What do you need to learn marketing?

The field of marketing is very extensive, so it is necessary to position yourself so as to learn fine. What company or field do you want to develop?

On the whole, no matter what field you are in the market, you must master three abilities: the ability to cooperate with people, the ability to work with tools, and the professional skills. Specifically, it is mainly:

1. Communication and expression skills: you can get along better with people, improve work efficiency, and express your views clearly, because you will face "project collaboration, project management, proposal submission, publicity and training" in the future, and it will be very troublesome to fail to communicate the main points and speak clearly.

2. office software commonly used in market work, such as excel, ppt, word, etc., must make plans and schedules.

3. Insight into market analysis: Learn to analyze a market, master a method skillfully, gain insight into market problems, and use some methods and tools to put forward solutions

4. Understand consumption: the market is human, and if you can't understand consumption, you can't do market work. Understanding consumption is not only the characteristics of consumers, but also the consumption cognition and purchase mode.

5. Understand the methods and means of marketing: there is nothing in marketing itself, but the job responsibilities are generally divided into two major directions: communication and sales. You should position yourself to do that aspect, and then focus on learning the means and techniques in this aspect.

How to exercise

1. Internship (third-party companies will learn more and faster: marketing companies, advertising companies, public relations companies, consulting companies)

2. Lay a good theoretical foundation, and know the classic works of marketing by heart, such as Marketing Management, Mike Porter Series, Positioning Series, etc.

3. Read more practical books. For example, trade magazines such as Sales and Marketing and Successful Marketing

4. Now it is the Internet age, and marketing is closely integrated with the Internet. Be familiar with various forms of Internet and pay attention to the forms of network promotion you have encountered, which will be very helpful for your future work.

In terms of employment,

there are several directions to choose from (except enterprises, they can all be called third-party companies), which can also be used for reference in your study:

1. Advertising companies

2. Marketing companies

3. Consulting companies

4. Enterprise marketing department

5. Public relations companies

6.

However, advertising companies are also divided into creative (design, film and television) and case-planning. You are a marketing major, and the transformation from creative category is great. It is suggested to go to a comprehensive advertising company, such as 4A, or the largest Guangdong Guangbo in China and the largest Weichuan Cape in Beijing. You can also choose advertising celebrities in the industry, such as companies founded by Uncle Black Horse, Ye Maozhong and Lu Changquan.

Marketing companies

These companies focus on sales and channel management, and mostly focus on "helping enterprises to establish a regional sales channel and open the market, or promoting the sales growth in a regional market". For example, there are many kinds of consulting services such as Shengchu, a marketing company specializing in liquor, and real estate sales agency. Some of them do corporate culture consulting, some do brand strategy consulting, and some do it. What is more in line with the marketing direction is brand strategy consultation, which is represented by "kotler", "trout China", "Reese China" and "adoption" (adoption is actually relatively complete, marketing is also done, but it is used to being classified as this category)

Enterprise Marketing Department

There is nothing to say, but the key is to go to any enterprise. The position is generally "Marketing Specialist/Marketing Manager-Planning Specialist/Planning Manager-Brand Specialist/Brand Manager-Channel Specialist/Channel Manager", and the functional difference can be seen from the name.

Public relations companies

There are several types of public relations companies, including case-wide public relations companies, event execution companies, news release companies, conference marketing companies, etc. It is recommended to go to case-wide public relations companies, which generally cover the functions of the latter companies. The key is to do "planning" for customers before implementation, while other companies can only do implementation, even if they have planning, they plan the details of implementation, and there is not much development. There are better companies in China, such as Blue Cursor, Wanbo Weiye, etc. (Baidu can be one of the top ten public relations companies)

Market research institutions

If you want to do market analysis and research, it is not bad to go to such companies, such as Cenozoic, Zero, CTR, etc., but it may be boring. This is still about personal interest.

Income situation

It is promising to do whatever you want. As long as you are in the middle and upper reaches, your income is relatively easy. The key is different personal interests.

Personally, I think that consulting will have a more promising future, and it is a front-end strategy. As long as it develops well, the income will be very rich. Nowadays, the salary of advertising companies is not high, and all they earn is hard-working overtime. Public relations companies are slightly better than advertising companies. The enterprise marketing department will generally develop slowly unless you enter an IT/ network company or an internationally renowned enterprise such as Procter & Gamble.

On the whole, third-party companies can help individuals improve their abilities quickly (the difference is only the direction of improvement), while enterprises are relatively stable.

Marketing is a process in which goods or services are handed over from producers to consumers. It is a series of marketing activities carried out by enterprises or other organizations to meet the needs of consumers. Marketing is a science that systematically studies the regularity of marketing activities.

1. It is a science

, which can be roughly divided into three views: one view holds that marketing is not a science, but an art.. They believe that business administration (including marketing) is not a science but an art that teaches people how to make marketing decisions. The second view is that marketing is not only a science, but also a behavior and an art. This view holds that management (including marketing) is not entirely science, nor is it entirely art, sometimes it is biased towards science and sometimes it is biased towards art. When collecting information, try to collect and analyze it by scientific methods. At this time, the scientific component is relatively large. When the information is obtained, the final decision is made. At this time, the artistic component is relatively large. Because it is mainly based on the experience and subjective judgment of business leaders, it is art. The main problem with this dual view is that marketing is confused with marketing. Marketing is an activity process, a strategy, and therefore an art. Marketing is a science because it summarizes the laws of marketing activities. The third view is that marketing is a science. This is because marketing is a summary and generalization of the marketing experience of industrial and commercial enterprises under the conditions of modern mass production and commodity economy, and it expounds a series of concepts, principles and methods. Marketing theory and methods have been guiding the development of marketing activities of domestic and foreign enterprises.

2. It is an applied science

Whether marketing is an economic science or an applied science, there are two views in academic circles: one is that a few scholars think that marketing is an economic science, and it is a science that studies commodity circulation, the relationship between supply and demand and the law of value. Another view is that marketing is an applied science. Undoubtedly, marketing was born out of the "matrix" of economics at the beginning of the 2th century, but after decades of evolution, it is no longer an economic science, but an applied science based on various disciplines. Philip kotler, a famous American marketing scientist, pointed out: "Marketing is an applied science based on economic science, behavioral science and modern management theory." (Preface to Principles of Marketing) Because "economic science reminds us that marketing uses limited resources to meet the needs of competition through careful allocation; Behavioral science reminds us that marketing involves who buys and who organizes, so we must understand consumers' needs, motivations, attitudes and behaviors. Management theory reminds us how an organization can better manage its marketing activities in order to create utility for customers, society and itself "(preface to Principles of Marketing).

3. It includes both macro marketing and micro marketing

McCarthy, a famous American marketing scholar, clearly pointed out in his masterpiece Basic Marketing that there are two aspects in marketing of any commodity economy society: one is macro marketing; The other is micro marketing. Macro-marketing is an important social process, which links marketing activities with society and focuses on the relationship between marketing and meeting social needs and improving social and economic welfare. The existence of macro-marketing is due to socialized mass production and commodity economy, which requires some macro-marketing organization and marketing system to organize the activities of all producers and middlemen in the whole society, and organize the production and circulation of the whole society, so as to achieve the balance of total supply and demand and improve social welfare. Micro-marketing refers to the activities or functions of enterprises, which is to study how to transfer products or services from producers to consumers from the customer's needs and realize the profit goal of enterprises. It is a process of enterprise economic activities. Due to the limitation of capitalist private ownership in western countries, their academic circles mainly study micro-marketing of enterprises, but pay little attention to macro-marketing. Even if macro-marketing is studied, it is not from the perspective of realizing the total supply and demand balance of society, but only from an objective perspective to study the overall role of enterprise marketing. China implements a socialist market economy with socialist public ownership as the main body and various economic components coexisting. The state implements macro-planning regulation, so it is very important to study marketing from both micro and macro perspectives.

[ Edit this paragraph] Core concepts

Marketing involves its starting point, that is, meeting customers' needs, as well as what products to meet customers' needs and how to meet consumers' needs, that is, when and where products are exchanged through exchange, and who realizes the connection between products and consumers. It can be seen that the core concept of marketing should include demand and related desires and needs, products and related utility, value and satisfaction, exchange and related transactions and relationships, market, marketing and marketers.

1. Demands and related desires and Needs

(1) Needs refer to the physical and psychological needs of consumers, such as people's physical needs such as food, clothes and housing, and psychological needs such as safety, belonging, respect and self-realization in order to survive. Marketers can't create this demand, but can only adapt to it. (2) Wants refers to the deep-seated needs of consumers. Consumers in different backgrounds have different desires. For example, China people want rice when they need food, French people want bread when they need food, and Americans want hamburgers when they need food. People's desires are influenced by social factors and institutional factors, such as occupation, group, family and church. Therefore, desire will change with the change of social conditions. Marketers can influence consumers' desires, such as suggesting that consumers buy a certain product. (3) Demand refers to the desire to have the ability to pay and be willing to buy something. It can be seen that consumers' desires become needs when they are backed by purchasing power. Many people want to buy Audi cars, but only those with the ability to pay can buy them. Therefore, marketers should not only know how many consumers want their products, but also know whether they have the ability to buy them.

2. satisfaction of Products and related utility and value

(1) product refers to the object used to meet customers' needs and desires. Products include tangible and intangible, tangible and intangible. Tangible products are carriers for providing services to customers. Intangible products or services are provided through other carriers, such as people, places, activities, organizations and ideas. When we feel tired, we can go to the concert hall to enjoy singers singing (people), go to the park to play (places), go for a walk (activities) outdoors, participate in club activities (organizations), or accept a new consciousness (ideas). Services can also be delivered through tangible objects and other carriers. Marketers should remember that selling products is to meet customers' needs. If we only pay attention to products and ignore customers' needs, we will have a "market marketing myopia". (2) Utility, Value and Satisfaction (Utility, Value, Satisfaction) How consumers choose the products they need is mainly determined by evaluating the utility of each product that meets their needs. Utility is the consumer's evaluation of the total efficiency of the products that meet their needs. How to determine the standard of total efficiency (or ideal product) of products? For example, a consumer's means of transportation to a certain place can be bicycles, motorcycles, cars, airplanes and so on. These optional products constitute a product selection combination. Suppose a consumer wants to meet different needs, namely, speed, safety, comfort and cost saving, which constitute his demand combination. In this way, each product has different abilities to meet its different needs, such as saving money on bicycles, but it is slow and unsafe; Cars are fast, but expensive. Consumers have to decide a product that best meets their needs. To this end, arrange the products that can best meet their needs to those that can't meet their needs, and choose the products that are closest to the ideal products, which have the greatest utility to customers. For example, if a customer chooses the ideal products at a destination based on safety and speed, he may choose a car. In addition to the utility factor, the product price is also one of the factors for customers to choose the products they need. If the customer pursues the maximization of utility, he will not simply look at the surface price of the product, but will look at the maximum utility that can be produced by each yuan of money. For example, a good car is more expensive than a bicycle, but its utility may be greater because of its high speed, less repair cost and safer than a bicycle, thus better meeting the needs of customers.

3. Exchange, transaction and relationship

(1) Exchange (exchange) People have needs and desires, and enterprises also produce products, which cannot be interpreted as marketing. Only through exchange can products produce marketing. It is not marketing that people obtain products through self-sufficiency or self-production, or through stealing or begging. Only through equivalent exchange, buyers and sellers get the products they need from each other, can marketing be produced. Thus, exchange is the core concept of marketing. ? (2) Transactions Exchange is a process, not an event. If the two sides are negotiating and gradually reaching an agreement, it is called an exchange. If the two sides negotiate and reach an agreement, the transaction will take place. Transaction is the basic component of exchange. Transaction refers to the exchange of value between buyers and sellers, which is based on money, but the exchange is not necessarily based on money, it can be barter. The transaction involves several aspects, namely, two valuable ones.