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Marketing Thinking Should Be The Strategic Thinking Of Enterprises

2014/3/19 23:03:00 17

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"people who like to read this article also like Mr. Philip Kotler's" a href= "http://www.91se91.com" marketing < /a > revolution 3 "," the person who bought this chocolate, at the same time also brought the jam "," you and the successful people above all love this brand of furniture, 8 of them just bought the Lafite wine that is being sold in 1982 "...

P > is it familiar? In the bean, in the Jingdong, in Tmall, more or less, consumers are being affected by these tips.

The useful evidence in these classic marketing sentences comes from "sexy data scientists," and Harvard University professor Tom Davenport created the title and pushed it out.

Victor Maier Schoen Berg exploded.

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Professor P noticed that in 2003, an Oran Etioni computer professor began developing an air ticket price forecasting system called farecast. He noticed that the two professors of MIT passed the big data of a "1 billion price project". After the bankruptcy of Lehman brothers in 2008, he quickly pointed out the occurrence of deflation. He also learned that in 2012, the story of "a" href= "http://www.91se91.com/news/index_s.asp" > retailer < /a > Taghit (Target) and a high school girl's father...

One after another, new things, like drums in the jungle, most people hear, a few people will.

recently, Liu Shengyi, President of Tencent Inc's network media business group and senior executive vice president of group, and Philip Kotler, the father of modern marketing, have had a smart collision on the marketing pformation in the new media era. Their dialogue and speculation have let us rethink whether sales are focused on product sales or to meet customer needs. In the era of rising consumer sovereignty, we should re clarify the strategic value of marketing.

big data marketing can be friendly and locked up, and consumers' sovereignty is unprecedentedly highlighted. /p >

Schoenberg P wrote his own knowledge and ideas into the era of big data. He believed that technology is extending the limits of the brain. In the big data era, people do not need to bother to deduce causal logic, so they can see the relevance between things.

In early P, a man rushed to a supermarket in Taghit, Minnesota, in the us to ask why: Why did the supermarket send baby coupons and milk formula coupons to their high school daughters? A few days later, when the supermarket manager called to apologize to the father, the angry father apologized that his daughter was indeed pregnant, and the expected date of birth was August. In August, a man rushed to the supermarket.

Taghit headquarters has used big data for correlation analysis for many years.

They can predict the trajectory of a woman's life without being interviewed with prospective mothers: single, married, and pregnant.

After analyzing the consumption records of prospective mothers, the data analysis team in Taghit found out more than 20 kinds of related substances, predicted customers' pregnancy trends through these associations, and sent corresponding coupons to fuel consumption.

this diaper in the story has led many companies to see the new marketing mode relying on big data: grab from baby and let mother get hooked.

Large supermarket chains like Taghit are keen to study consumer habits starting from the purchase of baby products.

When mom is familiar with a "a href=" http://www.91se91.com/news/index_f.asp "brand" /a, a mother shop and a baby will become a long-term consumer who is "friendly".

the most important thing is that their consumption value can be accurately calculated and predicted by algebraic procedures.

If Mommy forgot to buy for a while, it would start on time just like taking medicine.

big data marketing in Taghit is not the first drumbeat to be heard by CMO (Chief Marketing Officer).

The first drumming should come from 1995. Some commercial companies in the United States provide dial-up service to ordinary families.

Since then, digitalization has imperceptibly influenced the interactive mode of action between people and people.

digital media has begun to replace traditional media and become a more important information carrier and interactive platform.

The new technology has achieved the extension of human beings, and the fooled consumers seem to be able to learn more about the secrets of products and brands.

Rich information and social media have shown unprecedented consumer sovereignty.

The emergence of long tail and free phenomenon leads to the traditional pricing strategy and channel strategy no longer works.

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the person who is fond of drums and panic is easy to sigh the pessimistic judgement that marketing is dead.

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strong > myopia will deplete the life of the company. The marketing thinking needs to be upgraded .

marketing is dead?

Before P comes to a conclusion, it is worth reviewing a famous little story.

Harvard professor Theodore Leavitt (Theodore Levitt) once warned Harvard Business School students that customers do not want a 1/4 inch drilling machine, but rather want a 1/4 inch hole.

In 1960, Leavitt published "shortsightedness in marketing" on Harvard Business Review (micro-blog). His view is that most businesses focus too much on selling to the seller's needs, ignoring marketing that focuses on buyer's needs.

Lack of imagination causes the company to suffer from marketing myopia, and marketing myopia will eventually drain the company's life expectancy.

in fact, before Leavitt, another master put forward similar views.

In 1954, management master Peter Drucker published a far-reaching book "management practice". In his book, he put forward that the goal of an enterprise is to create customers. Therefore, it has only two core functions: marketing and innovation.

Drucker and Leavitt defined the core of marketing 50 years ago: creating customers and focusing on customers.

However, when things are changing, we sometimes mistaken some of the long-term effective methodologies as the essence of marketing, such as the famous 4P theory.

The theory of 4P comes from Northwestern University, and is perfected by Philip Kotler, the father of marketing, and eventually written as "Bible" and "marketing management" in marketing.

The clear and easy use of the theory of 4P makes it easy for operators to ignore the consensus between Kotler and Drucker and Leavitt. The essence of marketing is to focus on customer needs, and fall into specific advertising, pricing, channel, promotion and other strategies, and even unconsciously return to production oriented thinking.

This is not what Kotler likes to see.

in Kotler's view, marketing thinking is equivalent to strategic thinking. As Drucker said, the goal of the company is to create customers, and only by marketing and innovation can we achieve this ultimate goal.

In the conversation with Liu Shengyi, Kotler recounted another story written by Leavitt: the decline of American Railroads after the rise of aviation industry came from a narrow sense of industry orientation. They regarded themselves as railway companies instead of companies providing pportation services for them. They did not realize the competition from "substitutes" and they forgot the allegory of "1/4 inch hole".

production centered people see the threat of the rise of consumer sovereignty; people who focus on "a href=" http://www.91se91.com/news/index_s.asp "customer /a" see opportunities for insight into consumption and creating customers.

The former worried that traditional advertising and sales methods stopped and marketing was dead; the latter was eliminating traditional marketing tools, embracing big data, insight into demand and reshaping marketing.

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