Do managers often make major marketing error management important or marketing important?

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Editor's note: Marketing is not only about the market, brand, sales, but also the long-term strategy of the enterprise, this article pure dry matter

In the operation of the enterprise, is management important or marketing important? Many people think that the two are not at one level, they think marketing is just a part of management. This kind of cognition also causes the very many enterprises to have the congenital flaw in the marketing aspect. For a long time, Chinese enterprises have been accustomed to improve efficiency, reduce cost, and become accustomed to such competition, but weak in the enterprise outside, marketing-oriented thinking.

"Positioning" one of the authors, marketing master Ais Riss (Al Ries) that many enterprises, although from the perspective of "management" is excellent, but from a marketing point of view there are serious strategic problems. In his view, the enterprise managers can generally be divided into management and marketing, management faction tend to the left brain thinking, linear and systematic method of thinking with the language, while the marketing faction is more inclined to the right brain thinking, with images of thinking, responsible for grasping the focus. In most enterprises, the management faction has the upper hand and dominant position. In his book, "The Battle of the Board of Directors--25 marketing mistakes in the management of the Enterprise", Reese pointed out the marketing mistake that the management faction is apt to make, and it also lets us see very clearly the importance of innovation, see the vast space that the big entrepreneur can display. Entrepreneurial State Small Series for your excerpt highlights are as follows:

1. The management pays attention to the fact, the marketing school pays attention to the cognition

Management is focused on facts and data, and on reality. Management, of course, understands the importance of cognition, but the problem is that they think that cognition is a realistic response, and that changing the reality changes the perception accordingly.

Marketers disagree. It is not difficult to change the facts, but to change cognition is almost the hardest job in the world.

Wal-Mart's image of low prices every day has been popular, but Wal-Mart does not want to have a reputation for selling cheap goods, they open the office on the Fifth Avenue, the New York fashion show, advertising in Vogue magazine, to create a "high-end atmospheric grade" image, the results of what?

2. Management focus on products, marketing focus on Brand

Nothing is more important than a product? This is typical left-brain management thinking. What can be gained from the car showrooms, comparing Ford, Chevrolet, Toyota, Honda and Nissan products? Even experts in the automotive industry have difficulty pointing out the obvious quality difference. Of course, the obvious difference in quality is certainly there, but not in the product, but in the mind of the purchaser.

Reese pointed out that better products are basically similar to competitors, but are "better" in some measurable ways. The difference that consumers can find is created by the brand itself.

"Cognition leads to facts. "Starbucks tastes better because consumers think Starbucks is better."

3. The management faction has the brand, the marketing faction has the category

Brand is only the tip of the iceberg, the category is the iceberg. The size and depth of the iceberg determine the value of the brand. Leading a category is the real goal of a marketing plan. Many big companies are busy trying to burnish their brand, while entrepreneurs and pioneers are looking for a way out of the category. Big companies with Brand thinking, entrepreneurial supplies category thinking.

When an iceberg begins to melt, the managers of left-brain thinking try to save the brand, which is logical but not a good strategy, and it's best to look around for new icebergs that have just formed.

4. The management faction requests the better product, the marketing faction requests the different product

Management wants to produce better products with higher efficiency and lower cost. It's not wrong, but it's not the way the company takes the lead in the market. Instead of being a leader in the personal-computer industry because the product is better than IBM's, Dell has replaced the traditional retail approach with direct selling.

In the history of business, almost no second brand can be "better" than the leader, such as Burger King, Pepsi, MasterCard in McDonald's, Coca-Cola, Visa. The leader will not lose his lead easily.

5. The management faction advocates the complete product line, the marketing faction advocates the narrow product line

Why does the marketing faction advocate narrow product lines? is not a comprehensive product and service better? Because sales are the second step in marketing, the first step is to build a brand in the minds of consumers, but a complete product line is hard to form in the minds of consumers.

The primary goal of marketing is to dominate a category.

6. Management is inclined to brand expansion, marketing factions tend to brand contraction

"Growth" is the primary goal of every management faction, but the marketing pie does not see it that way. If it is to increase profits, rather than just boosting sales, the firm needs contraction rather than expansion. Marketers believe that when competition is weak or there is no competition, the extension of the brand will certainly work. But once the competition is fierce, Brand extension is a shortcut to disaster.

7. The management strives to first enter the market, the marketing faction strives first to enter the mind

The world's first pod is not Apple launched, but the advanced into a clumsy name: Nomad Jukebox, but also made a product line extension of the error. The ipod became the first pod to enter the consumer's mind. Most managers only remember the first half of the marketing rule: the importance of being first. But they ignore the second half: Be the first to enter the mind, not the first to enter the market.

While it takes a long time to change the mind, marketing itself can be said to be a "practical psychology".

8. Management expectations of "explosive" to promote the brand, marketing faction expected to build a brand slowly

A "Rocket" myth is prevalent in many left-brain management factions, and the new brand must take off shortly, like a big bang. So the company must do everything it can to make use of its resources to trigger the "big bang". But that is not the case. The more innovative the concept, the longer it takes to be universally accepted by the market. The general product or concept may take off quickly, but those revolutionary products are not.

And, as revolutionary products take off slowly, management often thinks the market is small. It is too late for the management to wait for a new category to develop into a big market and then enter the snatch.

9. The management sends the market center as the target, the marketing sends the market terminal as the target

Large companies in many industries aim at the market center. America's three biggest car giants have been losing money, they have neither a strong low-end brand nor a strong high-end brand, they are only strong in the midrange market, but the situation is deteriorating because each industry tends to differentiate into two separate industries, one high-end and one at the low end.

10. The management wants to occupy all the words, the marketing pie wants to monopolize a word

What is a Volvo car? The safety of the car, this is the perception of many consumers, and many brands are not in the minds of consumers to establish such a perception, brand image in the user's mind is very vague. To make things worse, many managers are not even trying to build that awareness. Management is generally of the view that customers in the purchase of "big" such as cars will be considered in many ways, such as driving performance, comfort, power, style, maintenance and so on, which is logical, but it is difficult to implement. Can you put all this into the minds of consumers? If the brand can put a word or a concept into the hearts of consumers is already very lucky.

11. The management school uses the abstract language, the marketing faction uses the intuitive visual

The management of left brain thinking is fond of abstract elements, "sync with World Business", "Quality service", "reliable performance" ... What is the practical meaning of such language expression? And the right brain-thinking marketers want more straightforward expressions-"overnight delivery", "two-room service at the price of a room" ... To build a brand, you need a nail and a hammer. Language expression is the nail, and the visual image is the hammer. It is indispensable to build a strong brand.

12. Management Preference single brand, marketing pie preference for multiple brands

Why not put all sales and marketing resources on a brand in an age of excessive information and limited consumer concern? Some successful companies do this: GE, Microsoft, IBM. However, when these companies try to build a new product or service provider that is out of the core business, they suffer a small loss:

such as Microsoft and Internet search, such as domestic overlord herbal tea ... On the other hand, many companies that have achieved great success are using multiple brands--------Procter and Gamble is a typical example. (Edit finishing/key sensitive)

This article also has the next article, November 12, please pay attention to

According to the contents of Ais Riss's "war in the Board of directors", Machinery Industry Press publishes