Marketing: Swim between imagination and flicker

In recent years, the controversy about the professional cognition of marketing people has been lingering and lingering. The purpose of marketing itself is to transfer value to consumers, but from the point of view of the king Wang Heyang to the Mongolian marketing of the pharmaceutical and health care products industry, Going to the Guo Degang incident, and even Shi Yuzhu, who is known for his marketing techniques, is always in the cloud, and it is difficult to create a clear role in this industry and career.

It cannot be denied that the fabrication and exaggeration have indeed existed in different degrees in the domestic marketing industry. In the case of the overall awareness of the nature of marketing, it is inevitable that there will be many ridiculous farce. For example, since Zhao Benshan’s “selling abduction” was born, there is no shortage of excitement in the marketing industry, and even touted. This is tantamount to killing the marketer's own brand.

In addition, it is said that the number of people currently engaged in marketing in China has reached nearly 100 million. I don't know how this data is calculated by statistics. However, the domestic sales force is indeed large enough. It is a fact, and most of them are half-way.

In the face of such a wide range of issues, but the marketing model is still very immature, how to clarify the marketing of this business, it is necessary.

In the international market, marketing has experienced the production concept of the seller's market, product marketing focusing on quality and function, promotion during the initial formation of the buyer's market, high market competition, customer and consumer research, and social responsibility research marketing. stage.

In China, in the past three decades, it has experienced the one-dimensional market in the era of shortage economy, the dual market formed by the gap between urban and rural areas and the rich and the poor, and the rapid division of consumption power, psychological and social roles caused by further economic development. The three stages of stratified multi-market.

No matter domestic or foreign, we can see that the increasingly diversified, hierarchical and personalized consumer market has formed a trend. How to effectively market for this kind of market change becomes the only rule of marketing itself.

However, unfortunately, the current main body of domestic marketing still stays at the stage of mass production and large-scale distribution of products in the dual market era. It has not been adjusted and changed with the transformation and upgrading of the domestic consumption structure. Differentiated marketing and branded marketing, focusing on the product itself is still the main theme of current domestic marketing. Therefore, how to sell the products, you have to go to the sea to go to the Eight Immortals, each show their magic, you can fool yourself, and complete the sales task will be all right.

It cannot be ruled out that as an inevitable result of the international gradient transfer of the industry, domestic enterprises are still mainly based on manufacturing, and the homogenization is serious. Therefore, while surrounding product marketing, there will inevitably be some various marketing methods. . As for the current crisis of trust between college students and consumers in marketing people, even to the level of moral controversy, I think, the reasons behind it must be that there are bottlenecks in the overall thinking of marketing.

At Kotler, marketing is being analyzed as a science. At Levitt, marketing has risen to the level of art philosophy: “Marketing imagination is the starting point for marketing success.” Levitt said: "People are not buying products, but solutions to solve problems. Such marketing imagination helps people see the meaning of marketing through appearance."

When marketing is only driven by product functions, it is still essentially a passive supply of natural commodity economy, or a short-term promotion achieved by the commodity economy era. It obviously has not been able to adapt to the current multi-consumer market requirements; It is intrinsically promoted by a strategic idea and belongs to a creative activity that is artistic and even involves the value and meaning of human life. The two methods are very different.

I am afraid that all the activities around the world will not leave the word value.

Wang Yongqing sells rice, Hitachi TVs are $75 higher than the price of universal TVs, Southwest Airlines gives passengers whisky, Starbucks and IKEA experience marketing, and so on, nothing more than creating for consumers The value space that competitors have not been able to form, of course, they will eventually win in the market competition.

Undoubtedly, when our marketers provide consumers with product functional value today, whether they can fully consider the hidden needs and costs of target consumers, and thus carry out creative marketing activities, is the key to defeating the enemy in market competition. The value of the role of the marketer can also be repositioned.

Levitt said that thinking determines action. Whether marketing is Yangchun Baixue or Xia Liba people depends not only on their own moral standpoints, but also on their own way of thinking and cognition, that is, how to transfer value to customers.