Marketing 10 sins

1. Not paying sufficient attention to market and customer orientation

If you ask such a question: “Who are you trying to sell things to?”, if your answer is “everyone”, this is the market segment is not clear. Even if there is a market segment, do you have a measure of the possible return on investment for different market segments and prioritize the market segments?

Your business must do it: form a clear corporate value hierarchy and put customers first. Corporate employees and agents are required to participate in activities that enhance their “customer awareness”. When customers have questions, suggestions or complaints, they can easily contact the company by phone, fax or email and get a quick response.

2. Did not fully understand the target customer

Have you done customer surveys for three years? Is your customer no longer buying your product as you would expect, and the competitor’s product is selling well?

To meet such problems, you need to: conduct more in-depth customer surveys, apply more analytical skills, build customer and dealer fixed teams, and install customer relationship management software for data mining.

Present a new marketing research report that describes how customers think, act, and feel. The more a company understands its customers’ needs, perceptions, preferences and behaviors, the more competitive they are.

3. There is no better way to clarify and monitor competitors

You put too much energy on the wrong competitor. Companies can often find competitors easily, but some companies always pay too much attention to real competitors and ignore potential competitors and technological breakthroughs.

You need to: build intelligence systems, dig people from competitors, focus on every new technology that might harm your company, and develop products that are similar to your competitors.

4. Not well managed with stakeholder relationships

The relationship between business and stakeholders is actually very important. Are your employees happy? Have you caught the best supplier? Do you have the best distributor? Does your dealer want to be dissatisfied? Are your complainers happy?

You need to: change from zero and thinking to positive thinking, better manage employees, better manage relationships with suppliers, better coordinate distributors and distributors, and better manage complainants.

5. The company is not good at grasping new opportunities

Is your company doing enough to find opportunities? New opportunities are very important to every business. Every business must be able to seize new opportunities at all times.

So your business needs: Set up a partner creative incentive system that enables partners to deliver ideas from a steady stream.

Use creative systems to generate new ideas.

6. The company’s marketing plan and planning process are flawed

If I ask your company for a recent marketing plan, can you provide me with a clear, convincing plan?

You need to: Establish a standard set of planning components, including environmental analysis, SWOT analysis, key issues, goals, strategies, budgets, and controls. Ask the marketing manager what changes they will make if the budget increases or decreases by 20%. Develop an annual rewards program that rewards those who make the best marketing plan.

7. The company’s product and service policies are out of touch with the market

Large companies have found that a small percentage of products account for a considerable share of their profits, but the structural growth of products has led to too many failed products, too many of these products are not profitable.

Your business needs to: build a system to track these problem products, fix or eliminate them. Various services should be provided and prices for different levels of service should be priced. The method of combining sales and additional sales of the company should be improved.

8. The company’s brand building and communication skills are weak

A company can easily assess whether their communication can produce good results by investigating the target customer’s knowledge and attitude toward the company. If your company is not known in the target market, it would be a bad thing.

So your business needs to: Improve the measurement of the results of the brand building strategy. Transfer funds to marketing tools that bring more benefits. Cultivate the financial awareness of marketers and ask them to estimate the return on investment before applying for a budget.

9. Not well organized to implement effective marketing

An efficient marketing director has three jobs: the first is to make the marketing department work effectively; the second is to gain the trust of the rest of the company; the third is to work with the CEO to achieve his development And the expectation of profit.

Your business needs: Appoint a strong marketing department leader. Add new marketing skills to the marketing department. Improve the relationship between the marketing department and other departments.

10. Enterprises do not maximize the use of technological power

Many companies believe that they are using Internet technology, but this only reflects 10% of the opportunities brought by the Internet. Most marketing decisions are still straightforward, and marketers lack a decision support model. If companies build and use formal marketing decision models, they will benefit a lot.

Therefore, enterprises must: Strengthen the use of the Internet. Optimize the automated sales system. Apply automated marketing to regular marketing decisions.

Establish some formal marketing decision models. Establish a marketing dashboard.