Read Marketing: 5 unspoken rules of marketing you can not know

Almost the end of the year

The marketing department of small and micro companies are busy with year-end reporting and participating in the election to get awards;

Medium-sized companies are busy packaging marketing case theories;

The boss of a large company began to forum dinners and God's point of view of the new thinking, creating a new wind direction ......

In short There is laughter, mingling and peace, and the beauty of corporate branding and marketing is constantly mentioned and amplified.

But the truth about marketing behind the glitz and glamor is rarely spoken, much less known by the public. But as a marketer, you must keep in mind, don't be a stupid white sweet only to see.

01?

The mission of the enterprise is to pursue high profits

In the market, in fact, there is no profiteering industry/products, every enterprise should pursue high profits.

The essence of marketing is to let customers voluntarily complete the exchange of value and willing to establish a relationship with the enterprise, that is to say, in the premise of not cheating and not evil, as long as the customer voluntarily spend money to buy the product, which means that they agree that the product has the corresponding value.

Therefore, the marketer does not have to be upset, and do not just focus on the cost of production and external selling price of the product, not moving to encourage the business owner to do promotions or price cuts (the name is cost-effective), the real marketing is to help create a higher value of the product, but also only when there is a higher profit, the enterprise has the space to provide a better quality of the product and service experience, and only more research and development, marketing and promotion (advertising agency) funds, and then the enterprise ) The only way to have more R&D, marketing and promotion (advertising agency) funds is to have the sustainable development of the enterprise.

02?

Whether the product is profitable is not the only evaluation index of high profits

Just read the last article at first glance this may feel very face, but in essence, the two are not contradictory.

Business strategy is to look at the overall picture, for the overall service of the product must have favorites and sacrifices, such as Amazon in order to ensure that the monopoly of the market situation to give up the initiative to make profits early, for example, some of the so-called explosive products are often losing money to earn a lot of money.

Therefore, the marketer should not simply take their own responsible for the profitability of the product line as their own marketing assessment (not to let the boss so assess you), but to see whether the product to fulfill the mission of the enterprise strategy, and better than the preset goals. This applies not only to multi-brand, multi-product line companies, but also to different marketing lines in the enterprise, such as traditional offline retailers to develop online sales positions.

Of course, if you're making a profit on a product that should be profitable, or even highly profitable, you're going to have to take the initiative and roll with the punches.

03?

Business marketing doesn't care that much about user satisfaction and recommendations

Almost all businesses emphasize that the customer comes first, but that's not the case.

In the wild growth period of the enterprise, the user's suggestion and satisfaction is not so important and necessary, the enterprise cares about the customer's minimum tolerance limit, the small blue bike is a typical example, in the rapid expansion of the market, the user can find "can ride the car" is more important than to find a "good riding car".

The small yellow car has been the subject of many complaints because of its quality, fragility, and other problems, but it has not prevented it from expanding its market share to become a giant. Similarly, a fresh food delivery brand currently only considers price and speed of delivery, and doesn't care so much about the fresh food spoilage rate, which makes it more valuable to get new users to place orders ......

So, instead of just finding faults with the company and filling in the holes, marketers (especially third-party firms) need to understand the company's strategy and help the brand do what it does best.

04?

Marketing is not a single-player game, there are rivals more to move

A lot of marketers tend to take marketing as a spectator sport event, the wrong idea that as long as they play their own set, naturally, they will be able to get the points to get the customer's approval, and all the way to the development of growth and development.

But in fact, marketing is a battlefield fight, you are waiting around for the opportunity to move the opponent, they will imitate your advantages, will screen to reveal your shortcomings, will rob your resources and customers, and even confuse the public, which is not rare, shameful behavior, supermarkets look around the packaging similarity burst degree of milk or instant noodle boxes is the best example.

Do marketing, in the completion of their own customer attraction at the same time, but also to think in the competition to suppress or even stifle the opponent's tricks. Competition is tough, you can join forces or tackle the enemy, but you can not just think about going it alone.

05?

There is a battle to become famous, but there is no battle to win

Branding or marketing or not, is to rely on constantly brushing and upgrading to accumulate experience and success, there is no one enterprise is to rely on a battle to decide the dominant position in the market.

On the battlefield, there are enterprises with superb marketing tools, timing, geographical and human conditions, to reach a battle to become widely known, but t it time and time again trial and error failures, step by step, the accumulation of the attack on the city is the key to victory.

Marketers, don't just stare at other people's beautiful brand battles, naively thought to do a NB Campaign or shoot a TVC after the enterprise on the turnaround invincible, that are just people award packaged out of the case only. A knife 60 level, equipment burst a place, only exists in the cottage game.

06?

Conclusion

The bloody truth of the marketing battlefield must be more than these 5, you still have what stories and feelings, welcome to leave a message to tell me.