Summary of marketing in September

I. Marketing Analysis

1. prestcom Environment Analysis Model:
Political, regualical, economic, social, technical, and competitive), organizational (organization's [Internal Environment]), market (market)

2. Swot analysis: Internal (Strong, weakness) external (opportunity, threat)
3. Market Segments
Market Segmentation: divides the entire market into several sub-markets, allowing enterprises to concentrate resources on specific market segments to better utilize resources.
Sub-variables: Population (age, gender, education level, income, ethnicity) Geography (city, rural area, terrain, transportation) Media (media habits (reading habits, whether you like newspapers or TV or surfing the Internet. (lifestyle style, values, and motivation)

4. Market segmentation to positioning
Determine potential markets-> determine sub-markets (market segments)-> determine the brand positioning of competitors in the target market-> determine the product positioning of the target market

5. Strategy for entering the target market
No-difference marketing strategy; differentiated marketing strategy; centralized marketing strategy; niche marketing strategy; customized marketing strategy

6. Buyer behavior analysis
Personal decision-making process; organizational decision-making process;
Individual purchasers and organizational Purchasers: Both of them evaluate and affect subsequent purchase decisions. Organizational purchasers have a large purchase volume and are more rational. Generally, they have a decision-making process. They prefer to establish long-term partners; it is very important to know the relationship between the purchase decision-making process and the purchase process !)

7. Marketing Research
A. Research types: product research, service research, customer research, pricing research, advertising research, sales and distribution research, inter-organizational (B2B) Research
B. Research Methods: first-hand data research; second-hand data research; qualitative research; quantitative research

Ii. marketing tools
1. 4 Ps: Product, Price, Place, Promote, others such as direct sales, sponsorship, packaging (+ 3 ps)
2.Product: Core interests; overall products (basic components and value-added)
A. Product Type: type-specific, non-type (service)
B. Brand; brand loyalty; Brand Strategy (Joint brand, multi-brand)
C. Product Life Cycle: import, growth, maturity, recession, and extinction
D. product portfolio management: BCC matrix (two dimensions: market share and growth rate; squeeze milk from cows to feed problematic children expect them to grow into stars, and finally get rid of thin dogs); McKinsey/General Electric Matrix
3. Promotion (Marketing Communication)
A. Sales Promotion combination: advertising, announcement relationship, sales promotion, and personnel sales
B. main purposes: DRIP (Differentiate (differentiation), Remind (Reminder), Inform (Announcement), Persuade (persuasion ))
C. Promotion budget: Sales percentage (commonly used), experience score method, payable, competition peer method, and target task Method
 4. Channels
A. SCM (Supply Chain); SCM design; channel management; strategic partnership
B. SCM marketing functions: inventory control, transportation, information collection, communication, and promotion
 5. Price
A. pricing objectives: financial objectives; market objectives
B. Pricing Strategy: market-oriented; cost-oriented
C. price Strategy: New Products (penetration pricing [low price], skim pricing [high price]), general price strategy (prestige pricing [brand], block pricing, product line pricing, demand differential pricing)
D. elastic demand and price, which measures the changes in the product demand when the product price changes
6. marketing portfolio
Objective: To promote the achievement of the company's goals
If the company owns the products that customers want to buy, set the prices that customers are willing to pay, provide them through suitable channels, and persuade customers that they are superior to competitors.
Service Product 7 Ps (4 Ps + personnel + tangible display + process)
Integration: Each element should be mutually supported to form a unified whole and be consistent with the brand value of the Organization.

3. Marketing Management
1. Marketing Plan: Marketing Analysis-> marketing objectives-> marketing strategy-> marketing operation and execution-> marketing Evaluation and Control
2. Marketing Analysis: Presetcom and SWOT analysis, Porter 5-Force Analysis (barriers to entry/exit from the market, existing competitors and competitive strength, customer bargaining power, supplier bargaining power, and alternative threats)
 3. marketing objectives: Helps achieve the company's mission and goals
 4. Marketing Strategy: Porter's general strategy: differentiation, leading cost, focusing; establishing competitive positioning (market leaders, challengers, followers, and supplements)
5. marketing operation and execution: Organizational structure; organizational change; Execution
6. Marketing Evaluation and Control: Profit analysis, product analysis, sales analysis, customer service analysis, benchmarking and competitor analysis; effectiveness, efficiency, strategy, and profit