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How To Make This Business Stand Out And Dominate The Market?

2013/8/1 21:28:00 19

marketing orientation was first seen in the US press in 70s.

Its exact meaning is to determine the location of an enterprise or product in the mind of consumers, leaving an indelible impression on consumers.

There is a crucial marketing rule in the 22 rules of Commerce concerning marketing: marketing is not a product dispute, but a battle of ideas.

When it comes to drinks, consumers will think of Coca-Cola; when it comes to fast food, they think of McDonald's; when it comes to liquor, they think of Moutai; when it comes to computers, they think of Lenovo and so on.

It is only when the consumer's brand and the industry or product are positioned in the minds of consumers that they will first choose the consumer when they want it, so that they can stand out and dominate the market.

Tan Xiaofang, a famous business management expert, believes that in the process of building a socialist market economy, it is far from enough for us to work hard to introduce new technology and new products, and the most important step is to show the spirit of consumers deeply by showing the charm of products.

That is to say, implementing location marketing is a key link.

In today's highly competitive marketing campaign, some traditional ideas such as "foolish old man moving mountains" and "iron pestle grinding into needles" can no longer meet the requirements of the times.

Because the opportunities of shopping malls are fleeting, and when the mountain passes, the business opportunities are no longer available.

Therefore, we should change the outdated way of thinking, take other quick and effective ways such as walking around the mountain or buying needles, and get the same or even better results.

For example, Microsoft Corp uses the idea of location marketing and takes consumers as the starting point, first praises consumers, then makes every effort to make DOS, and completes the most critical part within the deadline.

Instead of creating the finished product first, then push it to the market.

since positioning marketing is necessary, how to locate marketing and how to occupy a place in the minds of consumers? First, we need to understand the three psychological characteristics of consumers.

(1) consumers remember most clearly what is first entered the mind.

For example, the first peak in the world is the Mount Qomolangma and the second peak. The first person to contribute to the realization of zero in China at the Olympic Games is Xu Haifeng and the second. It is easy to remember those things that first entered the mind and ignore the future.

(2) the mind of a consumer is a mere place, with only limited information.

According to Dr. Miller, a psychologist at Harvard University, most people's minds can't hold more than seven units at the same time.

The telephone number is seven numbers, which is very reasonable and convenient for remembering.

Here comes a rule: the easier and easier it is, the easier it is to touch people's hearts.

(3) consumers are always subjective and emotional in absorbing information they are interested in, but ignore the information they do not want to see.

For example, a basketball player will have a special interest in the NBA professional basketball game. He will be concerned about information about basketball events and so on, but will not turn a blind eye to the news of the Japanese Sumo match.

Under the premise of analyzing the psychological characteristics of consumers, businesses can take corresponding measures to prescribe the right medicine and position marketing.

In view of the first characteristic, businesses should create a product that can become the "first" market, and become the number one product in the first place and enter the consumer's mind in the first place.

One of the principles of marketing is to win the hearts of the people and win the market.

for second characteristics, businesses should communicate with consumers in a simple and clear way.

"There must be a way to the front of the mountain. There must be a TOYOTA."

The catchy sentence makes consumers easily remember the brand of TOYOTA.

"Toshiba, Toshiba, Toshiba in the new era" and "Nestle coffee" are very delicious. Simple and plain words and phrases are truly effective weapons for penetrating the minds of consumers.

In a time when advertising is abundant in society, only simple and obvious ideas and claims can be effective.

Caitlin, the boss of GeneralMotor, has a brilliant saying: "solve complex problems with simple solutions".

In view of the third characteristics, businesses should locate the market and products, select the consumers of their products, and use their unique creativity to stimulate their curiosity.

Like the capital of Manila, Philippines, there is a unique restaurant in the world with all the dwarfs as waiters.

Its wonders attract tourists from all over the world to see the business flourishing.

Only the business characteristics of the businessman and the method of recruitment are different, that is, "people without me, people have my creation, people drive me to turn", can compete with competitors, compete for the favor of consumers, and thus get better in the market.

Is competition important as a basic point? Is customer importance or competition important? Traditional marketing theory holds that customers are more important, without customers there will be no competition, and marketing is to satisfy customers' needs and needs.

The concept of "customer is God" is extremely high and widely circulated. So far, the concept of customer orientation is still popular among people.

from a purely theoretical point of view, customers are more important than competition, but from a practical point of view, solving competition is the most important.

From the point of view of satisfying and serving customers, marketing will inevitably move towards convergence. There is no difference. Ultimately, it will only fall into the abyss of price war; and from the perspective of competition, marketing will have vitality, and marketing will inevitably go to a new realm of creating customers and creating demand, and constantly lead enterprises to create a new future.

Competition oriented requires that the first thing that marketers consider is how to differentiate their brands from competitive brands, differentiate them and pform business from competitors.

This is the starting point of positioning thinking.

Marketing is war, and shopping malls are battlefields.

Positioning is entering and occupying one of the most advantageous positions before competing with competitors.

Positioning is built on competition and develops with the development of competition.

The concept of competition oriented is the first basic point of positioning theory.

There is no truth in marketing, only cognition.

This is the most secretive and fundamental truth in business. Three reasons led to this: first, there is a process from fact to cognition, and you can not cross this process.

This process is the fact that the brain must be filtered and interpreted, and finally the cognition of facts will be realized.

two is that people have already formed their existing cognition and concepts. They think that these are both cognitions and concepts.

These existing cognitions and concepts will affect people's cognition of new things.

This is manifested in two aspects: first, the existing cognition and ideas in the mind will enable people to selectively receive information; what you see, hear and taste are often things that you want to see, want to hear, and want to taste; secondly, the existing cognition and ideas in the mind can sometimes mislead you, for example, if you put a trademark of a pure water brand on a bottle full of tap water, your recognition of the brand (pure water) will affect your judgement of facts (tap water).

Three, the cognitive logic of customers is contrary to the cognitive logic of enterprises.

Although they all think that products with better quality will win, the criteria for judging the quality of products are the technical indicators and the best testing instruments of the products (they naturally think their products are of better quality), and the criteria for customers to judge the quality is which products get more customers. The quality of which products is better, customers have no ability and no energy to pay attention to those so-called technical indicators.

This is the truth revealed by the law of mental cognition.

in fact, all advertisements affect your cognition. If it does not affect you, advertising will fail; if it affects you, it will be successful.

Without cognition, there is no way to talk about marketing.

Marketing war is not a war of fact, not a product war, not a market war, but a battle of cognition.

The location of business war is not a fact, not a product, not a market, but a mind.

The purpose of business war is to try to enter into mental cognition and occupy a place.

The orientation is to choose and occupy the most favorable position in the mental cognition, and to achieve this goal through commercial war.

Business war in the mind of the customer, the mind is the place you win, and the place you lose, the mind determines success or failure.

There is no truth in business war, only cognition, cognition is fact, and cognition decides success or failure.

insisting on occupying customer mind is the second basic point of positioning theory.

positioning is the core and most basic concept in positioning theory. It is the positioning concept that lays the foundation for positioning theory, so that people regard this vision as a battlefield and create a brand is the theory of positioning that is the dominant position in mental warfare.

Positioning is first aimed at your competitors. It not only reflects your strengths and weaknesses, but also reflects the strengths and weaknesses of your competitors. This is the basic point of competition theory of positioning theory.

The "status" established by location takes place in the minds of customers. It focuses on customer's cognition and viewpoint, and seeks to occupy the mind and be preferred by customers. This is the basic point of positioning theory.

The purpose of positioning is to establish brand and make the brand a representative of a certain category or characteristic product. This is the core of positioning theory - building brand.

The concept of location contains the basic spirit of a central theory and two basic points from the very beginning.

It is this concept that distinguishes location theory from other marketing theories and management theories, and establishes its unique identity and value.

Brand does not have to be created by differentiation and creation of new products, but the most easy way to build brands is to use differentiated and innovative products, with the highest probability of success.

Competition leads to differentiation and differentiation in the mind.

Differentiation is the source of brand.

Differentiation is another core concept of positioning theory after positioning and focusing.

Differentiation and insisting on competitive orientation, it is pointed out that building brands should start from the direction of adaptation to category differentiation, seek uncompetitive areas, and persist in occupying the mind, because the new products created by differentiation are easiest to enter the customer mind.

positioning must start with a product, which may be a commodity, a service, an institution.

You may also be yourself.

But positioning is not what you do to the product.

That is to say, the object of location is not product.

It's about the idea of potential customers. It's your mental effort for future potential customers, that is, you need to identify a suitable location for products in the minds of potential customers.