Another important basic marketing question: What do people buy and why?
Your audience or target market is the whole group of potential customers who buy your products or services. I use the word "audience" more because it can remind us that life is like a theater. As a marketer, you should try your best to satisfy and like the audience like an actor. You need to convince your audience who you are and what you can offer them. You will also hear what customers, customers, potential consumers or market segments are saying. They are the people you want them to know about you.
For the market, products are an open umbrella, covering not only tangible products but also services. What do people look for in the market? "What you sell is not a drill, but a hole." This is a popular marketing cliche. We can update this statement to: people buy washing machines not according to those TV advertisements, but the key function of washing clothes. The meaning of this view is that people actually buy not the products or services themselves, but the benefits they hope to get from those products or services. In other words, what they buy is the answer to the question. If you are in a hardware company, you may think that you sell drill bits, but you will surely realize more clearly that what people really value is fine drilling.
The problem you help people solve may be a critical problem, a life-threatening problem, but it may also be the most worthless fantasy. People first pursue the satisfaction of basic needs, and then enter the next level of needs. Some buyers only intend to meet their minimum needs.
Everything stems from a perceptual demand, whether it is the pursuit of a certain ice cream flavor, the configuration of new tires for cars, or the pursuit of a hairstyle. Putting yourself in your own position means "I have a problem …", "I want …" or "I need …".
This demand stimulates us to seek various ways to satisfy our desires. Your rational side comes into play, and you make a choice among the candidates. You buy a product, you use it, and it actually helps you solve your problem or complete a task. Maybe it's not what you want. In this case, you may look for alternative products to solve the problem. In any case, the motivation that drives you to buy a product or service is a need, which is usually related to the question you are seeking an answer to.
Why do people buy it?
I often say that if you want a liquid to flow in a certain direction, dig a ditch in that direction.
In other words, if you want people to buy your solution to the problem, you should make it acceptable to people. In fact, it is easier and simpler than the solutions of others around you.
Assuming that all customers are looking for a product, we can summarize it as follows:
& gt performance is expected.
& gt You can buy it at a convenient time and place.
& gt provide it at a price that people think is fair (assuming they will get benefits).
& gt is easy for people to possess.
When people find such a product, they are likely to buy it, because it meets people's needs for functionality, practicality and easy ownership.
People's emphasis on these different aspects is what we call the value equation. People buy a product or service because they find it more valuable than similar products. The performance of your product, the time and place where you provide the product, your payment terms and guarantee are all within your control. A proper balance will make the products you sell more valuable than your competitors.
You are learning about where your marketing activities may take you. You will begin to understand how marketing direction, sales, planning and production advertising adapt to each other. Your next step is to examine your special position and learn more about the answers people buy and why people choose one answer instead of another.
10 the best way to promote marketing success
If you have a clear sense of purpose and can act wisely, you should at least consider the following 10 measures if you want to succeed in marketing activities. They are:
1. Combine long-term planning with short-term planning. If you think about how to sell products during the day and how to build a company at night, what will your reward be? Financial gains will make your life very satisfying-and you can continue to do business, so you can continue to live a more comfortable life.
Look at the big picture in the long-term plan, chart your progress, and set immediate goals on the long-distance horizontal line. Just as the rudder turns for a long time before sailing, the marketing function will occur far before the circular area of the cash register. It takes the same time to study these two types of plans. The result is a marketing plan-it pursues the company's long-term strategic goals tirelessly, just as it pursues short-term sales goals.
2. Set your price in an orderly way. Low price means that you will lose money on each product and hope to compensate in quantity. In order to avoid these problems, you should devote yourself to checking and correcting your price strategy repeatedly. Don't just calculate your cost and high price; We should monitor the prices of our competitors and respond to market changes in time. You need a strategy of taking action in advance to give customers full value at the lowest possible cost in order to obtain higher profits.
You need to know the market trend. Customer satisfaction is an ever-changing goal. MBA (Master of Business Administration) people endlessly argue about raising the limit standard, preventing the expected reversal and promoting the continuous process. Instead of arguing about all this, you should cultivate an intuition to judge the development trend of the market and always pay attention to seize opportunities that can make your customers more satisfied.
4. Be smart enough to clearly estimate what customers need and know what your organization is best suited to do. No matter what product you sell, your customers are still looking for a better value: a product with excellent performance, lower price, faster service or greater income. When customer satisfaction puts you in a position you don't want to take on, you should know the information needed to identify all this.
5. Make it a rule to keep pace with your competitors and use this information. Use all kinds of direct and indirect research methods to pay close attention to the trends of competitors.
6. Know who your customers are-all customers, including your dealers. All of you should work together to deliver the right product to the right place at the right time. Your distribution channel is composed of many factors, including yourself, people who stop at your door and ask to join, sales outlets, dealers, retailers, and many people who participate in this activity. You know, it is very important for every member of this channel to find value in trading activities.
7. Understand the different behaviors of your target market. You will succeed, because you already have the concept of what I call "customer imagination". Understand what factors will affect the purchase decision-the smallest voice in the customer's heart, "Maybe we'd better go to the nearby store", "This color of clothes doesn't look like what I want to wear", or "This is just what I need!" Be good at observing the factors that affect customers, from their cultural expectations to their behavioral motives. When you can put yourself in front of customers' needs, you will become a good boss: you know when to change a fresh drink and when to fire a rude employee.
8. You should know that people do business with others, so you should pay attention to cultivating your and your employees' sales skills. Advertising only brings people to the door, and it is the sales method that turns hope into customers. Improve your sales methods and pass on what you know to others in your company to maximize your marketing activities. Advertising is just a prelude to many separate components in the marketing process. Therefore, the quality of your sales staff is at least as important as the quality of your advertising campaign.
9. Have an opinion communication plan, including public relations, payment of advertising activities and marketing strategies. Cultivate a strong sense of self about the benefits of your product or service, and then communicate clearly through every appropriate medium. When the customer's motivation is suitable for your business objectives, you should use sales promotion to strengthen the customer's purchase motivation.
10. Adopt a reliable budget method for your marketing activities. Perfect marketing activities mean that you will often see a process of cash outflow before the expected cash inflow. Don't worry; Instead, use a professional method to define the actual budget and evaluate the performance according to the objectives.
In short, you need to know that the success of your business is the same as that of your customers. You have to use marketing methods to make this happen. Almost everyone knows that a correct attitude is very important for any job. I hope you can start your marketing adventure with this attitude. Whenever you feel frustrated with your efforts, read these 10 best methods. It will ensure that you get back to your desk and start to succeed.
No one will die because of a bad marketing plan, people will only become unhappy. When the sales target can't be achieved, when the good products are overstocked and can't be sold, when all the money is spent on products that can't be sold, the boss is reading the law to ban troubles. People even got fired, went bankrupt, or lost the momentum formed after years of development-but they didn't try to die. My opinion is: don't be afraid of experiments at all. People who have not tried everything will lose the chance of success, just as they will lose the chance of failure. Don't worry, study for a doctor of medicine. Diagnose the problem first, and then open the solution. Analyze your marketing situation until you feel that you have diagnosed the weakness that you must correct. Then, write a prescription of marketing plan, correct your weaknesses and enhance your strength.
Responder: Aerospace Brother-Trainee Magician II 12-7 19:23
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Marketing refers to human activities related to the market, that is, meeting people's needs or desires through the role of the market and realizing potential exchange. If one party is more motivated to seek exchange than the other, we call the former a marketer and the latter a potential consumer. Marketers refer to those who are willing to exchange their valuable goods for other people's resources. Marketers are looking for each other's reaction: whether they are willing to buy or sell something. In other words, marketers can be both buyers and sellers. If both buyers and sellers are actively seeking exchange, we call them marketers, and this situation is called mutual marketing.
The essence of marketing can be summarized as three important principles, namely, customer value principle, competitive advantage principle and centralized advantage principle.
Customer value principle. Buyers will choose their favorite product among many products, because they think they get the greatest value from this product. This is customer value. The essence of marketing is to win customers by providing more customer value than competitors. To improve customer value, we can expand product categories and functions, improve product quality and service quality, reduce prices, or use the above methods comprehensively. Enterprises can win customers' satisfaction by improving product performance and service quality.
The principle of competitive advantage. Competitive advantage is an overall advantage that can produce greater attraction to customers under a certain competitive situation. Products, prices, advertisements, sales promotion and distribution can all become the competitive advantages of enterprises, and different industries have different ways to obtain competitive advantages. In modern market competition, differentiation strategy has become a powerful means for enterprises to gain competitive advantage.
Principle of concentration of advantages. It means that enterprises must concentrate their efforts in order to successfully create customer value in a certain competitive advantage.
Mail is the exclusive business of postal service, the basic core business of postal service, an important symbol to measure the development level of a country's postal service and the top priority of postal service development. Therefore, it is necessary to increase the efforts to open up the mail business market, do a good job in marketing innovation of mail business, and realize the sustained, healthy and large-scale development of mail business.
Strengthen the management of credit business and make marketing innovation. Clarify the responsibilities of information management and implement the responsibility system for the development of information management. In order to concentrate on the development of mail business, the State Post Bureau has set up a mail business development center in the public service department, which is specifically responsible for the market development and management of the national mail business. The National Bureau has signed a target responsibility system for the development of credit information with all provinces, requiring all bureaus to take the credit business as the "number one" project, implement the target responsibility system, and implement the corresponding responsible institutions and personnel. It is necessary to give a moderate tilt to the credit business in terms of people, money and materials, and reward the units and responsible persons who have completed or exceeded the planned objectives to ensure the realization of the planned objectives.
Set up a letter business marketing team and do a good job in scheme marketing. We should attach importance to the training of letter marketers, popularize modern marketing concepts, strengthen marketing planning, and implement the responsibility system of marketing objectives. Tongan Postal Branch of Xiamen City, Fujian Province has developed campus postcards with the characteristics of running a school and campus as the marketing breakthrough point. Tongan School for the Deaf with only over 60 teachers and students produced 5,000 postcards. In order to make postcards of deaf-mute schools, Tongan Post Office broke through the framework of campus scenery and started with attracting all sectors of society to care about the education of deaf-mute children, with the theme of "Your love and dedication have brought joy and encouragement to children". Taking the campus as the background, four small photos reflecting social donations and learning and entertainment of deaf-mute children are inserted in the composition, which highlights the sign language of "love" and has great publicity function. Tongan School for the Deaf and the Deaf regards this unique postcard as a gift from a "caring" unit (individual) and a fine product for publicity to the society, which has been widely praised.
Effectively improve the delivery service level and improve the delivery quality. The quality of delivery service directly affects the reputation of postal service and the development of mail business. It is necessary to strengthen the quality management of delivery, ensure the delivery time limit, and provide personalized delivery services according to customer needs. If the commercial letter produced by the postal commercial letter advertising company cannot be delivered because of the wrong name and address, it shall be returned to the original production unit; Business letters produced by social units cannot be delivered because of the wrong name and address, and shall be returned to the sender in time; Sending advertisements of business letters with unknown addresses shall be carried out according to the requirements of customers, and business letters shall not be concealed or destroyed. According to the relevant system, strengthen the inspection of succession and return to work, and link it with the assessment of personal economic responsibility system. The letter management department should coordinate with the delivery company, sign a service agreement, formulate strict reward and punishment measures, and urge the delivery company to do a good job in the delivery quality of business letters.
Strengthen the management of letter business and standardize business behavior. Low tariff and cross-border collection are stubborn diseases in the development of letter business. Its repeated prohibition has brought serious losses to the number and collection of letters in the country. From the perspective of safeguarding the interests of the whole network, maintaining the monopoly of letters and maintaining the reputation of postal services, we should conscientiously perform our inspection duties, intensify investigation and punishment, and effectively curb illegal business practices in the province.
In 2002, the national mail business target was set at more than 654.38+000 billion pieces, of which business letters accounted for more than 50%. Commercial letters refer to commercial letters delivered in batches for the purpose of providing information services to all kinds of customers in society. Business letters are mainly composed of three parts: business letters (including advertising business letters and bill letters), postal advertisements and postage advertising postcards.
In 2002, the development goals of national business letters were: 654.38+08 billion business letters (including 800 million bill letters), 3.5 billion postal advertisements and 500 million ordinary postage postcards.
Focus on the development of commercial advertising letters and vigorously expand the advertising letter market. In 2002, commercial advertising letter (DM for short) was the focus of letter business development, and efforts should be made to achieve leapfrog development. It is necessary to build a bridge of information communication between consumers and enterprises to help enterprises expand their markets and achieve their business goals.
Create a DM brand and create an advertising letter market atmosphere. DM advertising letters should be introduced to the society as postal advertising media. It is necessary to intensify publicity and put DM advertising letters on various direct selling enterprises, large shopping malls, supermarkets and other retail chain dealers, wholesalers, mail order companies and enterprises engaged in small household appliances, medicines and cosmetics. It is necessary to use mass media such as television, newspapers and the Internet to publicize the business of commercial letter advertisements, so that postal commercial letter advertisements can gradually penetrate into all aspects of society and guide consumers' consumption; On the other hand, we should also make use of postal media to promote business, and do a good job in publicizing business letters by holding media promotion meetings or on-site exchange meetings.
Carry out interactive marketing activities and actively guide enterprises to use postal business letter advertisements. It is necessary to actively carry out marketing activities, implement the key account manager system, equip some key customers with account managers, and implement full service. It is necessary to help enterprises establish their own personalized databases, vigorously develop targeted and economical advertisements for goods and services, and help merchants to promote their products, so as to win their trust in the postal advertiser's letter business, improve the social awareness of the advertiser's letter, and build the media brand of the advertiser's letter.
In order to further expand the market share of business letters, social industrial and commercial enterprises should be encouraged to use or participate in the production of business letters and cooperate with developers in the letter market. Promoting the socialized development of business letters and vigorously promoting the "business letter agency system" postal business letter advertisements have strong advantages relying on postal outlets, and should actively rely on social forces and the developer's letter agency system. It is necessary to carry out in-depth and all-round cooperation with many advertising companies and develop advertising business based on their mature marketing channels, professionals and successful experience. In particular, it is necessary to strengthen cooperation with the whole case planning company, let them realize the advantages of postal commercial letter advertising, and use postal commercial letter advertising media in enterprise planning and marketing to promote products and achieve a win-win goal.
Further expand the market of the statement letter and increase the market share. With China's formal accession to the WTO and China's gradual opening up of markets such as finance, telecommunications, public utilities (water, electricity, coal and social insurance) and manufacturing, these industries have taken improving service quality, establishing a good corporate image and improving customer satisfaction as their most urgent tasks. Many enterprises have begun to make personalized bills to cultivate customers' loyalty to the enterprise. Therefore, as the link between enterprises and customers and the most intuitive embodiment of their service quality, bill letters have great development potential. Postal departments at all levels should clearly realize this, seize the opportunity and vigorously develop bill letters. In the past, it was inconvenient for rural telephone users in Rafah Town, jiaohe city, Jilin Province, to go ten miles or even dozens of miles to inquire at the post office in order to know their monthly telephone charges. Now, farmers can receive telephone bills once a month by sitting at home. It turns out that Rafah Post Sub-office, which has only five employees, delivers bills to rural telephone users at the low price of 10 yuan per phone per year with the consent of users. This service has been welcomed by farmers. In only half a year, 650 old rural telephone users and some users who are going through the telephone installation procedures took the initiative to go to the post office to go through the mailing procedures. At present, this business has accounted for 85% of the branch's credit income plan.
It is necessary to list telecom phone bills and bank card consumption bills as development priorities, realize large-scale production, and expand bill letters to insurance, electricity, taxation, securities, social security and other industries. We should carefully analyze and study the market share of local bills. First, focus on key industries and key customers, and actively help them plan, design and issue orders. Second, we must earnestly grasp the quality of delivery and ensure that the time limit and quality required by users are in place; Third, give play to the propaganda function of bills and carry advertisements. Give full play to the role of bill advertising media, reduce the cost of bill production, realize the value-added of bill business and achieve a win-win situation with customers.
Give full play to the advantages of the whole postal network and realize the large-scale operation of China Post's express mail advertising. The development of "China Post Express Mail Advertisement" should give full play to the advantages of the whole network and further scale up. Do market research and market segmentation well. Consolidate real customers and develop potential customers into real customers. Develop "China Post Express Mail Advertisement" in various forms. It is necessary to subdivide the local economic and cultural market and launch classified and column advertisements according to different market demands. The content classification should be more detailed, and single pages, aerogrammes, fascicles and quality fascicles should be in the form of "China Post Express Mail Advertisement" to further enhance the competitive strength. Vigorously promote the development of China Post EMS advertising network operation business. To further promote the nationwide, provincial and local "China Post Express Mail Advertising" network operation, and make it large-scale, in order to meet the needs of customers to publish advertisements in different places. Constantly improve the quality and design creativity of China Post's EMS advertisements, encrypt the issue and provide good delivery service.
Do a good job in the market development of ordinary postage postcards and postal envelopes, and launch new varieties of letter business. It is necessary to make good use of the special postage map policy of the State Post Bureau and further increase market development. Themes such as tourist ticket postcards, product quality feedback cards, public welfare undertakings and large-scale activities can still be developed. It is necessary to grasp the correct market positioning and do a good job in the development of small-sized ordinary postage postcards and envelopes with ordinary postage No.7 recently launched by the State Council. In addition, the campus is still the key market for development, and the development of campus envelopes (films) should pay attention to promoting the cultural background and innovation of design ideas of the school to meet the needs of the school. All bureaus should improve the printing quality and time limit of ordinary postage postcards (envelopes) and ensure that the printing quantity is completed on schedule.
In order to further meet the requirements of social users for the time limit of letter business, the National Bureau plans to launch express letter business this year and formally launch mixed letter business nationwide. These two services can effectively increase the types of mail services and provide more business choices for users from all walks of life.
Actively build a basic platform for the development of letter business and support the development of business letters. Do a good job as a business letter production center from a high starting point and realize the socialization of business letter production. The construction of postal business letter production center should follow two principles: first, the principle of centralized construction. According to the distribution of the commercial letter market in China, the State Council has built seven commercial letter production centers in the city where the first-class postal center is located. According to the actual situation of this province, the bureaus focus on the construction of business letter centers in provincial capitals and big cities, forming a national business letter production system. Second, adhere to the principle of building a key business letter production center in the direction of scale, intelligence and networking. The key business letter production center should be equipped with multifunctional and diversified business letter equipment to form a comprehensive and large-scale production capacity. It needs to be equipped with high-quality equipment and software system, which reflects the technical advantages of postal service in making business letters, and the billing service requires the unique correspondence between the name and address. The construction of key business letter production centers should also do a good job in networking and data transmission with all business letter production centers, and the management tends to be networked. In addition, the postal department's developer letters should aim at promoting the socialization of the use of business letters, and should not rely solely on their own production ability. We should also actively encourage social forces to build business letter production centers to promote the delivery and development of business letters.
Broaden our thinking and build a name and address information base through multiple channels. The construction of name and address information base should overcome the idea of "waiting, relying and wanting", actively broaden the thinking, and build name and address information base from postal enterprises themselves and society. The postal address information database should be designed according to the overall planning. According to two postal industry standards, namely, Database Structure of Postal Personal Basic Information and Database Structure of National Postal Organization Information, issued by the State Bureau, the collection was carried out in various ways. We should pay special attention to the collection of personal address library, give full play to the resource advantages of delivery, truly realize the dynamic maintenance of terminals, improve the practicability of address library and reduce the rejection rate. At the same time, we should actively help enterprises to establish a customer name and address information base. The increasingly fierce market competition urges many enterprises such as home appliances, medicine, tobacco and alcohol, insurance, aviation and so on to attach importance to product positioning and after-sales service, and establish and own customer name and address information databases. We should actively help enterprises to collect and accumulate consumer information, establish a personalized name and address information base, guide enterprises to use the name and address information base to send business letters, publicize products and services, and broaden the development path of business letters.
Answer: Dandan loves to eat fish-trainee magician level 2 12-7 19:34
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In fact, marketing is dealing with people. Learn to be a man and learn to do marketing. All 4Ps quit blindly. Don't believe that books are better than no books. The above is just a personal opinion. If there are similarities, it is purely coincidental.
Respondent: lyting 1223- first grade of probation 12-7 19:56.
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Oh, your explanation is so vivid. Is there room for me to talk?
Let me say a few words briefly.
Marketing is actually the sale of goods. Of course, this requires "technology." Actually, it's an art, my friend. Have a chance to learn more. There are many!
Interviewee: Huanglong-Assistant Level 2 12-7 2 1:46
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Marketing is a process, which first creates a certain product, and then stimulates buyers and sellers in some way to gain benefits, and plans and implements measures such as product price, promotion and location arrangement with this trading activity. It contains many marketing activities. To grasp these activities, it can be summed up as "4Ps", namely: products, prices, promotions and places.
Interviewee: fjpfanjp- assistant level 3 12-8 09:22
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It is all related activities that individuals or organizations turn social or private needs into profitable business opportunities by identifying and satisfying customer needs.
In other words, it is beneficial to meet the needs of customers.