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Sample essay on marketing

Marketing is the vitality of an enterprise and an important tool in the development process of the enterprise. The following is the content of sample essays on marketing that I have collected for everyone. You are welcome to read and refer to it!

Sample essay on marketing 1

A brief discussion of the aspects of the enterprise life cycle Marketing

As a form of economic organization, enterprises need to adopt various types of marketing methods if they want to develop in a limited cycle environment. This is also a way for enterprises to continuously extend their life cycles. Important strategies. Due to differences in the life cycles of enterprises, these enterprises need to choose different types of strategies in the process of survival and operation. Social development has entered a new era. Competition among domestic enterprises in my country is increasingly intensifying. Domestic enterprises are also affected by the impact of the international market. For this reason, it is key to accelerate the research on marketing strategies and improve the life cycle of the enterprise itself. This article conducts a brief analysis on this, hoping to provide help in promoting enterprise development.

1 Concept of Marketing Strategy

Marketing strategy mainly aims at the development of long-term economic interests of the enterprise, and maintains the market competitiveness of the enterprise by forming comprehensive and unified planning content. . Because marketing is the basic premise for internal planning and development of enterprises, it can further promote the coordination between enterprises and changes in the market environment. Marketing strategy includes several aspects: first, formulate scientific and reasonable strategies based on the company's production costs and sales costs, thereby minimizing investment costs; second, formulate scientific and reasonable strategies based on industry dynamics and competitive environment, and use marketing advantages and Enter the market with high-quality products, and then gradually become the leader in the industry; finally, in a large industry, formulate scientific and reasonable strategies, refine the market, and then occupy market segments. It can be said that corporate marketing strategy, as a market decision, ensures the stability and long-term development of the company itself.

2 Marketing in the enterprise life cycle

2.1 Start-up stage

This stage is the initial period when the enterprise organizes production and operation, and is also the period from the establishment to the The stage of formal production. Enterprises in the start-up stage only have the prototype of the enterprise. The relevant specifications, personnel and production links are only beginning to take shape and are very unstable. In this process, the enterprise structure and management are relatively simple, the employees' business capabilities are relatively strong, and the previous communication with each other is very smooth, so it can ensure that the actual work of the enterprise is carried out effectively. However, at this time, the market awareness of the company and its products is relatively insufficient. Therefore, the company's products will not be effectively launched into the target market. This creates an imbalance between actual production costs and benefits.

Therefore, it can be said that the development of enterprises at this stage is not yet mature. Although production work is relatively flexible, the lack of stability means that enterprise managers and decision-makers can only move forward by groping. In response to the problems manifested at this stage, this article gives several strategies:

First, strengthen promotion efforts. Because in the initial stage, the product itself is relatively less well-known, so it lacks competitiveness in the market. For this reason, sales at this stage are relatively passive, and it is necessary to increase market awareness by increasing the intensity of sales and promotions. Secondly, expand advertising investment. Guide consumers to form consumption cognition through advertising effects. Third, continue to optimize and adjust the product structure.

In the start-up stage of a company, costs are reduced, product production structures are transformed, a joint pricing model is formed, and products are launched into the market. Finally, target your target market. In the initial stage, it is necessary to comprehensively grasp the market dynamics, form targeted market information data analysis, and avoid large-scale collection, and form targeted information collection. Form the most effective marketing plan, and based on this, focus on launching products into the target market. This is an important prerequisite for expanding the market.

　2.2 Development stage

In the stage of growth and development, enterprises need to constantly adjust and enrich their marketing strategies, and analyze consumers' consumption psychology and product cognition. Only when the profits of the enterprise are formed can it be further invested in reproduction. At this stage, the enterprise has entered the development and growth stage from the start-up stage. In this process, enterprises should formulate specific marketing strategy content based on the actual market conditions and their own conditions, and complete sales tasks through three-dimensional marketing. Combining the characteristics of informatization in the current social and economic development process, establishing a marketing network team, quickly seizing the market, and building market competitive advantages are what enterprises in the development stage should do. Its strategic content mainly includes several aspects: first, forming diversified market competitive advantages. A higher-level marketing strategy should be formed for the market in the mature development stage, and the market risk of the marketing strategy should be effectively reduced to ensure that enterprises can profit from market competition. Secondly, establish brand awareness. In today's social environment, consumers often have a high degree of dependence on brands, and consumers are willing to buy brands. For this reason, companies should use advertising media agencies to expand their influence and create brand effects. Only in this way can we truly obtain opportunities for healthy development in the market. The marketing team should also continue to innovate and build brands, and form one or even multiple brands. Only in this way can the company's value be maximized.

Finally, expand market channels. In the process of organizing production, enterprises need to maintain good communication with consumers. This is the key to the formation of channels and pathways. As the company's production scale continues to expand, its sales staff should have larger sales channels.

　2.3 Maturity stage

After an enterprise passes through the above two stages, it will enter the maturity stage. During this period, corporate marketing, sales, and decision-making are all becoming more mature. In other words, companies at this stage have stronger market control capabilities, and their product and technical levels are also more robust. The marketing strategy at this stage mainly includes several aspects:

First, it should cooperate with the economic capabilities of the enterprise to fully occupy the market share. Because it is at a mature stage of enterprise development, the survival and development of the enterprise must be completed from the perspective of the mayor. Companies need to expand their market share by developing different types of products. At the same time, because the company has strong strength at this stage, it has relatively strong capital and technology, which can provide a material foundation for the company to occupy the market. Secondly, corporate value innovation. Companies should not give up their long-term value accumulation. In this process, companies should improve consumer loyalty based on market changes.

　2.4 Decline stage

Enterprises will eventually decline in the process of emergence and development. This is a trend. Enterprises at this stage should choose strategic content that suits them based on their own circumstances:

First, continue to innovate marketing strategies. Enterprises need to reshape their market image when entering a recession period and form targeted product target positioning in response to market development needs. Secondly, use short-term gains to reverse the crisis of corporate recession. After the enterprise enters the recession stage, the production efficiency will not be able to achieve the expected results. To this end, producers and operators need to change their business strategies and provide a material basis for the transformation of enterprises by creating short-term profits.

3 Conclusion

In summary, combined with the analysis of the actual life cycle of the enterprise, the products produced by the enterprise need to start from the first link, that is, market acceptance, until the enterprise until a recession occurs. Business managers in enterprises need to protect rationality and sobriety at all times. Persist in long-term market research, analyze product usage and changes in the market, and form effective competition and marketing strategies. Enterprises should comprehensively grasp the consumer psychology, improve product upgrading capabilities, and form brand effects. This is an important prerequisite for realizing the formation of enterprise competitive advantages and promoting the formation of market competitive advantages.

References:

[1] Zhou Li, Zhang Bin. Analysis of marketing strategy based on the perspective of enterprise life cycle [J]. Commodity and quality [J]. Academic observation , 2014(8).

[2] Pang Yantao. Research on the sustainable growth mechanism of high-tech enterprises--Analysis based on enterprise life cycle theory [D]. Wuhan: Wuhan University of Technology, 2009.

Marketing paper model 2

A brief discussion on the goals and realization of experimental marketing using advertising factors

Preface

In the field of marketing In , it is very important to grasp the consumer psychology, especially grasping the potential consumer psychology of consumers, which plays a great role in promoting our marketing. Because as long as we grasp the psychology of consumers, we can adopt good operating methods to cater to consumers' consumption psychology. In ordinary consumption, we mainly analyze the impact of product price, quality and other aspects of the product on consumer psychology, but ignore the potential consumption psychology of consumers, which is very detrimental to the development and progress of marketing.

There are many reasons for consumers’ psychological changes when making purchases, which require us to analyze them carefully. Generally speaking, marketing uses the form of advertising to promote itself. This is what we call the advertising effect. On TV, the advertisements we usually see are in the form of celebrity endorsements, which will encourage consumers to be influenced by the advertisements. We all know that everyone’s living environment is different, and their living habits are also different, so they will have different consumption habits. Different consumption habits determine that everyone has different consumption concepts, so for these different consumption concepts , we should understand it, because the formation of consumption concepts has a great impact on consumers' future consumption tendencies.

1. The goal of experimental marketing using advertising factors

In the process of consumption, the concepts that influence consumers are their own education, thoughts, ideas and other aspects. Individuals have different academic qualifications, ideas, etc., and at the same time, different consumer groups are formed. Different groups have different consumption concepts. We must pay attention to this when conducting marketing. Different life courses have a huge impact on an individual's life, and they also produce different consumption concepts. In life, when we judge a person's personality traits and personal taste, we first look at their clothing, because clothing reflects a person's consumption philosophy. At the same time, different personal personalities will also have different consumption concepts. These are all intrinsic reasons that influence consumer consumption and play a certain role in consumption.

External reasons are also very important, and in the process of consumption, external factors mainly play a role. In our lives, we often see situations like this. Several people go shopping together. When one person is hesitant, another person says that he has used this product and said that it works well. Then, the hesitant person will remove his psychological defense and purchase a product he does not trust. It can be seen that in the process of consumption, especially when consumers finally decide to buy a certain product, most of them decide to buy it due to external stimulation. Therefore, external factors have a great impact on consumers' psychology. We all know that advertising is one of the most direct and effective ways of marketing. It seduces consumers with its concise way and exaggerated language, so as to capture the psychology of consumers and carry out effective marketing. . Therefore, in order to achieve the purpose of marketing, we should take effective measures to strengthen marketing efforts, so as to promote the success of sales.

1.1 Establishing brand effect

Brand is very important for a company, so we should work hard to take measures to establish a brand awareness. Because brand is the image symbol of a company and contains a strong cultural heritage of the company. At the same time, the brand also embodies the values ??of the enterprise and is a comprehensive reflection of all aspects of the enterprise. Therefore, establishing a brand effect is very meaningful for marketing. We all know that in today's market competition, the main competition is not the competition of the market, but the competition of brands to win the market and promote marketing. The advantages of the brand itself are very important in market competition, so we should strive to reflect our brand advantages so that we can gain market share in the fierce market competition. In addition, under the fierce competition between enterprises, we should take effective measures to improve our brand competitiveness, thereby promoting the development and progress of enterprises.

1.2 Demonstrate the regional advantages of the enterprise

If an enterprise wants to make its enterprise widely accepted by everyone, it must first obtain recognition in the region where it is located, so we should fully demonstrate ourselves . Our presence in this region is essentially an extension of the company's own brand delivery, which is very beneficial to the development and progress of the company. The regional advantage of an enterprise is to first expand the influence of its brand in its own region, and then extend it to other places. For example, cigars produced in Cuba are a powerful display of a company in its own region. This display has a very positive impact on the development and progress of the cigar brand. Indian rice is very influential in the world market and has even become a representative commodity of India, so it will be widely welcomed by consumers. There are also some products in our country that have become representative products of a region or region, such as Shanxi's mature vinegar and Tianjin's Mahua and other representative products, and are loved by people across the country. The above products are all manifestations of the regional advantages of a region, and they themselves have marketing properties, so they are conducive to the sales of products. Therefore, we can make full use of the form of advertising to promote the specialties of various regions, which is in line with the unique consumption psychology of consumers, can effectively promote the sales of goods, and promote the development and progress of the market economy.

1.3 Improve the cultural taste of the product itself

With the development and progress of the economy, consumers’ consumption level has gradually improved, so consumers pay more and more attention to the content of the product itself cultural heritage, we should pay great attention to this when conducting marketing. In the past consumption process, many consumers were very concerned about the price, quality and other aspects of the product, but did not pay much attention to the cultural heritage contained in the product. But now consumers are paying more and more attention to it. The product itself can bring spiritual needs, so in response to this situation, we should appropriately change our marketing strategy. We all know that in our lives, various commodities have different uses and have different meanings in our lives, and the cultural, social significance and social value contained in each product are endless. Same. Similarly, when consumers purchase different products, they can also see the different cultural tastes contained in them. Even if some people buy the same product, their cultural tastes may be different. Therefore, in this case, we should be able to conduct marketing based on the cultural tastes of different people. For example, in the mobile phone market, some people like to choose some relatively high-end mobile phone products to buy because of their superior family environment, their unique personality traits, and their usual consumption habits. Some people like to buy some mid-range or low-end mobile phone products because their family income is very limited and they have formed a good habit of saving. We can see that people with different identities or tastes have completely different consumption habits and consumption concepts when purchasing goods. Therefore, when we conduct marketing, we should strive to promote the rich benefits contained in corporate products. Cultural heritage, in this way can promote the sales of goods, thereby promoting the development and progress of enterprises.

2. Realization of marketing efficiency goals

2.1 Establishing a talent training mechanism

We all know that in the marketing process, establishing a talent training mechanism is crucial to the market. Marketing development and advancement is very important. Because marketing work must be performed by people in order to run well. Human capital plays a very important role in the development of every enterprise. Therefore, human capital is the most important capital of an enterprise and can promote the progress of the enterprise. When we implement differentiated marketing, we must work hard to give full play to the role of each enterprise employee, so that they can understand the psychological changes of consumers when carrying out differentiated marketing. When we carry out differentiated marketing, we must first increase employees' understanding and awareness of differentiated marketing. At the same time, we must regularly train them on consumer psychology. Only in this way can they understand how to effectively implement differentiated marketing in marketing practice, and can effectively exercise their comprehensive capabilities in practice. Once sales staff master the means and methods of executing differentiated marketing in practice, and can well grasp the psychology of consumers in the marketing process, it will promote the development and progress of the company's marketing.

In order to further improve the sales staff’s ability to perform differentiated sales, companies should provide sales staff with more opportunities for further learning, and companies should provide sales system personnel with systematic training on consumer psychological knowledge. , strengthen their memory and promote the progress of their work. Enterprises must not only have a strong sense of differentiation in sales execution, but also enable all employees of the entire enterprise and all departments of the enterprise to effectively grasp the psychological changes of consumers, so that the enthusiasm of each employee of the enterprise can be effectively mobilized. enthusiasm, and utilize the abilities of each employee of the enterprise to jointly improve the efficiency of marketing.

2.2 Improve the service system

We have mentioned above the important role and significance of differentiated marketing in the development of enterprises, and service differentiation is important for the development and development of enterprises. Progress is also very important. Service differentiation is not a simple concept, so it encompasses a wide range of aspects, all of which require the wisdom and capabilities of the enterprise to improve the overall service level of the enterprise. The purpose of enterprise differentiation in services is to win the trust of more consumers. The more important purpose is to facilitate the implementation of differentiated marketing systems and lay the foundation for the implementation of differentiated marketing. The differentiated services of enterprises are services for channel vendors. This kind of service can enable enterprises to win more markets, and winning the market means achieving the efficiency goal of marketing. In addition, the target of this differentiated service is the final consumer. Services to the final consumer can establish a good image of the company and win the trust of more consumers. Since the service to channel dealers is very important in the development and progress of the enterprise, we must work hard to improve the service to channel dealers. To achieve this, we must continuously strengthen the service awareness of every employee of the enterprise and strengthen the service awareness of each department of the enterprise.

3. Conclusion

To explore the efficiency goals of marketing based on the consumer's psychological perspective, and in order to achieve the goal of experimental marketing using advertising factors, we should establish awareness of brand effects, Demonstrate the regional advantages of the enterprise and improve the cultural taste of the product itself, thereby promoting the development of marketing. The realization of marketing efficiency goals requires us to establish a talent training mechanism and improve the service system, so as to promote the development and progress of the enterprise.

References:

[1] Zhou Yang. How domestic cosmetics go global, taking Herborist as an example[J]. Business Manager, 2010(12):52-53.

[2] Huang Zhongwen, Qin Wen. my country’s Children’s Consumer Marketing Strategy [J]. Shopping Mall Modernization, 2009(8):128.

[3] Ni Chunhong. New Generation Consumption Research on psychological trends [J]. Art and Design (Theory), 2011(2):255-256.

[4] Zhang Bo, Zhou Enyi. Analysis of consumer psychology and marketing strategies of modern young and middle-aged women [J] .China Business and Trade, 2011(3):25-26.

[5] Chen Guangyu. The role of customer relationship management in corporate marketing[J]. China Business and Trade, 2011(3):19-20 .