What Is The Core Of Marketing?

The core of marketing is market positioning.

The reason is very simple. To let customers want to buy and sell things, first of all, we need to know where the market is.

If "exchange" is the core of marketing, it can not solve the problem of the market; the core of product marketing is easier to get into the deep misunderstanding of wine and fragrance.

What is?

And what is market positioning?

In view of the misunderstanding of the positioning theory, the definition of strict positioning is reinterpreted: it refers to an action process, that is, the main body portrays the positioning task into a differentiated image, and occupies a special position through the communication in the brain of the audience.

In a word, it is the process of imprinting differentiated images in the brain of the audience, rather than the "high-end high-end market" in China.

The definition of market positioning is the positioning of the marketing community.

The main body is the enterprise, the object is the enterprise, the product, the competition, the brand, the place is the goal consumer's brain, the goal is the enterprise, the product, the competition, the brand differentiation image imprints in the target consumer's brain.

And positioning

Compared with market orientation, the purpose of information dissemination is stronger (taking blue ocean strategy as a model) and customer demand as the starting point.

Why is market positioning the core of marketing?

It solves the problem of "what is marketing": Based on the definition, it grasps the whole picture of the subject, object, place, purpose and relationship, and marketing.

The problem of "why" in marketing is solved: a large number of successful business cases have proved the necessity and necessity of marketing.

It solves the problem of "how to do" in marketing: positioning runs through all stages of enterprise growth, and from the beginning of the establishment of the target market to the diversification of the brand after maturity, all are guided by the positioning.

It embodies the essential attributes of marketing: market positioning is divided into enterprise positioning, product positioning, competition positioning, brand positioning, and the four positioning is based on customers.

As a starting point, this embodies the essence of marketing: creating value for customers, building relationships and gaining benefits.

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

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

It can be used as a dividing line between the academics and the practical marketing people: the college regards teaching materials as the key link, and thinks that "exchange" is the core of marketing. It is easy to think that reading books for many years is Marketer, and then despises the phenomenon of Sales; the academic faction is not a theoretical school; the academics are not able to get home in the armchair theory, nor do they have any soldiers in their minds. Why do we talk about them? The interviewees who use the "exchange" as the answer will be given the first line, so that they can go through several years of market discipline, and then arrange the core work of the marketing department after seeing the real battlefield, so as not to mistake the enterprises themselves.

The interviewer who takes the "positioning" as the answer can consider arranging his duties in the marketing department.

It can be used as a dividing line between the technical school and the market marketer: the interviewee with the product as the answer can become an excellent sales engineer and arrange the sales position of a large customer.

The interview with "positioning" is still working on the marketing department.

Maybe there is not enough qualifications, but there are many directions.

Market positioning is like a solitary sword. It seems to be killing each other by no means, because it knows the opponent and the battlefield.

Creative use is more powerful.

When Linghu Chong looks at the bright eyes as a secret weapon and runs through the clouds and streams, he can think of fifteen masters of the Songshan school. Perhaps he will think of the two men who exchanged "products" in the wine shop.

What is more thought-provoking is that "exchange" is the answer of most Chinese students. "Product" is the answer of most Chinese entrepreneurs; and abroad, whether it's small TRADER, SALES of graduation job search, or MARKETER of market development, or even full-time IM, it is all about "NICHE".

Looking at NICHE, which is full of foreign marketing forums, can't help but feel sad: what is China's marketing education? What is it about entrepreneurship education? Ten years ago, twenty years ago, the old teaching materials that had gone back to cooking could really bring out successful marketers and entrepreneurs in five years and ten years?

It is suggested that we should not confuse the two concepts of marketing and brand.

Marketing is the process of exchanging certain values with products and services meeting consumer needs.

Marketing is a more efficient marketing. The core is to improve the efficiency of sales through the "camp". It is the operation and management of "efficiency". It can also refer to the answer of Lynn. If in the final analysis, I want to get the core of this camp, I think it is more effective communication.

Some people say that "primary marketing makes products, intermediate brands, advanced culture, and ultimately religion". You can quote many examples to list some of the marketing activities in these four levels, and you will find that marketing is more and more dependent on communication today, depending on the way of communication. As for "brand" and "positioning" and so on, they are all expressions of communication.

Brand and positioning are more like a highly pure creed (some people say that brand is just a result of sales, and I believe that positioning is also).

When we really run a marketing campaign, a sales promotion of 20 percent off or 15% off, and the design of KA market stacks, etc., can not really find the answer from the brand and positioning. But this is exactly what we are going through every day. We need to think more about how our target customers can feel it, and more consumers will feel more about the information we want to convey, about product characteristics, promotional information, brand personality and even business sentiment.

In this way, we can give more consideration to our products when they make consumption decisions.

These are what I call "more effective communication", which ultimately improves the sales volume and sales volume.

Consumers are the starting point and destination of marketing. If a marketer always insists on observing from its own perspective, rather than consumers' needs and experience, it is hard to really approach consumers.

After the advent of "positioning", it seems to be a panacea for the cure of all kinds of diseases in the market. The words that encounter such treatment include "packaging", "brand", "integrated marketing" and so on.

The market environment around us often makes us feel impetuous. Actually, what it craved is not more gorgeous concepts, but a more mature system and mentality. It needs to embrace not the enthusiasm of the answer, but the patience of thinking.

I think of what a brand manager said: "marketing's work changes every day, and even every day there may be new concepts and tools. But some simple principles have never changed. For example, if your marketing is not successful, you don't have to be puzzled. There's only one more reason, or it's not meeting their needs, or they haven't felt it yet."

Is there any cure for all kinds of diseases? I believe there is, and that is all these common sense, but many times we can not remember common sense.