What are the main elements of marketing?

Generally speaking, marketing includes four elements of "product, price, channel and promotion", and if one is added, it becomes "demand (i.e. product), service (i.e. supporting service), cost (i.e. cost and price), convenience (i.e. purchase channel) and communication (i.e. promotion)". However, with the continuous upgrading of market competition, it is decided.

The first expression: product, brand, price, channel, promotion, promotion, * * * six elements;

The second way of expression: market demand, realization cost, price strategy, sales channel (or consumer convenience), publicity (or customer communication), sales promotion, * * * six elements;

These two expressions are necessary, which can help the operators of almost any product or project to evaluate their own work, and can be evaluated before the formal opening or product listing to avoid omissions and mistakes in business decisions.

The following are my views (turn: unclelai):

First, the product: my point of view:

1, the product selling point is unconventional: it may enjoy the chance of success alone, or it may not be accepted by the market;

2. The selling point of the product does not need to be unconventional, but it should meet the needs of the trend: it may fall into a price war because of homogenization, or you may do your best and finally achieve the winner-takes-all effect. This is a common path for large enterprises, but it is more difficult;

3. No matter how many products there are, there must be fist products, or key products must be operated by independent brands or sub-brands. If it is big and complete, it is often scattered and incomplete.

4. Pay attention to the institutional problems of products and know which ones are quantitative, which ones are high-profit, which ones are foil and which ones should be abandoned;

5. It is extremely important to pay attention to the core advantages and values of products, but businesses are often stubborn or self-righteous, unable to deeply understand the essence, leading to deviations in positioning and demands, leading to many obstacles in the whole marketing.

Second, the brand: my opinion: (transferred from the website of Guangzhou Jiuzhou Culture Communication Company: unclelai)

1. The essence of a brand is that "this trade name, symbol or appellation represents a value recognized by some customers", which includes three questions:

Symbol, usually called VI, is a label that can accumulate market awareness of brands;

A certain customer is the target customer, and any product must have a clear target customer, otherwise the marketing promotion will become incoherent and unintelligible.

The value of recognition, that is, why customers are willing to pay, the higher the degree of recognition, the higher the probability and speed of payment, and the more opportunities for word of mouth. What exactly do customers buy? This may include both material value and spiritual value. Creating the value of products and brands is very talented.

2. Brand value includes material value and spiritual value. Material value is easy to understand, while spiritual value often includes brand identity (lineage), personality, vision and other elements.

Many domestic brands insist that they are from an overseas country in order to enhance their brand identity, which is tantamount to stealing the bell. Their ideas about customers are so retarded that they will be despised and abandoned by mainstream customers. In fact, no successful brand is like this, and brands with fake ID cards are doomed to fail.

4. What is the brand personality? "Brand character is the character and temperament that the target customers of the brand have or expect to have." Let's put it this way: in order to design a poster for a product, you may ask a model to take pictures of the product, then the temperament of the model and his identity, movements and personality are almost the brand's personality. Need an example?

It is impossible to build a brand by the graphic design pieced together by the materials in the gallery, and it can only be a third-rate or fourth-rate role forever. The real source of graphic design is photography and original drawings.

Third, the price: my opinion: (transferred from the website of Guangzhou Jiuzhou Culture Communication Company: unclelai)

1, the price positioning must be directly related to the target customers, and everyone knows it.

2, the price is not "simple high or low", just consider "whether the value represented by this price is reasonable, whether the target customer can accept this price, and where this price is in the competition", so the price is definitely a science, even if you are a wholesaler, the price is definitely related to the value perception given by the product and brand.

3. The price is related to the channel type, and different channels determine different value representations and spaces.

4. Price is related to cost, which includes R&D, production, promotion and sales. If you don't count this account, you won't find out where the "breakeven point and time point" are. It is especially important to master this at the beginning of your business.

Don't think that high price means high grade. The key is that customers should agree and pay the bill. Don't think the price is low. There are two levels of low price: low price and high value. What kind of products do you belong to?

Fourth, the channel: my opinion: (transferred from the website of Guangzhou Jiuzhou Culture Communication Company: unclelai)

1, mediocre products usually go through wholesale channels and win by price and quantity, but it is inevitable to encounter price wars and plagiarism.

2. Products with unique value will usually gain the maximum profit and gain market control through professional channels or monopoly channels. However, the monopoly channel must have excellent brand awareness, strategy and management technology, and be prepared to bear the pressure of market operation much greater than that of wholesale, including capital, management, logistics, brand building, marketing planning and other thorny issues, which is why there are so many projects joined at present that it is rare to really become a climate.

3. The positioning of channels is quite critical. Once the positioning is wrong and put into practice, it will be very laborious to change it, so you must think it over before you do it.

Verb (abbreviation of verb) promotion: my opinion: (transferred from the website of Guangzhou Jiuzhou Culture Communication Company: unclelai)

1, promotion methods include advertising, Internet, group direct effect, public relations, news, conferences, etc.

2. The promotion process includes budget characterization, communication channel selection, content planning, design and production, activity organization, promotion and implementation, etc. I like to determine the budget range before making other considerations. This is the most pragmatic and scientific way. Don't believe the story that determining the budget first is not enough.

3. Remember several important factors that determine the effectiveness of advertising: first, the choice of media, second, the frequency, and third, the creativity of advertising. Any problem will lead to the waste of advertising fees. Holding hundreds of thousands in hand, just like a guy who wants to play the national market all the year round or with millions. Wake up, there is little hope, we have to find another way.

4. Is there a low-cost promotion method? Yes! Including network, news, events, public relations, direct effects, meetings and other forms, and we should pay attention to the steps and stage arrangements of attacking cities and plundering land. Low-cost promotion is much more difficult than high-cost advertising, which requires strong skills and rich experience. Otherwise, how can you call four or two to dial one thousand pounds? It is best to find experienced experts, such as Guangzhou Jiuzhou Culture Communication Company.

6. Promotion: My opinion:

There are two levels of ascension, one is the material level and the other is the spiritual level.

The material level is price reduction, gift and other means, and it is the easiest and easiest to get results. But you often have to face two puzzles: the profit is getting lower and lower, and the opponent's profit is more cruel than yours; Homogenization is getting higher and higher, and promotion has become the norm. If you don't promote sales, you will become abnormal and will be criticized by customers.

Therefore, I still suggest that the promotion should attach spiritual demands as much as possible, such as holding theme activities and taking care of customers' families and other spiritual needs. There are many advantages, for example, competitors are more difficult to copy, which can make customers excited and ignore the tiny price gap, and even cause a "group buying effect". There are many such examples, which are often seen in newspapers and supermarkets. If it is a scenic spot, then this will be the best mode to do the self-help tour market.

(From: Guangzhou Jiuzhou Culture Communication Company website: unclelai)