Knowledge Of Marketing Management

Question 1: understanding of management.

Analysis: management is a science, it has a complete set of theories, there are certain rules to follow; management is also an art, its contents are all dealing with people.

Management is to achieve the goal of governing by managing people, and by mobilizing the strength of the team to achieve the goal of the enterprise.

The core of management is to mobilize the power of others. The early managers often can not break through this bottleneck, and are diligent and spare.

The solution is to enrich the theoretical foundation as soon as possible, to confirm it in practice, to constantly explore and summarize, and to pform theory into its own management skills and art.

Change roles as soon as possible so as to mobilize others as the core and improve management ability in learning, exploring and trying.

Question 2: new recruits have shallow experience, but they are full of vigorous ideas. But experienced staff and executives are experienced, but often follow the rules, lack creativity and initiative.

Analysis: the old employees will form their own "standard thinking" after a period of training, learning and practice. The fixed content and environment of the old workers have strengthened the track effect. Although experienced, they have no new ideas.

With new knowledge and experience in other fields, a new person can get rid of many "sparks" in the face of a new job content and environment, coupled with the enthusiasm of new people.

Solve the problem: use the "catfish effect" to stimulate team combat effectiveness.

The new staff should be well guided, stimulate their brain power, give positive recognition to good ideas in time, protect the new people's suggestions, and use the catfish effect to stimulate the old people's willingness and enthusiasm to move their brains.

At the same time, it is necessary to prevent new employees from being "complacent" and warn them of their lack of knowledge and experience, so as to prevent conflicts between new and old employees.

Question 3: industry generations often disagree with the orders issued by the director and the promotional cases launched by the planning department, or have no confidence or complaints, unwilling to try their best to implement them.

Analysis: the most close to the market, the market is the industry, the implementation of all strategies is also the industry generation.

The tasks and strategies assigned by superiors are highly recognizes, but in terms of meticulous nature, enforceability and market realities, the industry generation is always a teacher.

If the industry can participate in strategy formulation, it will not only make the plan more complete, but also stimulate the sense of accomplishment and responsibility of the industry.

When the industry implements its own strategy, naturally there are fewer excuses to be more active.

The solution is: brainstorming, full staff management, and full participation in politics.

Establish market information collection channels, grasp market information in time, cultivate business planning and business skills, improve the industry's brain power, create a climate of full management, and encourage the industry to make bold proposals.

In the formulation of any market strategy, the supervisor should first have ideas and drafts, and convene a discussion to allow industry representatives to speak freely and to correct deficiencies and reach consensus.

Question 4: the director gives instructions, but the industry does not know where to start. Lack of confidence or reckless action results in half the effort and the result is greatly reduced.

Analysis of strategy: strategy must be completed by subdivided action description and task decomposition.

Business is confused because of limited ability and experience. It can not understand the strategy deeply, and it is difficult to generate clear thinking and no sense of direction.

Resolution: precise communication, in line with Smart guidelines (S: specific; m: measurable m; a: implementation; R: related; t: time limited).

The following factors should be considered in strategy communication and task arrangement: 1. task description: mission objectives, task content, task objectives (quantification); 2. Resources Description: human resources, equipment input, data support, starting and ending time; 3. Process Description: task subdivision and task description and resource description for each sub task; 4. checking of each sub task: reference to the goals set for each sub task in the process description, the establishment of the sub task checking standards (quantification), the verification of the person in charge and the executor, the time, mode, result (quantification) and recovery channel of the inspection.

5. rewards and penalties: a quantitative reward and punishment standard for each sub task.

Problem 5: team lacks perfect system, loose discipline and low efficiency.

Analysis of everyone: everyone has inertia. When employees appear mistakes, lies, laziness and so on, the first thing to think about is the supervisor, which is the opportunity for the system to make mistakes for employees.

To solve the problem, we should use the system to restrict people, so that employees can do everything in accordance with the law and have a standard to test, so that the manager can get away from "tedious".

1., first, establish the basic system of attendance, hygiene, office and conference room discipline.

2., establish a day-to-day business management system: (1) the supervisor should be fully familiar with the work content and vulnerability of each generation and form a preliminary idea of the daily business management system; (2) convene the backbone of the business to set up a framework for daily business management system; (3) convene the whole body to determine the contents of the management system, including the standardization and supervision of the daily work of the industry, the review of life, check and reward and punishment rules; and (4) continuous revision in practice.

Question 6: in some teams, there seems to be no initiative and sense of responsibility in the industry.

The manager is wrapped up in trivial matters, but the industry is at ease, and his work is full of loopholes.

Analysis: the director's careful involvement and step by step inspection will not leave the industry with a little room for autonomy. Gradually, he will become lazy. He will not take the initiative to do the details of the supervisor's instructions or check.

Especially for the capable and enterprising generation, this kind of imprisoned management will make them feel depressed and tired, so they play a game of cat and mouse with their supervisors, and their morale is not strong.

A good manager will grasp the ability and character of his subordinates, and give him the corresponding independent space to get the results, instead of details.

At the same time, a number of motivated and competent business representatives can be promoted to allow them to complete a lot of trivial management affairs (such as retail line checking, order verification, etc.), which not only lightens the burden of supervisors, but also makes the industry feel valued, respected and acquired.

In this mindset, the industry will actively, actively and responsibly think and try to do better work.

Solution: the necessary authorization can enhance the sense of responsibility and stimulate human resources.

1., be familiar with the industry, analyze the character, ability and potential of each person, and consider the direction of different industries. 2., according to the different potentials of each person, make a job description for each generation.

For those who are motivated and capable, they should be promoted to the grass-roots supervisors, increase their bonus appropriately, give him some management authority to complete relatively trivial Management (especially check) work, communicate more with non motivated people, encourage them to be motivated, and arrange for him to do difficult and challenging work directly to the supervisor. If they have positive and incompetent abilities, inform them of their technical deficiencies and stimulate their desire for learning, while supplemented by necessary training, arrange for him to do relatively specific work, encourage and rebuke them more.

3., communicate and explain the necessity of authorization. It is necessary to make clear the expected results, check system and reward and punishment standards, and make sure that each person is authorized to avoid confusion and loss of control.

4., asked for advice and revised instructions, he said he would support it in time.

At the same time, our subordinates let their subordinates work in their respective positions. At the same time, they should strengthen their training, pay close attention to the development, and work more in communication, review and training, so that they feel the space of independence, so as to truly inspire their sense of responsibility, enthusiasm and achievement.

The 6. visual effect adjusts the scope of authorization.

7., we must carry out the system of inspection, supervision and rehabilitation.

Problem 7: the execution of industry generation is too poor, and the implementation of higher order is always unsatisfactory.

Analysis: to enhance the work skills of the industry as soon as possible in order to enhance the overall combat effectiveness of the team.

Executives have their own valuable experience to copy these experience skills to subordinates.

Training is always the highest rate of return on investment.

To solve this problem, we should strengthen training and create a positive learning atmosphere.

1., first of all, supervisors should cultivate good habits of learning and summarizing. On the one hand, they should enrich their knowledge by learning theories, and on the other hand, be diligent in thinking and write down their practical operational experience.

2. training should become the content of daily work, and can't wait for business to be idle.

The training time should be institutionalized, and the supervisor should be well prepared before training.

The 3. training is mainly based on actual combat experience, avoiding empty ideas, and encouraging the industry to share their experiences with you.

During the training process, we should pay attention to the atmosphere of discussion and avoid spoon feeding one-way communication.

4. of the training contents should be assessed and rewarded.

Problem 8: low morale, no desire to learn, no confidence, no initiative, no sense of responsibility, complaints about work, supervisor, and even job hopping.

Analysis may be dissatisfaction with work, perhaps unacceptable to the supervisor's way of work, maybe dissatisfaction with salary, and many factors affect the mood of the industry.

When the industry is in a good mood, the work will achieve good results. The supervisor must take effective measures to stimulate the enthusiasm and potential of the industry.

To solve the problem: 1., through accurate job description, strict enforcement rules, reasonable quantified work objectives, supervision, inspection, reward and punishment system, the industry will be clear about what indicators to achieve, how to work hard, and what actions to bear for those actions.

2., through reasonable distribution mechanism, we can feel that the outstanding industry generations are being valued and paid for their work, so that the laggards can see the space of difference, pressure and promotion.

Even if everyone has the power, it is easy to form rank management.

3., let the industry participate in the decision-making process and increase their sense of achievement.

4., through the training system, the industry feels that there is continuous self enrichment and self enhancement in the process of work.

5., anyone under pressure will work harder to set up a little higher work goal and stimulate the potential of the industry.

6., timely commend every achievement in the work of the industry. Tell every generation you appreciate his merits very much.

7., we are concerned about the life of the industry, honest and friendly, and communicate with each other.

The personality charm of supervisors is the most powerful incentive tool.

Question 9: the industry does not obey orders, or intends to fight negatively or blatantly contradict.

The analysis of the industry is that the obedience of the industry to the supervisor is due to the fear of rewards and punishments. On the other hand, it is due to the respect and admiration of the individuals in charge.

The director is excessively modest and rewards and punishments are unknown, and the industry representatives will be unscathing, so as to breed irrational expectations and habits. If the supervisor is overly dictatorial, the industry will often feel that they are being treated unfairly and dare not appeal, and the result of forced obedience is negative confrontation and higher turnover rate.

To solve the problem: leadership should be aimed at the team instead of the individual. The supervisor should make the following decisions: first, to create the prestige, and two, to command the art of command.

To establish the prestige of the supervisor: 1. points: the supervisor should not be too low-key and must be respected by the industry. This is to manage efficiency.

There must be a sense of propriety in dealing with industry. Especially in 8 hours, the sense of rank must be obvious. For example, entering the executive office must knock on the door first, and when the chief executive speaks, he must stand up.

The constraints on the sub section can enhance the prestige of the supervisor.

In this context, occasionally, 8 hours away, "sharing happiness with the people", the industry generation will think that the director has no airs.

2. personality charm: the authority, knowledge and working ability of the supervisor are not as influential as personality charm on the industry.

No dedication, no responsibility, no credit and indifference will seriously hurt the image of the supervisor.

A leader who is honest and honest can win at least the respect and trust of subordinates.

The height of the 3. abilities of teachers is that they should strive to improve their comprehensive quality and strive for knowledge, communication skills and work ideas to win the admiration of the industry.

The art of command and command: 1. words before thinking: the instructions must be reasonable.

Before ordering, we should consult and carefully ponder, make the instructions more operational, and avoid the hasty decisions, hurriedly ordered, and then make changes.

2. ugly words in front: clear expression of additional orders.