Well-known marketing experts Philip Kotler first came to China is, in my observation of most Chinese companies, Chinese companies do most of the market is doing so much marketing as it is doing the dumping.
Recently, Wuhan University Institute of Marketing Head of the Department of Economics and Management, Ph.D. Professor Wang Tao recently to Zhejiang Zhongnan University of Economics EMBA class of students a lecture on "Strategic Marketing" sense that this is not his understanding of justice do not understand Chinese characters,glue stick but Many more people can see the domestic marketing concept is very confusing and even simple equivalent and sales.
What is marketing? To know from the three levels of marketing.
What is marketing it, marketing is not selling it? Often in the newspaper to see a unit recruitment marketing staff, marketing and sales. Although only one letter between the two.glue gun But the difference between their behavior and effect of a thousand miles. Marketing is a promotional advertising is not it? Marketing, often through promotional advertising, but this is not all marketing.
Short-lived star-type enterprises, are a reflection of our marketing concept is weak. Professor Wang said that the strategy did not determine the marketing strategy, any sales are weak. Marketing is used by a company may use their own ways and means to influence your target customers, customer according to the company intended to achieve the purpose of operating the process. Professor Wang in three examples from the existence of three levels of view as marketing skills, as there is a marketing strategy, as there is the concept of marketing, respectively, were analyzed and explained.
"Celebrity" Pocket PC price cuts - as there is marketing skills.
"Celebrity" in 2000, Pocket PC price cuts are good examples. Although the Pocket PC is now out of the market, but in previous years, still playing the fiery. August 2000 "celebrity" a sudden price Pocket PC and play the slogan, celebrity challenge GUIDEC, Pocket PC price cuts set off a storm. China's first handheld computer that is famous for production, but in 2000 was GUIDEC handheld computer market, celebrities fight back to the handheld computer market, celebrities, through market analysis, find GUIDEC addition to price, other aspects of impeccable, they and the business through fighting a price war.
How a name, please spokesman image, pricing, channel, promotion called marketing, but this is the first level of existence as a marketing technique, which is characterized by a single mobile marketing activities.
Philips to re-position the brand - as the existing marketing strategy.
Philips brand new location after, in 2004, into eighty million euros, made "sense and simplicity" brand positioning slogans. Why such a large Philips will send the money to change its slogan yet. Since 1995, Philips put forward its own global slogan "Let us do better", even if it is something Philips production, technology known companies. Such as razors, CD, lighting, electrical, small appliances, medical equipment, monitors, etc. are doing it, but when people refer to Philips, it is difficult to represent what he thought.
However, it has faced in previous years that the reorganization fails, the failure of the plight of the reorganization. Just as people can think of that little blue giant IBM, black, body full of high-tech totem mark. However, people gradually found the back of the Philips seems to do everything, but nothing. After this Philips global market research, understand the market in the complex as technology brings people feel the biggest problem, according to market research information and develop their own characteristics and advantages of the marketing strategy, and finally located in the "sense and simplicity in shape ", so the product must be designed around this orientation. In the product line, health care, lifestyle, and the five core technology products division. It is not difficult to understand why either of Philips monitors, mobile phone sector, health care products and other business reasons for selling, and selling is to concentrate money into the most professional products division, the increased product development efforts.
After repositioning the brand, its turnover from 2001 to 32.3 billion euros in 2006 fell to 247 million euros, but its profit for the first time to 11.7 billion euros. Brand ranking also rose to 65 before 42, to achieve short-term financial performance and long-term brand performance in the double harvest.
Positioning the company from Philips tells us a second level of marketing management level strategic marketing background. From market analysis to strategic positioning, to the implementation of the strategy in the whole process is a form of marketing is by no means just a marketing tool can do, it is a process.
The story of Henry Ford - as there is the concept of marketing.
Early 20th century, just making cars at Ford, people why a car? At that time only transportation means of transport. Then so is the car design and components are to meet a car, the last Model T of his success. A reporter called the farmer car, in addition to the necessary devices, can not find any other extra parts. Low cost, the price shift, because saved a lot of unnecessary parts. Dropped to 380 from four or five, from cars into the United States, millions of households. People's living standards, income increases, the increase in car ownership, people are cars a fundamental change in attitude, with what kind of car than a simple important to have a car.
GM Sloan, raised the slogan of the right people for the right launch vehicle, launch more than a dozen models and color of the car, opened a big car supermarkets, according to different people, different families, different position put forward different car. When all the rage at the only Ford to meet the needs of people have cars, and general enterprises are mostly open up a variety of cars. Although the use of high-yield, high standards, uniform black Model T to meet the needs of people with cars, but he could not keep up with the development of people's needs, or that Ford ignored the people's needs change.
Three levels of progressively improved.
Marketing three different levels: first level is the skills, such as technology, forms, methods and means, but as skill levels are dependent on the second level, all means of strategic backgrounds, different means in different environments in the structure not the same. So technology is not the nature of the decision factors in the success or failure of marketing, strategy is the most important background. However, as the industry is to be able to feel strong, perceived changes in market demand, changes in market demand or lead, so that elasticity of the demand of consumers in the enterprise can be met within.