What does management and marketing involve?

1) Study the basic theories of marketing management.

Marketing management first explains the nature of the discipline, the research object and the methodology system logically, and then studies the development and change of marketing theory in different periods of market economic development, as well as the change of marketing concept that is dominant at each stage of development and has a significant impact on corporate marketing practice. Including the development of production concept, product concept, sales concept, marketing concept, social marketing concept, big marketing concept and global marketing concept.

2) Research the strategic planning process of the business.

The strategic plan is an assessment of the strategic profitability potential of the main activities of the enterprise to decide which main businesses the enterprise will maintain and which new business areas to enter, that is, to decide the business areas and investment direction of the enterprise, so that the enterprise can enter the business areas with development prospects.

3) Research the relationship between the competitive position of the enterprise and the marketing strategy.

The strategic plan brings the company into a promising sunrise business area, and it seems logically that it is entirely possible to enter the study of the company's target market selection, positioning, and marketing mix. But in fact, there is a very important issue that needs to be studied here, that is, the relationship between the competitive position of enterprises and their marketing strategies. Because, fundamentally, the marketing strategy depends on the size of the individual company and its position in the industry.

Large companies can adopt strategies that are difficult for smaller companies to accept, and small companies can find certain strategies that are completely comparable to or better than large companies in terms of returns.

4) Study the marketing management process.

The marketing management process is the planning and execution of marketing activities, which includes the development and research of products, pricing, and all activities related to circulation, and its purpose is to achieve the goal of fully meeting the needs of organizations or individuals through the marketing management process. The main contents to be studied and implemented in this process are: macro and micro environment research of marketing, research on industrial market and consumer market and their purchasing behavior, marketing research, market segmentation, target market selection, market positioning, marketing mix, marketing organization system and control system, etc.

5) Research on the expansion and extension of marketing management theory.

This part of the research mainly applies the above general marketing management theories to a more complex and changeable international economic environment, and mainly involves some cutting-edge issues in contemporary marketing theory and practice. These include service marketing, relationship marketing, and global marketing.

Definition of marketing management: refers to the analysis, planning, implementation and control of design projects in order to achieve the goals of the enterprise or organization and establish and maintain a mutually beneficial exchange relationship with the target market. The essence of marketing management is demand management, that is, effective mediation of the level, timing and nature of demand.

Marketing management can be defined as the art and science of selecting a target market and acquiring, retaining, and increasing customers by creating, disseminating, and delivering higher customer value.

Marketing management includes tasks: developing marketing strategies and plans; develop marketing insights; manage customer value; selection value; nurturing a strong brand; provide value; Deliver value; communication value; Create long-term growth and value.

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Marketing. At the same time, it belongs to the economic and management categories.

Marketing belongs to: Marketing, Marketing, Economics, Management.

Marketing, also known as marketing, marketing or marketing, is the commodity economy.

is a form of economic relations with the exchange of commodities as its content. For enterprises, the market is the starting point and destination of marketing activities.

Marketing is both a function and an organization for itself and its stakeholders.

activities, processes and systems that create, communicate, disseminate and deliver customer value and bring economic value to customers, customers, partners and society as a whole. It mainly refers to the process of marketing personnel carrying out business activities and sales behaviors for the market.

Market positioning. is the core of marketing:

Marketing positioning solves the question of what marketing is: by definition, it is possible to see the whole picture of marketing by grasping the subject, the object, the place, the purpose and its relationship.

Market positioning solves the problem of marketing "why": a large number of successful corporate cases through positioning prove the necessity and inevitability of marketing.

Market positioning solves the problem of "how to do" marketing: positioning runs through all stages of enterprise growth, from the beginning of the business to determine the target market.

After maturity, brand diversification is carried out under the guidance of positioning.

It reflects the essential attributes of marketing: market positioning is divided into enterprise positioning, product positioning, competition positioning, and brand positioning.

The four positioning are based on customer needs, which reflects the essence of marketing: creating value for customers, building relationships, and then obtaining benefits.

In the widely used textbook Marketing Management (2006), Philip Kotler and Kevin Lane Keller define marketing management as "the art and science of selecting target markets and acquiring, retaining, and growing consumers by creating, delivering, and communicating superior value." "

By definition, marketing management generally refers to the analysis, design, implementation and control of the marketing plan for the establishment, development and improvement of the exchange relationship with the target customer in order to achieve the business objectives.

Marketing management is a dynamic and systematic management process in which an enterprise plans and implements marketing concepts, formulates marketing mix, and creates a dynamic and systematic exchange meeting to meet the needs of target customers and the interests of the enterprise. It is an important part of enterprise operation and management, and it is the main function of the enterprise marketing department.

Marketing management. Difference from sales management.

Many company managers think that marketing is sales, and sales is marketing. There are even some trainers' courses called "Key Account Marketing", which mainly talk about sales skills.

Questions, explanations, deals, etc. This kind of confusion will affect the management of the company, and we must avoid this misunderstanding.

Note that marketing involves:

Preparation of products, services and markets in strategy and tactics. The focus of sales is on: management, training, coaching and motivation of salespeople to sell products (including goals, plans, methods, management processes, tools, compensation methods, etc.) and recruitment methods.

If the company's products don't meet the needs of the market (marketing problems), even the best salespeople may not be productive. However, if the company's sales management is good, then the salesperson will be tormented because there is no result, and vice versa.

I once met a state-owned lubricant company and entrusted marketing management, and even sales management consulting projects, to the "brand planning" of the advertising slag ridge bridge for them.

companies, they think that's the same thing. However, the brand consultant will not know the sales channel.

Best practices for establishing, managing, rewarding, or selling skills training. No single company can do it all! Just like carpenters, most people don't know how to make a chimney out of an iron plate.

My client may have a sales department, but no one is aligning our products with the customer's needs. They need a platform that tracks market trends and configures services with a customer base. Information system.

They also need marketing training to keep everyone focused on the customer's company business. They don't yet know how to make their existing sales team more effective. Well, you can help with two of our consultants:

A "marketing strategy consultant" typically addresses the following questions:

Segmentation and selection of target markets, positioning, branding, distribution channels (P1), pricing (P2), promotion (P3), product and go-to-market plan (P4), customer service, marketing support, etc. Well, they need marketing management tools that solve a variety of problems and many strategic plans, processes, and standardized document formats; brand movement process; marketing information systems; methods and materials of dissemination; product and packaging design; Modeling; Distribution channel policy and many other services.

And "sales management consultant" may involve:

Customer procurement processes for different market segments.

Analysis, sales process reengineering.

The formulation of the annual sales plan, the design and transformation of the sales organization, the evaluation of the sales staff - the global brand network - and the selection, the role, responsibilities and competency models of the sales team, the formulation of goals and plans, the establishment and management of CRM, the establishment and management of the sales information system, the division and development of regions, management, pipeline management, the daily sales management process, the formulation and distribution of sales plans, the formulation and distribution of objectives, the design of the assessment rules, the design of the incentive program, the phased competition, the management process and tools of the largest customers, the design and establishment of training courses, coaching and motivation skills, leadership.

training, product knowledge training and competitions, etc.