What theories are needed for marketing planning?What are the classic marketing theories of marketing

It's okay, you can ask me for advice.

1. Classical basic theories of marketing.

1. Marketing competition triangle model. Based on the analysis of customers, competitors, and the company's own tripartite perspective, it is the basis for Xu Shan Xunsou to make more marketing decisions and actions, the theory is the basic skill of marketing, and it is the heart of martial arts.

2. The value theory of customer transfer. The theory essentially explains why customers buy: the difference between the total value that customers expect to get (product value + service value + personnel value + image value) and the total cost they expect to pay (monetary cost + time cost + physical cost + energy cost), the larger the difference, the more willing customers are to buy, and the lower the difference, the less willing customers are to buy.

This theory is also important and applies to all industries that need marketing and to all marketing practitioners. This theory has great inspiration for the marketing guidance of the consumer goods service industry, but it has a relatively weak guiding effect on the marketing of the spiritual and cultural enterprises of the means of production enterprises.

3. Positioning, that is, seizing a specific and valuable position in the customer's mind, is recognized as the most important theory in the history of marketing development (selected by the American Marketing Association). The comic epoch theory.

There are many believers, there are many training courses on positioning in the society and the fee of 100,000 yuan for 3 days is often charged, and its students are generally the middle and senior marketing managers of large and medium-sized enterprises and the small bosses who have just started their business. The positioning position is indeed important, mainly applicable to fast-moving consumer goods, consumer durable products, and life service industries.

However, the applicability of the B2B industry and the Internet industry is weak, and the role of marketing grassroots personnel is not great.

Marketing planning should follow a series of principles to ensure the effectiveness and success of the planning. Here are some important principles that marketing planning should follow:

1.Customer-oriented principle: put the customer at the center of marketing, understand customer needs and preferences, and carry out planning and marketing activities from the customer's point of view.

2.Principle of clear objectives: Set clear marketing goals, including sales targets, market share, brand awareness, etc., to ensure that the planning is targeted and feasible.

3.Positioning differentiation principle: determine the differentiated advantages of the product or service, clarify the target customer group, and position the product in a unique position in the market.

4.Comprehensive marketing principle: the use of a variety of marketing means and channels, the comprehensive use of advertising, public relations, direct sales and other strategies, the formation of the overall effect of marketing.

5.Strategic principle: Develop a long-term marketing strategy according to the market situation and competitive environment to achieve long-term development and competitive advantage.

6.The principle of continuous innovation: the market environment and customer needs are constantly changing, and the planning should maintain continuous innovation and constantly adapt to the changes in the market.

7.Data-driven principle: Make decisions based on market data and marketing effectiveness, and use data analysis to optimize planning and improve marketing effectiveness.

8.Quantifiable principle: Ensure that the goals and effects of marketing planning can be quantified and measured, so as to facilitate the evaluation of the effectiveness of the strategy.

9.The principle of coordination: to ensure that the marketing planning is consistent with the overall strategy of the enterprise, and the coordination and cooperation between various departments to form a unified marketing direction.

10.Principle of continuous optimization: Marketing planning is a process of continuous optimization, which is constantly adjusted and improved according to market feedback and marketing effect.

Following the above principles can help enterprises formulate scientific and effective marketing plans, enhance brand competitiveness, and achieve market goals.

The purpose of marketing planning.

1. The purpose of establishing the overall image of the enterprise is to improve the social status of the enterprise, enhance the social value of the enterprise, and expand the influence of the enterprise in the market. The ultimate goal of establishing the overall image of the enterprise is also to better and long-term marketing the products or services produced by the enterprise.

2. Clarify the goals that should be achieved in the future for the enterprise. Through hand-held marketing planning, enterprises can establish clear marketing goals. It can not only accelerate the transformation of corporate marketing from the real state, but also reduce the ineffective labor caused by many roundabout search for goals.

The significance of marketing planning.

1. For modern enterprises, the size of the scale plays an immeasurable role in the survival and development of the enterprise, and it is also the primary concern. At present, large, medium and small companies around the world attach great importance to the planning of the company's future marketing. Marketing planning is increasingly valued by modern companies.

It is understood that at present, many large modern public reeds in the world have set up a special marketing planning department, and the marketing planning department has played a role in the expansion of the scale of modern enterprises for the accurate positioning of the company's future development.

2. Promote the improvement of the enterprise marketing department, and the marketing department of a mature modern company has formed a number of departments specializing in enterprise marketing and planning, such as enterprise network marketing planning agencies and actual marketing planning agencies. The establishment and improvement of these departments have further enhanced the competitiveness of the company and have become more and more important for modern large companies.

The above is the purpose and significance of marketing planning shared by Fenglan Marketing, marketing planning is now an important means for the development of social enterprises, and the role of marketing planning is getting bigger and bigger, I hope the above can help you. <>

Summary. The 4Rs stand for relevance, reaction, relationship, and reward. The marketing theory believes that with the development of the market, enterprises need to establish a new type of proactive relationship between enterprises and customers at a higher level and in a more effective way.

Characteristics and advantages of modern marketing: From the 80s to the present, it is the mature stage of marketing, which is manifested in: a) related to other disciplines, such as economics, mathematics, statistics, psychology, etc.; b) began to form its own theoretical system; The 80s was a revolutionary period for marketing, which began to enter the field of modern marketing, which gave a new look to marketing.

Hello! <>

The basic theory of marketing is 4R, 4CS, 4C: marketing theory is guided by consumer demand.

The 4Cs include: Customer, Cost, Communication, and Convenience. Add the opportunity market chance, and the market change is 6c.

The 4Rs stand for relevance, reaction, relationship, and reward. The marketing theory believes that with the development of the market, enterprises need to establish a new type of proactive relationship between enterprises and customers in a more effective way from a higher level. Features and Advantages of Modern Marketing:

From the 80s to the present, it is the mature stage of marketing, which is manifested in: a) related to other disciplines, such as economics, mathematics, statistics, psychology, etc.; b) began to form its own theoretical system; The 80s was a revolutionary period of marketing science, which began to enter the field of modern marketing, which gave a new look to marketing.