Marketing flexibility - Enterprise compulsory basi

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Marketing flexibility - compulsory basic training company

[i] describes the process of an interesting battle of wits: the battle of Red Cliff, Zhou Yu would like to take away the hands of Cao Cao Zhuge Liang future risks to on Ming said, grain Road Lu Su bear, and went to test the Ming fragmentation? non than Jiangdong gentlemen, Shuro, only worthy of water war, not Marines, although one can ear. Ming's Having a joke, but sharply pointed out an important question: Wu Army narrow range of operational capability. In fact, this is the further expansion of Soochow limit the development of an important factor.
in the market economy today, many enterprises for their own survival and development of flex its muscles in the market, marketing, business and customers that bears a passing relationship between the value of the function, is facing unprecedented competitive challenges. On the one hand, the harsh demands of the market than the company's wide range of marketing capabilities; the other hand, changes in the marketing environment today is leaps and bounds, the market gradually broken down and different characteristics, the new methods, means endless, ever the saying goes, versed to be versatile, Moreover, from an economic point of view, any company the ability to retain a wide range of cost of pay is very high, so the problem is similar to Wu water war also began to plague the development of enterprises. The key to resolving contradictions enterprises can form in a short time conversions between different ability. Here, we introduce a new concept:
marketing flexibility is the enterprise (organization) for current and future projects to achieve the objectives set by the ability of sales revenue. It is closely related to living conditions of the enterprise, large capacity flexibility is strong, business is relatively easier for the day; otherwise weak, sad day for some. In a sense, the growth of business-to-sales requirements are almost limitless, rarely asked to reduce the situation, even if there is a structural The different projects, the target is usually the required capacity is inconsistent and, therefore, contains two meanings marketing flexibility: one marketing capabilities, and second, changes in marketing capabilities. On the ability to raise awareness of marketing and how to improve the problem has been a lot of research, so the ability to change this article focuses on marketing issues.
by the
1, the concept of change: first, decision makers must fully understand the scope of marketing capabilities of the business, the importance of development, and marketing capabilities support positive change in attitude. Second, in the marketing department and other relevant departments on the marketing ability to form a consistent understanding of change issues, to ensure that conflicts of interest in the event when the local overall situation. Again, operation mechanism and management system from the institutional point of view of enterprise marketing management flexibility.
2, the necessary conditions: mainly two categories of marketing flexibility in conditions of: directly related to the conditions and indirectly related conditions. Projects directly related to conditions including conditions involving ① skills: such as market research, analysis, select the target market; a competitive strategy, marketing plan, design the marketing mix; implementation and management; ② management conditions: such as marketing strategies and event management; products price management; channel, promotion management; sales force management; customer management; ③ the resources necessary conditions: financial, production, research and development, human resources. Conditions are indirectly related to the main
3, means and methods: discovery, learning and innovation, marketing capabilities constitute a
found: mainly refers to changes in demand and found to meet the needs of the material, ways and means. It reflects the sensitivity of changes in business environment. As the environment changes, changes in the pattern competition in the industry, especially in the consumer values the case of a transfer, the effectiveness of past success is reduced, or even become useless, if not timely and effectively identify These changes, the implementation of new activities, it is possible to get lost.
98 U.S. pharmaceutical giant Pfizer (Pfizer) has introduced a product attracted worldwide attention, The project design products in the treatment of cardiovascular disease, found in the poor efficacy in clinical trials, the researchers dismay. However, subjects who have interest in the product is still, the researchers discovered that the other role. When people still talked about to talk about the introduction of its legendary experience, the author has exclaimed: History is too similar! Because ten years ago, China Jilin T also experienced with the Pfizer pharmaceutical company is very similar to the scene: its new product , made by the Changchun College of Clinical summary. Unfortunately,: T pharmaceutical companies see this as only a small windfall, there is no in-depth study of its mechanism and market value, simply put a bit on the shelf,[link widoczny dla zalogowanych], missed a golden opportunity. Eventually just became the discoverer of the academic sense, not the commercial sense of success. Ability to compete with the discovery of the two sides, the two organizations led to similar experiences and different results.

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