Marketing Marketing Management

Marketing Marketing Management

Today we talk about marketing marketing management, so what is marketing marketing management?

There are eight classic modules of market marketing management, which are: market insight, customer segmentation, target customer selection, positioning and brand, market marketing mix, quantitative indicators and result tracking, team structure and assessment indicators, and hacker growth. Using colloquial language to connect the eight classic modules together, it looks like this:

Module 1: Understand the macro environment, industry, competitors, and customers through "market insights".

Module 2: Conduct 'customer segmentation' as customers are diverse.

Module 3: Find the most advantageous one or several segments from several customer segments, that is, conduct a "target customer selection" to determine who we only serve. Because our capabilities are limited, we target one (or several) customer areas to maximize our capabilities and make ourselves absolutely competitive.

Module 4: Determine which position in the customer's mind we want to occupy, that is, "positioning"; At the same time, in order to occupy this differentiated position, we have decided to provide customers with specific commitments that include functional and emotional benefits, which is our "brand" commitment.

Module 5: Express and fulfill the commitment of our brand through the "market marketing mix". The market marketing mix, also known as the 4P, includes products, prices, channels and promotions.

Module 6: "Quantitative Indicators and Result Tracking" is the establishment of a navigation system for marketing work, setting goals, tracking processes, and results.

Module 7: "Team Structure and Assessment Indicators" is to establish the right team for marketing work and use the right assessment indicators to inspire the team's mission to achieve.

Module 8: "Hacker Growth" is driven by high-speed, cross functional experimentation to improve the efficiency of all marketing efforts.

The eight classic modules are the overall situation of marketing management, that is, the complete system of marketing management.