How to understand the market

Question 1: How to understand the market? First of all, there is no universal product on the market. You should consider several aspects.

First, does the market really need such products, and what is the general customer base?

Second, are there similar products abroad? Many of them are imported from China, but they may not have been imported yet.

Third, if you offer such a product, will people accept it? Is this product suitable for China people?

Fourth, there is no such product on the market at present or you haven't seen it, but in fact there was such a product before you didn't know it.

Of course, to understand a market, there are many things to consider. It doesn't mean that if you haven't seen it, you won't have it. Without you, you will succeed. Analyze why others don't put this kind of products on the market. Of course, if this product is your invention patent, there won't be so many problems.

Question 2: For the whole market, how to understand that developing new customers is the eternal theme of sales work? Salespeople must always try to find potential customers like radar, and follow the awl spirit and go forward bravely without success.

1. Ways to develop new customers. (6)

(1) to establish a new relationship. Excellent salespeople are not only good at using existing relationships, but also good at establishing new ones. Often participate in hometown meetings, homecoming meetings, comrades-in-arms meetings, entrepreneurs' associations, high-level training courses, etc. Understand one potential customer after another.

(2) Chain introduction method. Let existing customers help you introduce new customers, which is called the golden rule of salespeople. Excellent salesmen have more than one third of new customers recommended by existing customers. They all have friends with similar positions in the industry and can recommend a large number of new customers for salesmen. How to get existing customers to recommend new customers for you? The key is that business personnel should satisfy existing customers, establish their own personal brand image, and make them feel that you are a good person, so that customers will be willing to recommend new customers for you.

When using the chain introduction method, salesmen should find influential and authoritative customers in the industry and use them to find a large number of gold medal customers. )

(3) Looking for customers at the meeting. Sales staff can develop many new customers in various exhibitions, information exchanges, information conferences, order fairs, technical exchanges and other meetings.

(4) Cultivate the insiders of the customer unit. They will let the business personnel know the demand information of the enterprise in time.

(5) Data search method. Salespeople look for new customers by consulting all kinds of information, including the phone book (taking out the phone book and calling friends nearby may have unexpected gains. If you give your friends an appropriate commission, they will introduce you to friends or manufacturers with similar positions, and there may be opportunities for cooperation. Mutual recommendation function can not be ignored), professional books and newspapers, magazines, local newspapers, television, radio, street advertisements, etc. The enterprises that appear on the carrier will be the key targets for collecting information. And those unknown manufacturers (no advertising, no publicity). This manufacturer needs to pay attention to where he usually goes

(6) Network promotion. Publishing your product information online can also attract some customers. In addition, some companies' purchasing information will also be published online, and the company's purchasing demand information can be found online.

2. Full preparation. (4 points)

The soldiers and horses did not move, and the food and grass went first. Develop new customers, or fight unprepared. In other words, as a salesperson, you should make full preparations in advance before making an appointment by phone or visiting at home. What should I prepare?

(1) Be familiar with the company, products and related policies, and have a clear understanding of the development of enterprises, product processes, tangible benefits that products can bring to customers and their policies. Don't be ignorant or vague, otherwise it will be difficult to win the trust of customers in the negotiation process.

(2) Prepare relevant materials, namely corporate brochure, POP, relevant certificates, relevant media reports, enterprise journals, business cards, etc. And properly preparing these development props will help to show the image of enterprises and products and promote the smooth transition of the development process.

(3) the design of personal image. As a salesperson, you should know how to be polite, praise first, smile, dress neatly, be dignified, talk elegantly and behave appropriately, which will make the early development "like a duck to water" and be encouraged.

(4) Formulate development steps and plans. Everything is established in advance, and it is abolished if it is not foreseen. As a salesperson, you need to be clear about the work content, order, completion time, participants and so on.

3. Positive mental state

1. Confident attitude. I am full of challenges and opportunities in my work, and self-confidence is the "cornerstone" of successful development. If you have confidence, you may not win, but without confidence, you will lose forever.

2. A positive attitude. The same thing, with different attitudes, will have different results. Therefore, when carrying out the work, whether it is successful or not, we must have a normal heart and a positive attitude and face all possible difficulties calmly. Only with a positive attitude can customers show you the smiling face of the transaction.

3. Dedicated attitude. In sales, you should have a professional attitude of never giving up, and also have the courage to reach your goal and never back down. Many customers' success in development benefits from their perseverance and patience, as well as their persistence and dedication.

4. Skilled negotiation skills

I. negotiation contents: description of the enterprise ... >>

Question 3: How to fully understand the market? Nowadays, marketing and market research are widely used in the field of end consumer goods, especially some fast-moving consumer goods, as well as the particularly hot real estate and automobile markets in recent years, mainly through the study of consumer behavior, in order to further subdivide the market, adjust their products and services, and meet the needs of consumers. However, few people pay attention to industrial intermediates, especially the lack of experience in how to conduct market research on industrial products, which is exactly the topic to be taught in this paper.

The sales of any product are based on the market and guided by marketing strategy. What is the basis of marketing strategy formulation? Market information. From the classification of market information, internal information is relatively easy to obtain, which can be obtained from the internal sales statistics of enterprises, but for external information, it is necessary to collect diversified information feedback. Therefore, the sales of industrial products are also inseparable from market research.

Industrial products are facing downstream manufacturers and middlemen, which are very rational consumer groups; Mass consumer goods are faced with ordinary consumers like you and me, which is a combination of many rationality and sensibility. Therefore, in the view of "customer-centered" modern marketing ideas, although both of them are influenced by certain macro-environment and threatened by competitors, the focus of their investigation-customer survey is quite different. In this case, how should industrial products do market research?

What information does a good marketing strategy need to support? What information should be investigated for the formulation of marketing strategy of actual industrial products? To sum up, market capacity, market share, production capacity of major competitors, upstream and downstream development trends, and main factors affecting market fluctuations can be defined as the following four aspects:

First, the investigation of macro environment;

Second, the investigation of competition;

Third, customer survey;

Fourth, the investigation of product trading places.

I. Macro-environmental survey

1, macroeconomic environment and natural environment survey. Any product is in a specific macroeconomic environment and natural environment. The economic environment includes current affairs, political environment, laws and regulations, such as the second Gulf War, atypical pneumonia, GMP certification regulations and so on. The natural environment includes humanities, customs and geography. For example, "* * * people don't eat pork" and "Northeasters are generally tall" and so on. In actual marketing, only by sizing up the situation can we formulate feasible marketing strategies and tactics. Tsingtao beer entered Jinan three times, why did the first two times end in failure, because it did not take into account the Baotu Spring complex of Jinan people; In this battle of SARS, why can some enterprises foresee the windfall of SARS early, while others have been slow to act, just because of the speed of market reaction within enterprises?

2. Macro market environment survey. Including industry market prospects, total market supply and total demand, supply and demand structure, industry equipment idle rate, profit enterprise ratio, overall profit rate or loss rate, industry sales expense rate and so on.

1) overall supply and demand of the industry. The total social supply is equal to the total social demand, but for a specific industry, its supply and demand situation reflects the degree of competition in this industry, which is an important basis for new product listing and industrial intervention.

2) Supply and demand structure of products. Especially for some small enterprises, how to adjust the supply and demand structure of products in time and effectively, concentrate resources, win the big with small ones, and the role of market research is particularly important.

3) Factors affecting the change of industry supply and demand. This is an important basis for studying the development trend of the whole industry and making correct market forecast. For example, for China's textile market, what impact will the cancellation of international quotas, the deepening of WTO and the further reduction of textile tariffs have on the textile industry?

Second, the general situation of competition

First of all, the investigation of macro-competitive situation. Mainly refers to the current competition pattern, is it free competition or monopoly? Is it a multi-head monopoly or a competitive battle? Where is my coordinate point in this industry coordinate system? What kind of competitive goals and strategies should we choose in this position? Is it goal concentration, differentiation or low-cost leadership?

Secondly, the survey of major competitors. Mainly investigate competitors' product status, technical status, price status, profitability and so on (as shown in the following table). In these surveys, we can set some quantifiable indicators, determine the weight of indicators, and then describe our strengths and weaknesses relative to competitors according to the comparison results of various indicators, so as to choose the correct market strategy.

Competitor questionnaire

Third, the investigation of potential competitors and substitutes. Based on the number and scale of potential competitors >>

Question 4: How to understand the market demand and industry prospect? First, determine the target market.

Determine the total target market of a market segment from the total market population, which is the maximum number of potential customers and can be used to calculate future or potential demand.

Second, determine the target market of the geographical area.

Calculate the percentage of the target market in the total population, and then multiply this percentage by the total population of the geographical area to determine the number of target markets in this area.

Third, consider consumption restrictions.

Considering whether there are some restrictions on products, the number of target markets can be reduced.

Fourth, calculate the average annual purchase of each customer.

From the purchase rate/habit, the per capita annual purchase can be calculated.

Fifth, calculate the total number of similar products purchased each year.

The total purchase amount can be calculated by multiplying the number of customers in this area by the average purchase amount per person per year.

Sixth, calculate the average price of products.

Calculate the average price of products. Using a certain pricing method, the average price of products is calculated.

Seventh, calculate the total purchase amount.

Multiply the total purchase amount obtained in item 5 by the average price obtained in item 6 to calculate the total purchase amount.

Eighth, calculate the purchase volume of enterprises.

Multiply the market share of this enterprise by the total purchase amount in item 7, and then make appropriate adjustments according to the changes of the market share of this company and its competitors in the last five years to obtain the purchase amount of this enterprise.

Ninth, other factors to be considered.

We must analyze other factors related to product demand, such as economic situation, population change, consumer preference and lifestyle. Based on this information, we can objectively examine the data obtained in item 8 and reasonably predict the potential purchase amount and the number of customers in the total sales of the company.

The forecast and judgment of the market prospect mainly includes the following factors:

First, the market status of similar products, including brand, quality, price, product added value, etc.

Two, the current market competition analysis of similar products, mainly to assess the current level of competition and market space.

Three. Comparison of cost performance, marketing methods, comprehensive advantages of our products and similar products in the market.

Four, the above three evaluations draw two conclusions: first, the living space of our products in the current market competition environment; Second, through what marketing methods can our products increase their market share?

Question 5: How to get familiar with the market quickly? In the fast-moving consumer goods industry, the familiarity with the market is largely a sign that determines whether the market is successful or not. Whether it is a novice or an experienced person, knowing the market is the basis to achieve this goal if they want to grow rapidly in the FMCG industry or achieve their sales goals. After all, the sales industry is based on performance, and increasing sales in a short time means getting higher commission, which has become the common sense of many new salespeople.

Newcomers in the sales industry are generally led by old salesmen at the beginning of their career, that is, they follow the old salesmen every day, which is the practice in the industry. But for those inexperienced or poorly-based salespeople, it will take a long time to get familiar with the market without serious guidance. In the process of visiting the market, what the new salespeople saw and heard may be just the tip of the iceberg. So, to quickly understand the market situation, where should we start?

First, get to know your leaders or colleagues. In this market, after all, your superior leaders, such as regional directors and regional managers, have been operating this market for a long time and are familiar with the market. Sales representatives can have a general understanding of the market by communicating with superior leaders. Such as weak market base, basic information of dealers, the number of the second batch of suppliers, product structure, price system, competing product price system, competing product entry policy and so on. Of course, when you just set foot in a new industry, some industries have stricter requirements for newcomers' exercise and lower expectations. His answers to some questions were vague. At this time, don't give up for those new sales people who are motivated. In the process of visiting the market, we can discuss with the superior manager through our own observation and some opinions. On some specific issues, you can definitely find what you need from his words. Besides, don't underestimate your colleagues. Of course, it is not appropriate to ask and discuss in front of the supervisor and manager. You can ask your colleague, after all, there is no job gap, and he must know more about the situation with the second batch of merchants or retailers in the regional market, such as which second batch of merchants in the township market is more accommodating, which is more unruly, which has more shipments, which always asks the factory salesman for policies, and so on. You can learn from your colleagues. When you know it thoroughly, you can operate the market. After all, you have a psychological foundation, and you can arrange it calmly, whether it is the time arrangement or the tour route.

Second, learn from channel providers. In the regional market, channel dealers are the most familiar with the market. It can be said that channel dealers know this "three-thirds land" of their lives like the back of their hands. Novices in the sales industry may wish to consult channel providers modestly when visiting the market. For example, once, I visited a dealer in a county town and met an uncle who was outspoken. Because of comparison, he answered my question patiently. After an afternoon, I got the most detailed first-hand information such as market capacity, market competition, the strength of the second batch of merchants, product operation funds, channel transportation mode, the latest promotion policy of competing products, competing products distribution policy or store entry policy. Of course, when you visit, you will also meet some dealers or two groups of dealers who tell lies. The best way for the sales industry to replace the novice is to visit more, so as to sum up the characteristics of each conversation, and then you will get the most real market information.

Third, learn from the salesmen of other manufacturers. When we visit the market, we often meet many salesmen from other manufacturers. If the boss is busy, you might as well talk to the salesmen of other manufacturers. At this time, the novice sales agent must not be impatient and discuss with him as a friend. After frequent discussions, you usually get some basic information, such as the purchase channels of the second batch of suppliers, the strength of the second batch of suppliers (financial strength, distribution strength, number of terminals, shipments), the personality of the second batch of suppliers and other information that is very important for you to explore new markets.

Fourth, visit the market in person. This is an indispensable link for newcomers in the sales industry to quickly familiarize themselves with the market. In the process of visiting the market, you will find a lot of information you want. Sales agents must learn to summarize themselves and learn to distinguish and sort out the authenticity of this information. For example, during a visit to the market, we mainly observed the sales of new products. During the visit, we found that the new product was not digested very well. Through careful communication with the second batch of suppliers, we come to the conclusion that there is a large backlog of old products, accounting for ...

Question 6: How to fully understand the meaning of market and marketing? Market refers to all realistic potential customers who have specific needs or desires and are willing and able to meet these needs and desires through exchange.

Marketing is to understand and apply the concept of "market" from the seller's point of view, so the market usually only refers to the buyer, that is, the demand side, but not the seller, that is, the supplier. In the field of marketing, "market" is often equated with "demand".

Marketing is a social process in which individuals or organizations obtain what they need and want by creating and exchanging products and values with others or organizations.

The meaning, content and essential characteristics of marketing

The meaning of (1) marketing

. Marketing refers to the overall enterprise activities of enterprises in order to meet the needs of consumers, from product development, pricing, publicity and promotion to delivering products from producers to consumers, and then feeding back consumers' opinions to enterprises.

(2) the content of marketing activities

. Marketing activities under the concept of marketing include not only sales, but also market research, new product development, advertising activities and after-sales service.

(3) The essential difference between marketing and promotion or sales.

. Selling or selling is only a part of the function in marketing. Marketing "marketing" refers to activities such as planning, organizing, coordinating, controlling and making decisions, while "marketing" only refers to listing, sales and promotion.

Question 7: How to understand market research and how to do it?

The root of market research mistakes

Some market research results are often unsatisfactory, and there is a big gap with the expectations of enterprises (customers) in market research.

Where is the root cause? Generally can be summarized as the following aspects:

1. The purpose is unknown and there is no loss.

Some enterprises do research for the sake of "research", without considering the function and significance of research at all, and often have no purpose, not for product marketing. In this way, there will be deviations when designing the questionnaire.

2. The information is distorted and worthless.

Some researchers may not take it seriously, or fail to implement the active participation of respondents, or answer questionnaires instead of respondents, or induce answers.

3. Incomplete information, unable to judge

The results of this survey are incomplete. The research results are meaningless to the formulation of marketing strategy and enterprise marketing policy.

4. No plan, no monitoring

Before the enterprise conducts research, there is no systematic implementation plan and monitoring system, which often makes researchers step by step without a good overall plan. The research work is scattered and unorganized.

The importance of market research

With the intensification of competition, more and more enterprises attach importance to market research. In the environment of mature and rational consumer awareness, market research is very important for enterprises to gain a bigger market.

1. Marketing Work Guide

A good market research plan will play a guiding role in the marketing work of enterprises.

Some enterprises even set up special market research departments to find and create more strategies and strategic support for the promotion of corporate brands, products and services.

2. Data support for making marketing plans

Before the marketing of new products, it is impossible to formulate a reasonable and competitive price policy without in-depth market research and simply pricing according to cost or profit. It can be said that "no research, no right to speak".

Through market research, it can provide detailed data support for the preparation of marketing plan.

3. Connect consumer groups and understand consumption trends.

The importance of marketing research is also reflected in connecting marketers and consumers through information, identifying and defining marketing objectives and market introduction opportunities, accurately and reasonably specifying the overall marketing promotion plan, monitoring marketing organization activities, improving the understanding of marketing activities, and helping enterprise marketing managers to formulate effective marketing strategies.

4. The threshold of marketing work.

Marketing research is a threshold of marketing work, and enterprises must pay attention to it before carrying out marketing work.

With the continuous development and improvement of the market, market research has become an insurmountable step in the development of enterprises.

Some Directions of Market Research

Different products of enterprises face different market competition, and the research topics are also different. Enterprises can conduct marketing research according to their own reality and combined with market consumption targets.

1. Customer satisfaction survey

This is a survey of products that have been listed.

Customer satisfaction can well evaluate whether the products and services provided by enterprises satisfy consumers, understand the changing trend of consumers' attitudes at different stages, and further explore valuable customer groups for careful maintenance.

2. Consumer demand research

By studying competitors' users and their own users, we can find the changing trend of consumer consumption, tap the potential demand, adopt better service strategies, and lay the foundation for the innovation of products and services.

3. Research on competitive dynamics

Study competitors' products and services, and understand some marketing strategies, tactics, marketing policies, advantages and disadvantages of products, etc.

4. Research on market environment

Generally, it is necessary to fully investigate the target markets such as national policies and local policies, especially the market environment such as price, urban management, industry and commerce, industry supervision departments, media and community management.

5. Channel interview survey

Generally, we mainly investigate channels such as dealer network and retailer network in the target market. Determine the channel direction and channel policy of your products.

6. Market research

This paper mainly studies the market segmentation of the target market to determine the focus of the target market. According to consumers' habits, regions and lifestyles, it is an effective strategy for enterprises to provide in-depth services and extend the product life cycle.

Only by studying the market well and subdividing the operation, >>

Question 8: How to do better market research and understand the future market trends? Market research refers to the use of scientific methods to collect, record and sort out relevant marketing information and materials purposefully and systematically, analyze the market situation, understand the market status and development trend, and provide objective and correct information for market prediction and marketing decision-making. Actually, the definition is very clear. Market research must first have a purpose, that is, you must first understand what you want to know. Instead of taking the survey results and telling me what it is! This is a misunderstanding of many people and the key to the success of market research! Because the landlord didn't make it clear, what kind of market research do you want to do, such as consumer behavior survey, market share research, advertising effect research, etc. It's hard to explain in detail! The more detailed you want to know, the easier the investigation will be!

Question 9: How to understand the market and conduct an investigation?

Question 10: How to understand the market demand? It is important to know that not all industries earn the same money.

As for what kind of industry makes the most money, I only have one understanding. Any industry makes money, as long as you are the first in the industry!

It may be difficult to say this, but how can we make money more easily?

People who make a lot of money are successful, so if we want to make a lot of money, we must learn from successful people, copy and imitate their behavior and thinking mode, so that we can "succeed at speeding"

Why can successful people succeed? That's because successful people are not what we think and see, so they can succeed.

Ok, then tell me what kind of industry you care about is the most profitable. Personally, I think it is better to study and grasp what kind of industries and products will make the most money in the future than to grasp the information of the current market and what kind of industries will make the most money at present.

Because maybe an industry or a product does not have a big market and a big demand at present, but there will be a big development and a big market in the future, so that we can make a lot of money and make money more easily, because we have seen the future development trend and mastered the future market, and we have made future money from now on, reducing the threat posed by future competitors. So is the cake only for us? Not many people come to dinner!