Chapter 20 Chapter 20 Marketing Management System

The marketing work of the enterprise is fully led by the marketing director. The marketing center consists of functional departments such as the marketing department, sales department, customer department, and sales offices, and is fully responsible for corporate marketing planning, market research and development, customer development and service, etc. related to product sales. work. 1. Scope of Responsibilities of the Marketing Department The Marketing Department is led by the Marketing Director and reports directly to the Marketing Director.According to the needs of the enterprise, it can set up a market research room, an advertising department, a public relations department and other departments.

Department responsibilities: do a good job in market development and market research, and provide help for the realization of the company's sales goals: 1. Formulate a market development plan around the company's sales goals. 2. Existing market analysis and future market forecast. 3. Establishment and maintenance of marketing information database. 4. Consumer psychology and behavior survey. 5. Consumption trend forecast. 6. Brand promotion and consumption guidance. 7. Competitor analysis and monitoring. 8. Access research. 9. Work with the planning department to formulate marketing, product, promotion, image and other business plans, and implement them with the sales department and customer department.

10. Existing product research and new product market forecast. 11. Provide market information for the company's new product development. 12. Other related duties. 2. Scope of Responsibilities of the Sales Department The Sales Department is led by the Marketing Director and reports directly to the Marketing Director.The department's responsibilities are mainly to be fully responsible for the company's sales work and complete the company's sales goals: 1. Write marketing policy and strategic plan around the sales target issued by the company. 2. Organize the delivery of goods.

3. Organize payment collection. 4. Accept returns. 5. To guide and supervise the work of foreign offices. 6. Assess the performance of each overseas office. 7. Product inventory control to improve inventory turnover. 8. Salesman marketing skills training. 9. Cooperate with the marketing department to implement the promotion plan. 10. Collect sales information and give feedback to the marketing department. 11. Other related duties. 3. Scope of Responsibilities of Customer Department The customer department is led by the marketing director and directly reports to the marketing director. According to the work needs, it can set up other functional departments such as customer service center and investigation room.The department's responsibilities are mainly to establish a good cooperative relationship with customers and provide help for the realization of the company's sales goals:

1. Write a customer development plan around the company's sales target. 2. Customer analysis and behavior survey. 3. Establishment and maintenance of customer database. 4. After-sales service. 5. Customer friendship and customer visits. 6. Customer demand survey. 7. Accept customer complaints. 8. Agent and dealer management. 9. Customer credit analysis and investigation. 10. New customer development. 11. Collect customer information and give feedback to the marketing department. 12. Other related duties. 1. Marketing planning process Article 1 Formulate marketing goals.Divided into long-term and short-term goals.

1. Target profit. 2. Market share and growth rate. 3. Sales or volume and growth rate. 4. Sales price. 5. Quality level and complaints. 6. Composition of product system. 7. Marketing channels. 8. Promotional activities. 9. Brand (popularity, reputation). 10. Contrast with competitors. The second market environment analysis. 1. Industry trend analysis. 2. Target market analysis. 3. Analysis of purchase behavior. 4. Analysis of corporate image. 5. SWOT analysis (Strengths, Weaknesses, Opportunities and Challenges). Article 3 Determine the target market. 1. Market Segmentation

The process of dividing a market into different groups of buyers with different needs, characteristics, or behaviors, and thus requiring different products or marketing mixes, is called market segmentation. 2. Target market selection After the enterprise has divided the market segments, it can enter one or more market segments in the given market.Target market selection refers to estimating the degree of attractiveness of each segment and choosing to enter one or more segments. 3. Market positioning Market positioning is the arrangement made to give a product a clear, distinctive and desirable place in the mind of consumers relative to competing products.Therefore, marketers must position their products differently from competing brands and achieve the greatest strategic advantage in the target market.

Article 4 determines the marketing mix strategy (4P). 1. Product portfolio: product positioning, product features, product quality, product brand and image, product packaging, use and after-sales service. 2. Price combination (Price): price, discount, impact of pricing on sales, payment terms. 3. Sales channel combination (Place): customer segmentation, sales location, marketing channel and network, middleman, retailer, warehousing and distribution, inventory, business circle. 4. Promotion combination (Promotion): communication with customers, advertising, promotional activities, public relations, handling complaints.

Article 5 Marketing Management. (1) Main content of marketing management 1. Specific sales affairs (1) Sign sales contracts, contract management, and contract progress management. (2) Finished product inventory management. (3) Issue sales invoices, delivery, packaging, and transportation management. (4) Sales payment collection, dunning, and refusal business processing. 2. Market supply and demand research (1) Collection and information processing of various sales business data within the enterprise. (2) Organize the collection of external information of the enterprise and carry out (commissioned) market research.

(3) Organize (entrust) market forecasting. (2) Market expansion (1) Product customer management.Manage the basic situation, transaction status, credit status and customer opinions of customers. (2) Salesman management.Salesman's plan arrangement, inspection assessment and rewards and punishments. (3) Promote sales management.Carry out advertising preparations and product brochures in a planned way. (4) Sales channel management.Development, contact, evaluation and support of sales channels. (5) Organize the packaging, decoration and trademark design of commodities. (6) Brand management.

(3) Types of marketing organization structure Organizational Platform 1: Pure sales promotion. Set up a sales department, led by a deputy general manager, who mainly manages salesmen, and also manages some market research and advertising work. Features: What (how much) is produced, what (how much) is sold, which is passive sales. Organizational Platform 2: Merchandising with Accessibility. Set up a marketing department and assign a marketing supervisor to be responsible for regular marketing, advertising and other promotional activities. Features: Marketing activities become specialized functions. Organization Platform 3: Independent Marketing Department. Separated into two departments: sales department (marketing) and marketing department, and are under the leadership of two deputy general managers. Features: (1) Marketing and marketing have become parallel functional departments. (2) The two departments focus on short-term and long-term benefits respectively, which is prone to conflicts and conflicts. Organization Platform 4: The Modern Marketing Department. Under the leadership of a deputy general manager, sales and marketing departments are set up separately and managed in a unified manner. Features: Ability to coordinate and cooperate. Organization Platform 5: Modern Marketing Enterprise. Under the guidance of the "customer-centered" service management philosophy, not only the marketing department but also all employees and functional departments of the enterprise implement the thought and action of serving customers. Features: Completed a true marketing management revolution. (4) Marketing control The marketing manager judges, adjusts and takes corrective measures on the implementation of the marketing plan. The main control contents are: 1. Monthly plan control The business personnel submit a work report according to the system, and the front-line managers carefully review and make disposal opinions. Report type: (1) Monthly work plan report. (2) Monthly plan implementation progress report. (3) Expense report. (4) Add customer report. (5) Lost regular customer report. (6) Periodic situation reports of regions or business sites. (7) Other special reports. 2. Annual plan control Mainly control sales, market share and expense ratio. 3. Profit control Evaluate and control the profitability of various products, regions, customer groups, sales channels, contract amounts, etc. 4. Strategic control Use marketing audits to regularly reassess your strategic plans and execution.Marketing audit is an independent, systematic, and comprehensive regular review of the marketing environment, objectives, strategies, and marketing activities of an enterprise or strategic business unit to discover marketing opportunities, identify problems, and propose plans to improve marketing work and suggestion. 2. Example of marketing management system □ General Article 1 Survive by quality, develop by variety, establish "customer first", "quality first", "credibility first" and "service first", maintain the reputation of the factory, attach importance to social and economic benefits, and produce high-quality products with high prices Putting cheap products on the market and meeting social needs is the product sales policy. Article 2 Mastering market information, developing new products, opening up markets, improving market competitiveness of products, communicating the relationship between enterprises and society, enterprises and users, and improving economic benefits of enterprises are the goals of product sales management. □Market Forecast Article 3 Market forecast is the premise of business decision-making. It is necessary to make a comprehensive understanding and analysis of the life cycle status and market coverage status of similar products, and grasp the following points: 1. Understand the annual sales volume of similar products at home and abroad and the analysis saturation degree of the annual production volume of the same industry. 2. Understand the market share of various products in the same industry in various regions of the country, analyze and develop new products, and new ways to open up the market. 3. Understand the user's feedback on product quality and technical requirements, analyze the feasibility of improving product quality, increasing varieties, and meeting user requirements. 4. Understand the progress of product updates and technical quality improvements in the same industry, analyze new trends in product development, know yourself and the enemy, grasp information, and strive to be in a leading position in enterprise development. Article 4: Forecast the sales ratios of domestic regions and foreign markets, and determine the overall plan for annual sales. Article 5 Collect information on updates and technological developments of similar products in the same industry abroad, supply and demand trends in foreign markets, and foreign users' feedback on and trust in products to determine foreign market development policies. □Business decision Article 6 According to the medium and long-term planning of the factory and the status of production capacity, by predicting the market demand and conducting a comprehensive analysis, the sales department will propose a preliminary annual product sales plan and submit it to the factory department for review and decision-making. Article 7 After discussion at the factory affairs meeting, approval by the factory manager, and approval by the workers' congress, the annual business goals are determined and used as the basis for formulating the annual production plan and the factory's annual policy goals. □ Balance production and sales and sign contracts Article 8 The sales department balances the distribution plan based on the factory's annual production plan and the domestic and foreign trade orders in recent years, signs product sales contracts with foreign countries, and determines "production based on sales" and "sales based on production" according to the market supply and demand situation. "The policy of combining, leaving room for, abide by the contract, and maintain the seriousness of the contract regulations. Article 9 To implement the price policy, if it is necessary to change the price, the financial department shall be responsible for the approval procedures, and the floating price shall be determined and approved by the deputy director of operation. Article 10 The sales department prepares the annual sales plan according to the annual production plan and the sales contract, prepares the quarterly and monthly sales plan according to the market supply and demand situation, and submits it to the planning department ten days before the month to comprehensively balance the connection between production and sales. Article 11 Consolidate and develop user relationships based on the principle of participating in various ordering meetings, expanding the sales network, and opening up new markets. Article 12 Establish and gradually improve sales files, and manage user contracts well. □Compile product delivery plan and organize return of funds Article 13 To execute the sales contract, the product delivery plan must be drawn up strictly according to the delivery period of the contract, and the work of forecasting the railway delivery plan must be done well. Article 14 The principle of delivery should be mastered, and the relationship between primary and secondary should be handled well. Article 15 For product sales, the sales department will issue a "product delivery notice", an invoice and a collection note, and the finance department will collect the money or go through the collection procedures with the bank. Article 16 In charge of finished product funds, strive to reduce product inventory, the financial department will prepare a sales revenue plan, comprehensively balance production, sales, and finance, and actively assist the financial department to withdraw funds in a timely manner. Article 17 Establish the concept of serving users. The payment should be handled in a timely manner when the payment is made, and the user's inquiries must be answered within three days. If the quality problem needs to be dealt with by someone, contact the relevant department within five days and send someone there. □Establish product sales information feedback system Article 18 The sales department organizes a relatively comprehensive user visit every year, and sends a letter to all users across the country every year to solicit opinions, summarizes and organizes the collected opinions, and reports them to the factory leaders and relevant departments, and the relevant departments propose rectification measures. And included in the total quality management work. Article 19 Register letters from users on product quality, technical requirements, etc., and promptly feed back to relevant departments for processing. Article 20 Responsible for the collection and sorting of various data on product sales, establishing user files, collecting industry intelligence, providing sales analysis data, and reporting sales reports in a timely, accurate and complete manner according to the regulations of the superior.