Arris-22 marketing rules (22 Business Rules)-4

Arris-22 marketing rules (22 Business Rules)
4. Centralized idea competition rules
Marketing is not a product competition, but a conceptual competition.
Many people regard marketing as competition between products. They believe that, in the long run, the best
The product will eventually win.
Marketers are keen to conduct market research and "Get the facts ".
Analysis to keep yourself informed of the facts. When you are confident that you have the best products and the best products
After the product wins, they are confident that they will be put into the market competition hundreds of times.
However, this is an illusion. In fact, there is no objective reality, no facts, no facts
The best product. In the marketing world, there is only a concept in the minds of users or potential users.
Only this idea is true, and others are just an illusion.
Most people think they have a better perception than others. They have a personal positive
True: They think that their perception is always more accurate than their neighbors or friends. Fact and perception
The two are confused in their minds.
The vast majority of marketing errors stem from the assumption that
Product competition based on reality. All the rules in this book are based on the opposite view.
Point.
Something that is regarded as a natural rule by people in the marketing industry is based on such a flawed false
That is, products are the main character in marketing. The winning or losing of people depends on the advantages and disadvantages of products. This is an illustration
Why are those natural and logical marketing methods all incorrect.
Only by studying how concepts are formed in people's minds and aiming at the formation of such concepts
To arrange your own marketing activities, you can overcome your own marketing instinct that is basically incorrect.
Each of us (including manufacturers, dealers, users, and potential users) must use our own
Observe the world with one pair of eyes. How can we understand objective facts? Who can tell
How can we estimate it? This can only be achieved through another person's understanding of the same thing from different perspectives.
.
The fact is just the opinion of an expert. So who are experts? He is nothing more than being attacked by others.
Recognized as an expert.
If the facts are illusory, why are there so many discussions on the so-called facts in marketing?
What about it? Why are there so many marketing decisions based on comparison of facts? Why?
Many marketing personnel think they have mastered the facts and their tasks are based on the facts.
How can we use weapons to correct incorrect ideas in the minds of potential users?
Marketers focus on facts because they believe in objective reality. It's easy for marketers
Believe that you have mastered the facts. If you think you need the best products to win the marketing campaign
You can easily believe that you have the best products. All you need here is a bit of your own ideas.
Small correction.
Changing the concept of potential users is another matter. It is difficult for users or potential users to think about
Changed. With a little experience in a product, users will think they are correct. People
Concepts in the mind are often regarded as universally applicable truth. People seldom admit that they make mistakes.
Do not think that your thoughts or ideas are always correct.
If we compare product sales in different markets that are far away from each other, we can easily see
Concepts are more competitive than products. For example, the three largest Japanese car brands sold in the United States
Honda, Toyota, and Nissan. Most marketers believe that competition between these three brands of cars is based on
Quality, style, horsepower and price. This is not the case. Which brand can win?
What do people think about Honda, Toyota, and Nissan. Marketing is a competition between ideas.
Japanese automakers sell the same cars in the United States as they sell in Japan. If
Marketing is a competition between products, so people can naturally imagine the sales volume of automobiles in two countries.
The sorting should be the same. Because cars sold in Japan and the U.S. market share the same quality
Volume, the same style, the same horsepower, and roughly the same price. Honda sales in Japan
After Toyota and Nissan, they are in the third place, not to mention leading products. Toyota Motor in Japan
Sales volume is more than four times that of Honda.
So what is the difference between Japanese cars on the Japanese market and Japanese cars on the U.S. market?
What about it? The product is the same. The difference lies in the concept of users.
If you tell a friend in New York that you bought a Honda car, he might ask you, "you
What kind of car did you buy? Is it a citizen, a cod, or a prelude ?" But if you tell your friends in Tokyo,
When you buy a Honda car, they will ask you: "What kind of motorcycle did you buy ?" Honda works in Japan
The user is a manufacturer of motorcycles. The vast majority of people apparently do not want to produce motorcycles
A car company buys a car.
We can imagine that if the Harry Davidson company launches a Harry Davidson car,
Will it succeed? You may think this will depend on the Faw car itself, depending on its quality
Volume, style, horsepower, and price. You may even believe that Harry Davidson's reputation will benefit
The launch of Faw car. We do not think so. The image of the company's motorcycle production company will
Destroy the cars it produces-no matter how good the product is (see article 12th: Trademark extension law ).
Why can't Jack Campbell rank first in sales in the U.S. but not in the UK?
What about it? Why Did Heinz Tang rank first in sales in the UK, but fails in the United States? Answer:
Marketing is a battle of ideas rather than products. Marketing is dealing with these concepts.
.
Some soft drinks marketers believe that marketing is a taste competition. So it should be said that the new Cola
Taste sent first. (The Coca-Cola Company made 0.2 million taste tests to prove that the new Cola flavor is better than the Pepsi flavor.
Better, while Pepsi tastes better than its original formula, the so-called traditional cola .) However
What kind of drinks won the championship in the marketing campaign? Scientifically recognized as the best-tasting new Cola
Sales ranks third, while traditional cola, which is identified as the worst-tasting, ranks first.
People always trust what they are willing to believe. People always taste what they are willing to taste.
Things. Marketing of soft drinks is a battle of ideas rather than taste.
A more complex factor in market competition is that users often rely on the public to make procurement decisions.
Concept. People often make purchase decisions based on others' opinions on reality, rather than their own opinions.
Method. This is the "well-known" effect.
Everyone knows that Japanese cars are better than American cars. Therefore, when people make car purchase decisions
According to the fact, everyone knows that Japanese people can make cars of better quality. When you ask the buyer
If they have personal experience in this area, most of them will answer, no. More often
As you can see, their personal experience is often distorted to conform to their ideas.
If you have bad personal experience with Japanese cars, you can only say that you are unlucky, because
As everyone knows, Japanese cars are of high quality. On the contrary, if you have good about American cars
Personal experience can only prove your luck, because it is well known that the quality of American cars is poor.
Everyone has heard of the troubles that Audi has experienced. November 23, 1986, Columbia
The broadcasting company once reminded the audience to note in the "60 Minutes" special broadcast entitled "out of control"
It is intended to count users' accusations of Audi's "not expecting auto-acceleration. So
Sales of dicar dropped sharply in the United States-from 1986 in 60 thousand to 1991 in 12 thousand
Vehicles. However, have you ever experienced this kind of "unexpected self-acceleration" when trying to drive Audi?
Probably not. Every car expert who has tested Audi has never repeated such complaints. However, Audi
This bad reputation of cars has been lingering for a long time.
Recently, Audi launched an advertising campaign to integrate its own products with Mercedes-Benz and BMW.
. According to its advertisement, German automotive experts rated Audi better than Mercedes-Benz
With BMW.
Do you believe this? Probably not. Is this true? This does not matter.
Once again, marketing is not a product competition, but a conceptual competition.