Differentiated Marketing: There Are Special Policies.

Do you know what marketing From EMKT.com.cn people complain about most?

The first to bear the brunt is the marketing policy!

Policy is the most obscure theory in the field of marketing.

Every company has its own marketing policy, and every marketer is carrying out the marketing policy. At the same time, almost every marketer is complaining about his marketing policy.

Marketing policy is the program of enterprise marketing strategy and strategy. Any enterprise will attach great importance to it. The effectiveness of marketing policy requires fast and correct decision making and thorough implementation. It also requires proper confidentiality and flexible adjustment. The operation of the marketing strategy is two.

Coupled with the marketing policy, there is no complete set of theories for reference. It has become a difficult point in the breakthrough of marketing policy theory.

Therefore, to break through this theory, the key is clear thinking.

Marketing policy, first of all, is an enterprise behavior, and it is the embodiment of enterprise's will.

It represents: what the enterprise wants to do, how to do it, why not want to do it and why not.

At the same time, marketing policy is also a process. This process is reflected in the marketing policy is a series of operational activities to achieve certain goals.

Therefore, it is dynamic, related to the current interests of enterprises, and more related to the future interests of enterprises.

Every marketing policy is seemingly irrelevant, channel management has channel policy, product management has product policy, price management has price policy, but in fact, every policy is interlinked with the interests of enterprises.

To be precise, policy is definitely not a simple system to solve problems. Marketing policy is the combination of enterprise marketing strategy and enterprise marketing strategy.

The reason why marketing policy is complaining is that marketing policy itself is an authoritative marketing value distribution plan. For a specific policy, it determines the distribution of interests within the policy area.

It is precisely because of the interest that aroused criticism.

At the same time, the policy is a tacit agreement between the members concerned. It requires all members to grasp the rules of conduct of other members in a given environment.

Policy is the product of coordination between marketing profit distribution and marketing management guidelines.

Marketing management and profit distribution can not be coordinated, not the imbalance of profit distribution, that is, the loss of marketing management.

Therefore, the effective marketing of enterprises should emphasize not only strategic flexibility but also strategic choice. Emphasis should be placed on effective and controllable management as well as reasonable allocation of interests.

You don't know exactly where your marketing is, and all marketing policies are nominal.

Marketing differentiation, differentiated marketing, we talked for many years, analyzed many cases, created numerous theories, but did not finally implement the policy, so the difference of business marketing mostly stayed in oral and documents.

The differentiation of marketing policy is the core of differentiated marketing and marketing differentiation.

Why the homogenization of products, the homogenization of brands, the homogenization of services, and the homogenization of almost all marketing fields all depend on the homogenization of marketing policies.

The success of all enterprises starts with marketing. All successful marketing starts with policy differentiation: P & G only replaces its own managers. Motorola resigns 90 years before returning to the company, and HUAWEI salesmen do not have a commission. KFC uses "special customers" to supervise branches; General Company insists on full staff decision making to stop bureaucrats; DELL has a special force from one market to another; and every employee in IBM has a business commitment plan; when Microsoft enters a new market, it mainly recruits through internal staff recommendation; all successful cases prove that only special policies can achieve differentiated marketing.

But what we see is more blind homogeneity: the right resources are the most important resources of enterprises, but almost every enterprise's marketing personnel recruitment, training and promotion are all a mode; all say that motivation is the core of marketing personnel management, but almost all enterprises' salary management is a routine: base salary + royalty.

Some people say that management is to do what one thinks is right, and marketing must do what consumers think is right.

It sounds reasonable on the surface, but why can't we do what we and consumers think is right?

This is the root cause of management randomization and marketing homogenization.

The fundamental role of policy is to integrate marketing and management, to make rules that are acceptable to both consumers and consumers; special and differences are the basis for all effective policies: every customer and every paction is never the same; it is impossible to find a special place; you must not make policies; you cannot formulate policies that do not reflect differences.

If you really want to achieve a leap from sales to marketing, remember that across all policy theories, the fact is that there are special policies.