Home >

Rational Marketing Enables Enterprises To Go Further.

2008/7/11 10:19:00 41748

??? 日本語 Fran?ais English 中文

In the past, marketers gave people the impression that they walked around the streets with a big bag and were satiried as a glib tongue. For this reason, a generation of marketing people sang and cried.

A few years ago, the University opened a marketing major. Some institutions also had EMBA courses. Well-known marketing planners and company CEO were frequently invited to lecture at school, and some became visiting professors in many colleges and universities.

Marketing has become a social discipline in Colleges and universities. Today, with the highly homogenization of competition caused by the information explosion, there are millions of troops in the marketing industry, and there is a continuous influx of graduate troops. The huge job market makes the marketing posts blossom everywhere.

The ugly duckling became a white swan, which was unthinkable twenty years ago.

The era of a marketing man is coming!

The slogan of economic priority is higher than anything else. The industry has been spreading a number of marketing consulting companies, and operators are all experts in "turning the stone into gold". The marketing cases launched are twists and turns, bringing many products back to life.

As the saying goes, "the army will lose", in the increasingly mature market competition of sales methods and techniques, enterprises rely more and more on marketing planning. Especially, some enterprises take a big leap in the market, throw aside the value of products themselves, make great efforts in planning, and also call it "new marketing". They sell them in an unfair way in the market, not only deceiving consumers, but also disgracing the entire marketing community.

　　惡搞營銷

Nowadays, "the situation of the motherland is very good", instead, it leads to the evil spirits prevailing in the business world. Many "able people" play the role of marketing in the palm of their stock. Some planner regards marketing as "rubber paste" and pinches them in their hands at will. As long as they can achieve the purpose of profit, whether it is in line with public morality or laws and regulations, "edge ball" emerge in endlessly.

In some planning cases, marketers let merchants splash their yuan from the plane during the opening ceremony, causing the whole city to stir up; when selling products, they let actors play state leaders to promote sales; red guards lined the streets; in the training class, the newly recruited salesmen went to beggars, throwing words to stimulate human potential; in performance appraisal, let the worst performers slap each other, saying that they could enhance teamwork and so on.

It's unthinkable that there are so many tricks.

　　霸道營銷

Because of the "profit first", the marketing techniques nowadays are becoming more and more peculiar.

In today's market-oriented era, with the convergence of money principle and profit maximization, marketing gurus are getting more and more tricks.

In the street, you often invite people with courtesy and courtesy to give free trial products, free beauty, and free service. The products you use are asking for money. Whether you agree or disagree, remove the packaging first, then use the "Yin Yang head" and "half face" to compel the invites to go out to their pockets.

　　還有的就是某些從事會議營銷模式的企業采用一種蝗蟲蠶食的方式，邀會噱頭大得嚇人，邀請信上的紅章子越來越多，療效周期以年為單位，價格恨不能搞按揭，只管收獲，不管耕耘，硬是把從業人員的心態燎得狂熱。

Overdraft marketing

Many enterprises make use of the non-standard advertising supervision to fight the "vague concept".

In the advertising campaign, change the words, take the "auxiliary treatment" as the "first choice treatment", treat the health care medicine as a specific medicine, call the Chinese medicine quasi brand name as a new special medicine, and regard the three years old wine as the ten year old wine.

Only unexpected, can not be done.

Some enterprises pursue the reputation of products unilaterally, and spend money to win the prize. They get a bunch of false names. The products are full of wreath, but consumers are not getting any benefits.

Some enterprises only take short-term benefits, and use price wars as weapons all the year round. Today, they are "wielding knife". Tomorrow, "bloodletting", the profits of products are rarefied, but they still can not get the recognition of consumers.

Hype marketing

Marketing often says that the first step in learning to sell is to sell yourself.

Nowadays, many marketing masters are eloquent and amazing. They are all original theories and sell the world.

For a while, the newspaper media often saw the advocates of XXX theory, the first person of such a pattern, the founder of such a law, and so on.

Similarly, the new recruits are full of personality and dare to be the first to eat crabs. Anyway, they are "success can be immortal, fail and be indifferent".

At the same time, the planner also gave the product new life value. One palace secret recipe or the family ancestral system, contacted with the royal family, marriages with foreign countries, anyway, it is confusing, the more mysterious the better.

　　尊重營銷，才能贏未來

Marketing is a part of communication science. In today's market globalization and economic integration, people never pay attention to the power of marketing like today. The state needs marketing, enterprises need marketing, and individuals can not do without marketing.

The establishment of the "Confucius Institute" by the state, the "American culture" of the Hollywood, and the Centennial Olympic complex of Coca-Cola are all examples of marketing communication.

In the economic market, marketing is only an important part of product trading, but it is not a leading factor.

The foundation of successful marketing is based on high quality products and healthy capital circulation. The marketing planning for product service can not be divorced from objective facts. Consumers realize their consumption value while using product value.

Commonweal marketing, event marketing, conference marketing, network marketing...

This is just one way of marketing. There is nothing wrong with it. But it is against social morality to adopt a variety of deceptive means to facilitate sales. It is no doubt that marketing is a matter of drinking poison and quench thirst.

Without respect for marketing, these enterprises will only take their own fruits, and the short glory can not hide the weakness of their foundations.

Without respect for marketing, marketing will be regarded as a trick to take shortcuts. As a gimmick or a promotion strategy, it will not be a good fit.

Disrespect for marketing will only make the strategy of enterprises lose the direction and become a "long" enterprise.

"Small win depends on wisdom, and great victory depends on virtue". This is the same as the essence of marketing. Only by constantly excavating the individual needs of consumers can we really touch the heart of the other party's purchase.

In 80s, 10 people used 1 kinds of products. In 90s, 10 people used 10 kinds of products. Today, one person uses 10 kinds of products. What is the future?

Rational marketing can make our business better and go further.