Beware of "poisonous" marketing Stories

In more than 20 years of marketing practice, I feel that many people engaged in marketing are not very clear about the connotation of marketing, so many of the seemingly absurd "poisonous" stories widely circulated in the marketing world. such as: "Sell combs to Monks"; "sell sanitary napkins to primary school boys"; "Sell the Chinese painting to the farmer"; "sell the down jacket to the polar bear"; "The Little Monk sells the Stone"; "Help the Beggar make the brand"; I am deeply saddened that some people have described the story as a classic http://www.aliyun.com/zixun/aggregation/7160.html "> Inspirational story." Selling products to unwanted people clearly violates the essence of marketing. In the product and consumer between a bridge, so that the right products for the needs of consumers to use, this is the direction of marketing. Several of these so-called marketing classic stories, are deliberately exaggerated persuasion skills in the sales process of the role, will promote the equivalent of marketing, with the sensationalism of the marketing skills of consumers into the product sales of the scam. The essence of marketing is to transfer the value of products to consumers effectively. We do not deny that marketing also needs skills, but marketing skills can not violate the core demands of marketing, that is, can not mislead consumers in the wrong cognition to make wrong decision, the most important job in marketing is to transfer the core value of the product to the consumer correctly and efficiently. The marketing itself is a kind of communication art, realizes the consumer to the product effective cognition and the purchase, finally passes the qualified product sell, the good product sells the outstanding, the outstanding sale becomes the outstanding, the outstanding sale becomes the Great brand, this is the marketing rationale. For the pernicious of the above story, we need to rethink a few questions: Is it marketing to sell products to unwanted people? No. The aim of marketing is to sell products to people in need. Let people who do not need a product to buy products, this is not marketing, at best sales. If the enterprise is simply to make money for the purpose, unscrupulous pursuit of sales growth, do not consider how to use the appropriate functional appeal and emotional appeal to move the real consumer groups, in fact, has entered the marketing misunderstanding, the longer bound to extricate themselves. Is it marketing to say the product is hype? No. It is essentially a kind of deception for enterprises to induce consumers to buy products by using illusory marketing words. When consumers think calmly, they will realize that the business is lying and lack of social morals, will have a strong aversion to product brands and businesses. This kind of enterprise, in the competitive market, the chance to survive is negligible. Products do not have the core value, but the skill to play to the extreme, cheat consumer feelings and trust is marketing it? No. Marketing can not deviate from the mainstream feelings of consumers, any deviation from the nature of the product, ignoring the feelings of the target group of sales will cause harm to the enterprise. Marketing statement can not be separated from the product itself, induce the occurrence of consumer behavior. Small skills can not penetrate the big market, but also can not achieve great success, the real marketing is to create a potential energy, in detail to trigger the hearts of consumersSpiritual resonance, so that consumers from the heart of the desire to create products, thereby promoting the realization of sales. The "poisonous" marketing stories described above are widely disseminated, in China's marketing industry has formed a certain degree of misleading and confusion, resulting in marketing focus on the pursuit of "cheat", will be the success of marketing to look at the lack of feelings of Kit Kat above the people, apparently in trifles, has not yet understood the true connotation of marketing. Marketing is a rigorous work, both the need for perceptual guidance, but also the need for rational constraints, or short of success, it must be a long-term failure. Marketing to establish a big feeling, do not pursue small skills, not excessive marketing, hope that every marketer, do not be fooled by these approximate "cult" fabricated stories, into a thorny maze, lost our true direction and path of success.