How to learn Kotler "marketing Management"?

I am a marketing professional graduate, just began to contact Kotler the book when also a bit of a breakdown, I feel that can not find the point. Especially thick, the concept is also many, in the teacher's lead study to understand slowly. On so many marketing professional courses back to think, marketing is very interesting, it is not the law is not the axiom, can only calculate the theory, but can actually guide our specific behavior.

In my opinion, the essence of marketing is psychology. Marketing plainly is to understand the customer's perception, and then meet customer needs. You want to create value for customers must be to understand what he wants, so if you do not have a teacher with study, self-study situation and feel that the book looks laborious, may wish to look at this book first:

Consumer Behavior (10th edition) Luo, Solomon's classic masterpiece, the first book of consumer behavior, Michael Solomon Lutehong Yang Xiaoyan

I think it is very important to try to establish a way of thinking about consumer psychology from the point of view of marketers rather than consumers.

Well, if you're tired of the book above, look at this easy and fun:

"Don't be a normal fool" (new 2nd edition) Hsee

I was a sophomore when the teacher recommended, I read about four or five times, every time feel great. Even if you do not want to learn marketing can also read this book, can guide your life a lot of problems, the first time to read must have a sense of epiphany. For example, how to give gifts, the book said that 1000 of scarves than to send 1000 mink coats much better, although you give the same value of money, but the recipient's reference is not the same, he will and two hundred or three hundred of the scarf for psychological anchoring and two thousand or three thousand or even more expensive mink coats in the heart to anchor, subconsciously will feel the scarf to a lot of grades. Like a little story a lot of yourself to see it.

Okay, little man, now that you have a basic understanding of the consumer psychology and behavior that has been repeatedly mentioned in marketing, let's start by reading this Kotler marketing study.

First of all, we have to figure out why to read this book, what can it bring you?

Let me give you an example. If you are the director of a beverage factory and you want to develop a new flavor of the drink, what questions do you need to think about?

Who should I sell the drink to? What are the characteristics of those customers? How much is the price appropriate? Like wow haha there is a similar drink to sell 5 yuan, then I should decide how much? What channel is it selling? Taobao Jingdong or supermarket or roadside small grocery store? First-tier cities or three or four-tier cities or even rural areas? No commercials? Where do you want to play? Is CCTV still a local newspaper or a brush pole?

Isn't it messy? But reading Kotler's book can not help you find the answer to these questions, let alone the correct answer ... The point is that it helps you understand your ideas, and it can help you think effectively with some of the marketing frameworks that have been proven over the years. For example, you can fight very well without learning boxing, but you may be able to fight more if you learn boxing. There are heroes (such as Ma Yun, jobs) did not learn boxing is also a natural fight embryo, but the ordinary people learn the formula is always better than not learn a bit stronger.

To understand this, you should be aware that the key to learning this book is to apply it to your knowledge. Take more of these frameworks and do some case studies, and in fact we have almost a weekly case in class. Regardless of your analysis of the right, more analysis is good, slowly digest.

My teacher taught me a great way to learn marketing: watching ads. Every look at an ad on their own to figure out, this ad to target what the crowd to express what the core point of view? Do you think it works, what are the pros and cons? What can be improved? In order to tie in with the advertising, how should the product, pricing, channels and other aspects of the work? If you try for six months, progress will be very fast.

Second, let's talk about frames and notes.

The core point of this book is marketing =stp+4p+crm.

To understand these questions, Kotler the general contents of the book and you know half of it. But I don't think it's any good. If you do not understand all the concepts and internalized into your own way of thinking, the learned 4P is also nonsense.