The purpose of marketing communication, what is the purpose of marketing?

In a word, it is to maximize the social value of the enterprise and the market value of its products or services.

Realize the value!

The purpose of marketing is to maximize the social value of the enterprise and the market value of its products or services.

Marketing is used to identify unmet needs, define and measure the size and profit potential of the target market, and find the most suitable market segment for the company to enter and the market offerings that are suitable for that segment.

Marketing is often the responsibility of a single department in a business organization, which has both advantages and disadvantages. Advantage: It is convenient to concentrate the group of marketing training to specialize in marketing; The cons:

Marketing should not be confined to one department of the enterprise, but should be reflected in all the activities of the enterprise.

Marketing begins with the investigation of the market and the evaluation and analysis of the marketing environment, managers accordingly confirm the satisfaction of consumer needs and the objective existence of market opportunities, with the help of market analysis, target market selection and market positioning and other related target marketing methods to strengthen the core competitiveness of enterprises, the use of enterprise controllable factors that are products, channels, marketing mix factors to meet market demand, win market loyalty and competitive advantage, through effective marketing planning, organization, Execution and control to ensure the proper functioning of marketing activities. In short, the purpose of marketing is to deeply know and understand the customer, so that the bulldozing or service is fully suitable for the needs of the customer and form a product self-sale.

One of the marketing purposes: to sell the product "higher".

Through marketing, more people or companies know about our marketing items and others, so as to get more benefits, and then improve the overall efficiency of the company, the quality of marketing directly determines the income of a company...

The definition of marketing in Marketing Management is:

Profitable to meet demand.

It is true that the ultimate purpose of all marketing is to help enterprises obtain benefits, but in terms of specific marketing behavior, there are many relatively specific purposes. The most common ones are the following:

Purpose 1: Sell goods.

Buying and selling is the most basic act of business, and the most direct way for a company to obtain profits is to sell goods or services. So a lot of times, the purpose of marketing is to sell goods. This is why marketing is often misunderstood as sales, because the marketing department of many companies is basically the same as sales, and they will hire a lot of marketers, that is, salespeople, to go out and pull business.

But in fact, marketing is much more than that.

Purpose 2: Build a brand.

Sales are temporary, but brands are long-lasting. The founder of Coca-Cola once said that even if all my factories were burned down overnight, as long as I still had the brand, I would be able to come back to life in 3 months. That's right, a mature enterprise will see building a brand as the top priority of the enterprise, and it is also one of the main purposes of marketing.

Purpose 3: Gain a competitive advantage.

As the saying goes, "shopping malls are like battlefields", where there is a market, there will inevitably be competition, sometimes the competition is still fierce, and it is often necessary to obtain a competitive advantage through marketing means. For example, the dispute between Wang Laoji and Jia Duobao over the herbal tea brand was inseparable, and a wonderful marketing war was staged.

Fourth, quickly occupy the market.

Sometimes companies do not want to simply sell goods, nor do they want to compete with a certain competitor, but hope to quickly occupy the market through marketing means. Especially for those new entrants to the industry, they want to make a name for themselves in the industry quickly. For example, Shenzhou Special Car invited Wu Xiubo and other celebrities to carry out the "ibeatu" event marketing, although it was mixed, but objectively helped Shenzhou quickly gain market attention, and orders also increased.

Purpose 5: Deal with the crisis.

Sometimes, companies will face some crises or scandals due to some wrong behaviors or changes in the market environment. At this time, it is necessary to use marketing tools to clarify the facts to the public, announce the handling methods, boost confidence, rebuild brand reputation, and so on. This is what we often call crisis public relations.

Purpose 6: Influence investment.

A large amount of capital is required to run a business, and the performance and business behavior of the enterprise will affect the judgment of investors. Therefore, companies often use marketing to release some positive signals to attract investors' attention or boost investor confidence.

Of course, there are many more purposes for marketing, and here are a few of them. Before we do marketing, we must understand the purpose of marketing, so as to be targeted, achieve the corresponding effect, and not waste the marketing resources of the enterprise in vain.

1. Network communication

Mobile Internet.

With the advent of the times, marketing has a faster and better way to communicate, and anyone can access the Internet anywhere and at any time, which has brought the relationship between enterprises and consumers closer.

And most importantly, internet marketing.

It has the characteristics of low cost, wide publicity, accessibility, interactivity, real-time, extensiveness and so on. This new marketing communication model has always played an increasingly important role in influencing enterprises.

2. Integrated marketing communication

Integrated marketing is another important way of brand communication, which refers to the prediction of different forms of communication in the plan, the integration of various scattered information, and finally the consistent communication effect, which belongs to a marketing communication plan concept.

3. Integrate brand promotion

Brand is the core of corporate marketing communication, corporate brand promotion activities should gather to the brand, and integrated brand promotion is developed on the basis of the integration of various marketing communications.

Through integrated marketing communication management and brand strengthening, marketing brand relationship is the center of integrated brand promotion, which is not only to expand popularity, but more importantly, to enhance the trust of the brand in the hearts of consumers and accumulate brand equity.

There is a strong interest and I hope this article can help you. If you want to know more about advertising and marketing copywriting, copywriting optimization methods and materials, you can click on other core articles on this site to learn.

Importance of marketing promotion:

In today's rapid development of the Internet era, the previous traditional marketing model can not meet the current stage of economic development, and there are many, many companies and enterprises are transforming to the network. The Internet has increasingly become the main body of people and a tool for companies and enterprises to make money. So, how many companies and enterprises can know how attractive the network is, and what ways and means to create benefits for their own companies.

Let's take a look at all aspects of network promotion and see how it can enable companies and enterprises to develop at a high speed.

Network promotion is the corresponding advertising mode on the network, including construction, optimization, Weibo, WeChat pants beam key, forum, know and so on for marketing promotion. In the traditional model, we can do nothing more than flyers, billboards, newspapers, radio, television, outdoor and so on. So what is the difference between these traditional methods and network marketing in the Internet era?

First of all, as far as the outdoor billboards of traditional marketing are concerned, there are many companies that advertise outdoors. It is estimated that the consumption will range from 5-10w in a year, and the probability of real customers seeing it is not large. If a customer who is really interested in asking for these things will definitely not go outdoors to look for billboards, which will greatly waste the value of resources.

And the role of the billboard is limited to the area where you put the billboard, so that other people who have a need for customers can't see your ads, so you lose a lot of customers.

In terms of the promotion of network marketing, it is now a period of rapid development of the Internet, and what needs to be found directly on the Internet, or to find the relevant industry ** to view. If a company can carry out corresponding investment promotion in **, then customers all over the country can see your information on the Internet. Online promotion can maximize benefits, and the return is ten, hundred, or even a thousand times that of investment.

**Promotion can promote your** in all parts of the country and even professional** accordingly, to maximize benefits, without wasting a penny. The speed of publicity is fast, compared with offline promotion, online promotion can make your company resounding all over the country in one day.

1. Promote the corporate brand and establish the corporate image.

The purpose of promotion and marketing is mainly as follows: First, the use of promotion and marketing to promote sales and bring practical benefits to enterprises. Second, enhance the brand image and bring influence and popularity to the company. Third, drainage, retain old customers, and attract more potential new users.

Fourth, improve the trust and stickiness between the user and the wild front.