Eighteen Theorems In Marketing

Basic principles

The business concept principle of marketing strategy.

As a marketing strategy, a company needs not only satisfied customers but also loyal customers.

That is to say, only when the value system satisfies the needs of the customers can enterprises generate profits, including R & D and innovation. If R & D and innovation do not have any effect on market profits, the investment of enterprises is wasted.

Team and organizational principles.

Many good companies are seeking to be flat. Everyone is a pioneer in the market. They have the responsibility to satisfy and retain customers, including leaders.

Gerstner, a former IBM CEO, advocated an idea in IBM. He said everyone should carry out marketing, including leaders. The reason for the failure of many business management is here. Many leaders say that customers are not my business. My duty is only management. We say that such a boss can see that his business is unlikely to be too successful.

The principle of competition.

What needs to be understood is market warfare. The competition in market warfare is value competition. The value of the customer is the benefit of the customer, divided by the cost of the customer. Improving the value of the customer is the key to winning the marketing battle.

Top principle

The principles of integration and combination.

Enterprises should understand the characteristics and characteristics of every customer. If they want to know their characteristics, they will be able to find commonalities and establish close relationships with customers and understand their requirements and expectations.

Many salespeople do not know that satisfaction is equal to actual delivery customer expectations.

Customer retention principle.

For example, today's cola, whether Pepsi or Coca-Cola, is satisfied by consumers, but if it is not loyal, then this energy is wasted.

So when you do your own marketing or business promotion, you must pay attention to the attractiveness, the satisfaction and the cost of staying power.

Pay attention to the principle of proactive foresight.

You have to take the initiative to look ahead. It's the same as responsibility. You can only become a leader of the market, become a promoter of change through changing and adjusting the response through changing market, and even make unexpected unexpected changes to become a surprise attack on change.

Value principle

Brand principle.

The first driving force of value promotion is brand, because brand is the symbol of value of a company.

Only by establishing a brand can enterprises be freed from the supply and demand curve and the value balance, and become the price maker, not the receiver of value, and so do you.

How to tell your boss how much you can get from your boss and how much you want to know from your boss.

If you are just one of all people, you can't get a lot of money.

Only if you build a brand, can your value be truly reflected.

The principle of service.

This is not just after-sale service, pre-sale service and sale service, but we say service is an enhancer of value.

The choice of customers is very simple, but through the systematic management of services, you can play the role of this enhancer. Your brand can be reached here. If the service is good, your brand will also decline. The first thing to buy is to rely on agitation and advocacy, and the second or third time is to rely on services.

The principle of value creation process.

The process of creation is the means of value realization. The supply chain and value network of an enterprise usually consist of shareholders, employees and customers.

In fact, in this network, only the satisfaction of the staff can satisfy the customers, and the satisfaction of the shareholders can satisfy the shareholders. Then the shareholders assign the benefits to the employees again. This is a benign cycle, and ultimately the overall value is improved.

Marketing strategy principles

The principle of market stratification and segmentation.

This is not a simple division. It needs creativity.

For example, before entering an industry, we need to make a market survey first, but the same quantitative survey shows that market opportunities are different.

Goal setting principles.

We are talking about "doing something or not doing something". Compared with many developed countries, many industries in China are in the initial stage, and there are many opportunities. But opportunity is a double-edged sword. You can only succeed if you have equal resources, abilities and opportunities.

Therefore, as an enterprise, we must first use the following hormones to determine the target of segmentation: market size, growth potential, competitive advantage, competitive position and so on.

Suitable market positioning.

That is to say, as an enterprise, what advantages do you have relative to other enterprises? For example, buying trucks first thinks of Volvo.

Marketing tactics principle

The principle of "differentiation".

Many enterprises in China like copying, so it is hard to succeed.

For example, DuPont's market differentiation is safety, quality and environmental protection, which is the basis for success compared with the differentiation of other products.

The principle of "marketing mix".

We now say that from 4P (product Product, price Price, location Place, promotion Promo-tion) to 4C, to SIVA (solution, information, value and availability), in fact, 4P is still very important, because the market share, setting goals and positioning of enterprises, and differentiation, sales, products, services, brands, processes are all delivered by 4P.

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