The main manifestations of over-marketing.

Although there are many forms of over-marketing, the common types are as follows:

Excessive market segmentation Market segmentation is a marketing work implemented according to the difference of consumers' demand for goods. The problem brought by excessive market segmentation is that in order to meet market demand, enterprises divide demand differences too carefully, which leads to unreasonable increase in operating costs.

The criterion to judge whether the market segmentation is excessive is that the economic benefits it brings exceed the operating costs paid for it. Johnson & Johnson once divided shampoo into two parts: adult shampoo and baby shampoo. Later, it was found that the sales volume of baby shampoo market was very small, and measures had to be taken to cancel this market segmentation.

Excessive product marketing Product marketing includes quality marketing, functional marketing and packaging marketing. Accordingly, excessive product marketing includes three aspects: excessive product quality marketing, excessive product function marketing and excessive product packaging marketing.

Excessive product quality marketing means that enterprises invest too much money in this product quality, thus ignoring consumers' demand for other aspects of the product.

Excessive marketing of product functions means that many functions of products are not commonly used by consumers. The development of these functions by enterprises, on the one hand, greatly increased the development and production costs, on the other hand, caused idle waste in vain, but it was not worth the candle.

Excessive product packaging marketing means that the packaging of some products is too luxurious, and the packaging cost even exceeds the product cost, thus giving people a feeling of being beyond the reasonable range of packaging to enhance the product image.

Overpriced marketing Price marketing refers to setting prices reasonably according to market demand and stimulating market sales by appropriately lowering product prices. However, excessive price marketing shows that in order to promote the market, the price of products is far lower than the production cost or purchase price, which leads to the behavior of selling goods.

Excessive channel marketing channel marketing refers to the most convenient, fastest and cost-saving sales channel to deliver products to consumers. However, excessive channel marketing is manifested in the pursuit of the most convenient, fastest and cost-saving sales channels, which destroys the original best pattern and causes the loss and waste of channels.

Excessive marketing promotion mainly includes advertising and promotion. Accordingly, excessive marketing promotion also includes excessive advertising and excessive sales promotion.

Excessive advertising refers to the pursuit of overnight fame by enterprises or products, regardless of the actual situation of enterprises, advertising expenditure can not make up for the resulting economic income, resulting in many products and enterprises dying of addiction.

Over-promotion means that enterprises do not hesitate to take profit-making, preferential sales, buy one get one free and other marketing strategies in order to open the market quickly. Some even reach the point of losing money and earning money, which makes the enterprise finally unable to bear the expensive promotion expenses, suffering it rather than benefiting it.