Marketing, a course that everyone needs, is the painstaking work of Tsinghua marketing expert Zheng 10. In the book, the author not only spread the classic ideas of marketing and management, but also shared the concept of scientific marketing for China marketers.
Many enterprises think that marketing is advertising, organizing activities, doing event marketing, inviting spokespersons and hyping themselves, or that marketing is fooling customers. These understandings and practices are very low-level and short-sighted.
Professor Zheng He Noel Cape, from marketing guru and Columbia University all over the world,
Costco, a famous American retailer, has three marketing secrets: high quality, low price and high customer satisfaction. Low-cost and high-quality product supply, unparalleled customer service, profit model of membership fee and indefinite return guarantee make it obtain super high customer satisfaction and loyalty.
Most domestic enterprises are "attracting customers"? Four words, well done. However, in terms of customer retention, there is a big gap between China enterprises and global excellent enterprises in theory and practice.
We urgently need to change the one-sided understanding of marketing in the past, emphasize the value, satisfaction and loyalty of customers, and pay more attention to long-term interests rather than quick success. Only in this way can we achieve a lasting foundation and achieve marketing purposes.
Peter drucker, the originator of global management, once said,
Marketing is not equal to promotion.
Instead of improving products, we try to bombard them with advertisements, which is low-level marketing. The real high-level marketing is customer-centered, scientific research to meet the needs of consumers.
For example, most parents are reluctant to buy game consoles, thinking that it will affect their children's study and health. In view of this, Nintendo has developed a sports somatosensory game Wii, which can promote sports health, support multiplayer battles, promote parent-child affection, and will not lead to children's addiction or affect their study. Many parents take the initiative to buy this game console, almost entirely by word of mouth, without advertising. Constantly refreshing the sales record of game consoles, the sales volume is far ahead of the products of competitors at that time.
It can be seen that truly high-level marketing should start from the customer's point of view and make efforts to attract and retain customers.
Philip kotler, the father of marketing, defined marketing as follows:
Professor Theodore lovett of Harvard Business School published an article "Marketing Shortsightedness" in Harvard Business Review, which became one of the most influential articles in the history of Harvard Business Review. In this famous article, Professor Levitt mentioned that,
Many enterprises have committed fatal problems because they can't really understand the needs of customers. This problem is called marketing myopia.
This is a fatal mistake that enterprises are very easy to make, and the cost is very huge, which may even lead to the decline of the whole industry. Many once famous industries and brands, such as American railway industry, Kodak film and Motorola mobile phone, were eventually eliminated by the market because of short-sighted marketing, upgraded by competitors' new products and embarked on the road of decline or bankruptcy.
Therefore, enterprises must be good at seeing the hidden purpose behind customers buying products, seeing the "hole in the wall", deeply understanding customers' needs, widely understanding competitors and constantly innovating.
Mr. peter drucker, the originator of global management, once described this in the classic book "The Practice of Management" 65438-0954.
Shi, the founder of Taiwan Province Acer Group, agrees with Drucker, who put forward the theory of smile curve.
Nowadays, the smile curve has become a widely accepted theory among the top business schools in the world.
Both Mr. peter drucker, the father of global management, and Mr. Shi, an old-timer in business, think that marketing and innovation are the two most basic functions of an enterprise, and they are also the two functions with the highest added value.
China Foxconn has more than 6.5438+0.2 million employees, while Apple has only 80,000 employees. But the market value of Apple is hundreds of billions, and Foxconn is tens of billions. It is in marketing and innovation that Apple does the best, but does nothing at all. The added value of manufacturing industry is far less than that of R&D and market.
Professor Noel Kemp, a Colombian marketing guru, jointly signed the Tsinghua Management Review,
Drucker once said,
Enterprises are for profit. The customer decides the meaning of the existence of the enterprise. Without customers, no enterprise can survive, only customers contribute revenue and profits to the enterprise, and marketing is the ability of the enterprise to create and retain customers. Therefore, marketing is the core competitiveness and the core function of an enterprise.
In the modern commercial history of more than one hundred years, the marketing concept has been constantly evolving. From the initial production orientation, to the later product orientation, to the sales orientation, and then to the customer orientation and the latest social marketing orientation that we advocate.
(1) production concept, the core of such enterprises is to improve production efficiency and reduce costs, thus providing low-priced products. It focuses on production efficiency, cost, price and so on. , regardless of the differentiated needs of customers. Today, this model is very backward and has been eliminated by the times.
But today, many manufacturing enterprises in China still have production orientation. They are good at low-cost manufacturing, but lack brand and technological innovation. As a big manufacturing country, China still has a long way to go to transform into a brand power and an innovation power.
(2) Product concept, focusing on the quality and function of products, thinking that enterprises should devote themselves to producing high-quality products and constantly improve them to make them more perfect.
In fact, product orientation is also a relatively backward marketing concept. Because it is not concerned with customers, but with products or technologies. In this way, it is easy for enterprises to commit "marketing myopia", only seeing the product, ignoring the purpose of customers buying this product and the deep needs that customers really need to meet when buying the product.
(3) sales concept
Sales orientation emphasizes the sales skills of salespeople and thinks that enterprises must actively sell products to customers.
Sales orientation is also relatively backward. Because it is not based on the needs of customers, but the products are pushed to customers first, which is more difficult for customers to accept. In addition, the sales orientation focuses on one-time transactions and does not care about long-term relationships with customers.
Sales orientation is still very popular in China today, and a large number of enterprises in China are at this stage.
Sales orientation can easily lead enterprises to ignore customers' rights and even deceive customers.
For example, health care industry and China are basically sales-oriented, relying on a large number of advertisements to quickly become household names. Scenery for two or three years, often all kinds of quality problems were exposed by the media or consumers, sales dropped rapidly, and even the whole brand was destroyed.
For example, the most famous CCTV comes standard with "Aiduo VCD", and the thousand-regiment war in the group buying industry pays attention to promotion and sales, not focusing on customers, but only facing short-term sales, but the quality and customer satisfaction are not satisfactory. This kind of harm is extremely great.
(4) Customer concept
The three marketing concepts of production orientation, product orientation and sales orientation introduced earlier are relatively backward. The marketing concept we recommend is customer orientation, also called market orientation.
Customer orientation holds that enterprises should take customers (markets) as the center, develop corresponding products and services according to customers' needs, and provide customers with value, satisfaction and long-term relationship through integrated marketing. This is consistent with peter drucker, the father of global management, who said that "the fundamental purpose of enterprises is to create customers".
The whole process of customer orientation looks very similar to sales orientation to some extent, but they are in the opposite direction. Sales orientation is to have products first and then sell them to customers. Customer orientation is to analyze what products customers really want first, then design such products, and finally provide them to customers through integrated marketing.
(5) Social marketing concept.
Social marketing orientation emphasizes that enterprises should not only pay attention to customers, but also pay attention to corporate social responsibility and public welfare and make positive contributions to society.
The socialized marketing of enterprises can bring huge benefits to enterprises.
When an enterprise has a very positive reputation in society, it can further develop itself and may bring huge market returns to the enterprise. For example, in the 2008 Wenchuan earthquake, Wang Laoji announced a donation of 654.38 billion RMB, and sales increased by more than 7 billion RMB in one year.
If enterprises do not attach importance to social marketing, such as the sweatshop Foxconn and the bone soup gate incident in Ajisen Lamian Noodles, it may lead to poor brand reputation and huge financial cost.
In the book Marketing of Managers in China, the author Professor Noel Kemp puts forward that,
When the founder of Ken Donuts put forward that "the customer is the boss".
Ren proposed that "serving customers is the only reason for Huawei's existence".
The rapid rise and growth of Huawei in the global telecommunications manufacturing industry proves that "whoever can adhere to the universal business values of' customer-centric' will win."
Jobs famously said that customers don't know what they want. This reflects his life-long marketing philosophy: innovation is greater than marketing. Although he led Apple to create many great products, he ignored the philosophy of customers and brought disaster to Apple.
Because of ignoring customer feedback and market, although Mac computer is ahead of PC's windows, it lost to Bill Gates' Windows within 30 years because of its high price and poor compatibility. For Apple, 30 years is at least a loss of hundreds of billions or even trillions of yuan.
Jobs has always ignored the needs of customers, refused to launch a small Ipad and refused to launch a big-screen iPhone, which made Apple lose a lot of market share and paid a heavy price.
Three major mistakes in Jobs' career have proved the importance of "listening to customers". All entrepreneurs and enterprises should remember the universal business values of "customer-centered".
(1), enterprises should create value for customers.
Customers always choose the products or services that are most valuable to them, especially the first purchase.
Usually, it is more rational to decide whether to buy according to the cost performance. Therefore, value marketing strategy is the most effective strategy for enterprises to expand market share.
(2) Enterprises should satisfy customers.
Whether customers are satisfied or not determines whether they will buy again. Customer satisfaction is very important for enterprises to retain customers.
(3) Enterprises should create loyalty (long-term relationship) for customers.
Research shows that the cost of acquiring new customers is five times that of acquiring old customers. The cost of maintaining old customers is far lower than the cost of acquiring new customers.
If an enterprise wants to succeed for a long time, it must create customer loyalty (long-term relationship) on the basis of providing value and satisfaction to customers.
In short, the marketing concept we recommend is customer-oriented. In the practice of customer-oriented marketing, enterprises should create value, satisfaction and loyalty (long-term relationship) for customers.
(1), value marketing
Customer-centered marketing concept needs to achieve three key points, the first is value.
Value = the income/price provided by products or services to customers, which is simply what we usually call cost performance.
Apple's ultra-thin laptop Macbook Air is superior to its competitors in quality (the thinnest laptop means light weight, which is very important for business customers who travel frequently), but the price is only moderate, which is what we call value marketing strategy. This is the most effective strategy for enterprises to expand market share. ?
(2), create customer satisfaction
Whether the customer is satisfied or not determines whether the customer will buy again. At the same time, customer satisfaction is the only long-term positive variable related to corporate profits, which is very important for enterprises.
Customer satisfaction depends on the value provided by the enterprise and the customer's own expectations;
If the value exceeds expectations, then customers will be satisfied.
If the value is less than expected, then the customer will be dissatisfied.
(3) Insight into consumers' psychology and behavior, and adopt strategies such as contrast effect and compromise effect to influence consumers' behavior.
High-end economy class of airlines (between economy class and business class), different room types introduced by hotels, and different versions of the same car (comfort version, elite version, luxury version, etc.). ), and the different packages launched by telecom operators all take advantage of the compromise effect.
State-owned enterprises in China are basically big but not strong, while private enterprises are eager for quick success and instant benefit, ignoring real customer satisfaction and loyalty. Although China has made remarkable progress in manufacturing and technology research and development for many years, China products still lack popularity and recognition in the international market. China has a long way to go to become a brand power.
In recent years, the government of China has launched the national innovation strategy and greatly increased its investment in scientific research and development, so as to realize the transformation from a manufacturing country to a technological country. However, just because of technological innovation and lack of marketing and brand, China products may still not be accepted by customers all over the world. Therefore, enterprises should attach great importance to brand marketing and enhance the reputation of "Made in China".
Therefore, China needs a national marketing strategy, and China must combine marketing and innovation to enhance the brand image of China enterprises and the acceptance of China products in the hearts of global consumers, and promote China's transformation from a manufacturing power to a brand power.
Zheng pointed out that if we really want to build a brand in China, we should protect the rights and interests of consumers. The details are as follows:
1. The government raises industry standards, strengthens supervision and severely punishes counterfeiting.
2. This law promotes the collective litigation law for the protection of consumers' rights and interests, and increases the illegal cost of enterprises.
3. Expand industrial opening and encourage healthy competition among enterprises.
4. Advocate corporate brand awareness, establish customer-centered marketing awareness, and create a good brand image of China.