Effectiveness of marketing and increase marketing efficiency.docVIP

 PAGE \* MERGEFORMAT 11 Effectiveness of marketing and increase marketing efficiency [Analysis]: Often encountered some friends in the lament: KA dramatic increase in system cost, but store sales decline; advertising investment has increased, advertising frequency has decreased; wages rose, and the Executive power has declined; company sells large-scale, and benefits are as before, perhaps to be a ‘time has come, diseconomies of scale’. Face many problems in the face of new competitive environment, our weakness lie? I believe that: A fine of not lean: Many enterprises bigger and later, often standing in the industry to determine the height of his competitors in the industry to fight a full victory of the war, like all aspects of marketing across all the competitor is in order-to-many, the results have not enemy, but marketing costs higher than many rivals, along with full precision marketing tools to cover up a lot of ineffective, inefficient means of the degree of lean is not enough, will inevitably bring about inefficient marketing ; 2, solo channels: Although social specialization promoted social efficiency improvements, but many companies are willing to self-built channel, self-built terminals, even if the distribution channels are built to help distributors of employees to work, no play distribution chain advantage of the role, not only paid a high distribution costs, distribution efficiency at a very low state; 3, the product rather than the profit of a structured series: Sales reached a certain scale, the manufacturers usually take the product serialization road, upward or downward extension of its product lines, product serialization instead of profit-structured, price targeting is not permitted or New promotion of ineffective, often resulting in a single product companies rely on to survive, not to the brand strength into profits; 4, the elephant’s body like the legs of the small: the large-scale, and organizational level is always more and more