Marketing Is A Kind Of Humanistic Concern.

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The concept of "marketing" has been defined very much and should be very clear.

Philip, Kotler, a marketing guru, said: "marketing is a social and management process by which individuals and collectives create, sell, and exchange products and values with others to get what they want and want."

But I do not seem to be satisfied with this commentary.

Kotler's recognition of marketing is to take marketing from a material process.

1, caring shows that marketing is a Commercial Avenue:

The first principle of human life is "

In today's market-oriented society, business consciousness has become the mainstream trend of society. Marketing, as the mainstream carrier of business form, is always playing a commercial road.

The content of marketing is to exchange the value of products created through selling and exchanging with others. The process of marketing consists of two main elements: first, the resources for sale and sale are relatively scarce in society, because there is no relative scarcity and lack of exchange value; the two is that the value of sale and sale exchange should be reciprocal to both sides, because the relative scarce resources can only be created through exchanges between the two sides, so the two sides of the exchange should be equally profitable.

The "scarce" resources can be exchanged for the benefit of the society, and in the process of exchange, we should obey the other side and let the other party get the same interests. The essence here contains the concern of "business road", without such care and marketing.

2, marketing care should be reflected in marketing products:

The first function of an enterprise is to serve the society and to show concern for it. Then, the product of an enterprise is the first carrier to embody the social function of the enterprise.

Only by producing truly high-quality, safe and humanized products can enterprises embody the marketing care for consumers through marketing high-quality products. The reason why the top 500 enterprises in the world can not last forever is that they have genuine quality products.

At present, in many of our enterprises, it violates this purpose, and the product has become a pure profit making carrier.

Don't you see that in our numerous marketing practices, our marketing masters of business and business hypermarkets have been racking their brains to make products marketing deformed and alienated?

The first is the fictitious fabrication concept, which makes the ordinary products packaged into advanced products. Many advanced refrigerators, air conditioners, washing machines are all the same.

The two is to produce "annual products" for profiteering.

What is "annual product"? That is, the product with only one year's life.

A marketing Master said, "as long as the product can not be a problem in three packages a year, it can be repaired in second, third years. Otherwise, how can I buy it after sale?"

Therefore, we are willing to cut corners and shoddy things. This phenomenon is very typical in China's gas appliances.

The three is to infringe on the intellectual property rights of others. Once the original product is sold well in the market, it will not comply with the intellectual property rights of others.

In 2003, Chuang Er super window water heater had just been taken back from abroad and was infringed. The enterprise had to ask Wang Hailai to fake it. Recently, "boss" and "FOTILE" lampblack were selling well, and the enterprises in the industry began to fake them.

A company with a high profile and no quality products can never become a benchmarking enterprise, but lacking products that truly care for the consumers, it is even more impossible to bring long-term competitive advantage to enterprise marketing.

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3, marketing care should be reflected in customer compliance.

From the material process of marketing, the relationship between an enterprise and its customers is not a trade relationship, that is, a trade relationship, so that the relationship between an enterprise and its customers can be determined with the extension or termination of trade.

This is the understanding of many Chinese enterprises and businessmen.

From the spiritual care level of marketing, the relationship between an enterprise and its customers should be a closely related relationship, and the relationship between the two sides will be profitable through the sale and sale of the exchange, and the value of sale and exchange can not be established without a party.

Many famous brands in the world have a very long and stable relationship. Many agents only serve one brand in their lifetime, and this brand depends on each other and grows together.

The secret here is that the enterprise is full of marketing in customer care and care.

Successful enterprises know that only when marketing is reflected in customer's compliance and care, can they serve the brand actively and faithfully.

How to reflect on customer's compliance and care in marketing is simple: first, there is a thought of obeying and caring for customers, following the customers and caring customers, and really cherishing the relationship between customers as a dependent relationship.

Second, empathy, your strategy, marketing objectives, policies must be good at changing angles, try to think from the perspective of customers; three, integrity, integrity is also reflected in the customer's compliance and care of a guarantee.

A kind of

A major problem in marketing of Chinese enterprises is the bad relationship between customers and customers.

Many excellent household electrical appliance enterprises, when they are marketing training, have great interest in the differentiation, checks and balances, suppression, deliberately fleeing the goods, and actively resolving contracts, etc., and many home appliance enterprises are letting customers swallow up goods and stores in marketing so as to serve as the conditions to "secure" customers.

Marketing is not a concern here, but a naked interest game based on me.

Many enterprises speak of their relationship with their customers as "strategic partnership", but why in the actual marketing process, they become "game interests of the two sides" and cause a lot of contradictions?

How can a company that lacks respect and care for its customers go further?