The significance of marketing in... from sdafasda's blog

So, exactly what is marketing? The entire society has entered the era of niche and customized consumption after more than 30 years of Fang GU. Modern marketing work revolves around four key points in this era: market segmentation is the premise, product innovation is the core, strategic design is the main line, and tactical monitoring is the key. Why?

To begin with, in the age of niche and customized consumption, companies will not know which segment of the population to serve, the product cannot be positioned, and as a result, companies can only do whatever products sell in the market, and once the market outlook for a certain type of product is not good, the sales volume of each company involved in it also declines, so this model can only create opportunistic success.

Second, what value can a company's product bring to customers if it lacks innovation and relies on copying and imitating? Essentially, there is no value, only an additional option for consumers. The vast majority of Chinese companies, it can be said, never do "When developing new products, marketing has become a subsidiary of "sales," and the marketing department has evolved into a "miscellaneous" sales department. The marketing department has evolved into a logistical support system for the sales department. Even many businesses cannot tell the difference between marketing and sales, focusing solely on product sales with no company brand, culture, or values to promote, resulting in products devoid of premium and characteristics.

Strategic design is the primary line of marketing work that serves to achieve the company's overall goal. If a company lacks a clear marketing strategy, each department may work independently, and marketing work will lose its sense of direction, and the company's goal will remain at the stage of "idea" or "dream," which can never be realized. So the marketing department must take on the task of corporate strategy design, responsible for leading the completion of marketing strategy as the core of corporate strategy design, and to make rational judgments, to lay the foundation for the company's strategic design, using a large amount of market research data, informative competitive analysis information, in-depth and detailed customer interviews, to avoid the decision-making layer patting their heads to ma Only at this level can the marketing department's core position and strategic value in the enterprise be reflected.

Finally, strategic monitoring is critical. To realize the enterprise's strategies, we must decompose the strategies into many "actions" that can be carried out, and the so-called "actions The so-called "action" is that there must be a specific implementation of the subject, and each "action" must also complete the time, responsible person, evaluation criteria, and person evaluation. These appear to be very simple, but in many companies' written materials, we will find a lot of tactics without action, more like "slogans," but we do not know how to start, and it is also unclear who is responsible for doing, so the result is naturally nothing.