I don t understand the core of marketing planning, and I still do what kind of marketing

The core point of marketing planning is to organically combine the elements of planning to maximize brand equity. Brand identity system, brand strategy and brand architecture are like the constitution, the marketing communication activities of the enterprise are like the daily political, economic and social activities of the organization and individuals, the marketing strategy, advertising creativity, terminal display and the work of brand strategy management, it is equivalent to the daily social activities of citizens such as education, medical treatment, love, marriage as the formulation and implementation of the constitution. Like the responsibilities of the National People's Congress, the responsibilities of the corporate brand strategy management department are first of all to formulate the brand constitution, and then to inspect the law enforcement, that is, to check whether every link of the brand's marketing strategy, advertising and public relations activities effectively reflects the brand constitution.

The rapid development of the Internet era has made large, medium and small enterprises no longer ignore the potential market of online interactive marketing, and now it is the first era of network marketing. Marketing planning is also destined to be inseparable from network marketing.

The core of marketing is the management of marketing functions and a comprehensive analysis of the company's situation to improve the market share of products. Marketing must analyze the corporate environment to identify attractive opportunities and avoid threats in the environment. The means of marketing realization refers to the choice of marketing strategies that will help the enterprise achieve the overall goal of the strategy.

This process consists of three steps: market segmentation, target market selection, and market positioning.

1.Market Segmentation The process of dividing a market into different groups of buyers with different needs, characteristics, or behaviors and therefore different products or marketing mixes is known as market segmentation.

2.Target Market Selection After dividing the market segments, a company can enter one or more segments in a given market. Target market selection refers to estimating how attractive each segment is and choosing to enter one or more segments.

3.Market Positioning Market positioning refers to the arrangement of a product in order to occupy a clear, special and desirable position in the minds of consumers relative to competing products. Therefore, marketers must design positions where their products differentiate themselves from competing brands and achieve the greatest strategic advantage in their target market.

Provided by Shangchen Education.

Some people have a one-sided understanding of this issue and equate marketing with sales pitches. However, sales pitch is not marketing, and sales pitch is only one of the contents of marketing. Peter Drucker, a well-known management scientist, once pointed out, "It is conceivable that some sales work is always needed, but the purpose of marketing is to make sales redundant, the purpose of marketing is to deeply know and understand the customer, so that the product or service is completely suitable for its needs and form a product self-sale, ideal marketing will produce a customer who has been ready to buy, and the rest is how to facilitate the customer to get the product or ......."Philip Cowler, an authority on marketing in the United States, believes that "the most important content of marketing is not sales, but the pinnacle of the marketing iceberg ......."If the marketer does a good job of understanding the various needs of consumers, developing suitable products, as well as pricing, distribution and **, these products will be easily sold.

As noted by renowned scholars, marketing is not a sales pitch. Marketing efforts begin long before the product is made. The first thing the marketing department of the enterprise needs to determine is that there is a market, what is the size of the market, what are the market segments, and what are the preferences and buying habits of consumers

The marketing department must feed back the market demand to the R&D department, so that the R&D department can design the best possible product for the target market. The marketing department must also design pricing, distribution, and ** plans for the product to go to market, so that consumers can understand the company's products and easily head to the product. After the product is sold, it is also necessary to consider providing the necessary services to keep the consumer satisfied.

Therefore, marketing is not a certain aspect of business activities, it starts before the production of products, and continues until after the products are sold, throughout the whole process of business activities.

There are many definitions of marketing that will help us understand marketing. The American Marketing Association defines marketing as: "Marketing is the business activity that guides goods and services from producers to consumers or users." ”

The British Marketing Institute believes that "if an enterprise wants to survive, develop and make profits, it must consciously arrange production according to the needs of users and consumers." ”

According to Japanese business people, "marketing is the entire corporate activity of studying how to provide goods and services in accordance with market needs while satisfying the interests of consumers."

Marketing Planning

It is the core of marketing management activities, and it is the basis for every aspect of marketing activities to make an overall plan in advance by introducing new ideas and innovations, and to use it as the implementation criterion, as well as to track, correct, evaluate performance and other actions.

This definition can be broken down as follows:

a. Marketing planning is the creative thinking to solve a certain problem in the marketing process.

b. Marketing planning completes the function of the director, is the creative use of existing resources, and uses the least resources to obtain the maximum benefit.

c. The basic principles of marketing planning can be expressed by the following formula: outstanding creativity x possibility of realization = maximum expected effect.

The following additions should also be made:

1. Marketing planning should have clear and locatable marketing objectives as much as possible;

2. Marketing planning must consider the time factor in order to give full play to performance;

3. It is not a simple advertising and sales planning activity, but must be matched with the overall business strategy of the enterprise in order to grasp the best market opportunities.

An enterprise bigger and stronger is more closely related to brand marketing, under the conditions of modern market economy, the implementation of scientific planning of brand marketing activities, is the inevitable choice of enterprises, the choice of strength and creativity of the marketing planning team to help enterprises develop effective brand marketing strategy, is the top priority, Guangzhou Merchants Express focuses on outsourcing agencies that solve problems for enterprises on the road to entrepreneurship, and pays attention to the influence of marketing planning.

Dongdong and Daodao will explain in detail what is marketing planning, the importance of marketing planning and how to do a good job in marketing planning?

Do you know about marketing planning? Do you know what marketing planning does? As a marketing planner to think big, think small, what is the big picture, think small?

Take a look at the following to see why. First, what is the big picture The big picture is to require marketing planners to have a high degree of strategic vision and long-term thinking when looking at the problem, not too short-sighted, in order to cope with or solve temporary problems and sacrifice the long-term interests of the enterprise and the brand, for the long-term development of the enterprise to lay mines along the road, create many crises. If the enterprise is not careful, there is a possibility of death from a mine.

To put it simply, it is to do everything you can to help companies increase sales.

In layman's terms, it means that people who have never done business teach people who have been in business for decades how to do business.

Marketing is an important part of the marketing mix of enterprises, and whether the marketing strategy is reasonable is not only related to the realization of the sales and profit goals of the company's products, but also directly involves the vital interests of consumers.

The concepts are as follows:

1) The ultimate purpose of marketing is to "satisfy the desires and needs of individuals or groups".

2) Exchange is at the heart of marketing.

3) Whether the exchange process can be carried out smoothly depends on the degree to which the products and values created by the marketer meet the needs of customers and the level of management of the exchange process.

Well, you can ask a professional.