The threat of marketing, the threat of marketing

1) Environmental threat analysis.

The analysis of environmental threats by marketers is mainly considered from two aspects: one is to analyze the impact of environmental threats on enterprises; The second is to analyze the likelihood of environmental threats and combine these two aspects of the marketing environment, as shown in the figure

In the figure, enterprises in the ith region must attach great importance to it, because of its high degree of harm and high probability of occurrence, enterprises must closely monitor and improve its development and change trends, and formulate contingency strategies as soon as possible; The II and III regions are also not ignored by enterprises, because although the appearance of the II region may be low, once it appears, it will bring great harm to the marketing of the enterprise, and the third area has little impact on the enterprise, but the possibility of emergence is great, and the enterprise should also pay attention to this and be ready to deal with it at any time; The fourth region is mainly to observe its development and changes, and whether there is a possibility of development and change to other regions.

2) Market opportunity analysis.

In the diagram, Region I is something that companies must pay attention to because of its potential benefits and the potential for success; Regions II and III are also not to be ignored by enterprises, because although Region II is unlikely, its potential market attraction is greater, and once it appears, it will bring huge benefits to enterprises; Although the potential attraction of Area III is small, the possibility of its occurrence is very high, so it is necessary for enterprises to pay attention to it and formulate corresponding countermeasures; For the iv region, the main thing is to observe its development and changes, and take timely measures according to the changes.

3) Comprehensive environmental analysis.

In the objective environment that enterprises actually face, a simple threat environment and opportunity environment are rare. In general, the marketing environment is a comprehensive environment in which opportunities and threats coexist, and benefits and risks are combined. Depending on the level of threat and opportunity in the comprehensive environment, the environment faced by enterprises can be divided into four scenarios:

First, the ideal environment. The ideal environment is one with a high level of opportunity, a low level of threat, and the benefits outweigh the risks. This is a rare environment for enterprises.

Second, the adventurous environment. The risk-taking environment is one in which market opportunities and environmental threats coexist, and benefits and risks coexist. Enterprises must strengthen investigation and research, conduct comprehensive analysis, and make prudent decisions to reduce risks and strive for benefits.

Third, a mature environment. In a mature environment, the level of opportunity and threat is relatively low, and it is a relatively stable environment. On the one hand, enterprises should operate according to routine operations to maintain normal operation; On the other hand, it is necessary to gather strength and prepare for entering an ideal environment or an adventurous environment.

Fourth, difficult environment. In a difficult environment, the risks outweigh the opportunities, and the company is in a very difficult situation. At this point, businesses must find ways to turn things around. If the trend is gone, exit the business in the marketing environment and look for another development.

The analysis of opportunistic nuclear threats in the marketing environment is generally carried out using a matrix analysis method

1.Environmental Threat Matrix Analysis: Analyzes the likelihood and severity of a threat.

1) Critical threats (potential severity and high probability of occurrence): It will seriously endanger the company's interests and has a high probability of occurring, so a contingency plan should be prepared.

2) Threats with low potential severity and high probability of occurrence and high potential severity and low probability of occurrence do not need to be prepared for contingency plans, but need to be closely monitored, and may develop into serious threats.

3) Environmental threats with low potential severity and low probability of occurrence are small and can be ignored.

2.Market Opportunity Matrix Analysis: Analyzes the likelihood (probability) and attractiveness of an opportunity.

1) Best Chance (Potential Attraction and Probability of Success): Several plans should be prepared to pursue one or more of these opportunities.

2) Environmental factors with high potential attraction and low probability of success vs. low potential attraction and high probability of success: should be closely watched and may be the best opportunity.

3) Low potential attraction and likelihood of success: The opportunity is too small to be considered.

3.Opportunistic Threat Matrix Analysis.

1) Ideal business: There are many market opportunities and few serious threats.

2) Risky business: There are many market opportunities and serious threats.

3) Mature business: There are few market opportunities and the threat is not serious.

4) Difficult business: There are few opportunities at airports, but the threats are serious.

Corporate Marketing Countermeasures:

1) For the ideal business: we must seize the opportunity and act quickly.

2) For risky business: it is not advisable to blindly rush forward, nor should it hesitate and miss the opportunity.

3) For mature business: it can be used as a regular business to maintain the normal operation of the enterprise.

4) For difficult business: either strive to change the environment to get out of the predicament and reduce the threat; Either immediately transfer and get out of the situation.

Dear, I am teaching the city Huiqian such as field marketing repentance.

The teacher of the new market often has the following five threats:

1. The threat of competitors in the same industry;

2 The threat of a new competitor;

3 Threat of substitute products;

4 The threat of increased bargaining power of buyers;

5 ** The bargaining power strengthens the threat of foregoing.

Please feel free to adopt it, I wish you progress in learning, thank you for your support!

There is a huge system of relationship marketing, which includes businessmen, the public, corporate employees, customers, and competitors. At the same time, the key point of view of relationship marketing is the long-term view. So the threats it faces can be analyzed from above.

1.Customer. Relationship marketing focuses on the customer relationship lifecycle.

Use a variety of methods to calculate the profit that customers are likely to give to the company in their lifetime, and then select valuable customers to win their loyalty. Therefore, it can be seen that on the customer side, there is a miscalculation of the lifetime value of the customer relationship, and the threat of choosing the wrong customer. Because once the estimation is wrong, it means that all the previous costs are lost, and it is impossible to obtain long-term benefits.

2. **Quotient. Choosing the wrong business is also a serious problem, because the business is not necessarily your business as the center, so it is likely to expand cooperation with your competitors when you cooperate with rich benefits, or you may interrupt cooperation because of some disputes. In this way, the former triggers more competition for you, and the latter may make you temporarily uncompetitive.

At the same time, if long-term cooperation does not form interdependence (note that, it is interdependence), there may be an increase in the bargaining power of one party, and as oneself may become a disadvantaged party, it will increase costs. 3. Employees of the enterprise. Most of them have an emotional relationship with long-term customers (non-organizational communication), and customers will form a dependence on the employees they are familiar with, so that if the employees turn back or change jobs, and the company is not able to control it, they may take the company's customers away, and finally the overall efforts made in front of them are in vain.

4. The public: The biggest problem of the public is speech, and the result of them is that the customers who buy your company's products or services are under pressure on social media. If there is some kind of bad PR, it will affect the reputation and may also cause the loss of customers.

I haven't studied this very deeply, waiting for your improvement) 5. Competitors. Its threat lies in the threshold. Because if competitors argue that they are also relationship marketing, and they also focus on a good relationship with customers, then it will be difficult for companies to win customers from their opponents.

This is also known as the customer conversion problem. I hope my little analysis can help you.

Pay attention to credibility and service attitude.