain promotion means to sell products and increase sales. There are many ways, such as discount, cash back, lucky draw and free experience.

Question 2: How many marketing strategies are there? What are they? Marketing strategy is a process in which an enterprise takes the customer's demand as the starting point, obtains the customer's demand and purchasing power information and the expectations of the business community according to experience, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy, thus realizing the enterprise's goals.

Marketing strategies include: price strategy, product strategy, channel strategy and promotion strategy, as well as brand network and other news organizations and other publicity strategies.

Price strategy mainly refers to the pricing of products, mainly considering cost, market and competition, and enterprises price products according to these conditions.

Product strategy mainly refers to product packaging, design, color, style, trademark and so on. , giving the product characteristics and leaving a deep impression on consumers.

Channel strategy refers to what channels enterprises choose to make products flow to customers. It has many kinds, such as direct sales and indirect channels (distribution, distribution, agency, etc. ), and enterprises can choose different channels according to different situations.

Promotion strategy mainly refers to the purpose that enterprises use certain promotion means to sell products and increase sales. There are many ways, such as discount, cash back, lucky draw and free experience.

Propaganda of news organizations: the products or images of enterprises are quickly exposed on the Internet in the form of authoritative media news reports, so as to expand the positive influence of enterprises and achieve the effect of enhancing the brand influence, trust and performance of enterprises.

Question 3: What are the three elements of marketing strategy? This is first manifested in the marketing strategy planning. It is necessary to dynamically analyze the external environment of enterprise marketing, analyze the macro-environmental factors and industrial environmental factors that affect enterprise business development and marketing activities, find out the factors that are beneficial to enterprise marketing activities, and analyze their influence intensity and success possibility in detail to provide basis for enterprise decision-making. Secondly, on the basis of enterprise marketing strategy planning, enterprise marketing strategy planning is carried out. The content of marketing strategy includes the choice of methods and ways to achieve specific goals and the allocation of various resources. And marketing strategy planning is the core content of marketing planning. The three elements of marketing strategy include target market, positioning and marketing mix. When marketing planning companies provide marketing planning cases to enterprises, enterprises often encounter obstacles in implementation. When sales start to go wrong, companies often say that the plan is not done well. In fact, the marketing planning company is also very wronged, because the marketing planning company thinks that my idea has not been well implemented, or how big it will be, or what will happen. At this time, the author always laughs it off, people are always self-centered, marketing planning companies will not think that they have problems, and enterprises will not think that they have problems. The problems are all each other's, leading to communication in implementation. In the implementation of marketing planning, the author thinks that marketing planning companies can't let customers implement it alone because they don't fully understand and absorb it. After all, the knowledge structure is not at a starting line, so the work that needs to be implemented must be fully analyzed and carried out so that everyone can understand it. To sum up, the job requirements should be completely broken, complicated things should be simplified, and diversified things should be streamlined. Only in this way can enterprises fully understand it. You won't go out of shape if you execute it. Some people say: you talk endlessly every day about how you know execution, how to break it, how to crush it, how to simplify it, how to streamline it ... Execution must be foresight, and only on the basis of "integration of knowledge and action" can it have good results. The so-called knowledge means knowing how to implement the requirements of enterprises. If you know it, you will have the basic ability to execute it. The so-called behavior is the ability to implement promotion, which is the practice from "knowing" to "doing". Therefore, a qualified marketing planning company must go to enterprise training to help the management and employees of the enterprise know and understand, so as to be effective. When establishing correct and clear ideas, enterprises all carry out a series of dialectical ways of thinking, such as proceeding from reality, looking at problems comprehensively and dealing with problems dynamically. This is first manifested in the marketing strategy planning. It is necessary to dynamically analyze the external environment of enterprise marketing, analyze the macro-environmental factors and industrial environmental factors that affect enterprise business development and marketing activities, find out the factors that are beneficial to enterprise marketing activities, and analyze their influence intensity and success possibility in detail to provide basis for enterprise decision-making. Secondly, on the basis of enterprise marketing strategy planning, enterprise marketing strategy planning is carried out. The content of marketing strategy includes the choice of methods and ways to achieve specific goals and the allocation of various resources. And marketing strategy planning is the core content of marketing planning. The three elements of marketing strategy include target market, positioning and marketing mix. When marketing planning companies provide marketing planning cases to enterprises, enterprises often encounter obstacles in implementation. When sales start to go wrong, companies often say that the plan is not done well. In fact, the marketing planning company is also very wronged, because the marketing planning company thinks that my idea has not been well implemented, or how big it will be, or what will happen. At this time, the author always laughs it off, people are always self-centered, marketing planning companies will not think that they have problems, and enterprises will not think that they have problems. The problems are all each other's, which leads to communication in execution. In the implementation of marketing planning, I don't think marketing planning companies can let customers implement it alone because they don't fully understand and absorb it. After all, the knowledge structure is not at a starting line, and the work that needs to be implemented must be fully analyzed and carried out so that everyone can understand it. To sum up, the job requirements should be completely broken, complicated things should be simplified, and diversified things should be streamlined. Only in this way can enterprises fully understand and implement it without going out of shape. Some people say: you talk endlessly every day about how you know execution, how to break it, how to crush it, how to simplify it, how to streamline it ... Execution must be foresight, and only on the basis of "integration of knowledge and action" can we have good results. The so-called knowledge means knowing how to implement the requirements of an enterprise. If you know it, you will have a basic realization ... >>

Question 4: Marketing strategy of marketing Marketing strategy is a process in which an enterprise takes the customer's demand as the starting point, obtains the information of customer's demand and purchasing power according to the experience and the expectation of the business community, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy. (1)4Ps, namely, product, price, promotion, access and distribution channels and place &: Distribution, are applied to the marketing process, and four marketing strategies are formed. On the basis of 4p, 6p, 7p, etc. Are all developed. If you add politics and public relations, it is 6Ps. 198 1 year, Booms and Bitner suggested adding three "service P" on the basis of traditional marketing theory, namely: people, process and environment (or physical environment; Physical evidence), and formed the 7Ps theory. 7Ps is mostly used in the service industry. Formulate competitive products, prices, channels and promotion policies according to the needs of confronting market competitors. The famous 4P theory was born in this period. At that time, mass media was still prevalent, and relying on mass media to promote sales without adopting differentiation strategy became an obvious feature of this stage. ① Product strategy mainly studies new product development, product life cycle and brand strategy, which is the basis of price strategy, promotion strategy and distribution strategy. ② Price strategy, also known as pricing strategy, has four main objectives (1) to survive; (2) profit maximization; (3) Maximizing market share; (4) Product quality optimization ③ The main purpose of promotion strategy is to convey information, strengthen cognition, highlight features, induce demand, guide consumers, expand sales, cultivate preferences and stabilize sales. (4) Channel strategy refers to the sales channels used for product distribution purposes. ⑤ Personal sales, in which all people directly or indirectly participate in the consumption process of a certain service, is a very important point in the 7P marketing mix. Knowledge workers, white-collar workers, managers and some consumers have added extra value to the supply of total products or services in the existing society, and this value is often very significant. ⑥ Process, that is, the process in which services are realized through certain procedures, mechanisms and activities (that is, the process of consumer management), is the key element of marketing strategy. ⑦ Physical evidence, including the service environment in which service supply can be smoothly transmitted, the ability of tangible goods to carry and express services, the intangible consumption experience of current consumers, and the ability to convey consumer satisfaction to potential customers. (2)4Cs, including: customers, costs, communication and convenience. With the opportunity of market opportunity, the market change is 6C. Do not sell finished products, sell products that meet the needs of consumers; Don't price according to competitors or their own profit strategies, but through a series of tests to understand the cost that consumers are willing to pay to meet demand; Don't take yourself as a starting point to think about how to arrange outlets and what kind of access strategy to adopt, but pay attention to the convenience of consumers to buy products; We should interact with consumers instead of thinking about how to increase sales through media communication. (3)4R marketing theory was developed by American scholar Don? Schultz put forward a new marketing theory based on 4C marketing theory. 4R refers to relevance, reaction, relationship and return respectively. Marketing theory holds that with the development of the market, enterprises need to establish a new type of active relationship between enterprises and customers from a higher level and in a more effective way. Market SWOT analysis SWOT is an analysis method, which is used to determine the competitive advantages, competitive disadvantages, opportunities and threats of an enterprise, so as to organically combine the company's strategy with the company's internal resources and external environment. Advantages: Evaluate your advantages and disadvantages: Find out your disadvantages Opportunities: Find out ... >>

Question 5: Classification of marketing strategies? 1. Stability strategy

Stability strategy, also known as defensive strategy, is a strategy with the main goal of maintaining the original business level. After analyzing the market environment and internal conditions in detail, if an enterprise finds that its business growth is facing difficulties, it is still difficult to find a matching market opportunity for its business growth even if it invests a lot of money and effectively allocates various resources of the enterprise. This strategy can be adopted to maintain the existing business operation level or achieve small growth. Stability strategy includes two basic types: active defense strategy and passive defense strategy. The former accumulates strength with a positive attitude to resist the attacks of competitors, while the latter blindly avoids competition and tries to maintain the status quo of the enterprise.

2. Development strategy

Market development strategy refers to the strategy of enterprises to develop new target markets on the basis of existing markets. The market development strategies available to enterprises include the following three basic types. As shown in Table 2. 1. Table 2. 1 Types of enterprise development strategies

┏━━━━━━━┳━━━━━━━━┳━━━━━━━━┓

┃ intensive development ┃ comprehensive development ┃ diversified development ┃

┣━━━━━━━╋━━━━━━━━╋━━━━━━━━┫

┃ market penetration ┃ backward integration ┃ concentric diversification ┃

┣━━━━━━━╋━━━━━━━━╋━━━━━━━━┫

┃ Market development ┃ Forward integration ┃ Level diversification ┃

┣━━━━━━━╋━━━━━━━━╋━━━━━━━━┫

┃ Product development┃ Horizontal integration┃ Group diversification┃

┗━━━━━━━┻━━━━━━━━┻━━━━━━━━┛

(1) Intensive development strategy.

When the existing products and markets of enterprises are still developing and the potential products and market opportunities have not been fully developed, intensive development strategy should be adopted. This strategy includes the following three types:

① Market penetration.

That is, enterprises take more active sales measures to increase the sales of existing products in the existing market. This kind of sales includes the following three specific forms: a. Take measures such as reducing prices and increasing sales outlets to make existing customers buy more of their existing products through various means; B. Strengthen promotional activities or increase product categories to attract competitors' customers and make them buy the existing products of the enterprise; C try to sell our products to customers who have never bought our products in the existing market by providing samples and other activities.

② Market development.

That is, enterprises take various measures to do everything possible to expand the sales of existing products in new markets. There are two specific forms: a. expanding the sales area. Can be expanded from regional sales to national sales, but also from domestic sales to international market sales; B. enter new market segments. According to the needs of consumers, we can increase the new design of products and use new sales channels and advertisements to meet the unmet needs of new markets.

③ product development.

That is, enterprises provide new products or improved products in the existing market, such as increasing varieties, specifications and models to meet the needs of customers and expand sales. As shown in the figure.

(2) Integrated development strategy.

Enterprises adopt the integrated development strategy under the following circumstances: the industries faced by enterprises are promising, and the integration of production, supply and marketing can improve development efficiency, strengthen control, expand sales and increase profits, thus improving economic operation efficiency. Integration includes the following three types:

① Backward integration.

Is the enterprise to buy or merge raw material suppliers, from the past to buy raw material suppliers to produce raw materials, the implementation of * * * joint. For example, tractor factories used to buy tires, but now they produce their own tires. Some large retail companies and supermarket chains not only have central procurement and distribution centers, but also purchase their own goods and supply them centrally to their own retail stores, implementing the integration of wholesale and retail, and also have many factories, producing their own goods and implementing the integration of industry and commerce. They control their own supply system in this way, which is also a backward integration.

② Forward integration.

Enterprises acquire or merge wholesalers, operators or retailers, so that production and marketing can be integrated, and production and marketing can be integrated. For example, Shengjia Company in the United States has wholesale and retail institutions and sewing machine shops all over the country, producing and selling them by itself ... >>

Question 6: What are the marketing strategies? Marketing strategies include: price strategy, product strategy, channel strategy and promotion strategy.

Price strategy mainly refers to product pricing, mainly considering cost, market and competition. , and enterprises are pricing products according to these conditions.

Product strategy mainly refers to product packaging, design, color, style, trademark and so on. , giving the product characteristics and leaving a deep impression on consumers.

Channel strategy refers to what channels enterprises choose to make products flow to customers. It has many kinds, such as direct sales and indirect channels (distribution, distribution, agency, etc. ), and enterprises can choose different channels according to different situations.

Promotion strategy mainly refers to the purpose that enterprises use certain promotion means to sell products and increase sales. There are many ways, such as discount, cash back, lucky draw and free experience.

The marketing strategy we generally talk about is mainly 4P, and of course there are 4C and 4R. Personally, I think 4P is the most classic.

Question 7: The core product strategy of marketing strategy is the core. Because, if the products produced by the enterprise can't meet the demand, quality and packaging of the target market, the brand can't be marketable. Then, even if you engage in psychological pricing and discount pricing in price strategy. In the distribution strategy, no matter what the horizontal and vertical channels do, no matter how well the promotional advertisements are done, they can only leave a stigma in the end. Therefore, product strategy is very important.

Question 8: Definition of target marketing strategy: Through market segmentation, an enterprise chooses one or several attractive market segments that are conducive to giving full play to its own advantages as its own target market, comprehensively considers product characteristics, competition and its own strength, and chooses marketing strategies for different target markets.

Question 9: What is the main content of marketing strategy? First, the cost leadership strategy, that is, enterprises are committed to achieving the lowest production costs and sales costs; The second is differentiation strategy, that is, enterprises are committed to creating significantly different product lines and marketing programs, thus becoming market leaders in the industry; The third is centralized strategy, that is, enterprises will focus on serving several market segments instead of pursuing all markets. How to choose and confirm these strategies according to the enterprise's own situation and marketing environment is essentially a strategic positioning problem.