My marketing surgery

Small experiences often contain ideas, good at inductive analysis, and can receive unexpected results.

We often rack our brains and do nothing to develop medical marketing strategies and promotional methods. If we can grasp some simple truths in life and use them in practical decision-making and work, we can formulate strategies that are in line with the actual situation. Solve problems easily. Being diligent in thinking, you can become a marketing expert.

The author has been doing marketing management work for many years in pharmaceutical companies, and has taken a few small work experiences from the rich marketing practice that he has experienced. They are the tool holder theory, the clearing theory and the creation theory. Here, I share with you. .

Tool holder theory

If it is a knife, the handle is generally not large, and the blade is relatively large. The effect of the knife is largely determined by the sharpness of the blade, just like the fruit knife we ​​usually use. If it is a large knife, then the blade will not be infinitely large within a certain range, and the degree of increase of the shank is much larger than that of the blade, which becomes a long-handled knives. The power and flexibility of the knives are largely It is determined by the shank, and the construction of the shank is the key to determining the effect of the knives. This is the shank theory.

Small things use a knife, and arrays must be used with a big knife.

This theory can be directly applied to the timely transformation of marketing organizations. The blade is like the sales promotion part of the enterprise, and the tool holder is like the market management part. The company's initial creation, market management mainly around sales to complete, sales performance directly determines the smooth operation of the entire business, so the company attaches importance to sales work when small, just like we use the knife to pay special attention to the blade of the knife, considering the blade The sharpness of the knife, as well as the cutting speed of the knife, at this time the personal strength of the sales team is like the blade determines the result of the sale.

When a company has a certain strength and has a considerable scale, the formulation of sales plans, the establishment and implementation of market strategies, the support of logistics work, the refinement of product concepts, and the promotion of promotion activities determine the future sales of the company. Just like a large knife, the design of the shank, such as the length, thickness and weight of the shank determines the performance of the whole knives, and the effect of the knives on the whole knives is relatively weakened.

The size of the market determines the strength of the tooling, and companies should put organizational management and marketing in a leading position.

The company where the author is located has increased its investment in the marketing department year by year while the sales volume has increased year by year. In 2004, when the sales volume of the company where the author was located reached a market value of 100 million, the “dual engine” strategy was launched, which strengthened the construction of the Ministry of Commerce and the marketing department. On the one hand, with the Ministry of Commerce as the engine, the number of employees in the Ministry of Commerce has increased from one person to more than 10 people, providing customers with deeper services, better maintaining the relationship with customers, and increasing customer pairs. The understanding of the enterprise makes the relationship between the enterprise and the customer closer, the relationship is deeper, and the channel for transmitting and feedback information between the enterprise and the market is increased. On the other hand, the marketing department is used as the engine to increase the number of employees in the marketing department. Partition management of the national market, a large number of activities, terminal promotions, and firmly tied the company and the market. As a result, the sales of the year increased by 134% on the basis of 100% growth for three consecutive years, laying a solid foundation for the development of the company in the next few years.

Use the functional part of the knife as a metaphor to facilitate the company to understand at what stage it is to transform its organizational structure, adjust the focus of work, upgrade management quality, and move toward a more brilliant goal.

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