What are the general classifications of marketing activities?

Concept marketing. Conceptual marketing is a marketing behavior to instill new consumption concepts and tastes into consumers, make them accept new consumption concepts, change traditional consumption thinking, customs and ways, and make consumption reach a new level. Some well-known enterprises advocate scientific marketing methods through conceptual marketing in brand operation, introduce the latest products to customers, create and guide demand, and then achieve the goal of making customers consciously consume their products.

Competitive marketing. For the traditional marketing thinking, marketing is competition, that is, defeating competitors through various marketing methods and means. In the global operation, because domestic enterprises (especially those in the same industry) have the same interests and fierce competition, savvy business operators are more willing to accept new concepts such as "marketing competition" and "marketing * * *", adopt a cooperative attitude to improve the relationship with competitors, strengthen unity and cooperation with the same industry, and form strategic alliances with enterprises with the same target customers to play a complementary role. Promote different products in the same value chain, * * * enjoy talents and resources, * * * provide services, etc. And give full play to the enthusiasm of manufacturers, suppliers and other partners, fully tap the huge productivity hidden among enterprises, seek the continuous expansion of marketing performance and benefits, and create more value, thus reducing competition risks, enhancing the competitiveness of enterprises and further realizing "* * *".

One to one marketing. Mass marketing is trying to find customers for a product after it is developed, while one-to-one marketing is a new marketing method trying to tailor products for a customer after it is cultivated. This is an activity aimed at meeting the individual needs of customers. It requires that everything should be based on customers' needs, serve customers by establishing a "customer library", establish a good relationship with every customer in the library, carry out differentiated services and develop personalized products according to customers' characteristics and needs. So it can also be called personalized marketing. Because it avoids intermediate links, pays attention to product design innovation, integrates service management and enterprise resources, realizes the rapid formation and fission development of the market, and is a powerful weapon for enterprises to win. Especially with the development of information technology, the importance of this marketing method is increasingly prominent.

Saturated marketing. Saturation marketing is a unique market positioning strategy for companies to attract consumers' attention by exerting obvious image effects. The guiding ideology of this strategy is to locate many same companies or stores in cities and other areas with high traffic flow, so that consumers can repeatedly come into contact with the logo of the enterprise in these areas, leaving a deep impression on consumers and making consumers think of the enterprise first once they have consumer demand.

Sports marketing. Sports marketing refers to a marketing method that enterprises sponsor advertising, marketing and promotion projects in sports events through sports activities of world concern, so as to strengthen enterprise brand building and improve customer awareness. The success of many enterprises, in addition to their continuous focus on research and development, the creativity of advertising and marketing promotion has played a very important role in brand promotion, among which sports marketing has played an important role in the development of their business. It is one of the promising marketing doorways for many enterprises at present, but how to make good use of sports marketing needs appropriate strategies and good brands as the foundation.

Virtual marketing. Virtual marketing is a modern marketing model to overcome the disadvantage of lack of resources. Its essence is to concentrate limited resources on functions with high added value and virtualize functions with low added value. For example, the strategic link of the high-end sneaker industry is product research and development, design and marketing organization and management that really creates a lot of value, rather than a relatively simple manufacturing link. In view of this situation, American Nike Shoes Company concentrated its main financial, material and human resources on product design and marketing management necessary to create and save its core business, but virtualized the non-core business of this processing and manufacturing, and turned to some low-wage countries by way of contract processing and resale.

Display marketing. Display marketing can also be called demonstration marketing. It is a marketing model that guides consumption with demonstration effect, displays the product image and concept of an enterprise in an organized and targeted way through real display, and uses exhibition places as a platform for manufacturers to communicate with consumers or target customers, attracting customers' attention and desire to buy, and finally promoting product sales. This kind of exhibition marketing can not only make consumers truly feel the different effects of product use, efficacy, color and style. It also allows manufacturers (or merchants) to attract more target customers through a relatively optimized purchasing environment, which is convenient for customers to express their true feelings and real needs, increase opportunities and time for communication with customers, enhance customers' product image and brand image, and more importantly, through display marketing, customers' life concepts can be changed and customers can be guided to adapt to the new decoration trend.

Buyout marketing. Buy-out marketing refers to a marketing method in which one or more dealers buy out the sales rights of enterprises. Because of this marketing method, commercial capital entered the production field, and merchants began to sell products with unique personality that enterprises only produced for themselves. This kind of order production can better monitor the quality of products to a certain extent, thus increasing the appeal to consumers and bringing great benefits to manufacturers in reducing marketing costs. Due to the intervention of commercial capital, businesses and manufacturers can achieve a win-win situation.

Experience marketing. The fourth stage after the development of experiential marketing model is relay production, sales and service. Experiential consumption first appeared in western developed countries. Recently, businesses in big cities such as Beijing, Shanghai and Guangzhou seem to have put forward the business philosophy of "experiential consumption". Experiential marketing, also known as perceptual marketing, redefines the designed marketing model from five angles: consumers' senses, emotions, thinking, actions and associations. This paper mainly studies how to increase the connotation of product experience by means of traditional culture, modern science and technology, art and nature according to the situation of consumers, so as to better meet people's experience needs such as emotional experience, aesthetic experience and educational experience, and conduct production and operation with service products as the stage and tangible products as the carrier. This marketing model breaks through the assumption of traditional rational consumers, and thinks that consumers are both rational and emotional when spending, and consumer experience is the key to buying behavior and brand management. With "experiential consumption", customers no longer turn around and leave like before, but sit down and watch how others design, or participate in it themselves, feel the happiness brought by design, and at the same time enhance their confidence in the application effect of products, and often have the impulse to buy unconsciously.

Brand loyalty marketing. Brand loyalty marketing refers to a marketing method to establish and consolidate brand status and cultivate brand awareness and brand loyalty of target customers. Developing brand loyalty marketing is the only way to enhance the value of brand assets. Brand loyalty marketing aims to identify, attract, maintain and strengthen consumers' brand loyalty by mastering the technology and art of winning customers' loyalty and keeping their desire to buy for a long time, so as to cultivate the most valuable target customers. Strive for and maintain customers' brand loyalty, and turn brand buyers into corporate brand loyalists.

Relationship marketing. Relationship marketing refers to the establishment of long-term, trusted and mutually beneficial relationships between enterprises and consumers, distributors, retailers and suppliers. From the perspective of relationship marketing, sales is not the ultimate goal of marketing, but the idea of trading with target customers is transformed into the consciousness of establishing cooperative partnership with target customers. In order to do this, enterprises must promise and provide high-quality products, good services and appropriate prices to these individuals and organizations, so as to establish and maintain long-term economic, technical and social relations with these individuals and organizations. The establishment of marketing relationship enables enterprises to establish a marketing network; Enterprise suppliers, distributors and customers are isomorphic members of the network, and all network members have established a solid and interdependent business relationship. At this time, the function of marketing has changed, and marketing has changed from maximizing the profit of each transaction in the past to maximizing the interests of network members. On this basis, meet the needs of consumers, enterprises, suppliers and distributors are mutually beneficial and develop together. The purpose of relationship marketing is to reduce the cost and time of each transaction, turn customers' buying behavior into routine behavior, and thus realize the long-term stable development of enterprises.

Differentiated marketing. Differentiated marketing refers to the brand's cultural taste, product packaging form, sales channel or brand communication mode. , is a marketing method to make the brand gain market recognition with its unique personality charm in the process of growth. Compared with the traditional marketing concept, this marketing method fully embodies the modern marketing concept, which is helpful to enhance the competitiveness of enterprises, meet the differentiated needs of different consumers to the greatest extent and improve the economic benefits of enterprises.

Network marketing. Network marketing is also called electronic marketing. It refers to a marketing method to implement the marketing strategy and tactics of enterprises with the help of the Internet in order to achieve the marketing objectives of enterprises. Network marketing pays attention to the effective combination and unification of information flow, logistics and capital flow, so as to achieve the purpose of satisfying customers and making enterprises profitable. Network marketing has the characteristics of convenient and low-cost access to the global market, which is helpful to improve the scientific level and management efficiency of enterprise management. It is an effective way to promote the globalization of enterprise market in the current network era.

Green marketing. As a new marketing technology developed to cope with the global environmental deterioration, green marketing fully estimates the environmental protection problem and embodies a strong sense of social responsibility. It requires that the whole process from product design, production to sales and use should fully safeguard environmental protection interests, be safe, hygienic and pollution-free, and well meet the demand of "green consumption". At the same time, the process of "green marketing" is also the process of developing the market of environmental protection products, technologies and services, that is, "green market". Because the interest base of "green marketing" is to realize the greatest unity of trade interests and environmental interests, it has the advantage of developing environmental protection products, services and technologies, and it will be the mainstream of marketing in this century.