Reflections on reading marketing management 1
] 1) Benevolence does not lead troops, and benevolence does not care about wealth.
2) The company has no money and employees don't come. There is no reward in the company, and employees will not go.
3) Many people want to succeed, but they can't, because just thinking is not enough. You must do what you want to do, sacrifice and endure, in order to succeed.
4) If you can't devote yourself to your career, find a job you really like. Because he decides your success or failure, which is the quality of your life.
5) Educating customers is a powerful marketing tool. If you educate your customers, your profits will climb.
6) Everything in life is satisfied, but everything in work is not satisfied.
7) Customers are only interested in themselves and what can bring them tangible benefits.
8. Close one door of life and open another! Either fall in love with your present job or find another one.
9. like your customers, not your products, services or yourself.
10, talk to at least one customer every day. It would be great if they could talk. You may hear good advice that will make your business prosper!
1 1) Learn to conduct business with multiple channels, modes and varieties. On the one hand, improve our profits, on the other hand, improve our ability to resist risks.
12) The people above you only ask you one thing. The solution to the problem. These solutions make them look proud and let them achieve their goals. They want subordinates to be people who can solve problems. These strategies will provide solutions to the problems. You should make yourself a problem solver. They love this kind of person most.
13) two special income-increasing strategies. The first is: give full play to what you have. First of all, pay attention to the main obstacles that others are unwilling to do business with you. The second strategy is: how to double your limit.
14) Reduce trading links and lower trading threshold.
15) Try to eliminate the risks of customers when dealing with you, and eliminate the obstacles of customers' actions and the main obstacles when buying.
16) if a person wants to achieve something, the most important thing is: mind and mentality, not ideas and abilities.
17) Once you provide a risk-free opportunity, people will trade with you and do business with you.
18) God said that without a vision, people will get lost, because there will be many unexpected bumps and difficulties in the road ahead. With a vision, we will stick to it.
19) customers buy products or services from you because they believe it will help them gain greater convenience, safety, pleasure, economy and sense of accomplishment, or just a simple sense of self-esteem.
20) What customers buy is not products or services, but what people buy is the final result.
2 1) When customers buy any products or services, they should learn to ask themselves: What is the end result that customers want?
22) There are three rewards in life: giving, love and gratitude.
23) When we complain, let's first see if we are perfect.
24) You can complain, it's your right, but you will find things get worse.
It's not that we can't succeed, but that we think we can't succeed.
26) The more standardized and strict the management, the more sense of belonging employees have to the company and the more they cherish their work.
27) There is no point in strict management without punishment.
28) Make customers feel relaxed, attractive and willing to cooperate with you.
29) Lai Changxing's famous saying: I am afraid that cadres have principles, but I am afraid that cadres have no hobbies.
30) Lai Changxing's famous saying: There are cracks in the stone and people have weaknesses. I don't believe there are people who have no desire in this world. If there is, it must be on Mount Emei.
3 1) What can be done today, when it is finished today, the sky is clear and the sun is high. Words must be done, actions must bear fruit, and everything has achievements.
32) initiative, dedication, professionalism, ability, quality and efficiency.
33) Your existence makes others live better, and you can live long and easily.
34) Use the industry first strategy.
35) Never sell products to customers.
36) convince the customer that you are on his side.
37) Give full play to your hidden assets, resources and neglected opportunities.
38) If you really take customers as the center and provide customers with the services they need, then everything else is a cinch.
39) An enterprise without service consciousness is an enterprise with no future, and a person without service consciousness is a person with no future.
40) The requirement of no punishment is meaningless.
4 1) How big an enterprise develops depends on how many people worry about it, whether it matters or not.
42) The ability to cooperate with others is the first ability to succeed.
43) If people want to act, they must see enough benefits.
44) Without knowledge, there is no cohesion, and without cohesion, there is no strong team.
45) A politician should never sit in a Japanese car and attend a meeting of an American trade union. Negative cognition may subvert positive information, and even the best ideas may be stifled by wrong expressions.
46) When we encounter a problem, most of the time, or for the first time, we don't think about how to recover the loss and solve the problem, but try our best to prove who is right and who is wrong-sad.
47) The two most important sentences when encountering problems: First, there is no way. Second, it's definitely not my fault.
48) The first person who says it's someone else's fault when encountering a problem is the one we won't consider using.
49) When you find that you are not omnipotent and can accept suggestions, help or even accusations from others, you will suddenly find yourself relaxed, harmonious in interpersonal relationships and satisfied with everything you do.
50) When you encounter a problem, your first thought is how to finish it, or whether it is impossible.
5 1) It is our habit to spend a lot of time dealing with the same problem or trouble every day, but we don't want to solve it completely. What people welcome is to always be a problem solver, not a problem maker.
52) The purpose of pursuing the problem is to avoid the recurrence of the problem, not to prove who is right or wrong, but to punish later.
What matters is what is right, not who is right.
54) Buddhists can practice, that is, they will constantly correct their words and deeds and meditate. We will improve ourselves by constantly correcting our own problems and mistakes, which are often recognized by others. Would you like others to help you?
55) Do every link well and don't bother the next one. If you can do it once, don't do it again. If each of us can do it, we will save a lot of manpower, material resources and financial resources, thus enhancing the profitability of the company and increasing everyone's income.
56) What you couldn't do yesterday doesn't mean you can't do it today. Just because you can't do it today doesn't mean you can't do it tomorrow. Because first, the environment is changing. Second, the customer's situation is also changing. Second, your ability is also changing. Therefore, as long as you follow it sincerely and continuously, success belongs to you.
57) It is suggested that customers have three prices for similar products: high, medium and low. There are three brands at the same price. The same variety should have multiple dosage forms. Because we are aimed at customers with different needs at different levels.
58) Do everything well: first, specify the people who can do it; Second, we must set standards and to what extent. Third, we should check and evaluate.
59) Management: You can go beyond investigation, but you can't go beyond command. You can go over your head to complain, but you can't go over your head to report.
60) The macro pattern is a perspective of looking at problems, and it is a mode of thinking that starts with the big and ends with the small.
6 1) Only with unconventional thinking can there be unconventional development. Do the same thing with others, and you won't have a better result than him.
62) The basis of people's trust: selflessness, self-confidence, responsibility and ability.
63) A leader is to lead people's hearts. If you want to convince people, it is not your right, but your responsibility, sacrifice and dedication, and always consider your subordinates.
64) Complaining can't solve any problems, only changing yourself is the only way out.
65) If there are selling points, highlight the selling points; If there is no selling point, pack the selling point.
66) You can't just get goods through channels. You should regard channels as a convenient place for customers to buy. Whether customers can take the initiative to go to channels is the focus of our work. If we do, it's not that you go to the channel, but that the channel takes the initiative to find you.
67) All the results in life are exchanges. The same is true between countries, between enterprises, between families and between people. There are two conditions for the exchange: both sides are willing, and the result of the second exchange is that both sides become better.
68) Without profit, talking about income is worthless. Talking about our income without creating much profit should not be the thinking mode of our sales staff.
69) A real brand is synonymous with a certain category in the eyes of customers. It represents quality, assurance, association, symbol, commitment and a perceptual thing. The primary function is to simplify customers' choices and realize "pre-sale" of products or services to them, thus achieving efficient sales.
70) Two questions to improve sales: What are the obstacles that affect customers' transactions? What have we done for this?
What is the result that customers really want? Are we digging hard?
Once you know how to care about your colleagues, your income and your chances of success.
Will start to increase.
7 1) Be patient with new colleagues and tell them what to do, because sometimes they really don't know what they did wrong.
72) Success is actually sometimes very simple. As long as you are unique and unparalleled in one point or aspect, you will succeed.
73) Flexibility and speed are the direction of our efforts.
74) Think with 4c and put it into practice with 4p.
7 1, field force-it refers to the knowledge acquired without memory or experience, and it is a kind of immediate response ability on the spot, a kind of thinking breakthrough ability from scratch, and a kind of ability to find solutions to the present, the scene, the present and the present. If a person can react quickly, clearly state his own logic and assumptions, make sense, be persuasive and have communication skills, that is the talent that enterprises need most. The strength of a company lies not in its scale, but in whether its "ground power" is strong and whether the company is built on the basis of "ground power".
84) We study, train and hold meetings in order to better serve the market, but when the market goes wrong, we can't rush to the scene at the first time on the grounds of meeting, study and training, which is putting the cart before the horse and making a big mistake.
85) Never compare yourself with others, but prove that you are different from others.
86) If it is not the first, then find a venue that can be the first, or define a category yourself.
74. Effective communication, clear rewards and punishments, firm determination and coordination of resources are the main factors to improve execution.
75. The poor execution of individual employees is a problem of ability; The poor overall execution of the company is a management problem!
76. Today, the competition among enterprises is not between products, but between business models.
77. The sole purpose of an enterprise is to create customers.
78. Get to know customers more deeply, provide customers with more intimate products and services by grasping their needs, improve customer satisfaction and good loyalty more effectively, and realize customers' repeated purchases.
79. We have two major customers, one is the channel and the other is the customer.
80. Marketing is to create value for customers. Exchange originates from value, and the purpose of marketing is to make value appreciate. Value includes material value, spiritual value, institutional value and humanistic value.
We should be patient with the new employee's mistake, because he doesn't know it is wrong. Of course, for new employees, you should learn with an open mind, don't make the same mistake twice, and don't challenge the patience of others.
9 1) The role of a leader is to check, assist and urge his subordinates to complete the task, not to do it instead of him.
92) No one will refuse to change, but all people refuse to be changed.
93) If you don't kiss your lover, you are good to him. It is wise to treat a disease without treating it. Courtesy people don't answer, but respect them-those who don't do well are self-seeking, and integrity is returned to the world.
94) What is a major? You know what customers don't know, and what customers know is clearer and more correct than what customers know.
Reflections on Reading Marketing Management II
Marketing is everywhere. I am writing this article now, and I am also communicating with others and marketing myself. The process of marketing is actually the process of communication. When we communicate with other people or organizations, whether face to face or not, it is both a communication process and a marketing process. The process of marketing is generally divided into three steps. The first step is to communicate ideas, the second step is to elaborate systematically, and the third part is to show cases. Whether you are a marketing individual, a marketing organization or a marketing product, it can be divided into these three steps.
Marketing individuals, a typical activity is interview, and the process of interview is the process of marketing yourself. First, communicate ideas. Only when others partially or completely agree with your idea will others communicate with you further. Then in the process of communication, we should systematically elaborate, and when communicating, we should systematically and logically express our views. Finally, if people want to ask you how to bring value to them, you should show the case, or show it. That is, you have to tell others about your success or failure. The case had better be your own. Success or failure will help others. Only your own cases or cases that you have deeply understood can stand the scrutiny of others.
A typical activity of a marketing organization is the enrollment presentation, and the process of the enrollment presentation is the process of marketing the school. First of all, communicate ideas and talk about the relevant core concepts of their school, and potential consultants will recognize their ideas. Then, they will systematically and logically talk about their school policies. Finally, they will talk about past enrollment, let students express their opinions, and some will visit existing schools with consultants.
Marketing products, a typical activity is consulting companies to sell products, and the process of selling products is the process of marketing ideas. First, the consulting company will talk about its own ideas, then explain systematically and logically how to help you diagnose and solve the problems in the enterprise, and finally show you the classic cases done by well-known enterprises or the same industry.
Some people will think that I did the above three steps, and finally we didn't realize the transaction, the exchange and the marketing. Here is another idea to share with you, that is, if you want to achieve profitable exchange better, you can conduct non-profit exchange first. Non-profit exchange is an exchange that does not aim at money. Therefore, when we are ready to make profit exchange with others or organizations, we should not talk about profit exchange first, but talk about feelings and help each other with the same hobbies (non-profit exchange), and then naturally talk about profit exchange, not profit exchange, so as to realize marketing.
Finally, I want to say that many companies have made good use of the above methods, especially direct sales. Amway's direct selling model is a good case. At first, Amway didn't sell your products. Let's talk about feelings (non-profit exchange) first, and then tell you that Amway is a business for one person to help others. Amway can create a prosperous and leisure future (spread the concept), and then logically and systematically describe their ways of making money (systematically explain). Finally, let successful people express their views (show cases), and finally realize communication and achieve the purpose of marketing.
In short, marketing is everywhere. In order to better realize the marketing, we can carry out non-profit exchange first, and then carry out profit exchange. There are three steps in marketing, one is to communicate ideas, the other is to systematically elaborate and the third is to show cases.
Reflections on Reading the Third Part of Marketing Management
Today, I finally read the marketing concept in the first chapter of 2 1 century, which is a small milestone. I learned several concepts:
1, the difference between need, desire and demand. Simply put, needs are people's spontaneous requirements, and desires are the satisfaction requirements of specific needs; Demand is very special, it is the desire to buy a specific product, and ability is the core meaning. This view clarifies my previous misunderstanding, that is, demand = need. Marketing is an activity that affects desire without creating demand.
2. The order of target market, positioning and segmentation: first, segment the market through the differences in humanities, psychology and behavior, and then judge that the company has the greatest opportunity in that particular group, which is the target market, and the preferred target market is far less than the segment market (this is my understanding. Next, the target buyer locates the product, and through this positioning, the core interests and value of the product are determined.
3. Brand: The description of the image is that when McDonald's is mentioned, people will think of hamburgers, fun, children, fast food and the Golden Arch. These are the brand images that enterprises need to achieve. Now, when I think of my electronic home, I think of broadband and wireless. When I think of business pilots, I think of my colleagues' faces. Haha, it is estimated that my brand imagination has serious problems.
4. Marketing channels: This refers to a new concept, not traditional agents and business halls, but also account managers. These are just distribution channels. There are three marketing channels: information dissemination, distribution and service channels. Distribution is easy to understand, and information dissemination and service channels are unheard of. Information dissemination channels not only refer to radio, television, letters, posters, leaflets, Internet and other media channels, but also include people's facial expressions, clothes and the appearance of retail stores (Golden Arch of McDonald's. Ha ha), as well as email and free phone calls, as well as telephone communication. How's it going? Never heard of it before, or I'm not sure. Ha ha. The concept of service channel is difficult to understand, which refers to banks and insurance companies that facilitate transactions through the contact, warehouse and transportation of potential users who provide services. However, on second thought, it still makes sense. When users buy things through the Internet, websites that provide transactions, online banks that users use, and items received by mail are necessary for users on the one hand, and provide opportunities for marketing and publicity on the other.
5. Marketing Plan: The core is 4P, plus the elements of plan execution, organization, feedback and control, forming a basic marketing plan.
6. The following are the changes in ideas and the trends described in the book, but these trends are gradually spreading now, and we need to know the direction of work, study and research. The author summed up 14, so I will extract what I care about. First one? From self-reliance to outsourcing? In the book The World is Flat, this is analyzed as one of the eight bulldozers that leveled the world. It seems that the experts have the same point of view. The second one? From store sales to online sales? What I saw yesterday analyzed the power of the Internet, the actual situation, Ma Yun's? Alibaba? It is developed through online transactions. For traditional operators, the lesson of online sales needs to be made up immediately. The third one? From everyone to the best target market? This view is the same as the above-mentioned market segmentation and the principle of determining the target market. It just reminds us to carefully analyze the income composition and increase the marketing of key customer groups with income composition. The fourth one? From focusing on market share to focusing on customer share? Simply put, it is to pay attention to the increment of income contributed by each customer. Traditional operators in this area are still far away, and it is not easy to pay attention to market share now.
7. Steps to formulate marketing strategies for new products and policies: 1. Establish a marketing information system, understand the market situation and current situation, and conduct research. Second, understand the consumer market. Understand the behavior, channel, location, scene, price and function of consumption. Third, determine the positioning of products and brands, high-end or low-end, which determines the marketing strategy. Fourth, make products. Fifth, make a communication plan. Sixth, create long-term growth. Although it sounds like everyone understands this step, in fact, I always miss some links in the implementation and use, such as establishing a marketing information system, which is a basic and important link. Therefore, such a process needs to be remembered.