What is the essence of marketing?

Question 1: What is the core essence of marketing? The definition of marketing in Japanese business circles is: "Marketing is the whole enterprise activity to study how to meet market demand and provide goods or services on the basis of satisfying consumers' interests." This concept embodies the core and essence of marketing activities.

Question 2: How to understand the essence of marketing? A means of product speculation in the market.

Question 3: What is the essence of marketing? What is the essence of enterprise marketing? The essence of marketing is to give "consumers" a reason to spend and let them spend. The "consumers" here include not only the distribution customers in the process, but also the end users and employees working in the enterprise. Whether you are in brand planning, market operation, channel design, terminal construction, or management, you must adhere to a core. This core is to give your "consumers" a reason, and this reason must be considered from their perspective. Thinking from the perspective of "consumers" is not simply about how many services, values and benefits you can bring to them, but how to make "consumers" dare to choose you, be willing to accept you and accept you easily. 1. packaging is the selling point: in terms of product performance, many companies' products are homogeneous and have exactly the same performance, which is not terrible. The terrible thing is that I don't know how to make "consumers" agree. How to package product performance and create a unique reason is the key. Because this reason is the soul of the product, giving it life and value. Only things with souls are most easily accepted. 2, such as brand planning: your brand can survive in this world, it is because you give the brand a reason to survive. These reasons for survival are what ideas, concepts, cultures, standards and requirements your brand wants to express to "consumers". These ideas, concepts, cultures, requirements, standards, etc. It must be easily accepted by "consumers" and deeply remembered. This is the key. But what needs to be added is that behind every reason, there must be a story to support this reason, otherwise, it will be difficult for consumers to accept or remember. Therefore, the story behind the truth must be vital, easy to understand, interesting and representative. 3. If the channel is designed, the "consumer" here is the customer. The reason here is what benefits your channel model can bring to customers, what value it brings to customers, and what effect it brings to customers. If you are a powerful enterprise, when designing your own channels, you can rely on your own capital to "build roads and bridges", attack the city and plunder the land, unify the rivers and lakes, and form your own hegemonic position. If you are an enterprise with average strength, you must implement the channel construction idea of "taking mountains as the king and bases as the base", and then gradually occupy other people's channels, occupy other people's markets, annex other people's rivers and mountains, and achieve your great achievements. These reasons are not only strategic thinking dedicated to oneself, but also reliable "resources" dedicated to "consumers". This resource refers to what you can do well in the channel: the manpower, material resources, financial resources and intelligence of the enterprise. Have you ever encountered any difficulties in marketing? Try the latest welcome treasure from Shang You. com。 Integrated marketing solutions can greatly reduce marketing costs and increase sales turnover for you.

Question 4: What is the core of marketing? Obviously C, marketing is to produce the right products to meet the needs of consumers, which means exchange.

Question 5: What is the essence of marketing planning? The core of marketing is market positioning, nothing else.

There is a simple reason. If customers want to buy or sell things, they must first know where the market is.

If "exchange" is the core of marketing, it cannot solve the problem of where the market is; Taking products as the core of marketing, it is easier to fall into the misunderstanding that wine is not afraid of deep alleys.

What is positioning and what is market positioning?

In view of the misunderstanding of positioning theory by Chinese people, this paper reinterprets the definition of positioning strictness: it refers to a behavioral process, that is, the subject shapes the positioning topic into a differentiated image through communication and occupies a special position in the audience's brain. In a word, that is, the process of branding differentiated images in the minds of the audience; Instead of "positioning high-end people" and "positioning high-end markets" in China.

The definition of market positioning is the positioning of marketing circle. The subject is the enterprise, the object is the enterprise, product, competition and brand, and the place is the brain of the target consumer. The purpose is to print the differentiated images of enterprises, products, competition and brands in the minds of target consumers. Compared with the positioning theory, the information dissemination of market positioning is more purposeful (taking the blue ocean strategy as a model) and based on customer needs.

Why is market positioning the core of marketing? It solves the problem of "what is marketing": according to the definition, we can get a panoramic view of marketing by grasping the subject, object, place, purpose and their relationship of marketing.

Solved the "why" problem of marketing: a large number of successful enterprise cases proved the necessity and inevitability of marketing.

It solves the problem of how to do marketing: positioning runs through all stages of enterprise growth, from determining the target market at the beginning of entrepreneurship to brand diversification after maturity, all under the guidance of positioning.

It embodies the essential attributes of marketing: market positioning is divided into enterprise positioning, product positioning, competition positioning and brand positioning. The four positioning are all oriented to customer needs, which embodies the essence of marketing: creating value for customers, establishing relationships, and then obtaining benefits.

What is the core of marketing? The practical significance of this problem.

"What is the core of marketing?" This is also my favorite question when interviewing new people.

It can be seen as the dividing line between academic school and practical school marketers: academic school takes teaching materials as the key link and thinks that "communication" is the core of marketing, which is easy to appear that reading more books for a few years is a marketer, thus belittling sales; Scholars are not theorists. Academics are not even at home on paper, and there are no soldiers in their hearts. How can they talk about it? Interviewers who answer "communication" will be sent to the front line, so that after several years of market tempering and seeing the real battlefield, they can arrange the core work of the marketing department to avoid mistakes.

Interviewers who answered "Positioning" may consider arranging work in the marketing department.

It can be used as the dividing line between technical school and marketing school: the interviewer whose answer is "product" can become an excellent sales engineer and arrange sales positions for key customers.

The interviewer who answered "positioning" still arranged the work of the marketing department. Maybe not qualified enough, but the direction is right.

Random thoughts on answering questions

Market positioning is like nine swords alone. There seems to be no trick or no way to kill each other step by step. Because you know your opponent and the battlefield, you can draw your sword calmly and cleanly. And creative use is even more powerful. When Ling Huchong's eyes were fixed on hidden weapons, and fifteen masters of Songshan School were blinded by running water, he might think of the seemingly orderly * * * type of "exchange" and "goods" in the restaurant that year, the so-called master was lonely.

What is even more thought-provoking is that "exchange" is the answer of most China students, and "product" is the answer of most China entrepreneurs; In foreign countries, whether it's a small vendor, a salesperson looking for a job after graduation, a marketer doing market development, or even a full-time IM, they all talk about "minority". Looking at the small audience on the screens of major foreign marketing forums, I can't help feeling sad: What happened to marketing education in China? What happened to entrepreneurship education? Can the old textbooks published ten or twenty years ago really successfully cultivate marketers and entrepreneurs after five or ten years? ...& gt& gt

Question 6: What is marketing? Simple point: the essence of marketing: exchange value

Complexity: Definition of American Marketing Association: Marketing is an organizational function and procedure, which creates, communicates and delivers value for customers and manages customer relationships to benefit organizations and their stakeholders.

Philip? Kotler: Marketing is a social and management process in which individuals and collectives satisfy their own needs and desires by creating and exchanging products and values with others.

Question 7: What is the essence of promotion in marketing? The essence of sales promotion-communication.

Promotion refers to that marketers convey all kinds of information about enterprises and products to consumers to persuade or attract consumers to buy their products, so as to achieve the purpose of expanding sales. Promotion is essentially a kind of communication activity, that is, marketers (information providers or senders) send out all kinds of information as * * * for consumption, and deliver the information to one or more target objects (that is, information recipients, such as listeners, viewers, readers, consumers or users, etc.). ) to influence their attitudes and behaviors.

Question 8: What is the specific content of marketing management? The specific content of marketing management:

1) Learn the basic theory of marketing management.

Marketing management first clearly expounds the subject nature, research object and method system logically, and then studies the development and change of marketing theory in different periods of market economy development, as well as the change of marketing concept which plays a dominant role in each development stage and has a great influence on enterprise marketing practice. Including the development of production concept, product concept, promotion concept, marketing concept, social marketing concept, big marketing concept and global marketing concept.

(2) Study the strategic planning process of enterprises.

A strategic plan is an evaluation of the strategic profit potential of each major activity of an enterprise, so as to determine which major businesses the enterprise will maintain and which new business areas it will enter, that is, to determine the business areas and investment direction of the enterprise, so that the enterprise can enter the business areas with development prospects.

(3) Study the relationship between competitive position and marketing strategy.

The strategic plan brings the enterprise into a promising sunrise business field. Logically, it seems that it can completely enter the research of enterprise target market selection, positioning and marketing combination. But in fact, a very important issue needs to be studied here, that is, the relationship between the competitive position of enterprises and marketing strategies. Because fundamentally, the marketing strategy depends on the size of each company and its position in the industry. Large companies can adopt strategies that small companies can't accept, and small companies can also find some strategies that can completely rival or surpass large companies in terms of return.

(4) Study the marketing management process.

The process of marketing management is the planning and implementation of marketing, including product development and research, pricing, promotion and all activities related to circulation. Its purpose is to fully meet the needs of organizations or individuals through the marketing management process. In this process, the main contents to be studied and implemented are: macro-micro environment research of marketing, industrial market and consumer market and their purchasing behavior research, market research, market segmentation, target market selection, market positioning, marketing mix, marketing organization system and control system.

(5) Study the expansion and extension of marketing management theory.

This part of the research mainly applies the above general marketing management theory to the more complicated and changeable international economic environment, mainly involving some frontier issues in contemporary marketing theory and practice. Including service marketing, relationship marketing and global marketing.

Question 9: The essence of marketing is that the essence of marketing management is integrated marketing, which requires cross-functional and cross-departmental cooperation, because almost every department of an enterprise plays a certain marketing role to some extent. For example, the personnel department, for example, has a relatively low marketing responsibility, but for example, the image and company philosophy presented by the personnel department to the candidates at the job fair have played a marketing role, so large companies generally pay attention to these details. Marketing management should effectively connect and communicate with these different departments, so that the information expressed by the company will not be divided because of different departments. Moreover, the main management tasks, such as phased evaluation of marketing effects, are also the responsibilities of management marketing. I always feel that integrated marketing is not very standardized and popular in China. This concept is relatively new, because intuitively, marketing seems to have replaced all other departments, which is unbearable for other departments, hehe. I don't know what the reality abroad is. In a word, what I said is from some foreign marketing management books, and one of them is probably for your reference. The specific item is the marketing responsibility of each department, the marketing concept based on maintaining enterprise consistency, and the difference is that each department contacts customers in different ways.

Question 10: What is the essence of marketing? What is the essence of enterprise marketing?

The essence of marketing is to give "consumers a reason to spend, let them spend."

The "consumers" here include not only the distribution customers in the process, but also the end-users and employees working in the enterprise.

Whether you are in brand planning, market operation, channel design, terminal construction, or management, you must adhere to a core.

This core is to give your "consumers a reason, and this reason must be considered from their perspective.

Thinking from the perspective of "consumers" is not simply about how many services, values and benefits you can bring to them, but how to make "consumers dare to choose you, be willing to accept you and accept you easily.

1, such as the packaging of the selling point:

In terms of product performance, the products of many enterprises are homogeneous and have the same performance, which is not terrible. The terrible thing is that I don't know how to make consumers agree.

How to package product performance and create a unique reason is the key. Because this reason is the soul of the product, giving it life and value. Only things with souls are most easily accepted.

2, such as brand planning:

Your brand can survive in this world because you give it a reason to survive. These reasons for survival are what ideas, concepts, cultures, standards and requirements your brand wants to express to consumers. These ideas, concepts, cultures, requirements, standards, etc. It must be easily accepted by consumers and deeply remembered. This is the key. But what needs to be added is that behind every reason, there must be a story to support this reason, otherwise, it will be difficult for consumers to accept or remember. Therefore, the story behind the truth must be vital, easy to understand, interesting and representative.

3, such as channel design

"Consumers are customers" here, and the reason here is what benefits your channel model can bring to customers, what value it brings to customers, and what effect it brings to customers.

If you are a powerful enterprise, when designing your own channels, you can rely on your own capital to build roads and bridges, attack the city and plunder the land, unify the rivers and lakes, and form your own hegemony.

If you are an enterprise with average strength, you must implement the channel construction idea of "taking mountains as the king and bases as the base", and then gradually occupy other people's channels, occupy other people's markets, annex other people's rivers and mountains, and achieve your great achievements.

These reasons are not only devoted to their own strategic thinking, but also "reliable" resources for consumers. This resource refers to the "grain reserve" that you can do well in the channel: the manpower, material resources, financial resources and intelligence of the enterprise.

4, such as wharf construction

The presentation of products in the terminal, just like women's makeup, is to make their own "consumers find themselves easily, appreciate themselves and are unwilling to leave themselves."

That is to say, whether you embody "the beauty and simplicity of a small jasper" or "the elegance of a beautiful family", you must dress yourself up beautifully at the terminal, give people pleasant enjoyment, and let people taste your connotation and feel your charm at a glance.

If "a small jasper is dressed in rags" and "the powder worn by a good family", what kind of feeling will it give consumers? Depression, unhappiness, depression and vomiting are all failed terminal construction.

However, many enterprises still like to look at the terminal from the perspective of enterprise professionalism, rather than from the perspective of consumers, who are amateurs. What they want is feeling, pleasure and comfort.

5, such as management

Since we are talking about marketing, we cannot do without enterprise management.

Who are the "consumers" faced by enterprises in management?

"Consumers are employees, so what reason does the enterprise have for employees to pay the bill?

Maybe everyone will say that it is human nature, growth, treatment and welfare.

These are all fine. If summed up in two words, that is: environment.

The "environment" of employees' work directly determines the effect and mentality of employees' work ...