Fresh Blood In Marketing

The rapid development of modern marketing management theory has indeed injected fresh blood into the marketing field. From "sales" to "marketing" to "marketing", from 4P theory to C-4P theory, 4C theory and 5R theory, more sales strategies are involved, while tactical aspects are rarely studied in depth.

When we launched the "5S" field management in 1999, I realized that "5S" management is more important and more difficult for marketing.

I believe that modern marketing 5S management will surely enhance the core competitiveness of many enterprises and even bring development opportunities.

During the pioneering period, the sales performance came from the flexible development period, and the sales performance came from the problems encountered in the development of the enterprises. The sales performance was manifested as "more than 10" and "five less".

"More than 10" means more markets, more customers, more products, more salesmen, more business trips, more business hours, more sales promotion, more bad debts, more returns and more complaints. "Less than five" means less sales of single products, less loyal customers, less profit, less reporting on business and less dedication.

The root of the problem is still in the company.

During the period of enterprise startup, the most urgent task is sales. Most companies adopt the most flexible scheme, which can be called "cat theory".

At the beginning of the business, fewer salesmen, fewer products, fewer customers, low company expectations, potential problems are covered up. When problems are exposed, problems are no longer just problems, but become "inertia", and even become unwritten rules and regulations prevalent in enterprises.

Some people of marketing personnel can constantly improve themselves, and study the market. Some people can not or unwilling to adapt to changes in the market, take the market as a bargaining chip, can not do it themselves or allow others to do it, their achievements are attributed to themselves, and failure is attributable to others. There are always tens of thousands of reasons to prove that the market can only do this until the market is broken, so that enterprises can miss the opportunity. When they want to re-enter the market, competitors have already established the Right Banner, which has already been presented in a dignified way.

The marketing department is like the "stomach" of an enterprise.

A little cure is not enough for breaking up. When it is time to treat, it will take time to cure. When one rule takes time, two will hurt one's body. Three, stomach disease is just pain and pain, not life threatening. Four, who has no stomach trouble?

Sheep go with the stream and do not suffer.

Therefore, minor diseases, small nourishing, serious illness, large nourishing, no disease and no support.

Stomach diseases are usually not operated on as long as they are not cancer or perforation.

Private enterprises are particularly successful in their growth.

There is a striking similarity between them: those with stomach diseases are poor in digestion and absorption, and their color is getting worse. Enterprises with "stomach" diseases are investing more and more, but their output is less and less, and their competitive ability goes from bad to worse.

It can be seen that if the enterprise wants to light up and enhance its competitiveness, and embark on a fast track for healthy development, it is imperative to manage "5S" in modern marketing.

The definition of "5S" management in modern marketing is "5S" management, which is finishing, rectifying, cleaning, cleaning and accomplishments. Marketing "5S" is just the author's extended meaning, which can be understood as "sorting, rectifying, coordinating, maintaining and excellence".

The marketing "5S" management includes market 5S management, customer 5S management, product 5S management, marketing representative 5S management.

A successful company is a company that knows how to give up its customers. It is a company that is good at giving up its products. It is a company that dare to give up the market. What is abandoned and gains, and nothing gives up is the result of losing everything.

The second step: the developed market is divided into three categories according to the growth space, the benign level and the sales volume. The market is divided into three categories according to market capacity, market development and competition order. The third step is to eliminate the market with small sales growth and even decline in the developed market, the market where there is no growth in the market, the heavily delinquent market or even the bad account market in the elimination market, and discard it after dealing with the aftermath. Market management 5S, 1, sorting out the first step: divide the market into "developed market" and "undeveloped market".

If these markets enter small sales, they will have to pay a heavy price until they are physically and mentally exhausted.

The market should give up (except exceptions, but should not be reluctant to abandon, or to catch up with only a glimmer of hope, despite the low chance of success). The third step is to assess the urgency and importance of the remaining market (including sales volume and influence) and enter the market dynamic table, 3, and coordinate the first step: to verify the existing problems and the reasons for the impeding market development among the various markets and related markets: second steps: coordinate and rationalize the relationships between the market and related markets. Third steps: in accordance with two and eight axioms, put 80% energy into the most important market of 20%. 2, rectify the first step: To review and sort out the market that has been eliminated and shelved, second steps: sorting each category in the last 20%.

4, maintain the company's regular (such as three months) or repeat the above three steps at regular intervals to ensure that the important market should receive the attention and input, ensure that 80% of the marketing staff's energy is devoted to the operation of 20% important markets, so as to achieve a good market, marketing personnel and three wins of enterprises.

Excellent marketing management is bound to cultivate excellent market. Excellent market will foster excellent network, excellent customers, excellent salesmen and excellent products. These factors will enable enterprises to develop continuously and develop towards excellence 5.

　　客戶5S管理 　　1、 整理 　　第一步：將客戶分為成熟客戶和潛在客戶 　　第二步：將成熟客戶按銷售額、回款速率、增長(zhǎng)空間分成三類 　　　　　　將潛在客戶按預(yù)測(cè)銷量、開(kāi)發(fā)難易程度、資金運(yùn)作狀況分成三類 　　第三步：將成熟客戶中銷售額極小或作為“冰山產(chǎn)品”的客戶列入懸置客戶 　　　　　　將成熟客戶中回款速率時(shí)時(shí)超低、屢次違反回款規(guī)定的客戶列入淘汰對(duì)象 　　　　　　將成熟客戶中增長(zhǎng)空間小的客戶列為托管客戶，由銷售部主管定期拜訪，維護(hù)關(guān)系 　　　　　　將潛在客戶中預(yù)測(cè)銷量小、開(kāi)發(fā)難、資金短缺的客戶列入懸置客戶 　　2、 整頓 　　第一步：將已整理后的客戶進(jìn)行評(píng)審排序 　　第二步：將每一分類排序在最后20%的客戶予以放棄（特殊除外） 　　第三步：對(duì)余下的客戶根據(jù)銷售額、

The first step is to collect the rates and potential benefits, and enter the customer dynamic statement. 3, coordinate the first step: coordinate and analyze the problems and causes of customers. The second step is to help customers improve and enhance their competitiveness from the interests of customers, and become an excellent customer with good development and good reputation. The third step is to carry out key management of key customers, 4, to maintain the company's regular (monthly) or repeat the above three steps.

Remember: 80% of sales are concentrated in 20% of the major customers, while 80% of the profits are concentrated in 20% of the outstanding customers; who has excellent customers, who has great room for long-term development.

The cultivation of excellent customers is an important part of modern marketing. The good mentality and high quality of marketers is an important guarantee for cultivating first-class customers. We need to turn the "customer backward" into the "customer guide", provide training and assistance for customers, and create a win-win cooperation environment. If we simply accommodate customers or even cater to some bad habits of customers, we may get short-term and immediate interests, but will pay the long-term interests. The intellectualization of business competition will become more and more outstanding managers.

　　產(chǎn)品5S管理 　　1、 整理 　　第一步：將產(chǎn)品按品質(zhì)特點(diǎn)、獲利能力、銷量、服務(wù)需求分成四類 　　第二步：按品質(zhì)特點(diǎn)將產(chǎn)品分為品牌產(chǎn)品、品牌延伸產(chǎn)品、應(yīng)時(shí)產(chǎn)品 　　　 　　 按銷量將產(chǎn)品分為銷量較大、銷量一般、銷量較小三類產(chǎn)品 　　　　　　按獲利能力將產(chǎn)品分為獲利能力高、獲利能力一般、獲利能力低三類產(chǎn)品 　　　　　　按服務(wù)需求將產(chǎn)品分為服務(wù)需求高、服務(wù)需求一般、服務(wù)需求低三類產(chǎn)品 　　第三步：將應(yīng)時(shí)產(chǎn)品中銷量小、獲利能力低、服務(wù)需求高的產(chǎn)品淘汰 　　2、 整頓 　　第一步：對(duì)已經(jīng)過(guò)淘汰的產(chǎn)品進(jìn)行綜合評(píng)定 　　品牌產(chǎn)品可以量小、利薄、服務(wù)需求高，若有多個(gè)品牌產(chǎn)品，進(jìn)行綜合評(píng)審后淘汰20%或更高 　　品牌延伸產(chǎn)品一定要銷量適中以上、獲利能力較高，達(dá)不到這兩個(gè)要求的應(yīng)予以

Adjust the product requirements: if the quantity is small, the profitability must be high, or it will be eliminated; if the quantity is large, the service demand must be low, otherwise the service will not be able to keep up.

The second step is to evaluate the retention products according to the influence of the brand and the comprehensive benefits of the market, and enter the product dynamic table. 3, coordinate with FAB to analyze the U.S.P (selling points) of each product in order to avoid any confusion.

4, maintain the three steps, such as half a year or half a year, according to the demand of cost competition, so as to maximize the productivity structure of enterprises.

5, excellent enterprises, good companies to meet the needs, great enterprises create the market!

A good product should not be a single entity, but a product team. In this team, each product plays the biggest role.

The marketing representative 5S manages the sales representative 5S management, including: sales management, sales performance management, travel time management, business trip management, business management, effective management, effective management, and effective management.

The specific operation can be summarized one by one.