[Introduction]
Telephone marketing (Telemarketing) is a relatively new concept in the 1980s in the United States. With consumer-driven market and the formation, as well as telephone, fax, and other popular means of communication, many companies began to market this new type of approach. Telephone marketing is not random played a large number of calls, touch on luck to sell products from several samples. The phone often lead to consumer resentment and counterproductive. Telephone marketing is defined as: through the use of telephone, fax and other communications technologies, to achieve a planned, organized, efficient and expand customer base, increase customer satisfaction, customer maintenance, such as market conduct practices. The success of telephone marketing calls to both sides should be made to understand the value of telephone marketing.
Telephone marketing and many related terms, direct sales (Direct Marketing), Database Marketing (Database Marketing), one-to-one marketing (One to one Marketing), the Call Center (Call Center), the Customer Service Centre (Custom Service Center), etc. encompass all its content. These technologies focus on different aspects, but the aim is the same, that is, take full advantage of today's advanced communications computer technology, create business opportunities for enterprises, and increase revenues.
Here I would like to explain to focus on database marketing (Data Marketing) concept. Overseas, the daily mail pitch in a lot of advertising and the sale of housing, daily necessities, life insurance, etc., they are referred to as DM (Direct Mail). DM response is very low, generally around 1%, the vast majority DM directly into the containers. But if According to the survey data only to the DM will be distributed to those in need, people who may become customers, will greatly improve the response rate may generally be increased by 10 times to 20 times more. Database marketing is based on the data needs of customers looking for a set to start business activities. There are two sources of the database: their own enterprises or accumulated purchase from the outside.
[Telemarketing] market background
General urban households now have everything, in the shopping malls of goods is Ling Lang everywhere. The increasing number of consumers paying attention to the added value of commodities, and commodities concern is not only the basic functions. For example, the product can achieve the "services", "safety and security", "save time" and "cost savings" and so on, those consumers to choose their own meaningful, valuable commodity.
With the addition of information in the development of television, telephone, fax, Internet penetration at the same time, consumers have also gradually learned how to skillfully from the large amount of information to obtain the information they need. In this way, consumers do not have to specifically go to very far places, only in their own homes through telephone, fax, Internet will be able to get the necessary goods and information.
Modern enterprise, if as in the past, simply use its own operating resources development products, and sell them to those who do not have any choice for the customer, it is difficult to continue to survive. Understand the intentions of market demand, it is also necessary to consider what the customer layer, increase the added value of what, through what channels and media sales. In other words, the use of all possible opportunities to collect market information and analysis to its absorption, and then expand reproduction, the process has become an essential element of success. At the same time this process must be completed efficiently. In addition, the most appropriate customer-related investment and with specific customers to maintain a sustained growth of the relationship between the modern enterprise is also very important.
[Phone Marketing: Let your customers like dozens of reasons:
First, we should sincerely say
Only sincere person can only win the trust. We can not in order to improve individual performance, to persuade an annual output value of 5 million, twice a year to recruit people to do a business of our senior member. It is unrealistic and will be disgusted by the customer. First, we should from the company's customer base, in their respective professions, the scale of such factors as much as possible understanding of the upstream resources, judging from the situation continue to communicate with customers, enabling customers to feel we are professionals. Secondly, we in the HR manager with the company chat, to learn about the person's temperament, loving. If this were relatively busy, you put the customers, as defined, can also Bangqiaoceji, some sweet talk, their assistants or colleagues to understand. I think you know these, you will certainly be of great help offensive. Reportedly, President of the United States in Washington before a meeting with guests, the first day of the evening are to be seen in the person's interests and hobbies, Why not go ahead of us?
Two, and give customers a reason to buy
To the East Gate shopping last month, walked into a store, the proprietress of a warm welcome to us all kinds of clothes. After a few tried to find satisfaction not only look at the proprietress very warm, it is not directly Haoyisai away. I unexpected, as we visited for a half-hour thinkwhen she tried to those clothes we fight all the packages. I say we should not, some of the expressions on the proprietress has changed. Finally, I said, you give me a reason to buy! The owner nothing.
Always grasp customer needs and affordability understand the mentality of customers is the key to the final transaction. Very often, we do a lot of things, have wasted a lot of time, could eventually go for the goal on the Dawai. Above, I like to buy clothes, is to go originally, not too strong demand, but look at the availability of suitable, it is seen on the Amoy one. I think she can to become a big customer, whether from the reception to the final volume of transactions are in accordance with this level to achieve. The same as we do sales, a small company clearly only 12 strokes, we are with him throughout the year on such transactions to ultimately inevitably intensify the difficulties, but also bring benefits to customers not bad influence.
I fail most of the wife is the last point lost his temper mean, I would like to have is not to buy this, look at her Fortunately, the awareness of serving the people, this is rare, the next if she will buy things here, think She would like this half-hour is worth the talking. However, we sometimes too quick success, and promised, or acquiescence of the matter, did not materialize, we will often with little emotion, and customers so there will be obstacles to the exchange. We need to know the work is for sale, there are more elements in the service.
Remember that before they left a club, I read a review of the sales office, that the characters still Zhese several eye-catching: the customer is always right.
Third, let his customers know that a person not only bought this product
Humans have sheep mentality, the operational staff recommended products in a timely manner and he told some customers in the same or similar businesses or companies have purchased this product, particularly of the competitors is this purchase. This will not only give him to the psychological shock, but also the desire to enhance the purchase. According to experience, the company buying the same type of product, will certainly buy more advanced than our competitors, in order to fight against each other taxi gas.
4, enthusiastic sales most likely to succeed
Do not ask customers products, I say to you, a quote, you look at. Unless a client is very tight circumstances, you will see that a quote. It should also be said earlier, I am sorry, but you have to give introduced products, this could allow you read. Allow customers always feel you had in her body, she felt unrestrained feelings, such as flu-like iron Sunburn her. If time allows, that is, there is no demand, there is no demand or customers, we should also sincere and warm hospitality to them, who knows what her job is, she is what background she did not need her husband did not know how the demand; She did not demand, how her friends know that there is no higher title of a person? This is what I do, "Hui Ren Shenbao" the friend told me. Yes, we should have "extended, the people of the world are graduates of customers.
5, before the performance, not in a self-righteous
Many customers do HR little knowledge on the personnel work, the more we come into contact with, is a front desk clerk, or the personnel, and sometimes will ask some very naive question, please at this time we must not opinionated, that they understand about what , as a fool customers. Many customers do not like that elated, very deeply their own clever salesmen. If the customer really wrong, clever little and let him know that other people often make the same mistake, he is only guilty of the majority of people are just easy to commit mistakes. Many people close to life at home two rules: one, the wife is always right; Second, even if their wives are wrong, according to the first implementation. Outside the company, as long as you put the word slightly modified, a customer is always right, even if the customer wrong, it is our fault. I believe you is not only a "new man", but also a work of outstanding sales.
6, to listen to our customers, understanding customers think they think
Some clients want to buy his products are clear requirements, to listen to customer requirements to meet customer demand will make sales more smoothly. Instead of blindly would like to sell their products, unreasonably interrupt the customer, the customer's ear droning on, in all likelihood will fail.
7, you can give customers what kind of services, please listen to the customer said, can do to the customer
Customers not only want your pre-sale service, in the hope that you buy a product, to get good service, continuous telephone, holiday greetings, and so on, will give customers a good feeling. If agreed to, things do not find an excuse to delay or refuse to do, such as gifts, the timeliness of invoice sent.
8, not to denigrate others, before
Although competitors such as the poor or, should not, in the face of slander others to build himself up, this is very stupid, customers have often cause psychological repercussions. At the same time should not say that his company's Huaihua, in the face of complaints, not all the companies, customers will not be confident in putting on a talent recruitment even its own employees do not agree with the company.
9, when a customer has no intention at the time of purchase, do not use Laodiaoya sales tactics to pressure him
In many cases, customers do not have the intention to buy your products, this is the time to take the initiative or to continue to retreat to his perseverance sales? More appropriate approach is to retreat into, can be converted topic chat Point clients interested in things, or to look for opportunities to visit again, to the customer to purchase a psychological preparation process, do not want to further testament to immediately After all, this is the less fortunate the.
10, as the enemy troops, the rewards for the next
Clouds of War: for the enemy troops, the rewards for the next. Only you have the customer's heart, as her partner before you as a friend, so you will be the business of long-term, your friend will be more and more. Professional managers to do the big brother told me that only you made a friend of the customer, you will become broader and broader way to the contrary, it was just a flash in the pan.
Psychological not necessarily Daiyudarou entertainment, corruption, the icing on the cake as timely help. Peacetime greetings to the Chinese New Year holiday, the sentence for life,conditions, a glass of wine, enough, enough!
Duguqiubai, a Dugujiujian are known for. 9 sword, breaking several of the most superior gas, gas-broken cloud: a body to deal with the enemy by using the internal organs, and that's God,bent.
[Phone marketing of the benefits to the enterprise:
Promptly grasp customer needs now is the era of multimedia, multimedia interactive is a keyword (Intractive) that the two sides can communicate with each other. If we think carefully, and other media such as television, radio, newspapers and so on, will only news and data unilaterally pass each other, the only communication with the other side is the general telephone communication tools. Phone in a short time to listen to the views of customers, it is very important business tool. By the two sides to communicate, enterprises can understand the communication needs of consumers, opinions, and thus provide targeted services, and provide reference for future business.
Increase revenues telemarketing enterprises can expand their turnover. For example, like hotels, the Hotel Reservation Center, not only simply wait for customers to call reservations (Inbound), if customers to take the initiative to call (Outbound), it is possible to get more bookings, thereby increasing income. Because marketing is an interactive telephone communication, customer telephone (Inbound), is not limited to the reservation to meet customer requirements, but can also consider conducting some cross-selling (selling outside the requirements of the relevant products) and value-added resellers ( selling higher-priced products). This will expand the business turnover and increase enterprise efficiency.
Protect their relationship with customers by telephone marketing can establish and maintain customer relations marketing systems (Relationship Marketing). However, the establishment of a customer relationship, we must not rush immediately effective, there should be a long-term vision. Enacted stringent Scheme, the pursuit of enhancing the level of customer service. For example, during the visit clients, careful attention to the customer purchased products, services received, on the advice of the clerk call center response, as well as the purchase of store attendants response. Under these data in mind, the future will provide a wide range of telephone marketing help.
In regular contact by telephone, in the human cost is visiting can not match. In addition, such connections can close the relationship between businesses and consumers, and enhance customer loyalty to the enterprise, enabling customers more products like enterprises.
relative
10 Phone Marketing Mistakes to Avoid
Unwanted Telephone Marketing Calls
Mitsubishi tapping out of the phone market?
Mobile phone market stays strong - CNET News.com
Best Buy wants more mobile phone market share - BloggingStocks
2008年3月28日星期五
2008年3月27日星期四
Fiscal
For fiscal namely property (including tangible and intangible property = intellectual property rights) business. For more than personal property for personal or family property business is that the individual or individuals or agencies in accordance with the organization's current actual state of the economy, set to reach economic targets, a limited period of time within one or more classes of financial investment tools , or through a variety of ways to achieve its economic objectives of the plans, programmes or solutions. In the concrete implementation of the programme planning process, also called fiscal.
[Fiscal] meaning
First, the "financial management", first appeared in the early 1990s the newspaper. With China's stock bond market expansion, commercial banks, the retail business is becoming increasingly rich and the overall revenue increase year by year, "financial management" concept of the best-selling gradually. Personal Finance variety of personal assets can be roughly divided into species and varieties of personal debt, mutual funds, equities, bonds, deposits and life insurance and other assets belonging to individual species and the personal housing mortgage loans, consumer credit, is a personal liability varieties.
Second, what are people talking about the general financial management, think of not investment, is to make money. In fact the very broad scope of financial management, financial management is justified lifetime earnings, which is the cash flow of individual life and risk management. Include the following meanings:
① fiscal rationale life is money, money does not solve immediate problems.
② financial management is cash flow management, everyone born on a need money (cash outflows), also needs money to generate cash inflow. So regardless of whether the money, the individual financial needs.
③ also cover financial risk management. More traffic because the future with uncertainty, including physical risk, property risk and market risk will affect cash flow (income interruption risk) or cash outflow (incremental costs of risk).
[] The scope of personal finance
■ (1) to make money - Income
Life includes income generated by the use of personal resources of income, and use the money generated by the resources of the fiscal revenue income from work are people making money, fiscal revenue is money to make money, and thus the scope of fiscal and investment than money are also widely. Include:
① income include: salaries, commissions, bonuses work, such as self-employment income.
② fiscal income: interest income, rent income, dividends, capital gains, etc..
■ (b) money - Expenditure
Life, which includes individuals and families to become immates for life from birth to the cost of living, and because of investment and credit generated by the use of fiscal expenditures. Some people are spending, home alone burden, the main purpose is to make money to cover personal and family expenses. Include: living expenses include: clothing, food, recreation, and other family medical expenses. Fiscal expenditure: including loan interest payments, protection of insurance premiums expenditures, investment procedures and other expenses.
■ (c) to save - assets
Current excess of income over expenditure, savings will be generated, and each is accumulated savings assets, that is, money can help you roll the money, generated investment income of the principal amount. When elderly people, the resources can not continue to work generating revenue, they have the resources to rely on money income or financial realisable assets to cover old age requirements. Include:
① emergency reserve funds: keep cash to prepare unemployed or rainy day.
② investment: fiscal revenue can be used to the breeding of the investment portfolio.
③ purchase: purchase their own housing, car and other assets to provide value.
■ (d) loans - debt
When cash income could not cover cash expenditures to borrow money. Loans can be attributed to a temporary deficit, long-term use can purchase real estate or motor home appliances, as well as the investment used to expand credit. No loans will be repaid immediately accumulated a debt liabilities according to the balance of payment of interest, in loans repaid, in addition to living expenses each consumer, but also financial interest on the principal amortization expenses. Include:
① consumption liabilities: revolving credit such as credit cards, cash card balances, such as instalments.
② investment liabilities: such as financing Securities Lending margin, a financial leverage of the investment loans.
③ own assets and liabilities: purchase their own assets such as housing loans and car loans.
■ (5) to save money - tax saving
In modern society, not all of the income can be used to cover expenses, taxpayers from income tax, property taxes, the sale of property taxpayers, the transfer of property taxpayers as a gift or estate tax, cash flow planning how legitimate income tax savings in the planning of the transfer of property to legitimate gift tax savings or inheritance tax, financial management has become an important part of the high-income individuals become more fiscal primary consideration. Include:
① Income Tax Tax Saver property tax saving plan ② planning ③ property transfer tax saving plan (which currently use more outside)
■ (6) for the money - insurance and trust
Guarding the focus of the money in the risk management, in advance so that insurance or trust arrangements, human resources or have property protection, or when the loss occurred when available to make up for financial losses. Insurance functions when accidents occur so that the family can not cover cash income at or after the expenditure, a sum of money or are able to make up for revenue shortfall, reducing the expected life journey imbalances arising from the impact. Makes up for the loss of people or things for the protection of life and property and casualty insurance, and must pay a certain percentage of premium, once insurance when the accident occurred, claims the revenue generated by the financial disruption that could replace the income to meet family or the lives of the bereaved families expenditures, or the reimbursement claims to reduce the fiscal debt interest payments. In addition, the trust arrangements can be independent of the trust property from other private property without the recourse of creditors, has been protected from the loss of function of the property. Include:
① life insurance: life insurance, medical insurance, accident insurance, disability insurance.
② insurance product: fire insurance, liability insurance.
③ Trust.
[Financial planning steps and core --
The first step of their assets status. Including stock assets and the anticipated future income, earnings can know how many arguments, this is the most basic prerequisite.
The second step, set financial goals. From the specific needs of the time, amount and description of the objectives of the qualitative and quantitative geography to clear financial goals.
The third step, identifying what type of risk preferences. Do not do not consider any objective situation of risk preference assumptions, for instance, many customers all the money on the stock market, did not take into account parents and children, did not take into account family responsibilities, and this time he deviated from the risk of his preference to bear the scope.
The fourth step is to carry out strategic asset allocation. In all, the assets do asset allocation, followed by investment products, the timing of investment.
Financial planning is the core of the assets and liabilities matching process. Before asset is the stock of assets and income-earning capacity, and that the future assets. Indebtedness is family responsibilities, it is necessary to the maintenance of parents, the care of dependent children, for his school. The second is the goal, our goal has become a liability and a high quality of life and enable you to the assets and liabilities of dynamic match, which is the core personal finance concepts.
[Fiscal] investment hotspot
Investment has many hot spots, can be summed up in nine main areas:
■ gold:
Since the Bank of China in Shanghai specifically for individual investors launched the "golden" business, speculation has been the personal finance market is hot, investors have been the concern and favor. Especially in the past two years, the international gold prices continued to rise. It can be predicted that as China's gold gradually opening up the field of investment, the future demand for gold in the growth potential is enormous. Especially in 2004, the domestic price of gold jewelry from the price will gradually approach for integration into ad valorem fees separation, gold jewelry 5 percent consumption tax is expected to abolish these will greatly promote investment in the upgrading of gold, the speculation business personal finance will also become a bright point in the field, the real investment into the golden era.
■ Fund:
Since 1997, the first closed-end fund has successfully issued, the Fund has always been respected domestic individual investors, the Fund has been more obvious than last year deposits, a large financial investment in the priority of Aspect. According to relevant data, domestic funds this year, the net value of nearly 200 billion yuan, accounting for A shares in circulation level of more than 10%. Many investors are still very optimistic about the Fund's earnings stability, and less risky, and other advantages and characteristics and I hope that through the investments of the Fund to receive satisfactory profits.
■ shares:
Buying the shares of listed companies that buy, buy China's economic growth. At present the domestic stock market supply and demand situation is relatively optimistic, as this type of funding to promote China's stock market is undoubtedly played a powerful shot in the arm. With the China Securities Regulatory Commission on the performance of listed companies, and offered financing for the more stringent requirements, enhance the regulation of the stock market, which will bring profit to investors. But any case, the stock market is the most prominent characteristic of uncertainty, opportunities and risks associated with the co-exist. Therefore, investors should continue to maintain a cautious approach, saw the opportunity to invest.
■ bonds:
2005 is a creative bond market, which not only increased the variety of treasury bonds so that the majority of investors can have more choices. Also on the issuance of treasury bonds, and a new way of trying to reform and further enhance the issuance of treasury bonds, the market level, in order to minimize non-market factors interference. In addition, the bond market will also become a two emphasis on the development of next year. Thus, the series of innovation bonds, investors will certainly bring more investment options and greater profit space.
■ savings:
Over the years, the savings as a traditional way of managing our finances, has been deeply rooted in people's thinking of. Most residents still will be financial savings as the first choice. On the one hand, because the inflow of foreign capital China was still strong momentum in basic money supply increased on the other hand in order to appropriately control CPI and the rise in the rate of inflation, means to raise interest rates, coupled with interest rates further expand the floating range. Rising interest rates, will stimulate savings increase.
■ Notes:
In recent years, the bond market is popular unexpected. Various signs indicate that the corporate bonds issued in 2005 still possible speed, enterprise convertible bonds, floating rate bonds, and bank subordinated bonds, and so people will be likely to become good investment varieties. CBRC will be coupled with the regular sub-subsidiary debt included capital, in addition to a commercial bank's capital, seems ready to bank bonds, the bond market will be popular again played the role of adding fuel to the flames.
■ Exchange:
In recent years the dollar continued to drop, more and more people through individual foreign exchange transactions, the money was the proceeds from the foreign exchange market was also very popular. Various foreign exchange financing varieties have also introduced, such as commercial banks-the currency markets, the Bank of China and Agricultural Bank foreign exchange Sharp, the bank's Suhuitong, for investors to select. Next year, the Chinese government will continue to adhere to the principle of the stability of the Renminbi, to link the renminbi and foreign exchange businesses of foreign exchange and increasing autonomy, and other measures to promote the healthy development of foreign exchange market. Therefore, the analysis of experts, to invest next year in the foreign exchange earnings of space will be more opportunities will be more.
■ insurance:
And other non-fire insurance market compared with a yield of insurance been introduced, people will be much sought after. Insurance proceeds of more common varieties, it has not only the most basic insurance protection function, and can give investors a high income, and investment protection is a win-win situation. Therefore, the purchase of insurance proceeds is expected to become a new personal finance and investment hot spots.
■ bank financial products banks is a key financial products, fiscal agent by the bank management, banking financial products to people is a major investment in day-to-day orientation. Compared with stocks and funds, the threshold for bank financing products with high liquidity and weaker characteristics. When selecting financial products, it is necessary to take account of their own investment preferences and financial needs, but also with due consideration to external factors on the market this financial product "trend" by the impact.
[Fiscal] meaning
First, the "financial management", first appeared in the early 1990s the newspaper. With China's stock bond market expansion, commercial banks, the retail business is becoming increasingly rich and the overall revenue increase year by year, "financial management" concept of the best-selling gradually. Personal Finance variety of personal assets can be roughly divided into species and varieties of personal debt, mutual funds, equities, bonds, deposits and life insurance and other assets belonging to individual species and the personal housing mortgage loans, consumer credit, is a personal liability varieties.
Second, what are people talking about the general financial management, think of not investment, is to make money. In fact the very broad scope of financial management, financial management is justified lifetime earnings, which is the cash flow of individual life and risk management. Include the following meanings:
① fiscal rationale life is money, money does not solve immediate problems.
② financial management is cash flow management, everyone born on a need money (cash outflows), also needs money to generate cash inflow. So regardless of whether the money, the individual financial needs.
③ also cover financial risk management. More traffic because the future with uncertainty, including physical risk, property risk and market risk will affect cash flow (income interruption risk) or cash outflow (incremental costs of risk).
[] The scope of personal finance
■ (1) to make money - Income
Life includes income generated by the use of personal resources of income, and use the money generated by the resources of the fiscal revenue income from work are people making money, fiscal revenue is money to make money, and thus the scope of fiscal and investment than money are also widely. Include:
① income include: salaries, commissions, bonuses work, such as self-employment income.
② fiscal income: interest income, rent income, dividends, capital gains, etc..
■ (b) money - Expenditure
Life, which includes individuals and families to become immates for life from birth to the cost of living, and because of investment and credit generated by the use of fiscal expenditures. Some people are spending, home alone burden, the main purpose is to make money to cover personal and family expenses. Include: living expenses include: clothing, food, recreation, and other family medical expenses. Fiscal expenditure: including loan interest payments, protection of insurance premiums expenditures, investment procedures and other expenses.
■ (c) to save - assets
Current excess of income over expenditure, savings will be generated, and each is accumulated savings assets, that is, money can help you roll the money, generated investment income of the principal amount. When elderly people, the resources can not continue to work generating revenue, they have the resources to rely on money income or financial realisable assets to cover old age requirements. Include:
① emergency reserve funds: keep cash to prepare unemployed or rainy day.
② investment: fiscal revenue can be used to the breeding of the investment portfolio.
③ purchase: purchase their own housing, car and other assets to provide value.
■ (d) loans - debt
When cash income could not cover cash expenditures to borrow money. Loans can be attributed to a temporary deficit, long-term use can purchase real estate or motor home appliances, as well as the investment used to expand credit. No loans will be repaid immediately accumulated a debt liabilities according to the balance of payment of interest, in loans repaid, in addition to living expenses each consumer, but also financial interest on the principal amortization expenses. Include:
① consumption liabilities: revolving credit such as credit cards, cash card balances, such as instalments.
② investment liabilities: such as financing Securities Lending margin, a financial leverage of the investment loans.
③ own assets and liabilities: purchase their own assets such as housing loans and car loans.
■ (5) to save money - tax saving
In modern society, not all of the income can be used to cover expenses, taxpayers from income tax, property taxes, the sale of property taxpayers, the transfer of property taxpayers as a gift or estate tax, cash flow planning how legitimate income tax savings in the planning of the transfer of property to legitimate gift tax savings or inheritance tax, financial management has become an important part of the high-income individuals become more fiscal primary consideration. Include:
① Income Tax Tax Saver property tax saving plan ② planning ③ property transfer tax saving plan (which currently use more outside)
■ (6) for the money - insurance and trust
Guarding the focus of the money in the risk management, in advance so that insurance or trust arrangements, human resources or have property protection, or when the loss occurred when available to make up for financial losses. Insurance functions when accidents occur so that the family can not cover cash income at or after the expenditure, a sum of money or are able to make up for revenue shortfall, reducing the expected life journey imbalances arising from the impact. Makes up for the loss of people or things for the protection of life and property and casualty insurance, and must pay a certain percentage of premium, once insurance when the accident occurred, claims the revenue generated by the financial disruption that could replace the income to meet family or the lives of the bereaved families expenditures, or the reimbursement claims to reduce the fiscal debt interest payments. In addition, the trust arrangements can be independent of the trust property from other private property without the recourse of creditors, has been protected from the loss of function of the property. Include:
① life insurance: life insurance, medical insurance, accident insurance, disability insurance.
② insurance product: fire insurance, liability insurance.
③ Trust.
[Financial planning steps and core --
The first step of their assets status. Including stock assets and the anticipated future income, earnings can know how many arguments, this is the most basic prerequisite.
The second step, set financial goals. From the specific needs of the time, amount and description of the objectives of the qualitative and quantitative geography to clear financial goals.
The third step, identifying what type of risk preferences. Do not do not consider any objective situation of risk preference assumptions, for instance, many customers all the money on the stock market, did not take into account parents and children, did not take into account family responsibilities, and this time he deviated from the risk of his preference to bear the scope.
The fourth step is to carry out strategic asset allocation. In all, the assets do asset allocation, followed by investment products, the timing of investment.
Financial planning is the core of the assets and liabilities matching process. Before asset is the stock of assets and income-earning capacity, and that the future assets. Indebtedness is family responsibilities, it is necessary to the maintenance of parents, the care of dependent children, for his school. The second is the goal, our goal has become a liability and a high quality of life and enable you to the assets and liabilities of dynamic match, which is the core personal finance concepts.
[Fiscal] investment hotspot
Investment has many hot spots, can be summed up in nine main areas:
■ gold:
Since the Bank of China in Shanghai specifically for individual investors launched the "golden" business, speculation has been the personal finance market is hot, investors have been the concern and favor. Especially in the past two years, the international gold prices continued to rise. It can be predicted that as China's gold gradually opening up the field of investment, the future demand for gold in the growth potential is enormous. Especially in 2004, the domestic price of gold jewelry from the price will gradually approach for integration into ad valorem fees separation, gold jewelry 5 percent consumption tax is expected to abolish these will greatly promote investment in the upgrading of gold, the speculation business personal finance will also become a bright point in the field, the real investment into the golden era.
■ Fund:
Since 1997, the first closed-end fund has successfully issued, the Fund has always been respected domestic individual investors, the Fund has been more obvious than last year deposits, a large financial investment in the priority of Aspect. According to relevant data, domestic funds this year, the net value of nearly 200 billion yuan, accounting for A shares in circulation level of more than 10%. Many investors are still very optimistic about the Fund's earnings stability, and less risky, and other advantages and characteristics and I hope that through the investments of the Fund to receive satisfactory profits.
■ shares:
Buying the shares of listed companies that buy, buy China's economic growth. At present the domestic stock market supply and demand situation is relatively optimistic, as this type of funding to promote China's stock market is undoubtedly played a powerful shot in the arm. With the China Securities Regulatory Commission on the performance of listed companies, and offered financing for the more stringent requirements, enhance the regulation of the stock market, which will bring profit to investors. But any case, the stock market is the most prominent characteristic of uncertainty, opportunities and risks associated with the co-exist. Therefore, investors should continue to maintain a cautious approach, saw the opportunity to invest.
■ bonds:
2005 is a creative bond market, which not only increased the variety of treasury bonds so that the majority of investors can have more choices. Also on the issuance of treasury bonds, and a new way of trying to reform and further enhance the issuance of treasury bonds, the market level, in order to minimize non-market factors interference. In addition, the bond market will also become a two emphasis on the development of next year. Thus, the series of innovation bonds, investors will certainly bring more investment options and greater profit space.
■ savings:
Over the years, the savings as a traditional way of managing our finances, has been deeply rooted in people's thinking of. Most residents still will be financial savings as the first choice. On the one hand, because the inflow of foreign capital China was still strong momentum in basic money supply increased on the other hand in order to appropriately control CPI and the rise in the rate of inflation, means to raise interest rates, coupled with interest rates further expand the floating range. Rising interest rates, will stimulate savings increase.
■ Notes:
In recent years, the bond market is popular unexpected. Various signs indicate that the corporate bonds issued in 2005 still possible speed, enterprise convertible bonds, floating rate bonds, and bank subordinated bonds, and so people will be likely to become good investment varieties. CBRC will be coupled with the regular sub-subsidiary debt included capital, in addition to a commercial bank's capital, seems ready to bank bonds, the bond market will be popular again played the role of adding fuel to the flames.
■ Exchange:
In recent years the dollar continued to drop, more and more people through individual foreign exchange transactions, the money was the proceeds from the foreign exchange market was also very popular. Various foreign exchange financing varieties have also introduced, such as commercial banks-the currency markets, the Bank of China and Agricultural Bank foreign exchange Sharp, the bank's Suhuitong, for investors to select. Next year, the Chinese government will continue to adhere to the principle of the stability of the Renminbi, to link the renminbi and foreign exchange businesses of foreign exchange and increasing autonomy, and other measures to promote the healthy development of foreign exchange market. Therefore, the analysis of experts, to invest next year in the foreign exchange earnings of space will be more opportunities will be more.
■ insurance:
And other non-fire insurance market compared with a yield of insurance been introduced, people will be much sought after. Insurance proceeds of more common varieties, it has not only the most basic insurance protection function, and can give investors a high income, and investment protection is a win-win situation. Therefore, the purchase of insurance proceeds is expected to become a new personal finance and investment hot spots.
■ bank financial products banks is a key financial products, fiscal agent by the bank management, banking financial products to people is a major investment in day-to-day orientation. Compared with stocks and funds, the threshold for bank financing products with high liquidity and weaker characteristics. When selecting financial products, it is necessary to take account of their own investment preferences and financial needs, but also with due consideration to external factors on the market this financial product "trend" by the impact.
direct marketing
What is direct marketing?
Direct, the direct marketing business is the recruitment of Zhixiaoyuan from Zhixiaoyuan in a fixed place of business from direct to the final consumer (hereinafter referred to consumer) marketing product distribution methods.
What is the direct marketing business?
Direct marketing company, is that in accordance with the provisions of the approved way to direct marketing of products enterprises.
What is Zhixiaoyuan?
Zhixiaoyuan, refers to a fixed place of business of selling products directly to consumers personnel.
Direct direct origin of the origin of the United States, the seeds of the first direct sales began in the 1940s, founded by the Jewish Kasabei. Although the information society and the rapid development of the people Fig convenient shopping and the rise of psychology. Now almost all over the world all the direct market economy matured and developed countries. Although direct sales can be said to be the earliest human commercial distribution, but did not direct was a good understanding, since the definition of direct marketing has not been conclusion, the reasons for this is the direct sales model is divided into two major categories:
The first category: narrow Direct (Direct Selling) products, manufacturers, importers through distributors (and consumers) will be face-to-face approach to the consumer product sales, including single-layer and multi-layer direct direct. Monolayer direct 20% of the direct selling companies use, multi-layer direct sales are 80 direct marketing companies in use. Single-level direct selling (Uni-Level Marketing) is a distributor (and consumers) will be company's products or services sold to consumers, according to their sales performance bonuses to the company's sales model for multi-level direct sales (Muti-Level Marketing) called "pyramid scheme" is based on the incentive system, distributors (and consumers) in addition to the company's products or services sold to consumers, it also can be absorbed, counselling, training consumers to become his downline distributors, he is referred to as on-line distributors, on-line distributors can lower level distributors in the number of algebra, merit class, and the proportion of different bonuses.
The second category: Direct and Interactive Marketing (Direct Marketing) This model is called direct marketing, production, manufacturers, importers through the media (DM mail, television shopping channel, the Internet) will be transmitted to the product or the consumer advisory . Direct marketing in the "direct" means not through direct sales distributors to consumers, "Fu" with the word refers to the interaction between customers, customers of enterprise marketing efforts have a clear response (and not to buy buy), business-to be clear statistics to back data, which in the past to evaluate the effect of marketing.
The first category is called narrow Direct Direct, the first and second categories together is called generalized direct selling. December 1, 2005, China's "direct management of the promulgation of the" alleged that the direct marketing is: the alleged direct marketing, direct marketing enterprises refers to the recruitment Zhixiaoyuan from Zhixiaoyuan in a fixed place of business from direct to end consumer (hereinafter referred to consumer) marketing product distribution methods. Direct refers to the above-mentioned section is a definition. The first category of the most important direct sales model of a multi-level marketing model of marketing that we normally alleged pyramid scheme has been prohibited in China. Therefore, the above-mentioned two types of common mode of marketing greatly increasing their common characteristic is non-store sales, products or services without going through distributors and directly to the user.
Here to set a broad concept of direct selling:
Generalized Direct (Direct sales) manufacturer, the manufacturer or importer of products or services directly to the final consumer sales approach.
Direct marketing, direct sales by definition is the meaning of the products or services provided directly to the consumer marketing is the real significance of direct marketing. We truly common sense direct the sales practices of some of the following:
1, and shop services, such as barber shops, barber directly to the customer service.
2, Lobby Houchu, such as hotels, restaurants from the kitchen to a restaurant to provide meals and services directly to consumers.
3, a shop in the front and a factory, for example, shops, sewing tailoring master of the counter directly to the clothing available to consumers.
4, commissioned by the processing, such as the Three Gorges Dam generators, factories, as required, and provided directly to the production station.
5, and special industries, such as military plant directly to product sales to the military and so on.
China prohibited from illegal pyramid scheme, people gradually began to replace the use of the word direct word pyramid schemes.
"Direct Mode" is, in fact, through the simplification, elimination of middlemen to reduce costs and the flow of products to meet customer demand for maximum benefits. In the non-direct sales model, two sales force, manufacturers to distributors and dealers to customers by.
At the domestic level, this is the definition of direct sales: manufacturers in a certain appeal to the public on the basis of direct communication with target customers to meet consumer marketing practice.
There are three aspects of direct marketing elements: First, consumer awareness of the public support the one-to-one relationship between the establishment and formation of the third is displayed at the site and focus promotions.
As direct marketing directly to customers, a decrease of warehouse space and eliminate the bad debts, no distributors and the corresponding stock of the additional costs, which can protect the interests of the company and customers, accelerate the pace of growth.
Direct sales company, we must first thorough research customer needs, and are not competitors, and market segments through the heterogeneity of the products to cut into the market. Second, we must increase the direct tentacles, interaction with customers, such as online direct marketing, e-commerce, DIY orders accepted, such as direct telephone. Once again a direct scientific management team, sales team to ensure a highly efficient operation. For example, Amway Corporation (Amway) shops + marketing and sales representative, "according to production alone," Dell (Dell) marketing, which is the most successful of the two direct marketing methods. Amway marketing core element is to improve customer and staff satisfaction, Dell-must constantly develop new products to meet customer demand heterogeneity.
Amway model or whether Dell model, a reasonable increase in the use of advertising channels of communication with customers is necessary, and so-called direct omitted publicity costs而使customers demand lower costs of a short-sighted and wrong. No effective communication with customers it is very difficult to develop a potential demand for the products, let alone improve customer satisfaction and performance of the company.
Reduce the flow of direct links will be provided along with the thrust of products to better reflect the trend of development of customer value through DIY accept orders by OEM virtual operations, and implement 6 Õ principles, use of C to P (of the individual companies) or P to P (person-to-person) service model continuously enrich the connotation of direct marketing. In the full understanding of national laws and regulations, market characteristics, under the circumstances, a reasonable method of direct marketing, not just models, direct marketing business continuity will be escorting.
What is direct marketing?
What is direct marketing? What is direct marketing? Definition of the evolution of direct marketing
First, what is direct selling? What is direct marketing?
According to the State Council Order No. 443, "published by the Direct Marketing Management Ordinance" for the first time of "What is direct marketing? What is direct marketing?" Clear definition:
Direct refers to the recruitment of direct marketing enterprises Zhixiaoyuan from Zhixiaoyuan in a fixed place of business of selling directly to the final consumer product distribution methods.
Second, the definition of the evolution of direct marketing
Direct the Chinese word, as the term suggests is the meaning of direct sales, and the products or services directly to the consumer marketing is the ordinary sense of the direct marketing. We ordinary common sense direct sales of some of the following ways:
Store services, such as barber shops, barber directly to the customer service.
Lobby Houchu, such as hotels, restaurants from the kitchen to a restaurant to provide meals and services directly to consumers.
Shop in the front and a factory, for example, shops, sewing tailoring master of the counter directly to the clothing available to consumers.
Commission processing, such as the Three Gorges Dam generators, factories, as required, and provided directly to the production station.
Special industries, such as military plant directly to product sales to the military and so on.
98 policy of restructuring the pyramid scheme, people gradually began to replace the use of the word direct word pyramid schemes. Since then "direct" been given a specific meaning.
Pyramid schemes from the English word "Multi-Level Marketing" from the translation. Mean is: multi-level associated mode of operation.
Multi-Level Marketing acronym for the MLM. MLM sales from the principle of speaking, on the lower level of N (multi-level) before the products or services provided to consumers, and how this can be called direct marketing? Obviously it is a multi-level marketing is it necessary to direct this is not called "direct" a Chinese word "rape"?
This philosophy is a word, there is inevitably called. There appeared to be a direct word used to replace the term-certainly should be some justification, then what reasons?
Since the principle from the pyramid schemes that, after the release of N on the lower level of products or services provided to consumers and direct incompatible with, we might as well from the pyramid schemes in the form of analysis. Traditionally, people from the shop to share when shopping, and the pyramid scheme is passed directly between people completed, no shop operators of the pyramid schemes is the main form of sales.
Unconsciously you found? The above passage "and pyramid schemes are completed directly between people through the" already contains the word "direct".
Oh, the original translation into direct marketing MLM is not a shop and choose directly to the product or service provided to the consumer meaning.
At that time, in accordance with national policies, the people of the "Shop and Zhixiaoyuan" multi-level mode of operation known as "direct marketing." No store and the multi-level mode of operation called "illegal pyramid scheme." "Pyramid schemes"-was weak and there is no clear definition.
With direct legislative process, September 1, 2005 published on December 1, 2005 the imminent implementation of the "direct management of the" again "What is direct marketing? What is direct marketing?" Is the latest clear definition.
Despite the "direct" After many twists and turns the meaning of the word evolution, but as a new way of a sale, it has immeasurable vitality. It will bring unlimited business opportunities.
Direct Events
● the late 1980s, Japan sold a magnetic mattress health of Japan Life in MLM companies operating in China. The company operating without any official permission.
● November 14, 1990, China's first direct-to formally apply for registration of companies - Sino-US joint venture set up in Guangzhou Avon Ltd, was officially incorporated into the direct management of the official business areas.
● August 11, 1994, the State Administration of the industrial and commercial administration issued the "stop illegal multi-level marketing activities of the circular" (233 of text). September 2 once again issued the "multi-level marketing activities investigated violations in the notice" (240 of text). Illegal pyramid scheme pace of development was restrained.
● March 28, 1995, the Internal Trade issued a document, formally announced to set up a "multi-level marketing management of the" legislative body, started to draft the multi-level marketing management.
● In September 22 Office of the State Council issued the "stop the development of a multi-level marketing enterprises notice," which once again overheating in the domestic pyramid schemes norms restrictions Shortly afterward, the State Administration for Industry and Commerce formulated the "on the review of more than liquidation The implementation of enterprise-level marketing approach. "
● April 1996 After a review of our government, ratified for the first time 41 pyramid schemes enterprises can carry out multi-level marketing business, April 28, the SAIC to more than 41-level marketing enterprises promulgated the "prospective many levels Pyramid Scheme submissions. "
● January 10, 1997, the State Administration of Industry and Commerce promulgated the "pyramid marketing management approach." To single-level marketing and multi-level marketing definition.
● Because of multi-level marketing and single-level marketing distinction no strict standards, the illegal pyramid scheme companies of all sizes spring up like mushrooms. By the end of 1997 so that the beginning of 1998, wantonly rampant illegal pyramid scheme, the state enterprise direct sales almost out of control. April 21, 1998, the State Council promulgated the "Convention on the Prohibition of the notice MLM activities," the whole industry a total ban on direct sales to rectify.
● June 18 the same year, the state three ministries (the Ministry of Foreign Trade and Economic Cooperation, the State Administration for Industry and Commerce, the State Domestic Trade) issued the "foreign-invested enterprises to change sales practices of pyramid schemes related issues notice." Expressly provides that: provides that "foreign-invested enterprises must pyramid schemes to '+ level shops sell' mode of operation." And ratified the Amway, Avon, Mary Kay and other 10 foreign direct investment enterprises operating in transition.
● 2001, China's accession to the WTO. The Chinese government promises: a commercial basis of the non-existence of fixed locations wholesale or retail services (including pyramid schemes) in the three years after accession to the WTO gradual lifting of restrictions.
● July 24, 2006, Avon countries formally approved by the Ministry of Commerce and Industry Office, which was allowed to become the first pilot to direct marketing enterprises.
● September 1, 2005, involving the "direct method" of the two core "of the direct management" and "the prohibition of pyramid scheme" was promulgated. "The prohibition of pyramid schemes" will come into effect on November 1, "Direct Marketing Management Ordinance" in the entry into force on December 1.
At present, China's legitimate direct selling companies is as follows: (in alphabetical order)
1, South Jin Kee Co. Ltd.
2, Avon (China) Co., Ltd.
3, such as the new (China) Co., Ltd. daily health
4. Perfect (China) Co., Ltd. daily necessities
5, Ningbo Sansheng Commodity Co.
6, Bao Jian (China) Co., Ltd. daily necessities
7, a new era Health Industry (Group) Co., Ltd.
8, Fudi health Technology Co., Ltd.
9, JIN Shi-kai of Friends (Tianjin) Co., Ltd.
10, in the vein of Nanjing Science and Technology Development Co., Ltd.
11, Amway (China) Co., Ltd. daily necessities
12, Oren Lotus Cosmetics (China) Co., Ltd.
13, Guangdong Kangli Ltd.
14, Herbalife, (China) Co., Ltd. health
15,-ball (China) Co., Ltd. department store
Direct, the direct marketing business is the recruitment of Zhixiaoyuan from Zhixiaoyuan in a fixed place of business from direct to the final consumer (hereinafter referred to consumer) marketing product distribution methods.
What is the direct marketing business?
Direct marketing company, is that in accordance with the provisions of the approved way to direct marketing of products enterprises.
What is Zhixiaoyuan?
Zhixiaoyuan, refers to a fixed place of business of selling products directly to consumers personnel.
Direct direct origin of the origin of the United States, the seeds of the first direct sales began in the 1940s, founded by the Jewish Kasabei. Although the information society and the rapid development of the people Fig convenient shopping and the rise of psychology. Now almost all over the world all the direct market economy matured and developed countries. Although direct sales can be said to be the earliest human commercial distribution, but did not direct was a good understanding, since the definition of direct marketing has not been conclusion, the reasons for this is the direct sales model is divided into two major categories:
The first category: narrow Direct (Direct Selling) products, manufacturers, importers through distributors (and consumers) will be face-to-face approach to the consumer product sales, including single-layer and multi-layer direct direct. Monolayer direct 20% of the direct selling companies use, multi-layer direct sales are 80 direct marketing companies in use. Single-level direct selling (Uni-Level Marketing) is a distributor (and consumers) will be company's products or services sold to consumers, according to their sales performance bonuses to the company's sales model for multi-level direct sales (Muti-Level Marketing) called "pyramid scheme" is based on the incentive system, distributors (and consumers) in addition to the company's products or services sold to consumers, it also can be absorbed, counselling, training consumers to become his downline distributors, he is referred to as on-line distributors, on-line distributors can lower level distributors in the number of algebra, merit class, and the proportion of different bonuses.
The second category: Direct and Interactive Marketing (Direct Marketing) This model is called direct marketing, production, manufacturers, importers through the media (DM mail, television shopping channel, the Internet) will be transmitted to the product or the consumer advisory . Direct marketing in the "direct" means not through direct sales distributors to consumers, "Fu" with the word refers to the interaction between customers, customers of enterprise marketing efforts have a clear response (and not to buy buy), business-to be clear statistics to back data, which in the past to evaluate the effect of marketing.
The first category is called narrow Direct Direct, the first and second categories together is called generalized direct selling. December 1, 2005, China's "direct management of the promulgation of the" alleged that the direct marketing is: the alleged direct marketing, direct marketing enterprises refers to the recruitment Zhixiaoyuan from Zhixiaoyuan in a fixed place of business from direct to end consumer (hereinafter referred to consumer) marketing product distribution methods. Direct refers to the above-mentioned section is a definition. The first category of the most important direct sales model of a multi-level marketing model of marketing that we normally alleged pyramid scheme has been prohibited in China. Therefore, the above-mentioned two types of common mode of marketing greatly increasing their common characteristic is non-store sales, products or services without going through distributors and directly to the user.
Here to set a broad concept of direct selling:
Generalized Direct (Direct sales) manufacturer, the manufacturer or importer of products or services directly to the final consumer sales approach.
Direct marketing, direct sales by definition is the meaning of the products or services provided directly to the consumer marketing is the real significance of direct marketing. We truly common sense direct the sales practices of some of the following:
1, and shop services, such as barber shops, barber directly to the customer service.
2, Lobby Houchu, such as hotels, restaurants from the kitchen to a restaurant to provide meals and services directly to consumers.
3, a shop in the front and a factory, for example, shops, sewing tailoring master of the counter directly to the clothing available to consumers.
4, commissioned by the processing, such as the Three Gorges Dam generators, factories, as required, and provided directly to the production station.
5, and special industries, such as military plant directly to product sales to the military and so on.
China prohibited from illegal pyramid scheme, people gradually began to replace the use of the word direct word pyramid schemes.
"Direct Mode" is, in fact, through the simplification, elimination of middlemen to reduce costs and the flow of products to meet customer demand for maximum benefits. In the non-direct sales model, two sales force, manufacturers to distributors and dealers to customers by.
At the domestic level, this is the definition of direct sales: manufacturers in a certain appeal to the public on the basis of direct communication with target customers to meet consumer marketing practice.
There are three aspects of direct marketing elements: First, consumer awareness of the public support the one-to-one relationship between the establishment and formation of the third is displayed at the site and focus promotions.
As direct marketing directly to customers, a decrease of warehouse space and eliminate the bad debts, no distributors and the corresponding stock of the additional costs, which can protect the interests of the company and customers, accelerate the pace of growth.
Direct sales company, we must first thorough research customer needs, and are not competitors, and market segments through the heterogeneity of the products to cut into the market. Second, we must increase the direct tentacles, interaction with customers, such as online direct marketing, e-commerce, DIY orders accepted, such as direct telephone. Once again a direct scientific management team, sales team to ensure a highly efficient operation. For example, Amway Corporation (Amway) shops + marketing and sales representative, "according to production alone," Dell (Dell) marketing, which is the most successful of the two direct marketing methods. Amway marketing core element is to improve customer and staff satisfaction, Dell-must constantly develop new products to meet customer demand heterogeneity.
Amway model or whether Dell model, a reasonable increase in the use of advertising channels of communication with customers is necessary, and so-called direct omitted publicity costs而使customers demand lower costs of a short-sighted and wrong. No effective communication with customers it is very difficult to develop a potential demand for the products, let alone improve customer satisfaction and performance of the company.
Reduce the flow of direct links will be provided along with the thrust of products to better reflect the trend of development of customer value through DIY accept orders by OEM virtual operations, and implement 6 Õ principles, use of C to P (of the individual companies) or P to P (person-to-person) service model continuously enrich the connotation of direct marketing. In the full understanding of national laws and regulations, market characteristics, under the circumstances, a reasonable method of direct marketing, not just models, direct marketing business continuity will be escorting.
What is direct marketing?
What is direct marketing? What is direct marketing? Definition of the evolution of direct marketing
First, what is direct selling? What is direct marketing?
According to the State Council Order No. 443, "published by the Direct Marketing Management Ordinance" for the first time of "What is direct marketing? What is direct marketing?" Clear definition:
Direct refers to the recruitment of direct marketing enterprises Zhixiaoyuan from Zhixiaoyuan in a fixed place of business of selling directly to the final consumer product distribution methods.
Second, the definition of the evolution of direct marketing
Direct the Chinese word, as the term suggests is the meaning of direct sales, and the products or services directly to the consumer marketing is the ordinary sense of the direct marketing. We ordinary common sense direct sales of some of the following ways:
Store services, such as barber shops, barber directly to the customer service.
Lobby Houchu, such as hotels, restaurants from the kitchen to a restaurant to provide meals and services directly to consumers.
Shop in the front and a factory, for example, shops, sewing tailoring master of the counter directly to the clothing available to consumers.
Commission processing, such as the Three Gorges Dam generators, factories, as required, and provided directly to the production station.
Special industries, such as military plant directly to product sales to the military and so on.
98 policy of restructuring the pyramid scheme, people gradually began to replace the use of the word direct word pyramid schemes. Since then "direct" been given a specific meaning.
Pyramid schemes from the English word "Multi-Level Marketing" from the translation. Mean is: multi-level associated mode of operation.
Multi-Level Marketing acronym for the MLM. MLM sales from the principle of speaking, on the lower level of N (multi-level) before the products or services provided to consumers, and how this can be called direct marketing? Obviously it is a multi-level marketing is it necessary to direct this is not called "direct" a Chinese word "rape"?
This philosophy is a word, there is inevitably called. There appeared to be a direct word used to replace the term-certainly should be some justification, then what reasons?
Since the principle from the pyramid schemes that, after the release of N on the lower level of products or services provided to consumers and direct incompatible with, we might as well from the pyramid schemes in the form of analysis. Traditionally, people from the shop to share when shopping, and the pyramid scheme is passed directly between people completed, no shop operators of the pyramid schemes is the main form of sales.
Unconsciously you found? The above passage "and pyramid schemes are completed directly between people through the" already contains the word "direct".
Oh, the original translation into direct marketing MLM is not a shop and choose directly to the product or service provided to the consumer meaning.
At that time, in accordance with national policies, the people of the "Shop and Zhixiaoyuan" multi-level mode of operation known as "direct marketing." No store and the multi-level mode of operation called "illegal pyramid scheme." "Pyramid schemes"-was weak and there is no clear definition.
With direct legislative process, September 1, 2005 published on December 1, 2005 the imminent implementation of the "direct management of the" again "What is direct marketing? What is direct marketing?" Is the latest clear definition.
Despite the "direct" After many twists and turns the meaning of the word evolution, but as a new way of a sale, it has immeasurable vitality. It will bring unlimited business opportunities.
Direct Events
● the late 1980s, Japan sold a magnetic mattress health of Japan Life in MLM companies operating in China. The company operating without any official permission.
● November 14, 1990, China's first direct-to formally apply for registration of companies - Sino-US joint venture set up in Guangzhou Avon Ltd, was officially incorporated into the direct management of the official business areas.
● August 11, 1994, the State Administration of the industrial and commercial administration issued the "stop illegal multi-level marketing activities of the circular" (233 of text). September 2 once again issued the "multi-level marketing activities investigated violations in the notice" (240 of text). Illegal pyramid scheme pace of development was restrained.
● March 28, 1995, the Internal Trade issued a document, formally announced to set up a "multi-level marketing management of the" legislative body, started to draft the multi-level marketing management.
● In September 22 Office of the State Council issued the "stop the development of a multi-level marketing enterprises notice," which once again overheating in the domestic pyramid schemes norms restrictions Shortly afterward, the State Administration for Industry and Commerce formulated the "on the review of more than liquidation The implementation of enterprise-level marketing approach. "
● April 1996 After a review of our government, ratified for the first time 41 pyramid schemes enterprises can carry out multi-level marketing business, April 28, the SAIC to more than 41-level marketing enterprises promulgated the "prospective many levels Pyramid Scheme submissions. "
● January 10, 1997, the State Administration of Industry and Commerce promulgated the "pyramid marketing management approach." To single-level marketing and multi-level marketing definition.
● Because of multi-level marketing and single-level marketing distinction no strict standards, the illegal pyramid scheme companies of all sizes spring up like mushrooms. By the end of 1997 so that the beginning of 1998, wantonly rampant illegal pyramid scheme, the state enterprise direct sales almost out of control. April 21, 1998, the State Council promulgated the "Convention on the Prohibition of the notice MLM activities," the whole industry a total ban on direct sales to rectify.
● June 18 the same year, the state three ministries (the Ministry of Foreign Trade and Economic Cooperation, the State Administration for Industry and Commerce, the State Domestic Trade) issued the "foreign-invested enterprises to change sales practices of pyramid schemes related issues notice." Expressly provides that: provides that "foreign-invested enterprises must pyramid schemes to '+ level shops sell' mode of operation." And ratified the Amway, Avon, Mary Kay and other 10 foreign direct investment enterprises operating in transition.
● 2001, China's accession to the WTO. The Chinese government promises: a commercial basis of the non-existence of fixed locations wholesale or retail services (including pyramid schemes) in the three years after accession to the WTO gradual lifting of restrictions.
● July 24, 2006, Avon countries formally approved by the Ministry of Commerce and Industry Office, which was allowed to become the first pilot to direct marketing enterprises.
● September 1, 2005, involving the "direct method" of the two core "of the direct management" and "the prohibition of pyramid scheme" was promulgated. "The prohibition of pyramid schemes" will come into effect on November 1, "Direct Marketing Management Ordinance" in the entry into force on December 1.
At present, China's legitimate direct selling companies is as follows: (in alphabetical order)
1, South Jin Kee Co. Ltd.
2, Avon (China) Co., Ltd.
3, such as the new (China) Co., Ltd. daily health
4. Perfect (China) Co., Ltd. daily necessities
5, Ningbo Sansheng Commodity Co.
6, Bao Jian (China) Co., Ltd. daily necessities
7, a new era Health Industry (Group) Co., Ltd.
8, Fudi health Technology Co., Ltd.
9, JIN Shi-kai of Friends (Tianjin) Co., Ltd.
10, in the vein of Nanjing Science and Technology Development Co., Ltd.
11, Amway (China) Co., Ltd. daily necessities
12, Oren Lotus Cosmetics (China) Co., Ltd.
13, Guangdong Kangli Ltd.
14, Herbalife, (China) Co., Ltd. health
15,-ball (China) Co., Ltd. department store
Electronic Transactions
Electronic transactions outlined
That electronic transactions through electronic trading system, unlike in the exchange trading floor of the face-to-face transactions.
In the part of e-commerce no more noticeable than the electronic transactions. Refers to the so-called electronic transactions in the online transaction. Electronic transactions will no longer be simply opened up a new online sales channels. It means using technology to improve your business model, increase their income and efficiency will reduce operating costs and help businesses and customers, suppliers and partners to establish a close cooperative relationship. In this way, you can be online distributors and manufacturers linked to optimize transaction process, reduce paperwork. You can also set up direct links with suppliers and network profits, thus reducing inventory and transportation consumption, rapid response to user requirements. You can also online billing and payment system and improve customer and supplier relationships.
In this way, enterprises not only won the trust of customers, and orders can enhance efficiency, reduce inventory losses, and maintain all working capital and reduce actual sales expenses, thereby reducing costs and increase profits.
Electronic transactions is not only open a new online sales channels only. It passed technology to your business model of the flow lines, increase revenue and improve efficiency. It will by reducing costs and with customers, suppliers and partners more closely, respond more rapidly to promote the relationship between income and profits.
Electronic transactions which enables you to increase revenue at the same time build customer loyalty by improving the efficiency of orders to reduce costs. Reduce inventory and warehouse expenses while maintaining full cargo rate and reduce the actual cost of sales transactions.
Key elements of success in electronic transactions
IBM helped thousands of companies achieve successful programme of electronic transactions. Electronic Transactions some of the key success factors does not appear obvious, once neglected, it will have serious ● business challenges. These factors include:
● management should have a reasonable implementation of the business strategy and objectives;
● programmes focus on customer service, long-term relationships and value;
● attention to the various aspects of the sales cycle, including awareness, interest, desire, behavior, service and support;
● Mining and understanding of the unique aspects of the Internet and standards-based technology;
● with business processes and information systems tightly integrated strong, scalable infrastructure.
Establish the concept of the overall situation of electronic transactions
Reasonable business electronic transactions should have a strategic concept of the overall situation, not only from within but also from outside observation - that is, from a customer perspective. Electronic transactions across all sectors of the company, as an enforcement mechanism to eliminate internal barriers. Effective strategy calls for the implementation of electronic transactions, as well as leading companies in various fields of cooperation between and obligations, including marketing, sales, development, manufacturing, information technology, law and public relations. As the world's largest outdoor apparel retailer, the United States REI electronic transactions revenue almost a year growth rate of 400 percent, while sales of REI online companies have become the largest outdoor retailers stores. ToolCrib the northern part of a power tool is the cataloguing and retailers, in the two months that were 100% return on investment Web, each order catalogue orders than saving five US dollars. E-Chemical company through its first online Web stores of chemical products for the chemical industry brought to the corporate enterprise electronic transactions more efficient than traditional wholesale channels its customers can save 20 per cent of the expenditure. Lagostina - Italy a leading position in the home cooking and kitchen equipment manufacturers - expect to end the income of 1 million US dollars, and in fact, within two days of its online store to complete this objective. Once started, and soon professional and technical needs - not just WEB site administrator, which may be beyond the ability of your company. This means that with the cooperation of experts from the outside, it has the concept of openness and willingness to cooperate. IBM knows its customer experience, a start with the necessary expertise for the future development of the ability to save time and money.
Effective electronic trading strategies
The first step in achieving electronic transactions - is the most challenging one of the steps - is based on the time value of customers the opportunity to define a dynamic business strategies. The preparation of the strategic need to understand the unique characteristics of a strong brand and industrial power, the function of the Internet technology and unique attributes, as well as the future high-bandwidth generally calculated predictable. Although looks simple, it is necessary to develop a long-lasting, can Jindeiqi test of electronic trading strategies, their difficulties are often extraordinary. Many cases, the company is a means of survival or competitive responses to carry out the programme of electronic transactions, and not viewed as a competitive advantage. Industry leaders will be those who can be creative thinking and fully understand the impact of their e-business transactions, and then take full advantage of Web's unique power and the people.
To gain competitive advantage, the need for a comprehensive electronic trading strategies, including the following objectives:
● ● improve customer service to increase awareness share, market share and share of wallet ● expanded geographical extension of the scope of reduced customer turnover ● ● ● improve supply chain processes to increase revenue and profit company or product brand ● ● flow lines of business processes, reduce errors, improve efficiency and productivity effective electronic trading strategies should be able to withstand the tests, and more and more difficult for others to enter. With the passage of time, the strategy should allow customers to increasingly high cost of the transfer, in particular the need to exclude competitors time. Develop and maintain an effective strategy requires constant competition analysis. It should be based on core competencies, as well as targeted see the value. In fact, your primary customers may actively participate in strategic stereotypes. Enactment of the Electronic trading strategies should take into account the following issues:
Now what is the business? Intend to open up new markets?
What is the core strategic asset?
In the network in the world these assets can maintain its strategic?
Competitive rivalry? New competitors from where?
What process needs to be a fundamental rethink?
Why clients to do business with you - Jindeiqi test of the value of what is proposed?
In an increasingly fierce competition, the buyer more sophisticated than before and have higher expectations of the world on how to obtain profit margins? Where products can quickly become a commodity?
The success of the standard electronic transactions
Construction of the wave of Web sites, usually forgot to define success criteria and measurements. As a large number of recommendations of the same value, but also a wide variety of standards and measuring success. It is true that some measure difficult to achieve, but there are also some easy to determine the value and extraordinary, but often overlooked measure.
These measurements include:
All and each customer's income and profit-scale orders, as well as each unit cost of goods sold, each transaction costs, the cost of each visitor, each repeat customers the cost-benefit ratio of each stock into reverse orders pages Views Cart abandoned percentage of the cost to recruit, the number of repeat visits, the total number of visitors, the number of site visits stay customer satisfaction has improved customer service, lower the price of E-mail response time to stock prices and availability of external measuring how users found Advertising your site hits Finally, please remember that from the customer's perspective, rather than your view, for the development of all aspects of the Web site. Too many Web site design of the internal structure of the enterprise, focused on products and services - rather than programmes and customers. If the customer can not find what they seek, and you will soon be left abandoned - to their standards, but not you, and this is to formulate the success of electronic transactions at the core of the strategy.
That electronic transactions through electronic trading system, unlike in the exchange trading floor of the face-to-face transactions.
In the part of e-commerce no more noticeable than the electronic transactions. Refers to the so-called electronic transactions in the online transaction. Electronic transactions will no longer be simply opened up a new online sales channels. It means using technology to improve your business model, increase their income and efficiency will reduce operating costs and help businesses and customers, suppliers and partners to establish a close cooperative relationship. In this way, you can be online distributors and manufacturers linked to optimize transaction process, reduce paperwork. You can also set up direct links with suppliers and network profits, thus reducing inventory and transportation consumption, rapid response to user requirements. You can also online billing and payment system and improve customer and supplier relationships.
In this way, enterprises not only won the trust of customers, and orders can enhance efficiency, reduce inventory losses, and maintain all working capital and reduce actual sales expenses, thereby reducing costs and increase profits.
Electronic transactions is not only open a new online sales channels only. It passed technology to your business model of the flow lines, increase revenue and improve efficiency. It will by reducing costs and with customers, suppliers and partners more closely, respond more rapidly to promote the relationship between income and profits.
Electronic transactions which enables you to increase revenue at the same time build customer loyalty by improving the efficiency of orders to reduce costs. Reduce inventory and warehouse expenses while maintaining full cargo rate and reduce the actual cost of sales transactions.
Key elements of success in electronic transactions
IBM helped thousands of companies achieve successful programme of electronic transactions. Electronic Transactions some of the key success factors does not appear obvious, once neglected, it will have serious ● business challenges. These factors include:
● management should have a reasonable implementation of the business strategy and objectives;
● programmes focus on customer service, long-term relationships and value;
● attention to the various aspects of the sales cycle, including awareness, interest, desire, behavior, service and support;
● Mining and understanding of the unique aspects of the Internet and standards-based technology;
● with business processes and information systems tightly integrated strong, scalable infrastructure.
Establish the concept of the overall situation of electronic transactions
Reasonable business electronic transactions should have a strategic concept of the overall situation, not only from within but also from outside observation - that is, from a customer perspective. Electronic transactions across all sectors of the company, as an enforcement mechanism to eliminate internal barriers. Effective strategy calls for the implementation of electronic transactions, as well as leading companies in various fields of cooperation between and obligations, including marketing, sales, development, manufacturing, information technology, law and public relations. As the world's largest outdoor apparel retailer, the United States REI electronic transactions revenue almost a year growth rate of 400 percent, while sales of REI online companies have become the largest outdoor retailers stores. ToolCrib the northern part of a power tool is the cataloguing and retailers, in the two months that were 100% return on investment Web, each order catalogue orders than saving five US dollars. E-Chemical company through its first online Web stores of chemical products for the chemical industry brought to the corporate enterprise electronic transactions more efficient than traditional wholesale channels its customers can save 20 per cent of the expenditure. Lagostina - Italy a leading position in the home cooking and kitchen equipment manufacturers - expect to end the income of 1 million US dollars, and in fact, within two days of its online store to complete this objective. Once started, and soon professional and technical needs - not just WEB site administrator, which may be beyond the ability of your company. This means that with the cooperation of experts from the outside, it has the concept of openness and willingness to cooperate. IBM knows its customer experience, a start with the necessary expertise for the future development of the ability to save time and money.
Effective electronic trading strategies
The first step in achieving electronic transactions - is the most challenging one of the steps - is based on the time value of customers the opportunity to define a dynamic business strategies. The preparation of the strategic need to understand the unique characteristics of a strong brand and industrial power, the function of the Internet technology and unique attributes, as well as the future high-bandwidth generally calculated predictable. Although looks simple, it is necessary to develop a long-lasting, can Jindeiqi test of electronic trading strategies, their difficulties are often extraordinary. Many cases, the company is a means of survival or competitive responses to carry out the programme of electronic transactions, and not viewed as a competitive advantage. Industry leaders will be those who can be creative thinking and fully understand the impact of their e-business transactions, and then take full advantage of Web's unique power and the people.
To gain competitive advantage, the need for a comprehensive electronic trading strategies, including the following objectives:
● ● improve customer service to increase awareness share, market share and share of wallet ● expanded geographical extension of the scope of reduced customer turnover ● ● ● improve supply chain processes to increase revenue and profit company or product brand ● ● flow lines of business processes, reduce errors, improve efficiency and productivity effective electronic trading strategies should be able to withstand the tests, and more and more difficult for others to enter. With the passage of time, the strategy should allow customers to increasingly high cost of the transfer, in particular the need to exclude competitors time. Develop and maintain an effective strategy requires constant competition analysis. It should be based on core competencies, as well as targeted see the value. In fact, your primary customers may actively participate in strategic stereotypes. Enactment of the Electronic trading strategies should take into account the following issues:
Now what is the business? Intend to open up new markets?
What is the core strategic asset?
In the network in the world these assets can maintain its strategic?
Competitive rivalry? New competitors from where?
What process needs to be a fundamental rethink?
Why clients to do business with you - Jindeiqi test of the value of what is proposed?
In an increasingly fierce competition, the buyer more sophisticated than before and have higher expectations of the world on how to obtain profit margins? Where products can quickly become a commodity?
The success of the standard electronic transactions
Construction of the wave of Web sites, usually forgot to define success criteria and measurements. As a large number of recommendations of the same value, but also a wide variety of standards and measuring success. It is true that some measure difficult to achieve, but there are also some easy to determine the value and extraordinary, but often overlooked measure.
These measurements include:
All and each customer's income and profit-scale orders, as well as each unit cost of goods sold, each transaction costs, the cost of each visitor, each repeat customers the cost-benefit ratio of each stock into reverse orders pages Views Cart abandoned percentage of the cost to recruit, the number of repeat visits, the total number of visitors, the number of site visits stay customer satisfaction has improved customer service, lower the price of E-mail response time to stock prices and availability of external measuring how users found Advertising your site hits Finally, please remember that from the customer's perspective, rather than your view, for the development of all aspects of the Web site. Too many Web site design of the internal structure of the enterprise, focused on products and services - rather than programmes and customers. If the customer can not find what they seek, and you will soon be left abandoned - to their standards, but not you, and this is to formulate the success of electronic transactions at the core of the strategy.
Marketing
The concept of marketing
Marketing is about how enterprises to discover, create and deliver value to meet the needs of certain target markets, while profits of subjects. Marketing used to identify unmet needs, definitions, measuring the size of the target market and profit potential, to find the most suitable for enterprises to enter the market segmentation and the breakdown of the market for the supply of goods.
Marketing often by enterprises instead of a dedicated department, which would in fact has both advantages and disadvantages. Benefit: easy on the training received marketing groups specializing in marketing; disadvantages in: Marketing should not be limited to one sector to enterprises, and enterprises should be reflected in all activities.
• Marketing in the main concept of what?
Including market segmentation (segmentation), the choice of target market (targeting), positioning (positioning), need (needs), desire (wants), the demand (demand), market supplies (offerings), brands (brands), the value and satisfaction (value and satisfaction), the exchange (exchange), transactions (transaction), and networking (relationships and networks), the marketing channels (marketing channel), supply chain (supply chain), the competition (competition), the marketing environment (marketing environment) and marketing planning / programme (marketing programs). These terms constitute a marketing professional of the terminology database.
Marketing Process
• How summarized the main marketing process?
Marketing of the main processes: (1) Identification of opportunities (opportunity identification), (2) the development of new products (new product development), and (3) to attract customers (customer attraction), and (4) retain customers and cultivate loyalty ( customer retention and loyalty building), (5) Executive Order (order fulfillment). These processes can, if handled well, then marketing are usually successful. If any part of the problem, then enterprises will be faced with crisis of survival.
• Marketing should be treated as a department or company's overall philosophy and practice?
Many years ago, one of the founders of Hewlett-Packard sent • David Card (David Packard), said: "the importance of marketing will be much more than simply leave their separate marketing departments do." Is the best in the world marketing sector companies as the possible failure of marketing. The reason is that: the production sector might provide faulty, the delivery service sector may be a little late, the accounting department may not be allowed off at the amount of the invoice, which will result in the loss of customers. Only the employees are committed to providing customers with the value of commitments to meet and please the customer, marketing will be effective.
• Marketing should adapt to different countries and regions specific circumstances, the presence of fixed principles?
Marketing geometric analysis is not as subjects. In a different political, economic, cultural, national, marketing should not be static. Even in the same country, in the consumer goods industry, industry B2B (business to business industries), and service marketing are different. In the same industry, different companies have different marketing approach.
Marketing principles
Marketing did include some fixed principles, including:
• in the development of marketing strategy to consumers, competitors and distributors status as a centre of respect.
• For each market segment the market, according to his company's strength and targeting the most promising market segment.
• For each target market choices market segmentation, research customer needs, knowledge, preferences and buying process.
• through serious definition, creation and delivery of better value, gain advantages in the target market.
Any person in any field theory will be obsolete, as we understand the process of the universe, Copernicus replaced Ptolemy, Copernicus, Einstein and replaced. So whenever a new marketing theory reveal clues, I will not hesitate to become the first person to eat crabs.
• Do you think that in today's business, with regard to what constitutes effective marketing major errors which, from where these misconceptions?
In the business community and public awareness, marketing was greatly misunderstood. Enterprises believe that the marketing is aimed at supporting the production, eliminate corporate stock. As a matter of fact it was the opposite - is the purpose of existence of production in order to sell. Enterprises can outsource their manufacturing, and create a marketing enterprise is the thinking and practice. Production, procurement, research and development, finance, as well as all other functions are to support enterprises in the marketing work.
Marketing and sales are often brought confusion. In fact, sales marketing is the tip of the iceberg. In the sales, marketing also includes a wide range of marketing research, the corresponding product development, product pricing, distribution channels, and to expand the opening of the market to understand this product. Compared with the sales, marketing is a wider and more comprehensive process.
Sometimes, marketing and sales have almost the opposite means. Difficult sales marketing is a self-contradictory statement. I said a long time ago: "Marketing is not to find a wise approach to swap your manufactured products, but to create true customer value of art." Marketing is to the benefit of your client arts. Marketing staff's motto is: quality, service and value.
Only when you have the hands of inventory, merchandise sales will start in product and marketing activities appear to have been started. Marketing is a business of the day-to-day activities to the needs of customers and found that the company should produce products. Decided how to start marketing, pricing, distribution and marketing of products and services and constantly monitor the market after the changes in the products and services to make corresponding improvements, and ultimately decide when to discontinue providing products and services.
In short, marketing is not a short-term sale, but rather a long-term investment behavior. Good marketing products in the enterprise before production has begun, and after the completion of the sale still exist for a long time.
• Marketing began when?
Early in the human occurs, the marketing has emerged. "• Old Testament Bible," the first chapter (of course, this is not the beginning of mankind), we can see that having tasted the forbidden fruit of Adam Eve persuade, but Eve is not the first marketing personnel, the title should belong to那条persuaded Eve the forbidden fruit to Adam selling snake.
As a discipline, marketing began in the first half of the 20th century, and then mainly in the distribution (especially wholesale and retail) related courses. But then economics is in a purely theoretical pursuit of the academic impulse, people overlooked this gate and close to the normal operation of the economy emerging disciplines. That the supply and demand curve is balanced at the level of prices, no one can explain from the manufacturers through wholesalers has been linked to the retail price. So early marketing research economists and scholars to fill the gaps. However, economics, marketing is still the mother.
• Marketing is an art or technology?
Marketing is a more technical and vocational. American Marketing Association (American Marketing Association) and the Chartered Marketing Association (British Chartered Institute of Marketing) has its own marketing staff to professional accreditation. They believe that through the establishment of rigorous testing system can distinguish between qualified personnel and marketing counterfeit.
However, many did not undergo a rigorous training of sales staff also have very good marketing idea. • British Hewa Kamprad (Ingvar Kamprad) is not a professional marketing staff, but he's IKEA (IKEA) is still the public through the provision of high-quality furniture great success. Creativity is an important part of marketing success, of course, this need not be limited to marketing personnel.
Science and Technology on Marketing is also very important. Marketing through the marketing research, market modeling, prediction will be a lot of useful data. Marketing through the marketing modeling decision-making and guiding investment, the establishment of marketing measurement method to display their activities for the impact of sales and profits.
Marketing is an art in the end, technology or science? The answer is all of these factors together constitute marketing.
• Marketing is an application of science?
As from engineering such as physics, chemistry, learn basic subjects like nutrition, marketing is rooted in several of the basic disciplines, including economics, psychology, sociology, science and policy-making organizations, such as science. Marketing With these subjects and the progress of development. I believe that marketing will eventually evolved into a demand management disciplines, including more comprehensive and on demand-driven demand optimization theory.
• Marketing will start extensive use of psychology, sociology and anthropology, and other disciplines conclusion?
Marketing staff gradually realized that marketing activities are at the centre of buyers rather than sellers. In order to understand the purchase, the sales staff must study organizational behavior. Marketing researchers must use the demography, psychology, cultural and social impact to understand customer needs, knowledge, preferences and behaviours, in order to find more effective marketing strategies.
• As a marketing is the use of the term is usually beyond the original field of goods and services, whether this is a good thing? Marketing for the expansion of the use of the concept, I will produce a lot of power. 1969, I wrote an article entitled "expanded marketing concept" (Broadening the Concept of Marketing) papers. Marketing article, I think not only can be used by profit-making organizations, such as museums can be, churches, charitable organizations and other non-profit organizations to use in order to attract clients, volunteers and donor funds. I further discussed marketing can be applied to the initiation of social activities, such as "Do not smoke", "Do not take drugs", "eating health foods", "daily exercise", "Do not throw."
Today, I think we can go further and marketing of goods, services, experiences, information, property, location, characters, organizations and public utilities. Like with any concept, marketing can be applied to both good or bad. I still think that way of thinking Marketing is the broad application of the advantages outweigh the disadvantages.
• Now it has a wide range of goods to meet all our needs, for the enterprises to conduct marketing activities need to consumers whether too little?
Talking about marketing, we always said that to meet unmet needs. Now, there are indeed a lot of products to satisfy the needs of the majority of us. My friend, the Italian Piaiteluo • Guido (Pietro Guido) wrote, "there is no need for society" (The No Need Society) to make the following points: marketing staff should be required to learn how to create similar to Sony (sony) Company Marketing Innovation electrical way. Enterprises should learn from market-driven (consumers want to drive) to drive the market (to create new markets). Many years ago, who would need players, big-screen color TV, micro-camera, etc. products? For businesses, the new competition is the continuous need to find new needs and new markets.
• Why Marketing is the best meet individual needs?
People can use many methods to meet their own needs, such as stealing or begging. Marketing is provided through some sort of value in exchange for the individual to obtain from the other side of things. Marketing is the basic concept of the exchange, this is a civilized society in the most reasonable and generally accepted manner.
• Marketing used in consumer goods, services, B2B, whether they were different?
Many of the marketing concepts and tools from the first fast-moving consumer goods industry is facing a number of practical problems, other tools from durable products industry (both consumer-oriented or business-oriented), daily necessities and services sectors . By STP (market segmentation segmentation, targeting select target market, and positioning positioning) Theory and the 4 P (Product Product, price Price, location Place, promotions Promotion) theories of marketing theoretical framework can help us analyze any market, products and services . Of course, each market has its own characteristics, the specific needs of the marketing concepts and tools, say, the marketing services sector in the development of their own staff marketing programme, will be more concerned about another 3 P (Personnel staff, the process of service delivery process and services tangible Physical evidence). However, these types of markets (consumer goods, industrial and services) does not require completely different theoretical framework. Otherwise, we will face a market I, II market, the market III this chaotic situation, but also between industries can not be carried out from the exchange of relevant experience.
Marketing task
• What is the mandate of marketing?
On this issue, there are at least three answers. The first answer is that the task of marketing is responsible for the entire enterprise product sales to anyone. Next answer some in-depth thinking on that marketing should be to meet the target market of unmet need for mandates. Finally, with a philosophical significance that the marketing task is to improve the material in the world of the living standards and quality.
Marketing is the role of people perceived unmet needs, creating new and attractive solution. Modern kitchen appliances, and its subsidiary is a good example to demonstrate how the marketing housewives from the heavy domestic work in the liberation, at a higher level to develop their own.
• You have said in the development of business strategy, marketing must play a primary role. Do you think that today's business managers have been fully aware of the marketing success of the enterprise?
CEO are often seen as a marketing department is responsible for the products produced after its sold. Our view is that marketing must be regarded as deciding the strategic direction of the activities. • Peter Drucker (Peter Druker) morning, more than 30 years ago, has made it quite clear: "an enterprise only two basic functions: marketing and innovation."
• You have said that if a company's marketing department can not discover new market opportunities, its staff should be dismissed. However, the market is there, as many good opportunities?
An economy, the absolute number of opportunities will be in the business cycle and technology cycle changes. In the economic recession and the new technology has not yet appeared when the number of opportunities will be fewer.
However, the opportunity is always there. Look at the emerging "innovation" and "surprised" directory products bar, provide any goods or services from an enterprise should be able to come up with new ways to make changes to the original products, and products related to the merger of different characteristics the creation of new products, to provide different types of products, or on the basis of the original product and add new features or services.
Available to market products and services not only for different remodeling market, the market itself can also supply goods with a new perspective on.
I and Fernando • Delieshidibeishi (Fernando Trias DeBes) co-authored the "horizontal marketing" (Lateral Marketing), I propose a marketing and longitudinal (vertical marketing, market segmentation) different and creative ways to find new marketing ideas. Vertical marketing is aimed at a specific market, and horizontal marketing from the perspective of a new product to treat. Can cite many examples. Today, we can buy food in the gas station, in the supermarket banking services, the use of computers in the Internet, using a mobile phone camera by chewing gum to medication, can also intake of cereal to eat snacks. Opportunities exist forever, only to discover the lack of. A period of recession does not mean that the failure of the marketing, marketing, only a lack of imagination in the time before failure.
• In today's economy, you can see the tremendous business opportunities?
Here is a list of what I believe in the tremendous business opportunities:
1, bio-technology [such as the rationalization of drug design (rational drug design), the application of biometric security system monitoring]
2, mobile phones (such as the telephone payment, wireless devices)
3, security technology (companies, the family safety equipment)
4, for a business niche markets (such as Latin America were created specifically for the banks)
5, outsourcing
6, storage systems
7, automation technology (such as automatic toll collection equipment Expressway)
8, health care equipment
9. Robot
Enterprises face a potential business opportunity, consider the following questions:
1, whether there is a larger market space?
2, whether there will be fierce competition and the prospects?
3, it would be able to establish profitable business models?
4, can quickly accumulate capital, expand business?
• marketing and sales planning (merchandising) What is the difference?
Sales planning as the main terms used in the retail industry, used to describe retailers to sell goods for the shelves and display mode of choice. Marketing is a much broader range of areas, sales planning is only one part of the activities.
• In addition to declining sales, which also is a business of their marketing measures taken symptoms?
These signs include:
1, company expansion strategy, and sales are too smooth
2, sales have ups and downs, not smooth
3, sales were good, but the margin is too low
4, low profitability of products, customer segmentation unknown, or impeded distribution channels
• those marketing is not very understanding of the CEO or business operators have the where, in addition to reading your book?
In fact, I would suggest that I read a book, not the 700 that the "Marketing Management" (page 11), but 270 "• Philip Kotler Marketing" (Kotler on Marketing). This book display the basic concepts, principles and strategies. For readers seeking marketing techniques, especially for those small companies from readers, Conrad • Levin Vincent (Conrad Levinson), "guerrilla marketing" (guerrilla marketing) book will help. Finally, there are many books on specific topics for reading, as build brand, communication management, pricing, and middle management staff work and the development of effective sales and marketing team.
• Since its birth, marketing, what changes have taken place?
Marketing is a branch of economics as a discipline arise. Early marketing staff dedicated to the research distribution channels, which differs from the majority of the economists of the supply-demand curve is the market price as the determining factor in the neglect of a multi-level distribution of the impact on prices. Early marketing emphasis on the description of the system of research. In addition to distribution channels, early marketing also put the focus on advertising and individual sales activities. Since then, many people began to think that marketing is just a synonym for selling their products until many years later, from marketing to liberate this misunderstanding. Following is the development of marketing ideas main phases:
4P marketing development theory marks a significant step in the process, because it product, price, place and promotion as part of the market supply of goods to consider when making a decision is part of the introduction of a marketing. Marketing officers who later realized that in order to determine the content of 4 P, they need to better understand customers, then to the 4 C theory - Customer Value (customer values), customer costs (customer costs), customer facilitation (customer convenience), customer communication (customer communication).
, The marketing staff have also introduced a concept: 4 P Enterprises decided before, it should be preceded by STP strategic thinking, market segmentation, target market selection and positioning.
Marketing staff are also aware that the enterprise marketing in the four different target levels: the mass market, market segmentation, market niche and individual clients.
Later, marketing be summarized as a set of demand-driven by the level and composition of the time management skills.
Further expand, beyond the concept of marketing products and services, including the concept began, utilities, locations, characters, organizations and other entities.
Marketing is about how enterprises to discover, create and deliver value to meet the needs of certain target markets, while profits of subjects. Marketing used to identify unmet needs, definitions, measuring the size of the target market and profit potential, to find the most suitable for enterprises to enter the market segmentation and the breakdown of the market for the supply of goods.
Marketing often by enterprises instead of a dedicated department, which would in fact has both advantages and disadvantages. Benefit: easy on the training received marketing groups specializing in marketing; disadvantages in: Marketing should not be limited to one sector to enterprises, and enterprises should be reflected in all activities.
• Marketing in the main concept of what?
Including market segmentation (segmentation), the choice of target market (targeting), positioning (positioning), need (needs), desire (wants), the demand (demand), market supplies (offerings), brands (brands), the value and satisfaction (value and satisfaction), the exchange (exchange), transactions (transaction), and networking (relationships and networks), the marketing channels (marketing channel), supply chain (supply chain), the competition (competition), the marketing environment (marketing environment) and marketing planning / programme (marketing programs). These terms constitute a marketing professional of the terminology database.
Marketing Process
• How summarized the main marketing process?
Marketing of the main processes: (1) Identification of opportunities (opportunity identification), (2) the development of new products (new product development), and (3) to attract customers (customer attraction), and (4) retain customers and cultivate loyalty ( customer retention and loyalty building), (5) Executive Order (order fulfillment). These processes can, if handled well, then marketing are usually successful. If any part of the problem, then enterprises will be faced with crisis of survival.
• Marketing should be treated as a department or company's overall philosophy and practice?
Many years ago, one of the founders of Hewlett-Packard sent • David Card (David Packard), said: "the importance of marketing will be much more than simply leave their separate marketing departments do." Is the best in the world marketing sector companies as the possible failure of marketing. The reason is that: the production sector might provide faulty, the delivery service sector may be a little late, the accounting department may not be allowed off at the amount of the invoice, which will result in the loss of customers. Only the employees are committed to providing customers with the value of commitments to meet and please the customer, marketing will be effective.
• Marketing should adapt to different countries and regions specific circumstances, the presence of fixed principles?
Marketing geometric analysis is not as subjects. In a different political, economic, cultural, national, marketing should not be static. Even in the same country, in the consumer goods industry, industry B2B (business to business industries), and service marketing are different. In the same industry, different companies have different marketing approach.
Marketing principles
Marketing did include some fixed principles, including:
• in the development of marketing strategy to consumers, competitors and distributors status as a centre of respect.
• For each market segment the market, according to his company's strength and targeting the most promising market segment.
• For each target market choices market segmentation, research customer needs, knowledge, preferences and buying process.
• through serious definition, creation and delivery of better value, gain advantages in the target market.
Any person in any field theory will be obsolete, as we understand the process of the universe, Copernicus replaced Ptolemy, Copernicus, Einstein and replaced. So whenever a new marketing theory reveal clues, I will not hesitate to become the first person to eat crabs.
• Do you think that in today's business, with regard to what constitutes effective marketing major errors which, from where these misconceptions?
In the business community and public awareness, marketing was greatly misunderstood. Enterprises believe that the marketing is aimed at supporting the production, eliminate corporate stock. As a matter of fact it was the opposite - is the purpose of existence of production in order to sell. Enterprises can outsource their manufacturing, and create a marketing enterprise is the thinking and practice. Production, procurement, research and development, finance, as well as all other functions are to support enterprises in the marketing work.
Marketing and sales are often brought confusion. In fact, sales marketing is the tip of the iceberg. In the sales, marketing also includes a wide range of marketing research, the corresponding product development, product pricing, distribution channels, and to expand the opening of the market to understand this product. Compared with the sales, marketing is a wider and more comprehensive process.
Sometimes, marketing and sales have almost the opposite means. Difficult sales marketing is a self-contradictory statement. I said a long time ago: "Marketing is not to find a wise approach to swap your manufactured products, but to create true customer value of art." Marketing is to the benefit of your client arts. Marketing staff's motto is: quality, service and value.
Only when you have the hands of inventory, merchandise sales will start in product and marketing activities appear to have been started. Marketing is a business of the day-to-day activities to the needs of customers and found that the company should produce products. Decided how to start marketing, pricing, distribution and marketing of products and services and constantly monitor the market after the changes in the products and services to make corresponding improvements, and ultimately decide when to discontinue providing products and services.
In short, marketing is not a short-term sale, but rather a long-term investment behavior. Good marketing products in the enterprise before production has begun, and after the completion of the sale still exist for a long time.
• Marketing began when?
Early in the human occurs, the marketing has emerged. "• Old Testament Bible," the first chapter (of course, this is not the beginning of mankind), we can see that having tasted the forbidden fruit of Adam Eve persuade, but Eve is not the first marketing personnel, the title should belong to那条persuaded Eve the forbidden fruit to Adam selling snake.
As a discipline, marketing began in the first half of the 20th century, and then mainly in the distribution (especially wholesale and retail) related courses. But then economics is in a purely theoretical pursuit of the academic impulse, people overlooked this gate and close to the normal operation of the economy emerging disciplines. That the supply and demand curve is balanced at the level of prices, no one can explain from the manufacturers through wholesalers has been linked to the retail price. So early marketing research economists and scholars to fill the gaps. However, economics, marketing is still the mother.
• Marketing is an art or technology?
Marketing is a more technical and vocational. American Marketing Association (American Marketing Association) and the Chartered Marketing Association (British Chartered Institute of Marketing) has its own marketing staff to professional accreditation. They believe that through the establishment of rigorous testing system can distinguish between qualified personnel and marketing counterfeit.
However, many did not undergo a rigorous training of sales staff also have very good marketing idea. • British Hewa Kamprad (Ingvar Kamprad) is not a professional marketing staff, but he's IKEA (IKEA) is still the public through the provision of high-quality furniture great success. Creativity is an important part of marketing success, of course, this need not be limited to marketing personnel.
Science and Technology on Marketing is also very important. Marketing through the marketing research, market modeling, prediction will be a lot of useful data. Marketing through the marketing modeling decision-making and guiding investment, the establishment of marketing measurement method to display their activities for the impact of sales and profits.
Marketing is an art in the end, technology or science? The answer is all of these factors together constitute marketing.
• Marketing is an application of science?
As from engineering such as physics, chemistry, learn basic subjects like nutrition, marketing is rooted in several of the basic disciplines, including economics, psychology, sociology, science and policy-making organizations, such as science. Marketing With these subjects and the progress of development. I believe that marketing will eventually evolved into a demand management disciplines, including more comprehensive and on demand-driven demand optimization theory.
• Marketing will start extensive use of psychology, sociology and anthropology, and other disciplines conclusion?
Marketing staff gradually realized that marketing activities are at the centre of buyers rather than sellers. In order to understand the purchase, the sales staff must study organizational behavior. Marketing researchers must use the demography, psychology, cultural and social impact to understand customer needs, knowledge, preferences and behaviours, in order to find more effective marketing strategies.
• As a marketing is the use of the term is usually beyond the original field of goods and services, whether this is a good thing? Marketing for the expansion of the use of the concept, I will produce a lot of power. 1969, I wrote an article entitled "expanded marketing concept" (Broadening the Concept of Marketing) papers. Marketing article, I think not only can be used by profit-making organizations, such as museums can be, churches, charitable organizations and other non-profit organizations to use in order to attract clients, volunteers and donor funds. I further discussed marketing can be applied to the initiation of social activities, such as "Do not smoke", "Do not take drugs", "eating health foods", "daily exercise", "Do not throw."
Today, I think we can go further and marketing of goods, services, experiences, information, property, location, characters, organizations and public utilities. Like with any concept, marketing can be applied to both good or bad. I still think that way of thinking Marketing is the broad application of the advantages outweigh the disadvantages.
• Now it has a wide range of goods to meet all our needs, for the enterprises to conduct marketing activities need to consumers whether too little?
Talking about marketing, we always said that to meet unmet needs. Now, there are indeed a lot of products to satisfy the needs of the majority of us. My friend, the Italian Piaiteluo • Guido (Pietro Guido) wrote, "there is no need for society" (The No Need Society) to make the following points: marketing staff should be required to learn how to create similar to Sony (sony) Company Marketing Innovation electrical way. Enterprises should learn from market-driven (consumers want to drive) to drive the market (to create new markets). Many years ago, who would need players, big-screen color TV, micro-camera, etc. products? For businesses, the new competition is the continuous need to find new needs and new markets.
• Why Marketing is the best meet individual needs?
People can use many methods to meet their own needs, such as stealing or begging. Marketing is provided through some sort of value in exchange for the individual to obtain from the other side of things. Marketing is the basic concept of the exchange, this is a civilized society in the most reasonable and generally accepted manner.
• Marketing used in consumer goods, services, B2B, whether they were different?
Many of the marketing concepts and tools from the first fast-moving consumer goods industry is facing a number of practical problems, other tools from durable products industry (both consumer-oriented or business-oriented), daily necessities and services sectors . By STP (market segmentation segmentation, targeting select target market, and positioning positioning) Theory and the 4 P (Product Product, price Price, location Place, promotions Promotion) theories of marketing theoretical framework can help us analyze any market, products and services . Of course, each market has its own characteristics, the specific needs of the marketing concepts and tools, say, the marketing services sector in the development of their own staff marketing programme, will be more concerned about another 3 P (Personnel staff, the process of service delivery process and services tangible Physical evidence). However, these types of markets (consumer goods, industrial and services) does not require completely different theoretical framework. Otherwise, we will face a market I, II market, the market III this chaotic situation, but also between industries can not be carried out from the exchange of relevant experience.
Marketing task
• What is the mandate of marketing?
On this issue, there are at least three answers. The first answer is that the task of marketing is responsible for the entire enterprise product sales to anyone. Next answer some in-depth thinking on that marketing should be to meet the target market of unmet need for mandates. Finally, with a philosophical significance that the marketing task is to improve the material in the world of the living standards and quality.
Marketing is the role of people perceived unmet needs, creating new and attractive solution. Modern kitchen appliances, and its subsidiary is a good example to demonstrate how the marketing housewives from the heavy domestic work in the liberation, at a higher level to develop their own.
• You have said in the development of business strategy, marketing must play a primary role. Do you think that today's business managers have been fully aware of the marketing success of the enterprise?
CEO are often seen as a marketing department is responsible for the products produced after its sold. Our view is that marketing must be regarded as deciding the strategic direction of the activities. • Peter Drucker (Peter Druker) morning, more than 30 years ago, has made it quite clear: "an enterprise only two basic functions: marketing and innovation."
• You have said that if a company's marketing department can not discover new market opportunities, its staff should be dismissed. However, the market is there, as many good opportunities?
An economy, the absolute number of opportunities will be in the business cycle and technology cycle changes. In the economic recession and the new technology has not yet appeared when the number of opportunities will be fewer.
However, the opportunity is always there. Look at the emerging "innovation" and "surprised" directory products bar, provide any goods or services from an enterprise should be able to come up with new ways to make changes to the original products, and products related to the merger of different characteristics the creation of new products, to provide different types of products, or on the basis of the original product and add new features or services.
Available to market products and services not only for different remodeling market, the market itself can also supply goods with a new perspective on.
I and Fernando • Delieshidibeishi (Fernando Trias DeBes) co-authored the "horizontal marketing" (Lateral Marketing), I propose a marketing and longitudinal (vertical marketing, market segmentation) different and creative ways to find new marketing ideas. Vertical marketing is aimed at a specific market, and horizontal marketing from the perspective of a new product to treat. Can cite many examples. Today, we can buy food in the gas station, in the supermarket banking services, the use of computers in the Internet, using a mobile phone camera by chewing gum to medication, can also intake of cereal to eat snacks. Opportunities exist forever, only to discover the lack of. A period of recession does not mean that the failure of the marketing, marketing, only a lack of imagination in the time before failure.
• In today's economy, you can see the tremendous business opportunities?
Here is a list of what I believe in the tremendous business opportunities:
1, bio-technology [such as the rationalization of drug design (rational drug design), the application of biometric security system monitoring]
2, mobile phones (such as the telephone payment, wireless devices)
3, security technology (companies, the family safety equipment)
4, for a business niche markets (such as Latin America were created specifically for the banks)
5, outsourcing
6, storage systems
7, automation technology (such as automatic toll collection equipment Expressway)
8, health care equipment
9. Robot
Enterprises face a potential business opportunity, consider the following questions:
1, whether there is a larger market space?
2, whether there will be fierce competition and the prospects?
3, it would be able to establish profitable business models?
4, can quickly accumulate capital, expand business?
• marketing and sales planning (merchandising) What is the difference?
Sales planning as the main terms used in the retail industry, used to describe retailers to sell goods for the shelves and display mode of choice. Marketing is a much broader range of areas, sales planning is only one part of the activities.
• In addition to declining sales, which also is a business of their marketing measures taken symptoms?
These signs include:
1, company expansion strategy, and sales are too smooth
2, sales have ups and downs, not smooth
3, sales were good, but the margin is too low
4, low profitability of products, customer segmentation unknown, or impeded distribution channels
• those marketing is not very understanding of the CEO or business operators have the where, in addition to reading your book?
In fact, I would suggest that I read a book, not the 700 that the "Marketing Management" (page 11), but 270 "• Philip Kotler Marketing" (Kotler on Marketing). This book display the basic concepts, principles and strategies. For readers seeking marketing techniques, especially for those small companies from readers, Conrad • Levin Vincent (Conrad Levinson), "guerrilla marketing" (guerrilla marketing) book will help. Finally, there are many books on specific topics for reading, as build brand, communication management, pricing, and middle management staff work and the development of effective sales and marketing team.
• Since its birth, marketing, what changes have taken place?
Marketing is a branch of economics as a discipline arise. Early marketing staff dedicated to the research distribution channels, which differs from the majority of the economists of the supply-demand curve is the market price as the determining factor in the neglect of a multi-level distribution of the impact on prices. Early marketing emphasis on the description of the system of research. In addition to distribution channels, early marketing also put the focus on advertising and individual sales activities. Since then, many people began to think that marketing is just a synonym for selling their products until many years later, from marketing to liberate this misunderstanding. Following is the development of marketing ideas main phases:
4P marketing development theory marks a significant step in the process, because it product, price, place and promotion as part of the market supply of goods to consider when making a decision is part of the introduction of a marketing. Marketing officers who later realized that in order to determine the content of 4 P, they need to better understand customers, then to the 4 C theory - Customer Value (customer values), customer costs (customer costs), customer facilitation (customer convenience), customer communication (customer communication).
, The marketing staff have also introduced a concept: 4 P Enterprises decided before, it should be preceded by STP strategic thinking, market segmentation, target market selection and positioning.
Marketing staff are also aware that the enterprise marketing in the four different target levels: the mass market, market segmentation, market niche and individual clients.
Later, marketing be summarized as a set of demand-driven by the level and composition of the time management skills.
Further expand, beyond the concept of marketing products and services, including the concept began, utilities, locations, characters, organizations and other entities.
3P Marketing
3P Marketing Profile
In 1995, before the 3 A Coca-Cola has been the market principles, "buy, buy, and willing to buy", the strategy of Taiwan at the actual situation in China at that time, the establishment of the network across the country, set up factories cost-cutting, lower product prices, improve product reputation.
With the improvement of living standards in China and the development of Coca-Cola is Coca-Cola in marketing to create a new 3 P principles:
Pervasive (everywhere) - Coca-Cola products so readily available.
Price Relative To Value (value for money) - Coca-Cola products must be value for money.
Preferred (fond) - Coca-Cola products to become the first in the minds of consumers.
3P the meaning of strategy is to enable more and more consumers have the impulse to buy Coca-Cola products, Coca-Cola is an important distribution strategy. A 3 from the 3 P, we can see that the concept of the value of Coca-Cola distribution upgrade. For example, "buy" by the demands of Coca-Cola products to buy, and "ubiquitous" highlighted where Coca-Cola products can be "sold" to the extent "affordable" is the assurance that the quality of premise for cheaper products, and "value-for-money" more inclined prices unchanged in the case to provide better products. "happy to buy" refers to quality assurance under the premise of consumers willing to buy Coca-Cola products, but consumers still may choose other brands may drink, and "special favor" for more on the minds of consumers tended to become the preferred beverage brands. So, from 3 to 3 P A, to some extent, show a leading brand strategy concept - the pursuit of the consumer "brand loyalty."
Coca-Cola marketing based on three principles of the P planning to "P" as a guide, the Coca-Cola Company the full implementation of a marketing strategy in China. They have made a detailed market survey to understand the Chinese people's taste preferences, and use of local raw materials in China, by virtue of its scientific and technological strength, a three-year period developed the "heaven and earth" series fruit juices, mineral water and tea beverages; for the younger generation consumer , the production of "smart" series of fruity soft drinks. A product launch that success. It is worth noting that the company "P" within the framework of the eight kinds of different market planning:
A wide distribution. They will be divided into the market according to the importance of supermarkets and food stores, railway stations, wholesalers, schools, etc., were developed distribution goals, the products quickly to the retail channel, so that consumers can be in the most convenient place to buy their products.
2, a vivid and effective. They implement an effective shelf management, new products will be on the next major competitors, consumers money on the best available location - between shoulder and hip. At the same time, ensure that adequate inventory and display, each single-name goods has licensing and price. They found that it would timely and accurate understanding of consumer product information, purchase interest.
3, extensive use of point of sale advertising products. At the retail point-selection of posters, flags, the price card, such as store-display advertising, with a strong media advertising, a strong marketing offensive will be rapid and effective transfer of new products to consumers.
4, giant display. Choice of a representative of retail, the establishment of not less than 50 cartons of arrival display their products in the shop are the leading brand image and highlight prominently so that consumers read the mind.
5, impressive model shop. Choice of a representative of retail, the establishment of a certain number have outstanding advantages and leadership image of the shops, to enhance the visibility of products among consumers attention.
6, the trial for drinking activities. Chuoxiaoyuan recruitment of a number of select major channels on weekends, on holidays, try to drink a large-scale activities.
7, a positive and promotional activities. With drink in various forms in the test so that consumers can hardly refuse promotional activities such as price cuts, presented unique gifts to buy large amounts, in order to raise consumer of the new product love.
8, the correct price. Various channels to have a reasonable profit, operating the enthusiasm of their products so that consumers are willing to buy.
8:00 above, 1,2,3 are Pervasive ness Section 4,5,6,7 of Preference, 8 belong to Price / Value.
It can be said that Coca-Cola is relying on "P" of the concept, from a strategic height can formulation and implementation of a set of marketing strategies, so as to blaze tight encirclement, 17 million, take a firm market. In 1998, the "smart" and "heaven and earth" in China's sales of 11 million TEUs; next year, the sales growing.
A statement: fat and sleek cows you rob, and eat different phase. "3P" philosophy is "eat in" A If the operators get inspiration from, be inspired by this, may Zuoyoufengyuan. Finally advice is: Marketing should not every day a new guise, is the quest of a business philosophy.
In 1995, before the 3 A Coca-Cola has been the market principles, "buy, buy, and willing to buy", the strategy of Taiwan at the actual situation in China at that time, the establishment of the network across the country, set up factories cost-cutting, lower product prices, improve product reputation.
With the improvement of living standards in China and the development of Coca-Cola is Coca-Cola in marketing to create a new 3 P principles:
Pervasive (everywhere) - Coca-Cola products so readily available.
Price Relative To Value (value for money) - Coca-Cola products must be value for money.
Preferred (fond) - Coca-Cola products to become the first in the minds of consumers.
3P the meaning of strategy is to enable more and more consumers have the impulse to buy Coca-Cola products, Coca-Cola is an important distribution strategy. A 3 from the 3 P, we can see that the concept of the value of Coca-Cola distribution upgrade. For example, "buy" by the demands of Coca-Cola products to buy, and "ubiquitous" highlighted where Coca-Cola products can be "sold" to the extent "affordable" is the assurance that the quality of premise for cheaper products, and "value-for-money" more inclined prices unchanged in the case to provide better products. "happy to buy" refers to quality assurance under the premise of consumers willing to buy Coca-Cola products, but consumers still may choose other brands may drink, and "special favor" for more on the minds of consumers tended to become the preferred beverage brands. So, from 3 to 3 P A, to some extent, show a leading brand strategy concept - the pursuit of the consumer "brand loyalty."
Coca-Cola marketing based on three principles of the P planning to "P" as a guide, the Coca-Cola Company the full implementation of a marketing strategy in China. They have made a detailed market survey to understand the Chinese people's taste preferences, and use of local raw materials in China, by virtue of its scientific and technological strength, a three-year period developed the "heaven and earth" series fruit juices, mineral water and tea beverages; for the younger generation consumer , the production of "smart" series of fruity soft drinks. A product launch that success. It is worth noting that the company "P" within the framework of the eight kinds of different market planning:
A wide distribution. They will be divided into the market according to the importance of supermarkets and food stores, railway stations, wholesalers, schools, etc., were developed distribution goals, the products quickly to the retail channel, so that consumers can be in the most convenient place to buy their products.
2, a vivid and effective. They implement an effective shelf management, new products will be on the next major competitors, consumers money on the best available location - between shoulder and hip. At the same time, ensure that adequate inventory and display, each single-name goods has licensing and price. They found that it would timely and accurate understanding of consumer product information, purchase interest.
3, extensive use of point of sale advertising products. At the retail point-selection of posters, flags, the price card, such as store-display advertising, with a strong media advertising, a strong marketing offensive will be rapid and effective transfer of new products to consumers.
4, giant display. Choice of a representative of retail, the establishment of not less than 50 cartons of arrival display their products in the shop are the leading brand image and highlight prominently so that consumers read the mind.
5, impressive model shop. Choice of a representative of retail, the establishment of a certain number have outstanding advantages and leadership image of the shops, to enhance the visibility of products among consumers attention.
6, the trial for drinking activities. Chuoxiaoyuan recruitment of a number of select major channels on weekends, on holidays, try to drink a large-scale activities.
7, a positive and promotional activities. With drink in various forms in the test so that consumers can hardly refuse promotional activities such as price cuts, presented unique gifts to buy large amounts, in order to raise consumer of the new product love.
8, the correct price. Various channels to have a reasonable profit, operating the enthusiasm of their products so that consumers are willing to buy.
8:00 above, 1,2,3 are Pervasive ness Section 4,5,6,7 of Preference, 8 belong to Price / Value.
It can be said that Coca-Cola is relying on "P" of the concept, from a strategic height can formulation and implementation of a set of marketing strategies, so as to blaze tight encirclement, 17 million, take a firm market. In 1998, the "smart" and "heaven and earth" in China's sales of 11 million TEUs; next year, the sales growing.
A statement: fat and sleek cows you rob, and eat different phase. "3P" philosophy is "eat in" A If the operators get inspiration from, be inspired by this, may Zuoyoufengyuan. Finally advice is: Marketing should not every day a new guise, is the quest of a business philosophy.
Promotions
First, the concept and role of marketing
1. Marketing concept
Marketing to consumers is to convey the enterprises and products of this information, or to convince consumers to buy their products, so as to achieve the purpose of expanding sales.
Such enterprises are engaged in marketing activities called "marketing." Enterprise promotion and other marketing activities such as product decisions, the price of the selected strategy, distribution strategies vary. Some of the above marketing activities primarily in the internal or enterprise marketing, and marketing arrangements between. In the promotional activities, publicity or to introduce consumers to their products, convince and attract customers to buy their products, they participate in promotional activities of the two sides and the marketing potential purchaser or purchasers.
Communication is essentially a promotional activities, namely, marketing (information providers or sender) as a stimulus to all kinds of information, a message to one or more of the target audience (ie, recipients of information, such as the audience, audience, readers, customers or users, etc.), in order to influence their attitudes and behaviour. For example, a media issued such an advertisement: "The rabbit electoral wool sweaters - men's sweaters!" Clearly, when consumers read the advertisement, can immediately access the following information: The brand sweaters Rabbit is the licensing, Shanghai is a famous brand, and product quality reliable; sweaters electoral wool is the raw material used is a high-end products; product is suitable for the autumn and winter season clothing.
If a consumer really want to buy a sweater, the advertisement will be on his purchase behavior have an impact. Marketing, in order to effectively communicate with the consumer information available in different ways to enhance communication with the consumers of information, in order to promote product sales. For example, can convey the business through advertising and product information can be through a variety of ways to promote business customers better understand the products, so as to promote the purchase of its products can be improved through a variety of public relations firms or products in the public image; also sent salesmen face-to-face to convince customers to buy their products. A commonly used means of advertising sales, marketing staff, sales promotion and public relations. Enterprises can light of the actual situation and the market, products and other factors choose one or a combination of various means of promotion.
2. Why the role of marketing enterprises to conduct promotional activities?
In any society large-scale production of goods and economic conditions, on the one hand, producers who need not entirely clear what goods, where needed, when needed, and what price consumers are willing and able to accept; On the other hand, the majority of consumer also not entirely clear what the supply of goods who, where and supply, when supply, a low price, and so on. It is precisely because of the presence of such an objective producers and consumers of the "information separation," the "production" to "eliminate" contradictions, enterprises must pass communication activities, use of advertising, promotion reports, and other promotional marketing staff means of production, products, etc. messages to consumers and users in order to enhance their understanding, trust and the purchase of the product to increase sales purposes. With increased competition and enterprise products increased, the increase in consumer income and improvement of living standards, in the buyer's market of consumers even higher demand for goods and greater room for the selection, enterprises and consumers to communicate between the more important, more enterprises need to strengthen marketing and use all kinds of promotional manner so that the majority of consumers and users better understanding of their products so that consumers willing to spend more to buy their products.
Sales promotion (Sales Promotion, or SP) competition in the market is in the process of a sword. Market attack of promotion, the role is thrust on products so that their products can enter the market faster and expand the market. We see that in the market, not all companies are advertising, but each one, without exception, companies are conducting a promotion. Therefore, the market aggression in our mandate, we must not forget the use of this powerful weapon.
From a global comparison looks into advertising and marketing, promotions, the cost of advertising growth in the cost of at least three percentage points higher than the growth rate. In the United States, in 1980 for promotional costs 49 billion US dollars, to its 1986 reached 102 billion US dollars cost, the cost of promotions and advertising by a ratio of about 64:36. By 1991, the total costs of promotional marketing costs 3 / 4, or 75 percent.
Promotional activities reason is there such a big expenditure, because people are optimistic about this form of sales and benefited from the final results. Enterprise will be happy to pay immediate effect.
Marketing connotation
Well, promotions What kind of a connotation?
Marketing content:
First, the promotion of customer buying behavior of the short-range incentives;
Secondly, the promotion is a tactical marketing tool;
Thirdly, the promotional drive is to purchase interests;
Fourth, the promotion is the result of the pursuit of sales;
Fifth, the promotion of effective impulse buying;
Sixth, promotions, not for the purpose of construction brands;
7, promotions, "AIDA rules" reflect;
8, promotions in the price lever to the beat of ballet, although Variety, but inseparable from the interests of prices;
9, promotions and sales is to expand the use of the method;
10th, promotions, is a competition in the market means;
11, promotions, advertising is not disguised.
12, promotions can get rid of "buying habits", it is the first time contributed to the purchase of a good tool;
13, the promotion was not intended to enhance product visibility, but to allow customers to accept products;
14, promotions, it is the highest goal to be the first result of the purchase, the basic goal is to buy at least become an incentives;
1. Marketing concept
Marketing to consumers is to convey the enterprises and products of this information, or to convince consumers to buy their products, so as to achieve the purpose of expanding sales.
Such enterprises are engaged in marketing activities called "marketing." Enterprise promotion and other marketing activities such as product decisions, the price of the selected strategy, distribution strategies vary. Some of the above marketing activities primarily in the internal or enterprise marketing, and marketing arrangements between. In the promotional activities, publicity or to introduce consumers to their products, convince and attract customers to buy their products, they participate in promotional activities of the two sides and the marketing potential purchaser or purchasers.
Communication is essentially a promotional activities, namely, marketing (information providers or sender) as a stimulus to all kinds of information, a message to one or more of the target audience (ie, recipients of information, such as the audience, audience, readers, customers or users, etc.), in order to influence their attitudes and behaviour. For example, a media issued such an advertisement: "The rabbit electoral wool sweaters - men's sweaters!" Clearly, when consumers read the advertisement, can immediately access the following information: The brand sweaters Rabbit is the licensing, Shanghai is a famous brand, and product quality reliable; sweaters electoral wool is the raw material used is a high-end products; product is suitable for the autumn and winter season clothing.
If a consumer really want to buy a sweater, the advertisement will be on his purchase behavior have an impact. Marketing, in order to effectively communicate with the consumer information available in different ways to enhance communication with the consumers of information, in order to promote product sales. For example, can convey the business through advertising and product information can be through a variety of ways to promote business customers better understand the products, so as to promote the purchase of its products can be improved through a variety of public relations firms or products in the public image; also sent salesmen face-to-face to convince customers to buy their products. A commonly used means of advertising sales, marketing staff, sales promotion and public relations. Enterprises can light of the actual situation and the market, products and other factors choose one or a combination of various means of promotion.
2. Why the role of marketing enterprises to conduct promotional activities?
In any society large-scale production of goods and economic conditions, on the one hand, producers who need not entirely clear what goods, where needed, when needed, and what price consumers are willing and able to accept; On the other hand, the majority of consumer also not entirely clear what the supply of goods who, where and supply, when supply, a low price, and so on. It is precisely because of the presence of such an objective producers and consumers of the "information separation," the "production" to "eliminate" contradictions, enterprises must pass communication activities, use of advertising, promotion reports, and other promotional marketing staff means of production, products, etc. messages to consumers and users in order to enhance their understanding, trust and the purchase of the product to increase sales purposes. With increased competition and enterprise products increased, the increase in consumer income and improvement of living standards, in the buyer's market of consumers even higher demand for goods and greater room for the selection, enterprises and consumers to communicate between the more important, more enterprises need to strengthen marketing and use all kinds of promotional manner so that the majority of consumers and users better understanding of their products so that consumers willing to spend more to buy their products.
Sales promotion (Sales Promotion, or SP) competition in the market is in the process of a sword. Market attack of promotion, the role is thrust on products so that their products can enter the market faster and expand the market. We see that in the market, not all companies are advertising, but each one, without exception, companies are conducting a promotion. Therefore, the market aggression in our mandate, we must not forget the use of this powerful weapon.
From a global comparison looks into advertising and marketing, promotions, the cost of advertising growth in the cost of at least three percentage points higher than the growth rate. In the United States, in 1980 for promotional costs 49 billion US dollars, to its 1986 reached 102 billion US dollars cost, the cost of promotions and advertising by a ratio of about 64:36. By 1991, the total costs of promotional marketing costs 3 / 4, or 75 percent.
Promotional activities reason is there such a big expenditure, because people are optimistic about this form of sales and benefited from the final results. Enterprise will be happy to pay immediate effect.
Marketing connotation
Well, promotions What kind of a connotation?
Marketing content:
First, the promotion of customer buying behavior of the short-range incentives;
Secondly, the promotion is a tactical marketing tool;
Thirdly, the promotional drive is to purchase interests;
Fourth, the promotion is the result of the pursuit of sales;
Fifth, the promotion of effective impulse buying;
Sixth, promotions, not for the purpose of construction brands;
7, promotions, "AIDA rules" reflect;
8, promotions in the price lever to the beat of ballet, although Variety, but inseparable from the interests of prices;
9, promotions and sales is to expand the use of the method;
10th, promotions, is a competition in the market means;
11, promotions, advertising is not disguised.
12, promotions can get rid of "buying habits", it is the first time contributed to the purchase of a good tool;
13, the promotion was not intended to enhance product visibility, but to allow customers to accept products;
14, promotions, it is the highest goal to be the first result of the purchase, the basic goal is to buy at least become an incentives;
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