Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation.
It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.
Market sales first investigate the prices of these three similar products, and then make corresponding prices according to the quality and positioning of their own products, highlight the selling points, and just start doing business, you can do some promotional activities appropriately to attract customers. Speaking of which, personally, I think the price is not a problem. The problem is how to attract customers and form a stable customer resource. I wish you a prosperous business and rich financial resources ~!
What is marketing? Marketing is a challenging and seductive profession facing the competition directly. Not only honed the will and quality, but also learned the way of doing business from it, laying a solid foundation for subsequent development. The market is the battlefield of marketing, and marketers are the embodiment of heroes. With the practice like a pioneer cow, you will have the skills like a swift horse, and finally you will become a phoenix. In the market fight, you can glow all the gallops in your life and make progress together. Marketers should have a long-term vision, do a good job in career planning, and find a correct position from the following five aspects.
First of all, success comes from clear goals.
Every marketer is just entering the enterprise and usually has to receive some training. The training content mainly focuses on products, marketing skills, work mentality and so on. And personal career planning is almost never involved. The purpose of this paper is to help marketers make clear their life goals, make career plans, and realize their life value while making contributions to enterprises and society.
Marketers tend to go to places where the basic salary of enterprises is high, where the positions provided by enterprises are high, where the work of enterprises is easy, and where the commission of enterprises is high ... Because of frequent job hopping, they often accomplish nothing in the end. The fundamental reason is that the career goal is unclear and there is a lack of career planning.
Each of our marketers is in a market economy society, and the market economy makes it possible for everyone to become the master of their own human capital. Why passively let the external environment influence and determine your career trajectory? Market economy society is a society full of opportunities. How do we seize the opportunity? Market economy society is also a competitive society. How can we stay ahead? Market economy society is a society that is difficult to have a lifelong career. How can I have a lifelong career?
If marketers want to seize the opportunity of the times, get a lifelong career and be the masters of their own human capital, they must make their own career plans: analyze their current situation, set a challenging career goal for themselves, understand their potential, find out their shortcomings, make up the gap and realize their life dreams.
Before making career planning, we must deeply understand several basic concepts: occupation, occupation and occupation stage, internal occupation and external occupation.
1, occupation
Occupation refers to "participating in social division of labor, using specialized knowledge and skills, creating material wealth and spiritual wealth, obtaining reasonable remuneration and satisfying material and spiritual life".
There are five relationships:
A. Social relationship between individuals and others, emphasizing that occupation must be social division of labor first;
B. The relationship between occupation and knowledge and skills, each occupation must have corresponding knowledge and skills;
C. The relationship between knowledge and skills and wealth. Only with corresponding knowledge and skills can we create corresponding wealth;
D. the relationship between wealth creation and remuneration, which must be paid reasonably relative to the wealth created;
E. the relationship between remuneration and demand, that is, people engaged in a certain occupation can meet their material and spiritual needs through remuneration. Only in line with these five relationships can it be called a profession and indispensable.
According to the definition of occupation, we can clearly see that a concept widely circulated in society is wrong-anyone can do marketing work without any experience and skills. In fact, marketing staff is a profession that needs professional knowledge and skills. All marketers with poor performance should seriously think: Do I have the necessary knowledge and skills to do a good job in marketing? If not, how can I make up for this ability gap?
2. Career and its stages
Occupation is a person's professional experience. We divide career cycle into four stages: early career, early career, late career and late career. Every different period will have different characteristics, and our tasks in each period are different.
The twenties to thirties belong to the early stage of career, also known as the first adolescence of career. The main task at this stage is to learn, understand and exercise. The stage from 30 to 40 years old belongs to the middle and early stage of career, that is, the career growth period. The main task is to strive for job rotation, increase talents, find the best contribution area, that is, find our career anchor; 40 to 55 years old is the middle and late stage of career, also called maturity, and it is the second adolescence of career. The main task is to innovate and make brilliant contributions. 55 to 70 years old is the later period of career, and the main task is to lead, make decisions or sum up lessons and impart experience.
Understanding the career stage can help us to better analyze the current situation of our career, understand our own position, and provide information and reference for defining our career direction.
3. Interior and exterior trades.
Foreign occupation refers to the combination of working hours, working place, working unit, working content, working position and title, salary and honorary title and its changing process when engaged in a certain occupation. External occupational factors are usually given and recognized by others, and are easily deprived by others. For example, when a business representative applies for an enterprise, the salary provided by the enterprise is not his decision. Even if his salary is high at the beginning of his entry into the enterprise, the enterprise can reduce his salary or dismiss him at any time if he can't bring performance to the enterprise.
Inner occupation refers to the combination of knowledge, concept, experience, ability, psychological quality, inner feelings and other factors and its changing process when engaged in a certain occupation. The internal occupational factors are mainly obtained by our own continuous exploration, and they are not automatically owned with the acquisition of external occupations, nor will they be automatically lost because of the loss of external occupations. For example, Cai Xiao was appointed as a marketing manager, but she only got one position in her career abroad. As for whether she has the ability to be a good manager, and whether she has the knowledge, experience and psychological quality that this profession should have, she did not automatically have it on the day she was appointed. She needs to explore and think in her work practice before she can gradually acquire it. Once obtained, even if Cai Xiao no longer holds the post for some reason, her knowledge, experience, ability and psychological quality are still her own.
Only when internal and external occupations develop at the same time can the career journey be smooth. Internal career development is the premise of external career development, and marketers must use internal career development to promote external career development. On the other hand, the smooth development of foreign careers can also promote the development of domestic careers. If the eyes of marketers only focus on various factors of foreign occupations: how much basic salary, how high the position, how much commission, how much transportation fee and so on. , often lead to our career development direction deviation, can't reach the expected goal.
In the career development and management system, we advocate the idea that at the beginning of your career, the job that exercises you the most is the best job; In the middle of career, the highest-paid job is the best job; In the late career, the job that can realize the greatest value in life is the best!
Second, the mentality that marketers should avoid.
1. Incorrect work attitude, excessive pursuit of short-term interests, "working" for whoever gives more money, eating for several years a year, and not knowing how to cherish his reputation, future and personal brand. Even a few marketers can ignore morality and law for money, and there are vicious incidents such as absconding with money.
I "overestimate" myself. I don't know if there is a day outside the well and a mountain outside the mountain. I always feel "wasted".
3, failed to seriously measure the relationship between immediate interests and personal long-term development, rashly left the enterprise with rare training opportunities or stable familiar positions to seek temporary high salary and high position.
I'm not sure about my position, and I always want to set up another hill as my boss. Because marketers are always dealing with "money" and "bosses", they are prone to psychological imbalance. This reason accounts for a high proportion of the turnover of marketing personnel. A qualified marketer and a competent boss of a trading company are two different types of talents, but many marketers just don't understand this and don't give up until they have to.
Third, the importance of career planning.
For marketers, career planning is a guiding light for personal development, which allows us to know our future path and direction. In the modern society with fierce competition, the more clearly a person knows his own resources and advantages, the more clearly he knows how to make a future development path according to his core advantages, and the easier it is to realize his dream of success.
The greatest advantage of career planning is that it helps us to coordinate our personal dreams, values, life goals and action strategies, remove other irrelevant details, and integrate our greatest advantages and resources, so as to make rapid progress towards the ultimate goal, which is an important guarantee for our success.
Considering the nature of work, the marketing industry has certain requirements for the quality of employees. Therefore, when making career planning, marketers must consider the characteristics of the industry and the advantages and disadvantages of individuals, so as to make reasonable and instructive career planning. The three principles of career planning for marketers are as follows:
1, career development goals should fit your own personality, specialties and interests.
The core of successful career development is that the job requirements are exactly what you are good at. If a person is introverted, not good at communicating with others and has no sensitive market awareness, then it is difficult for him to become a successful marketer. Knowing your own advantages and disadvantages is the premise of career planning.
We will be able to do what we are good at; Engaged in a job we like, we will work happily. If we are engaged in what we are good at and like, then we can quickly stand out from it. And this is the core of successful career planning.
2. Career planning should consider the actual situation and be enforceable.
Some marketers are ambitious and bent on making a splash in the marketing field. However, although the marketing work has a certain leap, it is often a process of accumulation-the accumulation of qualifications, experience and knowledge. Therefore, career planning should not be too ambitious, but should be gradual according to your actual situation, and finally you can realize your dream.
3. The development goal of career planning must be sustainable.
Career development planning is not a phased goal, but a long-term prospect that can run through your whole career, so career development planning must be sustainable. If the career development goal is too short-sighted, it will not only limit the enthusiasm of individuals, but also be detrimental to their long-term development.
Fourth, establish a successful marketing personal brand.
Excellent enterprises have good brands, and good products also have first-class brands. Does personal career development need to build a brand?
The answer is yes. Because personal brand is a kind of differentiation, you can stand out quickly; Personal brand also represents personal ability, reputation and talent, which can bring more development opportunities for individuals.
The most important thing in shaping a personal brand lies in the strategic positioning of the individual: what kind of person to be and how to achieve the goal. If a person wants to build his own personal brand, he must first understand his most advantageous resources, which is the core foundation for building a successful personal brand.
For marketers, it is often easier to succeed if they can accurately position themselves, deeply understand their advantages and continue to play their advantages. Only by constantly focusing on one's own superior resources can one finally establish his own distinctive personal brand, and the establishment of personal brand represents firm commitment and ability guarantee, so success will follow. To establish their own personal brand, marketers must follow the following three principles:
Reflect the uniqueness of individuals: personal brands must represent something, they are different and have their own views. From the case of Zhang Peng analyzed above, we can clearly see that the establishment of personal brand and corporate brand is actually the same: uniqueness makes differentiation, and the differentiated value can make the brand stand out quickly. Therefore, in order to successfully establish a personal brand, marketers must first find out their differences from others, and then reflect their uniqueness in various ways.
Reflect the value and importance of one's talents. What a personal brand represents can be associated with what others think is important. Therefore, whether a personal brand can be recognized by others, the most important point is that the founder of a personal brand can show the value and importance of his talent to the public. Marketers should not only be responsible for enterprises, but also be responsible for customers. A marketer can only establish a distinct personal brand image on the basis of his own commitment and reputation, and bring a win-win situation to enterprises and customers through his own work, which truly reflects the importance of work.
It can be said that a successful personal brand represents a reputation and a distinctive personal imprint. In the fierce competition and talented marketing industry, creating a unique personal brand is the real success of every marketer. Because the environment will change, time will pass, but the light of personal brand will always be as bright as new.
Five, correctly face the advantages and disadvantages of marketing career.
1, advantages
Accumulate enough social experience and business experience to lay the foundation for starting your own business in the future. I also exercised my comprehensive ability, such as communication, patience, diplomatic eloquence, how to solve setbacks and knowledge related to various industries. The more comprehensive the better, because you are facing a customer base.
2. Disadvantages
Temporary jobs are unacceptable to my friends and myself. Sometimes the chosen industry is not very suitable. Although I have learned something and exercised myself to a certain extent, after all, the basis and direct purpose of people's work is to make money to prove themselves. If I don't earn as much money as other peers, it will hurt my self-confidence. Doing sales is very brain-consuming, and overweight thinking makes people breathless all day. However, it takes a long time to think.
Advantages and disadvantages can be transformed to some extent. If you are good at using every opportunity to turn disadvantages into advantages, you are not far from success.
As a marketer, I have no regrets!
What does the market selling price mean? 1: The selling price is the final transaction price of the commodity.
2. Commodity prices are divided into listing price and selling price.
3. For example, a TV, when you buy electrical appliances in the electrical appliance city, the listing price is 5000 yuan, but through the activities of the electrical appliance city and the bargaining of customers, you will eventually buy it at a price below 5000 yuan, and the final transaction price is the sales price.
What is the job of marketing? Well, selling what you sell is selling things, but it's called professionalism. thank you
What is the expected market sales? Expected market sales: Generally speaking, what PM does is to predict the market demand, understand the market customer base and the corresponding product market demand, that is, the production capacity of your target customer base (not existing customers). What you buy or not is market forecast.
Market sales scale
Structure of market sales volume
Market sales scale
Structure of market sales
Is marketing the same as marketing? Different, marketing is a single product, which is sold at home. Marketing is a combination of various ways, such as online and telephone, which is a dual product.
Please accept it, thank you!
What is the understanding of marketing? I. Evolution and Alienation of Consumption Essence The evolution and alienation of consumption essence is related to the debate on whether consumption is an end or a means for people and society and the rationality of being a means. The evolution of consumption essence and the generation of alienation can be traced back to the relationship between consumption and production. Production and consumption are the two most important links in the process of social reproduction, and they are closely related. In the case of low productivity, simple product structure and product variety, and the planned economic system adopted by society, consumption has little influence on production and society, so the essence of consumption is mainly to meet consumers' own needs. With the development of productive forces, the complexity of product structure and product types, and the popularization of market economic system, consumption has an increasing impact on production, which is often regarded as an effective means for enterprises to achieve profit targets and adjust the economy. Therefore, the nature of consumption has gradually changed, the composition of means has become more and more intense in nature, and consumption has also become the unity of purpose and means. In the field of social science, consumption has become the focus of economists' research. In the final analysis, both sismondi's theory of insufficient consumption and Keynes's theory of insufficient effective demand advocate increasing demand and consumption in order to expand production and economic growth. The evolution of this consumption nature is dominated by the development of productive forces, which is a normal and understandable economic phenomenon and also represents social progress. However, after the emergence of capital, this evolution process has the characteristics of alienation. Consumption alienation is a specific historical phenomenon. When the productivity reaches a certain level and consumption begins to play an important guiding role in production, producers, under the control of their profit-seeking motives, create products and services that are contrary to the actual needs of consumers, and induce consumers to buy and consume such products and services through certain measures, so as to achieve the purpose of corporate profitability. Because this kind of demand and consumption is purely for the benefit of enterprises and deviates from the basic purpose of human beings to meet their own needs, it is often meaningless or even harmful to consumers, so consumption alienation is an abnormal social phenomenon. In the stage of capitalist economy, the fundamental purpose of enterprise production is not the use value demanded by consumers, but the profit. This leads to the contradiction between the purpose of enterprises and the needs of consumers. On the one hand, the purpose of an enterprise is not consumption, but in order to obtain the maximum profit, it must be supported by consumption. In this sense, consumption has completely become a means to generate profits. In order to reconcile this contradiction, marketing, an enterprise function that connects production and consumption, came into being. From the date of its emergence, marketing is to serve the profit of enterprises. It is through a series of processes, such as identifying buying groups, studying their consumption characteristics, and using certain tools * * * their desire to buy, to urge consumers to buy the products of the enterprise, so as to realize the profit target of the enterprise. Under the direct influence of capital domination and marketing, the essence of consumption is alienated, and people's purpose of consuming a certain commodity deviates from their normal and reasonable needs. Affected by this, consumers' consumption psychology, consumption concepts, consumption patterns and other contents have been alienated to a certain extent. Second, the influence of marketing in the process of consumption alienation First of all, in terms of consumption thought, marketing has promoted the popularization of consumerism. Consumerism is the product of capital's alienation of consumption thought, which mainly refers to a cultural attitude, values or lifestyle that exists universally in western developed capitalist countries and spreads to underdeveloped countries. In the most superficial sense, consumerism is manifested in the high consumption of the masses in real life. It is often publicized to the public by enterprises and their affiliated mass media through advertisements or other cultural and artistic forms. This kind of cultural attitude or values regards the quantity and variety of consumption and the ever-increasing goods and services as supreme, and regards it as the most common cultural tendency and a sign of higher quality of life, and even as citizens' contribution to economic prosperity and moral responsibility to the country or society, thus making high consumption a natural and universal phenomenon. In consumerism, consumption is not an end, but a means to show consumers' economic strength and power status to others, so that consumers can win honor and get self-satisfaction. In the early days of consumerism, the group that pursued this "conspicuous" consumption was basically confined to the bourgeoisie, but since the 1950s, consumerism began to evolve into mass consumption. The reasons for this evolution are based on three factors: first, the technological revolution leads to the sale of high-end products at low prices, which lays the foundation for ordinary consumers to consume high-end products. Second, the appearance and development of marketing has greatly stimulated people's desire for consumption. The third is that the promotion of installment shopping leads to advanced consumption. In fact, the third factor is that the banking system has absorbed the products of marketing ideas. Therefore, the emergence of marketing has played a major role in the spread of consumerism. Marketing, as a powerful tool for enterprises to control and guide consumption, first creates a certain consumption demand on a large scale, and then endows commodities with certain symbolic meaning and cultural value mainly through advertisements, and skillfully combines the physical attributes of commodities with certain symbolic meaning or cultural value, artificially defining the consumption of such commodities as the main form for consumers to express themselves and gain social recognition. Therefore, selling products is not the main task of marketing, and the fundamental value of marketing lies in the creation and promotion of commodity symbolic meaning and consumption value. This kind of creation and promotion work makes commodities and consumption means become the goal pursued by people. With the continuous improvement of information technology, coupled with clever popular sales skills, increasingly artistic advertisements and scientific management methods, marketing will play a more and more important role in controlling and guiding demand and consumption. Second, in terms of consumption patterns, marketing intensifies the deviation between consumption and demand and the inclination of consumption structure. Consumerism promotes the production of consumer goods, and its motive is not to consider the interests of consumers or society, but to the profits of enterprises. Enterprises not only make consumer goods for profit, but also create demand for profit. The definition of "need" does not come from people's practical needs and the general interests of society, but from the production needs to further expand profits. In the process of artificially creating consumer demand, marketing constantly creates new "consumption fashions" through advertisements, induces consumers to accept consumer goods that they may not actually need, and urges consumers to spend in advance through credit purchase, installment payment and other promotional means. This induced behavior forms a general demand for consumer fashion and a demand for "desire" beyond many basic needs, thus making consumers' consumption activities deviate from their real needs and proceed according to the consumption mode of marketing design under the guidance of advertisements. On the other hand, marketing leads consumers to worship things by controlling consumption, which makes people fall into a situation where their real needs are not realized in alienated consumption, thus leading to a serious asymmetry between material consumption and spiritual consumption. One-sided emphasis on the role of material consumption on consumers and the substitution of material consumption for spiritual consumption in marketing will easily lead to the abnormal development of the whole society-a high degree of material civilization and a relatively low mental state. Re-understanding the essence of marketing From the analysis of marketing in the process of consumption alienation, we can see that marketing has played a role in promoting and strengthening consumerism, the product of consumption alienation, and the irrational consumption mode under its control. The direct consequence of this effect is the cross-flow of material desires, spiritual emptiness of consumers, waste of resources and environmental pollution. Although the root cause of this consequence is the manipulation of marketing by capital, it is also related to the improper positioning of the essence of marketing at present. Marketing is a process in which individuals or collectives create, offer sales and exchange products and values with others to get what they need. From the concept, we can see that the essence of marketing is dual, which is both a social activity and a management activity of enterprises. But at present, in practice, our understanding of marketing generally stays at the stage of promoting sales by the concept of enterprise function, which can't make marketing get rid of the control of enterprises and capital. Although modern enterprises have realized the importance of ethical factors in economic activities in the process of marketing activities, the existence of capital determines that ethics can never replace the core position of profits, so it is impossible to completely eliminate the alienation of marketing as an enterprise function to consumption. With the continuous progress of science, technology and society, the consumption in 2 1 century presents new characteristics, that is, the focus of consumption has shifted from material to spiritual, health, education, entertainment, culture and information fields, so the consumption demand will also present five characteristics: aesthetics, that is, the consciousness of beauty and artistry; Knowledge, namely education and science; Body, that is, body sense or five senses; Brain sensibility, that is, six senses or functionality; Psychogenic, namely spiritual and religious. These characteristics will show great differences to every consumer, which determines that in the future, consumers will no longer regard consumption as a simple consumption activity of goods or services, nor will they passively accept unilateral induction and manipulation by enterprises, and choose goods from the limited types and styles designed and provided by manufacturers. Instead, they are required to become participants, work with enterprises, and cultivate a sense of "life" that can resonate with consumers according to their new life consciousness and consumption needs. The development trend of consumer demand determines that the extensive contact and integration between consumption and production, consumers and enterprises is inevitable. Therefore, as the product of reconciling the contradiction between the profit purpose of enterprises and meeting the needs of consumers, the essence of marketing should reflect stronger social attributes. It does not exist only for an activity or a stakeholder. On the one hand, its function is to spread the correct consumption concept, consumption pattern and consumption object to the consumption field, thus prompting consumers to produce rational consumption demand; On the other hand, this rational consumption demand is transmitted to the production field, which provides an information transmission effect for the production field to produce products and services that truly meet the material and spiritual needs of human rationality and contribute to people's all-round development. The development of modern information technology has greatly changed the marketing theory. The development and wide application of information technology has brought a profound impact on the marketing environment and directly promoted the development of marketing theory.