What are the four major marketing

The four major marketing: experiential marketing, one-to-one marketing, global localization marketing, and relationship marketing.

1, experiential marketing

From a macro point of view, the arrival of the experiential economy is due to the high degree of affluence, civilization and development of society. For those who just meet the subsistence or barely reach the well-off people, "experience" is just a luxury. Secondly, from a micro point of view, the rise of experiential marketing is due to the enterprise products and services in the quality, functionality has been done quite well, so that the customer features and benefits have been diluted, and the pursuit of a higher level of "features and benefits", that is, "experience".

Experiential marketing is to stand in the consumer's senses (Sense), emotions (Feel), thinking (Think), action (Act), associated (Relate) and other five aspects of the redefinition of the marketing way of thinking. This way of thinking breaks through the traditional assumptions of "rational consumers" and believes that consumers are both rational and emotional when consuming, and that the experience of consumers throughout the entire consumption process is the key to studying consumer behavior and corporate brand management.

When coffee is treated as "goods" (Commodities) for sale, a pound can be sold for three hundred dollars; when coffee is packaged as "goods" (goods), a cup can be sold for one or twenty dollars; when it is added to the "services" (services) and sold in a coffee shop, a cup of coffee will be sold for at least tens of dollars to one hundred dollars; however, if the coffee can be made to become a kind of fragrant and beautiful "experience", it will be sold to the consumers. But if you can make coffee a fragrant and beautiful "experience" (experience), a cup can be sold to hundreds of dollars or even several hundred dollars. Increasing the "experience" content of the product can bring considerable economic benefits to the enterprise.

We generally categorize experiences into five types, but in practice companies rarely market a single experience, and generally use a combination of several experiences, which is referred to as a mashup of experiences. Further, if a company provides customers with an experience that involves all five types of experiences, it will be called a comprehensive experience. Generally speaking, experiences can be categorized as being divided into two types: those that the consumer experiences alone in his or her mind and body, i.e., personal experiences, e.g., sensory, emotional, and reflective; and those that must have the interaction of a related group in order to be generated, i.e., ****enjoyment experiences, e.g., action, association.

Often, in order to achieve the goal of experiential marketing, marketers need some tools to create experiences, and we call these tools experience media. The experiential media that are used as experiential marketing execution tools include: communications, visual and verbal identity, product presence, co-branding, spatial environments, and electronic media.

Additionally, the five experiential modules are used in a natural order: sensory-emotional-thinking-acting-associative." Sensory" draws attention to the experience: "Emotion" personalizes the experience: "Thinking" reinforces awareness of the experience: "Action" evokes engagement with the experience: and "Relevance" makes sense of the experience in a broader context.

Many companies today mess up the quality, features, and functionality of their products and services, which not only don't give customers a new experience, but also create a negative one, leading to hate and dislike from consumers.

Traditional marketing concepts, companies emphasize "product", but the quality of the product, consumers are not necessarily satisfied. Modern marketing concept emphasizes customer "service", but even with satisfactory service, customers are not necessarily loyal. Future marketing trends will advocate "experience", the enterprise only for the customer to create "unforgettable experience", will win the user's loyalty, to maintain the long-term development of enterprises. Domestic some very good enterprises can directly into the experiential marketing, the majority of enterprises still need to make up for the traditional features and benefits of marketing.

2, one-to-one marketing

Currently, most businesses are swarming to pursue the surface of the "one-to-one", teaching a salesperson to be enthusiastic and considerate is one thing, as for the real mastery of how to identify, follow up and deal with a customer, and then to do the product or service, "tailor-made", it is really a different matter.

The core idea of "one-to-one marketing" is to take "customer share" as the center, interactive dialogue with customers and "customization".

Companies should focus on individual customers' "customer share" from market share, focusing on the share of the company's products among all the products owned by customers, and strive to increase the share of this share.

The purpose of understanding "share of customer" is to differentiate between customers, "share of customer" can also be called the share of wallet SOW (Share of Wallet). We can take the customer's purchasing plan in the coming period (Wallet) and the existing share of wallet (SOW) as a two-dimensional standard, classification, the customer belongs to the "need to strive for", "need to cultivate" and "need to maintain" three different stages, in order to target marketing activities and provide differentiated, customized products and services.

Enterprises should be "interactive dialogue with customers", the enterprise should be individual customers and their consumption habits and behavior should be understood, this understanding is realized through two-way exchange and communication.

Enterprises should be "customized". Companies want to implement "customization" does not require a major change to existing products and production. Can take the form of: bundled sales, within a certain range of variable configuration, personalized packaging, provide flexible delivery and personalized after-sales service, payment methods.

Currently there are many companies may be eager to learn from the "one-to-one" relationship to obtain substantial profits and forget that the relationship must have both parties to participate in this basic common sense, from the concept of "one-to-one marketing" as a direct mail order or direct television equivalent, thus making the "one-to-one" into a "one-way street".

"One-to-one marketing" is based on the implementation of customized profits over the cost of customization on the basis of the enterprise's marketing department, research and development departments, manufacturing departments, purchasing departments and finance departments to cooperate with each other. Marketing department to determine to meet customer needs to achieve the degree of customization; research and development departments to carry out the most effective redesign of the product; manufacturing and purchasing departments must ensure that the effective supply of raw materials and the smooth progress of production; financial sector to provide timely production cost status and financial analysis.

3, global localization marketing

Globalization marketing refers to the use of a unified standardized marketing strategy in the world, the application of the premise is the similarity of the market in each country, with economies of scale and other advantages. Localized marketing refers to the different needs of each local market tailored to the appropriate marketing strategy, the premise of the existence of large differences in the various markets, the advantage is that the marketing effect is good, but the cost is expensive.

Enterprises have found in marketing practice that the global localized marketing model, which combines the above two, can synthesize the advantages of the two, and it is a strategy of "think globally, act locally".

The first and most critical step in achieving success in global localized marketing is to carefully study each market to find out the ****ness and differences of different markets. The first and most critical step in achieving global localization success is to study each market carefully to identify the **** and differences between the markets, but then make appropriate adjustments when implementing in different countries, so as to meet the different requirements of each market in order to capture more markets.

After careful market research, BMW divided customer requirements into three main categories:

1 Characteristics that are equally important to all motorists in each country segment, i.e., requirements that are common to the whole of Europe;

2 Criteria that are equally important to all motorists in a given country, thus creating country-specific differences;

3 Characteristics that are equally important to certain motorists in all countries, i.e., requirements that are common to all countries;

3 Characteristics that are equally important to some motorists, i.e., requirements that are common to all countries; and characteristics that are equally important to certain motorists, thus creating different target groups.

Subsequently, BMW for the above three classifications were used: to provide uniform European style, tailored to the country and coloring three different strategies, greatly improving the competitiveness of the BMW brand in the European market. Later, BMW applied the global localization marketing model to the North American market and the Japanese market, which also gained great success.

The rapid development of information technology has made the world smaller and smaller, and greatly promoted the process of global integration, integration and diversification has determined the global localization marketing strategy. Especially in China, which has a vast territory, many populations and nationalities, and unbalanced economic development in different places, global localized marketing has a tendency to further evolve into national localized marketing.

4, relationship marketing

Relationship marketing is the marketing activities as a business and consumers, suppliers, distributors, competitors, government agencies and other public interaction process, the core of the enterprise marketing activities is to establish and develop good relations with these public.

As a company, to meet the needs of customers is the first condition of survival, but the enterprise also always pay attention to the changes in competitors, to be one step ahead of competitors. In the competition with competitors, enterprises should consider their own cost situation, to be moderately ahead.

Enterprises should continue to study the customer's feelings and behavioral patterns, corporate executives, middle management to "experience the customer experience", to recognize that the following factors affect customer behavior: staff attitudes, the enterprise's special events, the customer's expectations of the value of the customer's emotions and reactions. Among them, customer expectations and emotional reactions are external factors, and staff attitudes and special events are internal factors for the enterprise. For the enterprise, it can influence the external factors, but the only fundamental solution is to work on improving the internal factors. That is to say, the enterprise should have a perfect system and process, have well-trained staff, to fully mobilize and meet the customer's expectations, and to correctly respond to the customer's emotions and reactions. This maximizes customer satisfaction and institutionalizes the development of customer loyalty. This is done by utilizing informal settings, using secret shoppers, and placing representatives to work for customers.

As a manager take a little time to pay attention to listening to the real needs of customers. A culture of informal listening has to be developed among the staff, with systems in place to ensure this, and a formalized system of responding to customer complaints is in place. There are a few steps to follow to do this: firstly, explain to your staff the importance of getting out there and listening to your customers, secondly, show your staff that you communicate with your customers at least once a day, and thirdly, encourage your staff to get out of the office and visit your customers as regularly as possible. Fourthly do a little something that changes as a result of listening to make listening meaningful. All of this becomes a listening cycle: managers decide to listen to discover ways to listen, to listen to behavior, to make changes based on what they hear, to check the results, and finally back to deciding to listen. Companies in the listening cycle to understand the customer, and continue to progress.