Kotler: The Marketing Weakness Of Chinese Enterprises

Dr. Philip Kotler, a modern marketing director, is known as "the father of modern marketing". He is a lifelong professor at the Kellogg School of management at Northwestern University. He is an honorary professor of S, C, Johnson, international marketing department, Northwestern University Kellogg School of management.

In my opinion, many Chinese enterprises are

The first outstanding weakness is that Chinese enterprises regard marketing as mainly advertising and sales.

They need to broaden their horizons and see the entire marketing process.

This confusion is not only existing in Chinese enterprises, but also common in most countries.

But more and more American companies are recognizing this mistake.

They hope that marketers will not only sell products, but also become the source of new ideas and product / service improvement.

They are adding a new marketing level - Strategic Marketing - to change the past and regard marketing as a tactical situation.

Second, Chinese enterprises do not use Market Research (market research can help them improve products and forecast demand).

Chinese business leaders may think they know very well about the people who were born here.

But people have different lifestyles, different needs and motives.

At present, Chinese enterprises have begun to use focus groups, but the use of survey research, ethnographic research and in-depth interview is not enough.

Third, Chinese enterprises are segmenting and selecting targets in the market.

Fourth, Chinese enterprises tend to rely on low prices as the main ones.

Fifth, Chinese retailers still do not invest enough in quality service and differentiated shopping atmosphere, but as competition intensifies, this will become more necessary.