Threats to Marketing

Hello! This is some material from our training, I hope it will be helpful to you! Six Weird Things in China's Marketing Since China entered the market economy from a planned economy, after more than 20 years of ups and downs, both China's business management and marketing have evolved from the most primitive market instincts to a theoretical system at a certain level. From one side, it reflects that China's market is getting closer to the international market, such as Haier's services, Lenovo's channel management, Wahaha's brand operation, Changhong's market strategy, Galanz's low-cost expansion, etc. These outstanding companies, regardless of In the fields of internal management, product research and development, marketing and after-sales service, it is supported by people for its unique side and great success. Philip Kotler's "Marketing Management" is revered as the marketing bible because he raised the first generation of marketers in China. The author himself is also known as the godfather of marketing. Despite the guidance of advanced modern marketing theories, China's marketing has gone through more than 20 years of baptism. At the same time, with China's accession to the WTO, we have more and more direct contacts and exchanges with world-class marketing experts. However, looking at China's marketing industry , even some well-known experts and well-known enterprises, whether in their remarks, articles or even actual market operations, are confused about some basic concepts in marketing theory. I summarized it and found that there are about six phenomena. They are called the Six Weirdnesses of Chinese Marketing. The first blame: Both the marketing department and the sales department regard this problem as the first blame, because to this day, a large number of companies still have such problems. I believe that most marketers have deep feelings. The author once said I have interacted with many companies and CEOs in different capacities. Almost 80 companies and their bosses find it difficult to correctly distinguish or explain clearly the respective functions of the marketing department and the sales department. People who have studied management or marketing As we all know, the marketing department and the sales department are two completely different concepts. Although they are both institutions facing the market, the main functions of the marketing department are: market information collection and research, formulation of marketing planning plans, advertising design and copywriting creativity. , media planning and promotion effect evaluation, etc.; and the main function of the sales department is to directly complete the company's product sales tasks and the manager of the marketing network. If the marketing department is compared to an army staff department, then the sales department is to directly report to the enemy. The fighting force that launches the attack. But in reality, many companies often call the sales department the marketing department, or they only have a sales department without a marketing department. According to what I know, it is very common for domestic enterprises to attach more importance to the sales department than the marketing department. The second strange thing: Sales channels and marketing networks are confused. The third P of the 4Ps of marketing is channels, and the channels mentioned here refer to the channels through which products go from manufacturers to consumers. From the perspective of the entire marketing, as far as the word channel is concerned, The meaning of inclusion is also too narrow, because channels are vertical, and forming a marketing network requires criss-crossing and scientific and reasonable distribution of sales outlets. For example, in the IT industry, which is currently the most vocal about channels, the selection of dealers and the development and establishment of sales outlets often lack a reasonable layout based on market characteristics and consumption situations. This is mainly reflected in horizontal shortcomings, that is, dealers and dealers , There is a serious lack of information interaction and resource sharing between agents, which has caused the disadvantage that the IT industry only pays attention to the concept of channels and not the concept of networks. So far, many IT companies simply do not understand the concepts of channels and networks, as well as network cables, network surfaces, network members and outlets in the network. Once, a reporter from a computer newspaper was full of jokes while communicating with me. He didn't even understand what the subsystems and auxiliary systems of a marketing network are. I have already said above that forming a marketing network requires vertical cooperation among wholesalers, dealers and retailers. It also requires collaboration between wholesalers and wholesalers, dealers and dealers, and retailers and retailers. However, This is just one of the network systems. In order to achieve marketing success, the company also needs to cooperate with auxiliary systems such as banks, advertising companies, technology departments, government departments, and judicial departments. Only when the two systems are criss-crossed and operated and managed together can they be successful in the market. to truly win.

And it is said that there are no less than thousands of merchants applying to join McDonald's and KFC every year, and they even have to wait in line... How to distinguish these two concepts? Chain operation, as the name suggests, is just an expansion model of an enterprise, while franchising is just a method in the chain operation model. The two are not equivalent, let alone antagonistic. The sixth weird thing: marketing director and marketing director are confused. This problem is difficult for ordinary people to distinguish. At the same time, because the company itself is vague about these two positions, the concept of these two positions in the society is unclear. The author saw such a ridiculous job advertisement in a recent recruitment notice in the Shenzhen Special Zone News: Vice President of Sales - annual salary of 200,000; Marketing Director - annual salary of 150,000. I'm really confused. Which one has the greater scope of management, the vice president of sales or the marketing director? What does the marketing director of this company want to do? Or why sales alone needs to be managed by a vice president, but what about the marketing director? In fact, the marketing director has only recently become popular in the industry. This is mainly due to changes in the internal organizational structure of the company. In particular, many companies have implemented a market-oriented organizational structure and have changed the company's marketing department into a marketing center. Its position Become the director. The job description of the marketing director is very clear: under the authorization of the general manager of the company, he will comprehensively manage the company's marketing work; the marketing center generally consists of a marketing department, a sales department, and other related departments. But there are also companies that have a marketing department or a marketing company. The marketing department or marketing company has a general manager, with a sales director and a marketing director under it. This makes it easy to distinguish. Although the marketing director and marketing director have the same job title, But the management scope is completely different. The marketing director comprehensively manages the marketing work of the entire company, while the marketing director is only responsible for the research of the corporate market, the collection and organization of information, the planning and execution of integrated marketing plans, and corporate public relations. The author was once introduced to a group company in Dongguan by a headhunting company. The position was marketing director, but the actual management work was in the scope of marketing director. Strictly speaking, this company actually needs a marketing director rather than a marketing director. But someone also told me that marketing director and marketing director are the same concept, and that marketing director is actually the abbreviation of marketing director. It is really ridiculous! Although the six strange phenomena of Chinese marketing mentioned above have not caused any major impact in actual work because of confusion of concepts, as experts, scholars and some well-known enterprises and marketers, they should not be confused. These conventional concepts are like those who learn Chinese and cannot even pronounce the Chinese pinyin correctly. In particular, many of our marketing personnel must strictly distinguish the role and meaning of each concept in daily marketing management, and do not mix it up at will. Only in this way can we arrange various tasks very accurately and perform various specific tasks. To avoid making jokes due to vague concepts and unclear meanings, or even causing unnecessary economic losses. Success is to be the smallest fool. A salesman was sent from the head office to the European branch. When he reported for duty, he brought a note from the company CEO to the branch general manager: "This person has outstanding talents, but he is addicted to gambling. If you can make him stop gambling, he will become one of the best salesmen in the world." After reading the note, the general manager immediately called the salesman to his office: "I heard that you like gambling very much. What do you want to bet on?" The salesman replied: "Anything, if I don't have a mole on your left butt, I'll lose you $500." The general manager yelled. : "Okay. Take out the money!" Then he took off his pants very neatly and asked the salesman to check it carefully, which proved that there was no fetal mole, and then he collected the salesman's money. Afterwards, he called the CEO and told him proudly: "Did you know? I punished that salesman. This is called treating the person with the same method of treating others, fighting fire with fire." "What's going on?" Then the general manager told what happened. The CEO sighed and replied: "Before he left for your place, he bet me $1,000 that within five minutes of seeing you, he would definitely let you show your butt to him.

In 2004, a large amount of hot money poured into the real estate market in mainland China. China's real estate price growth ranked ninth in the world. In some developed cities, the real estate price growth rate was as high as 15% or even higher. In such a market, whoever cannot smell the fragrance of tulips in 1630 may become the biggest fool at any time. In every game, you only need to wait a moment to answer who is the biggest fool, but to know whether you will become the biggest fool requires not only an in-depth understanding of yourself, but also a superb ability to guess and judge the psychology of others. . Keynes once said: Choose the face you think is the most beautiful from 100 photos, and you will win a prize. Of course, in the end, the highest number of votes will determine which face is the most beautiful. How should you vote? The correct way is not to choose the face that you really think is beautiful, but to vote for whoever you guess the majority of people will choose. As long as you are not the biggest fool, the remaining problem is winning more and winning less. Extrapolating from this, the biggest winner in this game is actually the smallest fool. The biggest and smallest fools exist not only in economic life, but in virtually every area of ??social life. What our ancients said, "Smartness is mistaken for wisdom" and "Wisdom concealed is foolishness" actually reflect various generalizations about the results of the game. In this society, geniuses are in the minority, and undefeated winners have not yet been born. Everyone inevitably experiences success and failure. The difference is that most people attribute success or failure to chance, get up and rush forward without looking back. As a result, they "fall down wherever they get up", and more than once; only a few patient people People will calm down to observe and study their own successes and failures, discover and learn the regular things that exist in them, and make themselves smarter and no longer become the biggest fool again and again. The rules, laws and effects introduced in this book are the rules that can enable us to avoid becoming the biggest fool in the game of social life, or to strive to become the smallest fool. Some people say that avoiding mistakes means success. In this sense, becoming the smallest fool by learning the rules in this book is easier and more realistic than trying to win everything and defeat all opponents! Success is to be the smallest fool. This sentence may be a bit crude, but it does not make sense. For us who live in various games all the time, this is definitely a goal worthy of our lifelong pursuit.