2009年3月10日星期二
Market department
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
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!<><>
2008年4月17日星期四
The 49 of the course of job hunting of a sister of job hunting: End had been approved
No matter being how about, big swallow has returned , big swallow again with A Hua together. Big swallow again puts in normal life and work. With A Hua together, she still and is the same before, it has to say that there is smile. She never lets A Hua find out her is not happy. Sometimes late at night person quiet, a big swallow own person lies on bed , thinks that self misses A Hua with A Hua to home, a little want to give up this love with domestic self in swallow heart, feel that this is liked well repeated , is well bitter. However, in heart, a sound says for self " should not give up , to insist , want two persons to insist together to go down. " yes, she has a lot do not give up , she loves A Hua, A Hua also loves her, she does not want to give up this love because of opposing in home.
A Hua home is most to say that big swallow is countryside residence registration mainly. Big swallow thinks of Afghan flower is not to have bought town residence registration it is former? Self may also buy. She does not think because of residence registration part with A Hua.
She does not think that she wants to work well only. Work is also not busy, some fellow worker takes advantage of work not busy train center to study computer. Big swallow also wants to study , but thinks , having studied also have no computer to own practice, do not practice time have also forgotten for a long time , unless seeking the work used for having computer, however, diction loses this work , and is a little grudged , being afraid of can't seek , is better than this to work. So, have not again gone to study. Many fellow workers have studied , have also thought of as big swallow, have only the work that 1 or 2 persons have resigned here to plan additionally is high. Her its person loses money almost water in. A person does not want to do what matter , can find excuse and reason always. Big swallow is so, total with work, it is busy , or needs money in home and grudge to study thing. Actually, it is to not beg by oneself to go forward , is willing to drift with the tide , average mediocrely error. At that time, still think that self is lofty, province eats province to use have given home wages completely, alleviation parents have borne.
In home, oppose or
After having gone to work in one month, the younger sister of Afghanistan China decides to resign to return , it is really very painful to say in this work, also is because of some matters on feelings. It is many that A Hua can not be also in charge of , younger sister wants to affirm home to let her go home. So, Afghan honor has gone home , a person has gone home.
In this city, A
A Hua makes some months in that electronic factory , discovers that wages are true and very low, eliminating to eat leave very little. Seek the work with high wages still. So, A Hua has resigned that work.
Work has not had no place to live. The luckily big younger sister of swallow has delivered boy friend, her boy friend has the relative who is cook in a watch factory, his dormitory may be seldom made the rounds of the wards. A Hua lives with that person , seeks work in daytime everywhere. It does not be sought really that however, A Hua seeks work, it is far and does not want to want to be away from big swallow near point still. So, having sought one month have not found suitable work yet, and it is that to live in that person, is again checked by company's night patrol, have still punished that person the money of 100 Yuan, very not, good intention is thought. What is more terrible is that will celebrate the New Year immediately, having celebrated the New Year have not found work yet , and have no place to live , that feeling is very dreary. Soon, seek place to stay. All worry very much in heart.
Afternoon of a Sunday, the big swallow little
Afghan, according to advertisement, goes to that factory that has said to ask condition , is to recruit work , but has very low wages. All say wages low also want do, otherwise, celebrate the New Year to have no work , have no place to live , is not good. It is advanced , does part time to see , good again do, do not seek well again , first seek the place of staying. So, A-Hua-Jin that factory. That factory is government enterprise , but gives private pack. A-Hua-Jin this factory, in day, day will work overtime , have , eating is when surface buies the meal of job hunting to eat. Ai, job hunting is so , has no diploma , is not more bitter as the person of strength.
At last,
Will soon again celebrate the New Year , is in end of the year , the dormitory of big swallow is again changed , condition is more and more good , is the single room of some persons, may still do meal by oneself to eat. The factory from A Hua is also near, so, A Hua often comes to big swallow dormitory to eat the meal that swallow does. Big swallow also never haggles over the what of cost. Also seldom want A Hua to buy what thing. She hopes only that A Hua can gain money , can help to better in home.
Afghan honor has gone home , celebrate the New Year quickly in two months, have again come one time , come with a friend, say that come to see to celebrate the New Year from time to time how many persons go home , her friend wants to wrap vehicle. Afghan honor has lived in a evening in big swallow dormitory have returned. This is late, Afghan honor has talked with big swallow for quite a long time words. Afghan honor asks big swallow: If her home always disagrees on her matter with A Hua what to be done? " disagree on also have no , we may hit by oneself to marry certificate. Only your Costa Rica agreement may. However, we can wait still , wait until all agree. " big swallow says. Big swallow hopes that everybody can bless her and A Hua. Afghan honor does not make sound.
Perhaps Afghan honor has returned , big swallow meaning have told her parents still why matter. Is big perhaps for her parents to hear of swallow preparation buies residence registration. When is away from celebrate the New Year have few opportunity, big swallow has received A Hua a letter that father writes. It is the girl friend of son that the father of Afghanistan China has approved big swallow at last, have agreed at last. Big swallow is very glad, but in heart, it is also sorry.
False currency
Right now, my mood is not comfortable
Having sent daughter in the morning to study at school go to buy vegetable incidentally. As a result when very cooked aunt is that to buy vegetable, gives the money of 20 Yuan her, she has received to have a look , says: " this money seem is not right? " one of my face looks at her stunnedly. She hands over me that money , and takes out a 20 Yuan from my wallet, my wallet when on hand have not suited yet. She says: " you see , this is just true, that is false. " I not letter, I how to receive false money. " will not. " I do not believe land say. " you see , stamp is different. " say , she sees the stamp of two 20 Yuans to me. I have seen , am true and different. That is really false. " who seeks to you, soon, seek her. " aunt says. " however have few days , I not remember is when that seeks. " I say but. " well few days, that has can do nothing about it. " she also has no way out land say , give change to me.
Ai, last year, I receive the beginning of New Year of 8 years and the false currency of a 10 Yuan, I have again received the false currency of 20 Yuan, real not is good transport. Hateful these use fake the person of currency. Also blame own careless general idea, so being easy find out have not seen , it is not to have not seen , is to have not seen at all , believes household too. Afterwards, will pay attention. Fortunately, it is not 100 Yuan, want not, it may be miserable if I lose.
Do not receive false currency again afterThe change of 15 years
I arrive this city already for 15 years , say for 15 years that am short and also very long , ancient language " 70 life ancients come rare ", if I can live until 70 years old, this 15 years are similar to have taken the 1/5 of my life , are had no if life has not so grown , Ha-Ha hopes that life length is some. For 15 years, say that length is very short, my this one 15 years between, seem bullet to point as soon as wave have passed. Arrive the scene of this city for the first time to imitate if be the matter of yesterday. However, no matter being long and short, everybody can not change the step of years , everything is wanting to change inadvertently.
I since one has not broken away from teenager yet is ignorant, again bring groat youth moves restlessly age, cherish dream , arrive this city , have also had to do the idea of female strong person , have also had to drive off the strongly dry opinion of a career. However, dream as if 7 Cai soap bubble, one Chu have shattered , as if beautiful snowflake, melt under dazzling sunshine, very quickly. Reality is so cruel. In reality, I have learnt to work diligently, it is dependable to live. Life has changed me.
When just coming to this city, I like to hear broadcast. Beside work, I hear every host melodious sweet sound and various programmes that little semiconductor sends. That from time to time programme can invite honored guest to be guest to talk is for the feeling of this city. All say that like this city, not only is the romance of this city beauty, the air of this city is fresh and transparent. Then is said , the air of this city may canned export. 15 years have passed , current air returns can canned export?
Here, a mountain had been fried to level, take it over one seat high building; Here, a part sea area had been filled and leveled up and filled and leveled up , what take it over is road, greenbelt; Here in a Ge city, village had been re-created; , a old building had been taken apart to move, between a, low short taxi room had been shattered; A garden, a mountain P completion. All old looks of here change new face. A pushcart has joined automobile long dragon, speed along on more and more wide road; A thread light smoke emits from behind long dragon, proliferation when air; A individual runs from all directions to join this city , contributes own smooth and hot, this city repayment income with their meager point for this city. They have a pleasing to the ear name to shout: The son of job hunting or job hunting Shu. A family from former taxi house change for bright spacious bridal chamber, residence registration is changed , ID card is changed. All these when creep silent melt land change. Sky is no longer blue, mountain is no longer green, water is no longer so settled , bird is no longer cheerful, person is also so simple. Change biggest is still person, person becomes what dare make , person becomes what dare eat , person becomes what does not be afraid of , person becomes what has got. What wildlife can not be eaten , what national protection animal can not eat , may not you have person all the same to eat? It is ill to eat moreover. Perhaps after how many years, dare pawn food even as person to eat. All these are the outcome of social civilization , are all the social symbols that have made progress. Sometimes, I think that society wants civilization to melt , society will make progress , must be so?
I have always lived in 15 years in this city , but have also gone to some other cities. After seeing or the environments of this city and sleep are good, there are many greenbelts. But even if being so, environmental pollution arrives still unfortunately in the development of this city and industry, industrialization dig , who can not also stop. This city is more and more beautiful, but before already having no 15 years so, it is clean. Not know which city for now still have 15 years, is former and so clean?
15 years. I have passed the second 15 years of life, parade step enters 3th 15 years. I have lost woman from the colored season in the flower of youth to change ripen dignified young lady , character wife and character mother, pass the life of appearance husband godson. Heart has been also moved restlessly, worry is , but soon afterwards, everything again changes is such calmness such as water.
Have how many 15 years regardless of life,
Regardless of life affairs how changes,