Director of marketing for a day of trouble.docVIP

 PAGE \* MERGEFORMAT 8 Director of marketing for a day of trouble Every day, director of marketing are most concerned about and most trouble is that four things: The first troubling thing: to this date the index is expected to be completed failed Sales Outstanding. Each company’s marketing director will one day encounter this problem. And Chief Financial Officer, corporate chiefs are also calls to interfere, called ‘think of a way’. Instinctive approach: case of the matter, director of marketing for most of the models can do is to report back to a look, flew to the marketing manager vacancies call meal denounced, then yes cheer, while the market is crying Regional Manager: opponents vigorously Promotions , lower prices, gifts, advertising. Want their companies to follow. Marketing Director Marketing Manager immediately called over, looking for responses, the final approach is to: Select a model to do special machines, price cut less than rivals, the top die it, and then increase the gifts and ads. The right way: 1, in no hurry to fight back, because immediate counterattack ill-prepared, using the same means to counter the opponent to counter the quality is not high. Should be calm and analysis to find out the actual situation of opponents hands again. 2, carried out after the price cuts profit estimate, if the counter-attack follow-up, was a deficit, we must reduce the decline, or cancel the price cut back because of losses not as good as re-engineering of new counter-offensive way. 3, no rain they think should be predicted as early as possible indicators of Sales Outstanding was not completed as expected to happen, early response, not临时抱佛脚 . The second troubling thing: to that date, the company sales shows the market share and profitability imbalance. Market share and profitability are two different concepts, market share refers to brand a certain time in the industry, the percentage of the overall market sales rate; sales profit margin is the amount