Market department

A, market< prefix="o" ns="urn:schemas-microsoft-com:office:office"><><>
1 . market:Market is a kind of interests demand of crowd<><>
2 . marketEnterprise or profitability body<><>
ArouseLet consumer know that<><>
SatisfyLet consumer buy to<><>
3 . demand:Consumer purchases for having ability, is at the same time willing that a kind of purchase of specific product of purchase is found a way it is demand to, with desire, must at the same time satisfy the desire that ability purchases and is willing to purchase two conditions to claim it.<><>
4 . dominanceDominance demand denotes the demand of puting forward with initiative that consumer can understand description ( may directly say for example consumer: I am thirsty to drink water; I needs a sweater etc.); Enterprise will hold and understand the dominance demand of consumer mainly.<><>
5 . recessivenessRecessiveness demand denotes the demand that consumer has not directly put forward and can not understand description. This kind of demand is often that producer comes according to technical development, for the aspects such as the forecast of vicissitude of the market to put forward , this kind of demand is guided by needs. Enterprise will arouse the recessiveness demand of consumer to know and realize more that customer then can satisfy the recessiveness demand of consumer better.<><>
6 . potentialPotential market denotes to have pretty a part of consumer, may have for some goods a kind of strong thirsty product that is beged and is had or serve but can not satisfy this kind of demand, now, this part of demand has formed potential market. The one of task of sale is to measure the scope of potential market, the merchandise of effective development satisfies these demands with service.<><>
7 , marketPoint under a established environment , is for specific product classification or profession, when sale reaches infinity with great efforts, the limit quantity tended to by market demand. Market Qian quantity is a estimate value, when in actual actual combat operation, last market capacity is often smaller than the market that estimates in advance Qian quantity.<><>
2 and market<><>
1 . excitedThe behavior that consumer will purchase under momentary impulse. Excited purchase behavior and the character feature of consumer relevant, generally speaking, female is easy more than male to occur , is excited to purchase behavior; Some merchandise classifications are also easy to occur excited purchase, for instance cosmetics, beverage and garments.<><>
2 . rationalThrough careful minute, relatively excited purchase , rational consumer finger consumer folds and compares the purchase made after research to decide , the purchase that occurs behavior. Correspondingly, male is rational in consuming; When purchasing the product of the high or function winner of unit price, consumer is also rational.<><>
3 . brandBrand loyalty denotes consumer, first feel satisfactory for the merchandise of some brand, so when selecting this kind of product for this one, brand shows loyal attitude. Brand loyal degree general is for fast circulation article, durable consumer goods since the frequency of purchase is low, brand loyal degree is more weak relatively.<><>
4 . decision-makingThe crowd that has to purchase decision making authority, they decide time, brand and the product classification of purchase , how to buy and buy how many etc. aspect. Purchase policymaker not definitely is the use of merchandise, for example, the policymaker of baby appliance is often mother; Purchase policymaker also not definitely directly purchases merchandise; It is that many persons make policy together that policymaker may be also possible for single person to make policy.<><>
5 , purchaseImplement the person who purchases behavior ( child and mother choose child food in market, child may select by oneself, is food as liking , now, child is the policymaker of purchase, mother is genuine buyer).<><>
6, popularizePopularization crowd the popularization of being for enterprise work, is to the extending problem of who. For example, the advertising popularization of enterprise crowd and promote popularization crowd. Popularization crowd may is the use of product person, buyer, policymaker and influence person or is not. Popularizing the scope of crowd to set will decide according to the establishment of enterprise sale and advertising strategy.<><>
3 and market<><>
1 . STP sale:Modern sale strategic core is called as STP sale. STP is the abbreviation of English Segmenting, Targeting and Positioning, Chinese is: Divide market carefully , select goal market and location. Also is when discrepancy melts the train of thought of sale takes off , carry out district for market to separate , find reasonable market location in the goal market of choice.<><>
2 , discrepancyDenote to design a series of meaningful discrepancy, so as make the product of our company same competitor product the behavior of appearance distinguishing points. Enterprise use discrepancy melts sale is because consumer has different hobby and trend, between and at any time passing, consumer's hobby can also occur change, it may give consumer more choice if discrepancy melts.<><>
3, sectionDefine some features, according to these features dividing entire market for a lot of processes that divide market carefully ( for example may come to district according to the factor variables such as consumer's sexual, age stage, professional feature and life habit to separate market ).<><>
4, divideThese basises various variable features a little market after partition is called as thin minute market( for instance in the beverage classification of fruit juice, may divide concentrated fruit juice, low purity fruit juice and pulp beverage carefully , meet the taste of different consumer respectively , drink to use habit , drink application join etc.).<><>
5 . goalAfter partition divides market carefully, enterprise will combine each, resource situation and the characteristic of product to divide the situation of market carefully, determine that enterprise will enter which one or which to divide market carefully. These selected thin minutes market is called as goal market.<><>
6 . marketThe consumer's mind of product in every goal market in some concept that forms. Location may explain to consumer what difference this product and competitive product have actually, it is that company offers the product facsimile core given consumer, consumer can also understand the brand of this product with this for basis and offers enterprise.<><>
7 . marketCollecting and dividing to fold the research of consumer's message, market message and sale decision-making accomplishment work. Common market investigation content includes: Market Qian quantity minute folds , market share minute folds and competes minute to fold , sales minute folds , regional market minute folds etc.. General market investigation method has: Telephone visits to talk , questionnaire investigation , visit into household to talk , group speaks face to face etc..<><>
8 . saleSale audit campaign, goal, strategy and the sale environment of being for a company or a enterprise unit are overall as doing , system and independent and regular inspection, its purpose lies in to decide opportunity and the scope of problem , put forward action plan in order to raise the sale achievement of company.<><>
4 and market<><>
1 . marketOn market share, the one of important index of examination quantity enterprise or brand competitive position is pointed at in certain market scope, brand or the product of company takes the percentage of overall market total sale.<><>
2 , JingIt has the product of competitive relation with enterprise product. Jing the scope of article includes: The other brands that are in identical product classification with the product of enterprise and some products have the product of the other classifications that replaces relation.<><>
3 . 4P:4 P in sale is traditional sale 4 big groups joins the abbreviation of essential factor, 4 P points at respectively acting Product( product) and Price( price) , Place( channel and route) , Promotion( promote).<><>
4 . 4C:The 4 sale big factors put forward in recent years , 4 C points at respectively acting Consumer( customer) and Communication( communication) , Cost( cost and value) , Convenience( convenience), 4 C put forward have embodied the customer in modern sale the thorough of and service theory; 4 C emphasizes the feelings of consumer more , emphasizes consumer to purchase the opinion in product , instead of the times of 4 P, it is complete with enterprise product interests communicate and inform is purpose.<><>
5 . integrationIntegration sale denotes to pawn the department had by company, can form integration sale for the very result of this and the sale state interests service of customer. To realize integration sale, first, - - sales people, advertising, product management and sale investigation etc. must coordinate various sale functions each other; Second, sale department must coordinate with other company's departments well.<><>
6, concernConcern sale to denote establish the sale of long-term satisfactory relation with company's crucial member( customer, supplier and sale agency etc.) practice campaign. Purpose is to maintain long-term score and business. Concerning the last result of sale is can the marketing network of company from establishment. Relation the focal point of sale should put when:<><>
( 1) maintain<><>
( 2) maintain contact<><>
( 3) emphasis<><>
( 4) emphasis<><>
( 5) promise<><>
( 6) enterprise<><>
7 . marketIt is a kind of form of competitive strategy. The most profession has the market leading person company of a recognition , this company possesses biggest market share on the market of related product. Usual when price change, new product transfer and retail cover and promote strength, the role for that other companies take leader. Adopt the company of market leading strategy such as General Electric, Kodak, IBM and precious clean etc..<><>
8, marketParticipate in competing but do not disturb market situation. In profession, possession is second, 3th and afterwards the company of precedence may be called as house person or follower company, in their strength scope, some companies may be pretty big, if show high, it is clean , Ford, west house electric and 100 matters Cola, TCL and Kang Jia etc..<><>
9, extendWhen enterprise or brand do not development and do desultory reading error market scope extend sexual market campaign. The concept of this market does not be developed on geography area , may be also the specific crowd that does not develop. It is the market strategy of competitive type to extend market.<><>
10 . constructionThe purpose of construction market lies in the<><>
5 and market<><>
1 . saleAlso call market investigation and market research; American sale association( AMA) is as follows for the definition of market investigation: Sale investigation denotes to fold and propagate in sale process, for raising the, objective message confirmation that confirms and solves the decision-making level of sale problem and sale opportunity and carries out system and collecting and dividing. Market investigation joins consumer, customer and popular and sale people through message.<><>
2 . marketMore suitable, more scientific professional terminology should be "Marketing Research" , and is translated into sale investigation. In our country, what market investigation and sale investigation point actually is matter.<><>
3 , market share(Point in certain market, the product total sale of company takes the percentage of entire similar product total sales. This is to measure company between competitor, a important index of market competitive strength is the degree of measuring the success of company's sale. Market share or so as measure with total sale or the position of sales department.<><>
4 . questionnaire:The one of major tool of market investigation is formed by a series of problem, these problems can be completed to collect the mission of data , pass through questionnaire to have been visited person to put forward problem record their answer.<><>
5 . faceIt is to need to visit people that in sale investigation, the most people visit and have been visited person to link up face to face, so, complete data collection work, this kind of visit investigation general designation face to face visit.<><>
6 . the funnelThe design in investigation questionnaire in, the method of sorting of various problems always queues up general problem when is preceding, and queue up specific problem in back. This kind of method of sorting may avoid such deviation: Have been visited person when have replied specific problem afterwards, is easy very much when the problem with general reply is to produce prejudice.<><>
7, interceptIn certain place, usual is when the people of shopping centre visit. Intercepting to visit from place divide , have the interception of shopping centre mainly to visit , street interception visit and shop interception visit.<><>
8 , structuralThe one of law of visiting of the universal adoption in market investigation. Visit Yuan visit according to the problem on questionnaire, do not ask question additionally , also do not do explanation, it is definite to choose item to need to be replied by visitor.<><>
9, streetDenote the face to face visit<><>
10 , depthMarket investigation terminology, determining the nature to investigate general skill France, a kind of have no to decide the visit of type , have been visited person when visit Yuan hint converse freely with guide. Visitor is usually psychologist or senior investigation Yuan, they aim at pursuit have been visited person the desire of potential motive, faith and the deep level in behavior, wait for specifying feelings and the attitude of thing , may in which utilize the skill of psychology. Depth visits to talk about needs expert participation, so, cost expense is great, but it is a major means of motive research really.<><>
11 . sampling:Market investigation terminology, since have representative in overall take out to choose a part of unit , preparing to carry out statistical minute fold in order to reach overall inference. Overall finger has a kind of group of characteristic that investigation people are interested in.<><>
12 . conceptConcept denotes some conception, concept test is<><>
13 . designatedCarrying out face to face visit in a or some designated<><>
14 . quantitativeUse sampling technology in order to reach the market research of quantification result, often need plenty of people costs pay out , can offer mass data , need various statistical minutes to fold method.<><>
15, determineQuantify for not pursue the market investigation of data total name. Determining the nature the purpose of research lies in to learn market overall situation , and penetratingly perceive consumer's attitude, knowledge and motive, them not with statistics figure is measure standard, and emphasize in the discovery nature direction of opportunity and problem

Brand sale in cannot

- - -Certain brand tinned milk< prefix="o" ns="urn:schemas-microsoft-com:office:office"><><>
New one year is just begun , believe each big brand enterprise also is the annual brand sale campaign of 2008 busy alive the Olympic Gameses; The author is also not exceptional , is also just busy the work of program and the brand strategic management of the degree of New Year as the brand manager of group company; But it is also the incident that one causes at this time because of ordinary detail point , but lets me startling, have to suspend on hand work, look closely at the problem " sale detail are counted " of new brand times again.<><>
See every day in the evening that news are my required courses. On January 5,2008 in night, I come off work , open television as a rule after going home , watch news programme, when adjusting the Qingdao comprehensive channel of television station, today, the program of sixty point begins exactly. Not between go through Yi, "incident" has occured the - - - - - reporter of the Qingdao today program of television station of sixty point, make the report on-the-spot one in Qingdao certain hospital: " child XX of Qingdao certain community in drink to use domestic famous " X brand " tinned milk beverage, under the condition of not do any preventive measure , directly put tinned product to heat up on stove and cause product explosion, cause him to have lost left eye forever; When child head of family takes certain brand product to let reporter see , have not marked any edible method above " . . . . ..<><>
In second day, the author brings doubt , has visited Qingdao somewhat, is famous and big to sell site, tinned milk beverage" the very product" scout actually. When Lang in front of Lang full purpose tinned product, the author is careful to have observed all brand, surprised have discovered a a lot big brand a - - - - - - close to 2 / 3 " little detail are counted " that has overlooked the explanation of tinned product in edible method is ambiguous , the brand that has only few when influential location has marked " if need to heat up , please open easy ring tab " or " if need to heat up , please don't directly put product on stove or microwave oven, avoid danger " the printed words of etc., the most products has not made clear correct edible method( avoid the hint explanation that occurs danger ); It is more writing " heat up drink to use much better ", but how to heat up have not explained; Certainly, it also has brand to mark on package " heat up should be smaller than XX degree ", think , how consumer controls temperature . . . . ..<><>
Write that here, possible many insiders will feel that I make a fuss over a trifling matter , or think that cause accident because of operating improperliness( guardianship does not go to position) to occur , responsibility when head of family, is unconcerned with enterprise, however the author thinks otherwise, because of consumer's purchase is not only product, and it is brand! " Na brand signifies what ", I want to not explain with me that all understand very much!<><>
In brand sale process, " consumer is God ", " who seizes the heart wisdom of consumer, who has seized market " and " with consumer's demand is guidance " wait for vocabulary sentence in contemporary brand management and marketing management, it is meshed that the most of unique enterprise managers, managers, plan great masters and sale great masters will soon use , so long as deserving to be called , it is " plan scheme" or " sale scheme / prospectus ", former half partial necessities will carry out analysis and the research of consumer; No matter being who, if sale circle loafs about for some years, metropolis is known: " brand strategy from in offset to cost person, competitor and profession the careful researches such as development as well as enterprise the very SWOT analysis analysis reaches " reason, however often under this kind of condition, many enterprises when in sale campaign actual operation process, have neglected those so called ordinary little detail points , is also often these little detail points, leting this and loud in some areas or in certain consumer crowd circles the winner that pawns tendency brand has lost " original big brand " position.<><>
The road of brand construction is managed , I also do not want to do too much elaboration here , input the two words of " brand " only on 100 degrees, GOOGLEs or Yahooes, will arise thousands upon thousands about the article of brand; However, what I will say here is , our brand manager and the person of marketing management are doing brand program or when carrying out sale plan, we want the problem that genuine station comes to consider on the angle of consumer( actually our also is one in consumer's group Yuan, our daily life cannot depart from brand , time when carry out intimate contact with numerous brand), many excavation consumers when make appliance brand the little detail point of the most easy overlook, think , before consumer thinks of , do when consumer before do not do, especially " those because of consumer's fault operation or overlook occurs unexpected product production enterprise easily ", more should from detail take off more husband, in detail, give consumer to want; Make genuine brand sale go on after all.<><>
Father has said " in the world difficult matter, surely do is easy; Great undertakings, surely do thin ", it has pointed out penetratingly to think of achievement a career, must conform to simplicity single matter does , start with from slight place!<><>
Use father finally this sentence words come to finish this text , also expect above-mentioned tragedy to do not want and then occur forever! Since the time of end of the year is pressing, the statement that could not have plenty of theories to carry out the sex " discuss road" could not be also decorated with magnificent rhetoric, still ask expert and every colleagues in field to excuse me sea culvert!<><>