What qualities does an excellent marketing manager need?

The qualities that a marketing manager should possess.

According to the research of American magazine Destiny, to be a real manager, you must have the following qualities.

1, confident

Step 2 be honest

3. Physical and mental health

4. Have a strategic vision

5, ideological communication skills

However, what qualities should a marketing manager have?

Marketing, in the eyes of ordinary people, seems to be related to and similar to the nature of public relations, promotional advertising and other work. However, people who know something about marketing can't simply understand and summarize the concept of marketing from the surface. It can be said that I have contacted the marketing major, although I have never been a marketing manager. But I think the understanding of marketing should be based on the overall grasp of enterprise strategy and operation. Under such an overall environment, I will focus on market and product management.

As a marketing manager, I think the qualities he should have can be expounded from two aspects: people-oriented and knowledge structure.

First of all, he must have the general qualities that a manager should have, such as the five points mentioned above.

1, self-confidence, is the basis of a person's success, but also can give full play to their premise. On the basis of the overall strategy of the enterprise, make plans and implement them persistently. For example, a good marketing manager will set marketing goals, find ways to achieve them, and then unswervingly achieve these goals according to the established route.

2. Honesty is a person's basic humanistic quality and the most important form to gain the trust of others to the greatest extent. The most important feature of honesty is that it can arouse the trust of senior managers and department employees.

3. Physical and mental health is the foundation of all work and the source of managers' confidence and integrity.

4. Strategic vision is an essential quality for managers, and only those with strategic vision can become successful managers.

5. The ability of ideological communication is one of the necessary skills for a successful manager to communicate with others, and it is also the premise of keeping a calm attitude in the face of any external changes. Mainly in the following aspects, a, the ability to motivate others. Managers can inspire others to do their best, strive for greater goals and constantly improve themselves. B. the ability to teach others. At the same time, as a mentor, managers can educate their leaders, and the process of being led is also a learning process. C. ability to communicate and sell ideas. From its core, any enterprise is an enterprise based on "thought", that is, a certain corporate culture. Good managers will skillfully use and motivate others to make progress because of such corporate culture. The ability to listen. Good managers are eager to know and understand their own shortcomings, and the best way to do this is to listen. E. ability to admit mistakes. A good manager never tries to cover up his mistakes. They are confident enough to admit and correct.

In a word, excellent leadership quality is like a rare thing, and its value is immeasurable. An excellent marketing manager can bring a bankrupt enterprise back to life, while an ordinary manager may bring down a promising enterprise.

The performance of managers is often determined by the performance and achievements of subordinates. High-quality managers must be able to guide and lead employees to create remarkable brilliant achievements for enterprises.

Marketing is a soft subject, and it can also be said to be a "system engineering", which includes:

I. Selection, marketing and preparatory work before decision-making:

Feasibility study of 1. product;

2. Market research and analysis;

3. Marketing planning;

4. Product profit and loss budget;

5. Excellent marketing team.

Two. The main work of the marketing period:

1. Familiar with the brand, quality, main components, market share, consumer groups' love and other necessary systematic knowledge of marketing products;

2. Pay attention to the image;

3. Negotiation skills;

4. Fast digital response;

5. Confirmation of buying and selling in different ways;

6. Customer's after-sales tracking service;

7. Further understand the market information and analyze and process the information feedback;

8. Promote the change of production with the change of market, promote the change of market with the change of production, and integrate production and marketing;

9。 Attack people's weaknesses with their own reality and benefit people's shortcomings with their own strengths.

As far as the system engineering contained in the soft topic-marketing is concerned, it is organically combined by various programs and is a chain reaction. Simply treating marketing management as a business relationship is itself a vague misunderstanding of marketing concepts.

Marketing, a systematic project, has advanced overall planning, macro guidance and control, both micro-motivation of letting go of chaos and endurance of marketing professionals, and more importantly, it needs the excellent combination of marketing executives to participate in its implementation. Therefore, it is a set of vertical and horizontal coordination and the connection between the previous and subsequent processes.

3. Marketers should have four spirits:

1. the spirit of thrilling jumping: the so-called thrilling is adventure, and jumping is continuous progress. All successful marketers must have a confident and scientific spirit of adventure, and use their own wisdom and talents and other people's brands to achieve a marketing goal. The size of wisdom and talent determines the gain and loss, but it must be clear that adventure does not mean foolhardy and stupid.

2. The spirit of outstanding foresight: marketers should have long-term strategies and tactics, be good at communicating with people with the same ideas and viewpoints, communicate with each other, learn from each other's strong points and absorb the essence. Look for opportunities every day, and once the time is ripe, make every effort to realize them.

3. The spirit of winning by surprise: The so-called winning by surprise lies in observing and thinking about the little things around you. Small things that others take for granted, but for marketers, why ask one more question? For example, why does he produce this product, what special functions it has, what kind of products consumers need and so on. If you think too much, you will have new ideas and development, and you will have new ideas and ideas, instead of taking the old road that others have taken, and finally achieve the goal of surprise.

4. The spirit of winning by wisdom: I have a special spirit, I am proficient in business, familiar with market conditions, good at thinking, and have unique opinions. I can continuously collect market information and analyze and process feedback information. In addition, in business negotiations, we must pay attention to our own image, marketing style, public relations means, negotiation skills and so on. , carefully create their own unique marketing methods, win with wisdom. But we must advance despite difficulties, seek change in progress, retreat bravely in the torrent, and strive for progress in retreat.

In a word, the quality of marketing management core personnel is the main problem of a company or enterprise's quality, profit and loss.

First, the characteristics of knowledge marketing

1, the marketing environment is increasingly international and digital. With the rapid development of information network technology and the continuous evolution of world economic integration, "internationalization of domestic market and localization of international competition" will gradually become a reality, and the competition will intensify; Everyone * * * has information technology, * * enjoys knowledge resources, * * * develops markets, competes in cooperation and cooperates in competition, which will become inevitable.

2. The knowledge level of marketers is getting higher and higher. Traditional marketing products are gradually replaced by knowledge-based products. The marketing of these knowledge-based products inevitably requires marketers to have high quality, not only to be proficient in marketing skills, but also to master the knowledge content of products and be able to sell these knowledge to consumers. If marketers don't understand this knowledge, marketing will be difficult to succeed.

3. There will be qualitative changes in marketing methods. Traditional marketing methods rely on media and advertisements to convey product information to consumers. This kind of transmission is one-way, often marketers are more active and consumers are more passive. In the era of knowledge economy, the realization of networking makes marketing channels extend in all directions; Not only can the marketing department quickly convey product information to consumers through the network, but consumers can have a dialogue with the marketing department through the network, put forward their own wishes and requirements, and urge manufacturers to produce products that are more suitable for market demand.

Second, the content of knowledge marketing

1, learn marketing. The explosion of knowledge and information determines that marketing in the era of knowledge economy is "learning marketing", which includes two aspects: first, enterprises publicize their products and services to consumers and society and promote new technologies. Pass on, teach and dispel doubts to consumers, realize the enjoyment of product knowledge and information, and eliminate customers' consumption obstacles, thus "making the cake bigger". Second, enterprises learn from consumers, peers and society. In the process of marketing, enterprises constantly learn from customers and other partners, find their own shortcomings, learn good experiences and methods, and supplement and improve their own marketing management processes. Therefore, "learning marketing" is a two-way process, learning from each other, perfecting each other, and finally achieving overall harmony.

2. Network marketing. Network marketing is the product of the rapid development of knowledge economy and network technology. Simply put, it is to use the Internet for enterprise marketing. According to the data of ForesterResearch Market Research Company, the total sales of 1999 online goods has reached more than 5 billion US dollars, and it is estimated that it is expected to exceed10 billion US dollars in 2002. Network marketing is mainly realized by establishing virtual stores and virtual business districts on the Internet. It is different from traditional stores, and it does not need storefronts, shelves and service personnel. As long as it has a website connected to the Internet, it can carry out marketing activities all over the world. It has the characteristics of low cost, no inventory samples, all-weather service and no geographical boundaries. In addition, advertising, market research and information collection can be carried out simultaneously on the Internet. Internet has established a real-time interactive information exchange system between enterprises and customers, which has narrowed the distance between enterprises and consumers.

3. Green marketing. With the progress of society, people are no longer satisfied with the consumption of goods and services in the traditional sense. Pay attention to and demand healthy and natural consumption, and "green products" have become people's new favorites. Marketers should pay attention to "green feelings" and provide "green services" to achieve harmony between man and nature and healthy marketing. (Text/Chen Zhiwei)

Six elements of marketing communication

Marketing communication has six elements: location, content, way, reason, object and time. They are as follows:

Where and where to communicate (communication place), including interpersonal communication and non-personnel communication. I think personal communication includes 1. Every time you buy, the service personnel contact with the consumers. 2. Shopping malls, communities and other promotional places. For example, the on-site promotion activities of P&G in the community should be a process of information dissemination through the media, such as television and radio.

What and why to exchange, what information and purpose to exchange (content of exchange). This is fundamental and related to the purpose of the whole marketing plan, so it needs to be planned from the beginning. What information should be exchanged? 1. What is the marketing purpose: 1. Establish the expected company/product image. 2. Launch new products. 3. Promote sales. This is probably the information exchanged. For example, in the past few months, Dahongying invited Ye Maozhong to plan the whole case. His advertisement is not a specific type of cigarette of Dahongying, but an effort to establish Dahongying's brand image of "Victory Eagle". Image advertising is usually rare.

How and how to spread (communication mode and communication performance), including interpersonal communication, written communication, mass communication, etc. In fact, where there is space, there is a mode of transmission. In ancient times, the traffic was not smooth, so Yang Guifei wanted to eat string lychees and sent swift horses to and from the north and south of the river. This is communication. Now enterprises release new preferential information to users through SMS, which is also communication. Space is the carrier of information, roads, television and so on. It's all space, which can be used for communication. Of course, different spaces have different expressions. For example, many large companies have opened 800 toll-free telephones to provide services such as complaints, information and questions. Dell also uses 800 phones to achieve efficient direct sales. The most effective method is to mix them. There are three communication strategies for TCL mobile phones to enter Xi 'an market: 1. Advertise in the central city to create a high-end impression.

Who to communicate with, who to communicate with (communication object), mainly the target consumer groups. The marketing plan will determine its target consumer group, which also determines the object of communication and communication. The protagonist in Martell's advertisement will always be a successful man and his noble woman, and the scene will always be high-end clubs and high-end apartments, which is determined by Martell's market positioning. However, in addition to the target consumer groups, the target audience should also include middlemen (dealers and terminals). Today, channels are very important. In the past few years, China's marketing theme has been "channel winning" and "terminal winning". Many products have to hold dealer meetings before they go on the market, which requires efficient communication to drive orders. When products enter new markets, we should consider which shopping malls, stores and shops to sell, and also need efficient communication. Of course, these depend more on the interpersonal skills of those directly responsible.

When and when to communicate (communication opportunities). The market is changing rapidly and opportunities are fleeting. Only by seizing the opportunity can we go up a storey still higher. Shenzhou 5 manned space flight. Mengniu seized the great advantage as a special milk supplier for astronauts and publicized it in the media, but Yili was helpless. On the contrary, Uni-President Lubricants earned it as an oil supplier in Shenzhou 5, but it didn't publicize it in time (this is a good advertising selling point), which gave Kunlun Lubricants a chance to catch up. This is a bit opportunistic, but it should be said that "when" is appropriate. It is temporary, unexpected, and sometimes requires consumer communication. For example, when a new product is launched, you feel that this product has new attributes that other products on the market do not have, and it needs to be disseminated. For example, competitors have started promotional activities, and they also need communication activities to "stabilize the morale of the army." For example, the enterprise has changed something new.

Lenovo, a powerful computer and digital equipment manufacturer, was replaced by Patriots. In 2003, both companies carried out frequent publicity in this regard, in order to let consumers know and accept the new logo as soon as possible. There are many opportunities, the key is to see if they can find and use them. But then again, the hidden dangers accumulated by China enterprises in the past are also here: too much emphasis on opportunities, too opportunistic. That summer, new home appliances almost went bankrupt. Fortunately, VCD, DVD life-saving grass, VCD and DVD all lost profits, just in the spring of mobile phones, so Amoi is doing well now. But if the mobile phone has lost its profit, should we look for it or wait for new market stimulus? The timing is only temporary. As I said just now, to seize a good opportunity is to do marketing by going up a storey still higher, not forever. Only by practicing your "internal strength" can you make better use of the opportunity.

Hard Selling Mode-Integrated Marketing-Integrated Marketing Communication

According to the established database and the analysis of contact channels, determine the appropriate audience and communicate with the target audience in an appropriate way and at the best time. Moreover, we should constantly (continuously) communicate with the target audience, and more importantly, we should use a variety of communication tools to spread interrelated information in different media in order to achieve the greatest impact on the target audience.

Marketing communication must first determine the goal and look at the audience. The target audience and the target market (consumers) are not necessarily the same, and the scope of the former is often wider than the latter. After determining the target audience, the next step of marketing communication is to determine what kind of response to seek, that is, to determine the communication goal-to make communication related to the response of potential consumers. In order to achieve the communication effect, marketing communication must be continuous and two-way communication. That is, circular propagation. In the process of marketing communication, we must record, count and measure the communication effect-the response of the audience, and input it into the database. According to the response of the audience, plan and adjust the next communication, and go back and forth to achieve the maximum communication effect. The process is as follows: database-communication plan-execution-consumer response-database-adjustment communication plan-execution-consumer response. ...

Due to communication technology and media segmentation, marketing communication has to use a variety of marketing communication tools to reach the target audience. This makes it very complicated to make a unified communication activity plan. How to combine different marketing communication to produce the greatest effect on the audience?

The integration of marketing communication must be: continuity and consistency of communication activities. Coordination of strategy: Communication strategy and marketing strategy must be coordinated with enterprise strategy. The continuity and consistency of communication activities require that the information spread in different media through different marketing communication tools be reflected in both physical and psychological elements. Entity elements such as advertisements and other forms of marketing communication adopt the same slogan, slogan and industry integration. Psychological continuity and consistency refers to the consistency of consumers' attitude towards enterprises and their brands established through communication. This can be achieved by using a consistent theme, image or tone on all marketing communication tools. In short, the continuity and consistency of communication activities means that all marketing communication activities should communicate with consumers from different angles, with a unified caliber, consistent brand personality, consumer interests and sales propositions, and each communication activity can strengthen the adaptation to consumer behavior and attitude. However, the marketing communication information of many enterprises is mixed. Advertising conveys one message, promotion conveys another, and product label is another expression. Salespeople use completely different rhetoric, and salespeople only negotiate prices with the middle. The communication effect of the whole enterprise is very poor, and it is impossible to achieve the purpose of marketing in today's media division and product homogenization.

Strategic coordination requires that marketing communication objectives and strategies must be incorporated into the whole marketing strategy of the enterprise, even the enterprise strategy (see marketing strategy integration). That is, the formulation of marketing communication plan must be consistent with the complete strategic goal of the enterprise. Advertising creativity and media selection must contribute to the realization of corporate marketing goals and corporate goals.

Marketing starts with communication.

"Picking chrysanthemums under the east fence, leisurely seeing Nanshan", how relaxed and carefree the pastoral life in Tao Yuanming's works is. Nowadays, however, modern people who are exposed to the hustle and bustle of the world have long forgotten the kind of "quiet and distant" life, because the surging "sensual" stimulation of modern society is constantly impacting their senses and eroding their hearts: what haunts their ears day after day from morning till night is not the gurgling of streams, not the singing of birds, but the noisy rap under the pile of banknotes. What caught my eye was not the picturesque quiet scenery of the mountain stream, but the monotonous commodity image on the billboard. Modern people not only suffer from environmental pollution physically, but also suffer from "commercial" garbage in sight, hearing and even mind. This situation not only makes ordinary consumers feel helpless, but even information makers-enterprises also feel that it is difficult for consumers to see the "heroism" of spending thousands of dollars, let alone "favor". There are roughly two reasons for this. First, in the face of increasing commodities, consumers have really mastered the market power of "killing and robbing". Secondly, in order to win the favor of consumers, thousands of enterprises compete with each other in marketing, so that it is difficult for consumers to "pay the truth" after getting used to "cheating and boasting". This is the reality of the enterprise's survival, and we are going to start our marketing communication journey under such a predicament. Perhaps, some people will say that this is beyond our power, but we are duty-bound because this activity is related to our survival. Then, how can consumers who are sought after by thousands of people throw hydrangeas at us alone?

As the saying goes, if you want to win the hearts of consumers, you must understand them. However, dominated by the idea of "product first" for a long time, many enterprises are used to limiting the focus of marketing communication to activities that make them "narcissistic" and "complacent", ignoring the real feelings of customers. It is these behaviors that make our living space full of all kinds of "garbage" and prevent us from enjoying "quiet and elegant" music.

This grandiose mentality not only affects practitioners, but also deeply poisons the theoretical circle. For example, in the classic communication mode, people have taken pains to analyze the process from enterprise to customer, and summed up several key steps such as coding, channel selection and decoding, but the process from customer to enterprise has been almost ignored, so that it has been a pale curve for many years.

As far as its original meaning is concerned, marketing communication is by no means such a wishful and endless harassment of others' lives, which is far from the deep meaning of communication. The real marketing communication is about two-way communication, emphasizing the concern for consumers; What it needs is to provide valuable information and services to the right people in the right way.

Therefore, we must abandon all kinds of one-sided understanding and pay enough attention to customers. In particular, we should pay special attention to the contact between consumers and enterprises, because these behaviors are all from the voice of "God"-they are like a sensitive instrument, showing the "operating state" of enterprises in great detail, and at the same time they are like a treasure with unlimited business opportunities.

In short, we should not only actively explore new technologies and methods of marketing communication, but also pay full attention to the dynamics of consumers with various resources and channels, and strive to design the best communication solution suitable for our enterprise in the integration of the two processes of enterprise going out and customer entering.

The marketing channel of mobile communication enterprises is a combination of a series of complex economic organizations, which are isomorphic with mobile communication enterprises at all levels and form a huge social marketing system. In this system, various economic organizations have different positions in the value chain of mobile communication industry because of their different goals, tasks and interests, and their goals, tasks and behaviors are inevitably contradictory. When channel members disagree on the plan, task, goal and transaction conditions proposed by mobile enterprises, conflicts will inevitably arise. In addition, the conflict between channel members is essentially a reflection of interest relations. Each member is an independent economic organization, and obtaining the greatest possible economic benefits is the basic goal pursued by channel members. However, interest is a distribution relationship among members, which has the characteristics of changing from one to another. Everyone wants to share more benefits and undertake less tasks and risks, which will cause conflicts among members. The above are the root causes of channel conflict, and the direct causes of channel conflict are:

The overall quality and quality of channels are not very high.

While the mobile communication market is developing at an unprecedented high speed, the channels are also developing at an unprecedented speed, the number of channels is increasing sharply, and a large number of small-scale channels exist.

Small and medium-sized channels with poor quality have flooded into the industry. Although they have filled some gaps in channels and developed a large number of customers, their side effects have gradually emerged and the market space is limited. The existence of a large number of small channels has diluted the already declining market space, leading to the overall decline of channels and intensified competition among channels, which in turn leads to the phenomenon that the operation of small and medium channels is not standardized and everyone does not have enough to eat. Therefore, the channels are chaotic and the conflicts between channels are serious.

The layout of channel planning is not reasonable.

According to the survey, the distribution of channels in the central areas or large business districts of many cities is very dense, mainly small-scale channels, and the competition for limited market space is particularly fierce, which easily leads to conflicts between channels. In addition, some cities have community service centers and agencies not far from their business halls, which hide the motives of conflicts from the day they open.

The evaluation orientation of channel management policy is serious.

The operation of most channels is still based on assessment, and many cities are still based on new market assessment. Therefore, many channel providers compete for new users, which reduces the quality of users and the average mobile revenue, which runs counter to the original intention of mobile assessment.

Price reason

The price difference of products at all levels is often the cause of channel conflict. Mobile enterprises sometimes complain that the sales price of distributors is too high or too low, thus affecting their product image and positioning. Channel vendors complain that the profit margin is too low and unprofitable.

The profit points of channel providers are relatively simple.

According to the survey, there are few value-added services in social channels of mobile communication in many areas, and most channel providers only have simple services such as issuing numbers, selling cards and paying fees, and the profit source is relatively single, so it is difficult to fully guarantee the economic interests of channel providers.

Channel dealers deal in competitors' products.

Mobile enterprises don't want channel providers to operate the same products of competitors at the same time, but if competitors adopt the strategy of active competition with channel providers, some channels will take risks if they can't stand the temptation of interests.

There are three main forms of mobile communication marketing channel conflict: vertical conflict, horizontal conflict and multi-channel conflict (cross conflict).

The vertical conflict of mobile communication marketing channel refers to the conflict between distributors at different levels in the same distribution channel and between distributors and mobile enterprises. For example, channel providers complain that the quality of telecom products is not good, or they do not follow the price strategy formulated by mobile enterprises, do not provide customer service projects required by mobile enterprises, and the service quality is poor. The horizontal conflict of mobile communication marketing channel refers to the conflict between channel members in the same channel level. For example, some mobile channel providers may complain that other channel providers in the same area cut prices, reduce or increase service items without authorization, disrupting the market and channel order. The multi-channel conflict (cross conflict) of mobile communication marketing channels refers to the conflict when mobile enterprises establish different channel chains and sell telecom products to the same market. For example, the conflict between mobile enterprises' own business halls and social channels. Channel managers should have sufficient understanding and necessary preparations for the objective existence of channel conflicts and strive to turn channel conflicts into benefits. Don't wait for conflicts to find countermeasures, which affects the efficiency and effectiveness of conflict resolution. At the same time, we should treat conflicts and normal competitive behaviors differently, and grasp the following principles: pure benign competitive behaviors are essentially conducive to the realization of channel goals, not tit-for-tat or personal emotional entanglements; Conflict is essentially a hostile behavior and should be treated differently from normal competitive behavior. We should grasp the following principles: pure benign competition behavior is essentially conducive to the realization of channel goals, not tit-for-tat or personal emotional struggle; Conflict is essentially a hostile act. In addition, we should realize that if there is no conflict at all, channel members will gradually become slack and conservative, and eventually the whole channel system will lose its vitality. Moderate and benign conflicts have a constructive role, which will force channel members to adapt, grow and seize new opportunities; In the event of benign conflicts, we should adhere to the starting point of maintaining friendly and cooperative relations and the position of "assuming the other party is innocent" and strive to control channel conflicts within a moderate and benign range.

Methods to reduce or eliminate channel conflicts (especially vicious conflicts).

Institutionalization of conflict management

Formulate scientific and reasonable price policies and market division policies, and strictly implement them. Resolutely deal with violations of policies; There should be specialized institutions and personnel in daily management, so that channel members can communicate in time, eliminate misunderstandings and resolve contradictions. Formulate systems and policies for handling channel conflicts, as well as procedures and methods for handling conflicts, so that there are rules to follow.

Open communication and consultation

Both parties with channel conflicts should not passively cover up, but should communicate information as much as possible and negotiate solutions. In some cities, channel commercial clubs have carried out irregular exchange activities, so that the participating members can have an equal dialogue and mobilize the enthusiasm of mutual coordination and supervision. This is a good method.

Clear supervision, rewards and punishments

Strengthen channel supervision, combine daily supervision with mystery customer assessment, and introduce a third party to assist in monitoring when necessary. Implement effective incentive measures, pay attention to long-term incentives, strengthen non-cash incentives, form a positive strategic cooperation relationship to promote win-win, and encourage channel members to work hard for the same goal. For channel members who have malicious conflict motives or hostile behaviors in essence, if they still insist on acting rashly after communication and consultation, they should adhere to the principle of "rather lacking than abusing", dare to give up what one favours, and terminate the cooperative relationship when necessary. The premise is that there are alternatives, contracts with clear terms, and well-founded. The punishment is about to begin, and it will never be soft.

Classical methods to solve marketing channel conflicts

Conflict is an inherent attribute of marketing channel management.