There are often business owners complaining: Our company is very good, that is, the marketing staff is irresponsible, there is no really good marketing leader, otherwise, my company has already gone up, but I changed several marketing leaders, performance Still can't get it, it seems that the real marketing master is hard to find. I often complained to the company’s marketing director and other similar positions to complain to me: the way to do it is to get rid of it. I thought I was stronger than the ability to take it. I didn’t think it was the same ending. The marketing of this company must be done by anyone. Not good, mainly because the boss and the company have problems.
So, who should be responsible for the marketing failure of the company?
There are many standards for reviewing corporate marketing work. Many experts have many shaped views. In this paper, the author wants to analyze from the perspective of profitability. Profit is the difference between the income and expenditure of the enterprise. The expenditure is the cost of the product (or service) of the enterprise, and the income is the income generated by the product (or service) sold. From this point of view, we can understand the marketing work of the enterprise as much as possible to provide the target consumers with the products (or services) of the enterprise at the lowest cost, as much as possible, at the highest possible price, then based on these analyses, We can make a few points that must be determined to do a good job in corporate marketing:
First, the lowest possible product (or service) cost;
The cost of a product (or service) includes the manufacturing cost of the product (or service), marketing expenses, etc. There are many factors that affect the cost of the product (or service) of the enterprise. The key points are:
1. Design of products (or services):
Whether the product (or service) design is completely consistent with the needs of consumers, whether there are unreasonable design links, or excessive quality requirements for some components. The impact of product design on product (or service) costs has not been valued in many companies. As I have always emphasized: Design is important for cost control, quality control, production and processing of products (or services). Sometimes there are even decisive influences.
2, component procurement:
The procurement cost of components is very important to everyone. For large-scale production enterprises that purchase large quantities, this link is becoming more and more standardized. However, for some small and medium-sized enterprises, the intentional or unintentional work mistakes of the procurement department, the unreasonable price treatment on certain key components, will have a catastrophic impact on the enterprise.
3. Production management ability:
The production equipment of each manufacturer has different conditions, different management methods and different levels, so the cost status of the production process is different. In particular, some enterprises with irregular production processes, the cost of production caused by continuous rework to the enterprise is higher than the cost of normal production, and even more terrible.
4. Marketing expenses:
In terms of marketing expenses, including advertising costs, channel fees, after-sales costs, storage costs, transportation costs, all aspects will affect the sales costs of the final enterprise products (or services). The difference in these costs is related to the strategic goals of the enterprise, the development stage of the enterprise, and the marketing model of the enterprise.
Second, the highest possible product (or service) sales price:
Every manufacturer wants their products (or services) to be sold at the highest possible price, but the price impact is determined by:
1. The size of the consumer's desires;
Consumers have a stronger desire for products (or services) and are more willing to pay more for the purchase of the product (or service). Therefore, whether our products (or services) are adequately analyzed at the time of design Whether the needs of the group can truly provide products (or services) that meet the needs of consumers.
Moreover, companies must learn to continuously discover the potential needs of consumers and meet them to ensure the continued high prices of their products.
2. The price of similar products (or services);
No matter how advanced technology is and how unique the production process is, as long as it is not a complete resource monopoly product (or service), similar products (or services) will soon appear, then the pricing of the enterprise will be subject to the pricing strategy of the competitors. influences.
The impact of getting rid of the competitor's pricing strategy can only be achieved if it is continuously improved and improved in terms of product innovation and brand improvement.
3. The price of an alternative product (or service);
Many products (or services) have alternative products in the market. Then, when consumers choose, they will compare the opportunity cost of several products (or services), so they can replace products (or services). Price will affect the pricing strategy of the company.
The continuous innovation and improvement of technology can obtain the excess profits of the enterprise on the basis of guaranteeing the cost advantage of the alternative products.
Third, as much sales as possible
1. Whether the demand for the product (or service) (including potential demand) is large enough.
When the enterprise determines the target market, it should accurately determine the consumer demand of the target consumer group. Only when the strategic positioning of the enterprise is correct, we may achieve sufficient sales in the end.
2. Is there a strong channel:
Only by establishing a strong channel can a company form a large enough sales volume, which in turn involves both the quantity and quality of the channel.
3, the brand's appeal
There are many factors that influence the appeal of the brand. The author thinks that the following points are critical:
The public image of the brand, including the leadership of the company and the behavior of the employees in the society, has a great influence on the product brand.
The level of product innovation has a great impact on the establishment of the brand. Only the brand that is constantly innovating will have sufficient appeal to consumers.
Product quality, product is the carrier of the brand, product quality has a veto power for the establishment of the brand.
After-sales service, good after-sales service can produce a remedial effect on the quality of the product. Consumers can eliminate concerns that product value cannot be realized.
Fourth, marketing is the whole company's business
From the above aspects, the factors affecting the success or failure of enterprise marketing are actually fully integrated into all aspects of business management, enterprise positioning, product design, procurement, production, channel distribution, transportation, after-sales service, and various management of the company. The links have a crucial impact on the marketing of the company.
In fact, the sales work of the company belongs to the corner of the football field. Success is the success of the whole team. Failure is the failure of the whole team. Therefore, often changing the marketing director is still a successful business owner. I suggest you still have multiple Let’s look at it. In the end, what is wrong with your company? It’s definitely not a department of your marketing department. If you think you are the savior’s marketing director, you can better understand, in fact, you The success is just the opportunity for the entire team to show your face.
As the marketing leader of the company, you should not only focus on your own marketing department, channel sales department, after-sales service department (according to the convention, each of the slightly larger company marketing systems set up these institutions), but also active Care about the company's overall development strategy, company product development, the company's overall cost control, the company's production process improvement and other aspects of the work. These jobs are actually part of the company's marketing efforts.
As the boss of the company, we must make clear the difference between the marketing CEO and the sales director.
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