This topic is very large, the concept is very broad, I still talk about a specific problem, I am from the market manager to market director, here I put myself from a market manager to the process and related issues And everyone discussed. (1) Accurate positioning of the manager of the enterprise market: In the business marketing process, we have more and more feelings of the market management position, an excellent market manager, to a large extent, to help the market directors complete marketing Strategic task. I have done a market manager in a state-owned enterprise, a private enterprise, a collective enterprise, and a multinational corporation of Europe. In the past two years, I have introduced this issue in Jiangsu, Guangdong and Beijing, and some market managers. We feel that the functional positioning of the market department of China's home appliance enterprises is not accurate. Different companies, the positioning of the Marketing Manager is different. What are the sales managers of these companies, and there are many answers: the market management is equal to advertising account minister, market management advertisement. Marketing managers is equivalent to the Minister of Market Survey because the market investigation of enterprises is doing the market department. The Marketing Manager is equivalent to the minister of the planning department, the market department has become the planning department, the market management is the minister of the logistics department of the market, the market director can solve the problem, and all the things that do not want to do will be handed over to the Marketing Manager. I personally think that the positioning of excellent market management should at least four features: First: With marketing planning, the marketing service is first for marketing services, if a company's marketing process lacks a distinct marketing theme If you come to always, the company's marketing quality will not be greatly improved. I ask the Marketing Manager to have the company's marketing system, especially a company marketing. Second: It is the function of brand planning, brand planning is also a very broad concept. Every business can meet, I ask the market manager to be the most basic thing to take our company's brand, in the company In the environment, how to quickly make the brand and grow rapidly. Third: It is the planning function of the product. The sales strategy of many home appliance companies in China is relatively large, or there is more costly in service marketing. Instead, in truly product planning is relatively small. In the marketing process in China's home appliance enterprises in recent years, I did not see a very planned and creative product. That is, from a product design, intention, listing, how to cooperate with marketing themes. Fourth: It is a potential analysis of market consumption trends. At present, the product homogenization of China's home appliance enterprises is serious. Why? It is because we all compete in this environment in "now", if our market managers or our market directors can conduct some forward-looking recipients, master the leading strategy, it is possible Will let us go better. (2) It is difficult for the market managers of Chinese companies to satisfy business: I feel very understood to the market managers of Chinese companies, but what is the Chinese company's market approach is difficult to satisfy business? There are a few reasons: First, our market department's plan preaching or lagging, either done, doing very avant-garde; either do a very lag. The market has been reflected in the market, and our plan is not yet. Second, the proportion of sales and marketing returns is unreasonable. My company is a company, I am thirteen in this industry, I feel the most ideal year in 1990. I grabbed the holy fire delivery of the Asian Games that year. With 540,000 yuan of advertising fees, the sales return of $ 120 million, my advertising fee inputs and returns are 1: 227. This ratio is between 1:21 yuan to 37 yuan in the next few years.
I have also asked the marketing director in the Asia Pacific region of the top ten companies in Germany, and he told me that the return rate of European companies is approximately 1: 23-25. I think if a market department manager carefully pays attention to this issue, it is not poor than a multinational company. Third, the sprout manager and the selection of the sales environment mainly manifest the following eight: The first is the product, we have a lot of market managers to remember marketing products, but his understanding of the product is just advertising when. But he is not clear about the structure, performance, and potential things of this product. The second is to understand the sales cost of the product. I asked a lot of business sales managers. He actually did not know the proportion of sales costs of our company, and even don't know which composition of sales costs, then I said, As the manager of the market, you are unclear, how do you do planning? He tells me how many points have been given to me, I will do it according to these points. The third is the price, many market managers can't grasp the price of their products, and the price of the product is like going down, and I don't like it. In order to make a market share, the manager of the market share, the price of the price is the best, and he is the first choice. He doesn't know that this price reduction may improve the market share, but in fact, price war The business profits of enterprises have a certain negative role in business philosophy. The fourth is the marketing policy, many market managers are not marketing policies, purely advertising policies. The fifth is that the implementation of the Marketing Manager is very weak. Many marketing managers have a very poor process for marketing promotion. Essay has a very good company in East China, in his industry. This year, I will communicate with their market managers. Their advertisements have been invested 40 million, and the market manager told me that it is not bad for a year, just sit in the headquarters all day. , Do a good job, it will be. Then I said, who will monitor it below, he said that the sales staff will monitor. I think, with my experience of more than ten years, the staff and salesperson of the market department are completely two yards, their angle is different, thinking is different, so this monitoring is very poor. Later I asked him seven or eight data, they all can't answer. The sixth is the assessment, I think the manager of many marketing department is very poor in the marketing promotion plan. The seventh is a blurred point of the market, this point I think it is a place to test a market manager value, because the market management manager has done a lot, but if you find a better market entry point, it will often play The effect of half the power is. The eighth is the marketplace skills of the Marketing Manager. The largest soft ribs of the market department manager is the lack of hammering of the market sales process, lacking personal market sales experience. (3) How the Marketing Manager becomes the market officer: First of all, we have to make up your own weak factors, first let yourself become an excellent market manager, a competent market manager. Second, there must be a personal marketing experience, at least three years, if there is no more than three years, a market manager cannot be a qualified market directory, because the location of the Marketing Manager and the Marketing Director is completely two . Third, we must have skilled organizational management capabilities, comprehensive legal knowledge and accounting knowledge, these can help market director dend to have difficulty, I have been in the market manager for eight years, and later do the market officer, I will make my own financial knowledge For a year, because these knowledge works in work.
Fourth, there must be strong psychological endurance, because a market director may face changes in the entire marketing environment, it is destined to have strong will and strong psychological tolerance, to deal with difficulties, this psychological change is not Can you have to stay in the market manager? I think it is the victory. Fifth, there is a need to control the ability of the team, do the market officer, if you can't control your team, then everything is white, the ability to master the team has a lot of ability, some people are responsible for the leadership, some people compete over high majors Skills, some people are qualified and resume, and some people are using various wrists and interpersonal relationships. I personally advocate personal integrity's strength, can withstand huge difficulties, and thinking about my employee. Source: "Home Appliance Market"
