Marketing operation of heavy and light.doc

 PAGE \* MERGEFORMAT 13 Marketing operation of heavy and light Marketing, marketing, operations can be divided into the structure and implementation skills. Because marketing structures (operations, plans, systems and policies) in the actual implementation problems caused by the operation of the Central Standing Committee, which requires the use of marketing managers in the implementation of the implementation of the four skills (interaction, distribution, control, organization) to carry out a smooth operation . This article is a combination of the two companies (for some reason, where only A and B instead of 2 Company Name) in the marketing in the success or failure of action, from the four aspects to be resolved. 1, the two company background 1.1990-year in October A company is a registered capital of only 75 million, dozens of employees of enterprises, in 1991 a profit of 4 million yuan in 1992, realized profits of more than 2 million, and in 1994 a company into a medicine , health and beauty products based high-tech enterprise group, and for two consecutive years since 1993, profits of more than 400 million yuan. But by 1995, has suddenly ordered the president: The company entered the break. 2.1994-year in August and Company B was established in the establishment of less than two years, has set one after another economic ‘miracle’, when sales l.25 billion in 1995 sales revenue of 2.3 billion in 1995 Sales increased 1738.96% over the previous year, 1996 sales revenue exceeded 7.5 billion. These are two extremely booming industry of private enterprises, however, why the A’s again in a short time on full rest state, and Company B is still rapid development? I think one important aspect of the reason for this is whether the implementation of marketing plans can be flexibility in the use of marketing activities in the operation of the four implementation skills. Second, the implementation of marketing actions of the four skills of In the marketing plan im