I: Businesses are facing serious environmental crises. Enterprises should attach great importance to it, must closely monitor and predict its development and change trends, and actively take corresponding countermeasures.

II: Although the probability of occurrence is low, once it occurs, it will cause great harm to the enterprise. Enterprises should formulate corresponding measures to avoid harm.

III: Enterprises do not need to worry, but they should pay attention to their development and changes to see if there is a possibility of development and change to other quadrants.

IV:, enterprises should pay attention and prepare corresponding countermeasures

I: It is beneficial to the development of the enterprise. The enterprise also has the ability to take advantage of market opportunities and should take positive action measures.

II: It means that the company is temporarily unable to take advantage of these opportunities, but once the opportunity arises, it will bring great potential benefits to the company.

III: Pay attention to its development and changes, and take timely measures based on the changes.

IV: Enterprises have the advantage of taking advantage of opportunities, which requires enterprises to think twice, carefully consider and formulate corresponding measures.

①Ideal business: seize opportunities

②Adventure business: comprehensive analysis, careful decision-making, and striving for benefits

③Mature business: Obtain average profits through regular operations, and you can also accumulate strength to prepare for entering an ideal environment.

④ Difficult business: We must find ways to turn the situation around. If it cannot be reversed, make a decisive decision to give up and find another way to develop.

Return on investment = profit/total capital invested

Market share, the proportion of a company's sales volume (sales) of a certain product to the total sales volume (total sales) of similar products in the same market within a certain period of time

Sales growth rate = (sales for the current period - sales for the previous period) / sales for the previous period

Red: weak/medium weak: harvest or give up

Yellow: Medium/Strong/Weak: Maintain original investment/market share

Green: Strong/Medium Strong: Increase investment and development.

geography

population

Psychology (inner mental activity)

Behavior (external behavioral manifestations)

①Full access

② Product market concentration

③Product specialization

④Market specialization

⑤ Selective specialization

①Undifferentiated marketing strategy

②Differentiated marketing strategy

③Concentrated marketing strategy

① Positioning based on attributes and benefits

②According to user positioning

③Position based on competitors’ situation

④ Positioning based on price

④Combined positioning

Regional brands, domestic brands, international brands

Leadership brand, challenger brand, follower brand and gap-filling brand

New brands, rising brands, mature brands, declining brands

Functional value brand, spiritual value brand

Manufacturer Brands and Intermediary Brands

Brands of means of production and means of life brands

Ordinary brands (mass brands), high-end brands, luxury brands

Product brand, corporate brand, organizational brand

Well-known trademarks, famous trademarks, famous brand products, high-quality products, qualified products, unqualified products

Automotive industry, electrical appliance industry, catering industry, etc.

No visibility

Tips for visibility

No reminder of popularity

Top visibility

Brand product features

relative price

use

competitors

Country (region)

No loyal buyers

habitual buyer

satisfied buyer

emotional buyer

committed buyer

product quality

service quality

It refers to the brand’s trademarks, patents and other intellectual property rights, how to protect these intellectual property rights, how to prevent counterfeit products, and what resources the brand manufacturer has that can bring economic benefits, such as customer resources, management systems, corporate culture, corporate image, etc.

width

length

depth

Correlation

①Expand product portfolio strategy: width, length, depth

②Reduce product portfolio strategy: width, length, depth

③Product line extension strategy

④Product line modernization strategy

① Brand new product

② Product replacement (new products require consumers to change their original consumption patterns)

③Improved product (the product is not much different from the original product, the difficulty of improvement is not high, and consumers can use the improved product in the original way)

①Independent development

②Commissioned development

③Joint development

①Innovation strategy

②Imitation strategy

① Preemptive strategy (advanced, novel)

②Follow-up strategy (follow-up, counterfeit)

High price strategy: well-known company, good image

Low price strategy: targeting ordinary consumers as its target market

cost plus pricing

target profit pricing

Based on the demand intensity and value perception of consumers in the market

Follow-the-market pricing method (average price level)

Competitive pricing (lower or higher prices than competitors)

Sealed bid pricing method (the bidder with the lowest price wins the bid/contract price)

Skimming pricing strategy (high prices)

Market Penetration Pricing Strategy (Low Price)

Moderate pricing strategy (medium price)

Product line pricing

Alternative product pricing

Ancillary product pricing

By-product pricing

Product bundle pricing

Leverage advertising and public relations to target end consumers

Use merchandising and sales promotion to target wholesalers and retailers

Act within your capabilities

percentage of sales method

competitive balance of power

target task method

① The external public of the enterprise, such as customers, media, government, social organizations, business groups and competitors

②The internal public of the enterprise, such as the enterprise’s decision-making department and internal employees

①Direct mail marketing

② Telephone direct marketing

③TV direct marketing

④Online direct marketing