Marketing ≠ sales! --read "The Marketing with Drucker"

"Successful companies look at marketing in this way, and in these companies, marketing is the driving force: It is the primary task to win customers, retain customers, and expand customers by creating value, propagating value, and delivering value." Drucker knew that. "--Philip

Marketing is sales, do you think so?

One of the most obvious example is that the Spring festival in the streets of the old home stroll, you will find some new open property, although not open during the festival, but still will be eye-catching "marketing center" decorate very beautiful, like the next year's sales can also be booming.

"Marketing Center" is actually "sales office", this is a very typical one, "marketing" as a "sales" of the recognition of the.

In the past few years, a popular practice in the enterprise, they set up marketing vice President position, and then the sales work also to him, or, marketing vice president is simply the sales Director upgrade to change a business card, this donkey Hippogriff mouth practice, changed what?

The CEOs of Internet companies are obviously more aware of the definition of marketing, at least they know that marketing is not exactly the same as sales, but they still feel that sales are a "subset" of marketing, and the real problem is that as an entrepreneurial company, if you don't want to set up senior sales positions, Who would be more reasonable and appropriate to give the job of selling?

These views and practices clearly contradict Drucker's management philosophy.

"Drucker knows not only that sales and marketing are not the same thing, but that selling well is sometimes bad for marketing." How could this happen? Keep in mind that selling is persuading potential customers to buy what you have, and marketing is what you need to have a potential customer. "--" with Drucker to learn Marketing "P24

A few years ago, my company has dug a sales Montana, he told us about the past in Sina to sell advertising brilliant: "At that time because the advertisement is too good to sell, the sales are actually for customers to rob position, sales department head is responsible for shouting 1, 2, 3!" Sales representatives on the swarmed, together with the mouse to point to the backend system, who first point to advertising, who agent customers get the position! No need to worry about selling ads! ”

This example explains one thing: if your marketing is doing a good job, sales will be easy.

I also felt the same way I brought my own sales team. For example, you can dig up some capable, not so good products also sell out of sales, but this benefit is not long, two unstable, three may not be beneficial to your brand, and if your marketing is in place, even if the very mediocre sales do not even sell, you can still achieve a stable return.

In fact, to understand the "with Drucker study marketing" Inside, about "marketing ≠ sales", even said, "marketing and sales are not complementary, but mutually exclusive!" We seem to be able to simplify it to the following logic: Marketing is about "the product" "on the Positioning" "in the right time, in the way, into the right market", it itself must be higher than "the commodity" to the single link of "Sales."

The former is strategy and the latter is strategy, according to the theory of marketing with Drucker.

As for "mutual exclusion", according to my understanding is to say, if not know marketing for sales, belong to a higher level, more important words, that also can not recognize the lack of products, brand support, too strong sales can not only save business but will harm the business truth.

"What I hear most often is the story of selling refrigerators to Eskimos." If we have a super sales team, to accomplish seemingly impossible tasks and to open up markets that are impossible to exploit, such as selling comb to monks, their success may lead us to believe that our overall strategy is correct, and that it is likely to be wrong, otherwise, if the strategy is right, If the target market is positioned correctly, the same sales team may be making less effort, using less resources to create sales that are twice times higher than they are now. "--" with Drucker to learn Marketing "P152

Well, say "marketing ≠ sales" This may not be too new, but has brought a lot of people confused problems. Here are 7 ideas that I think are also very valuable, from the book "The Marketing of Drucker":

1, Drucker and jobs are similar: both are very "oriental", are obsessed with Japanese culture, Drucker said: "The development of marketing ideas does not necessarily start in the West, therefore, in other places can also find important marketing ideas, and in the study of the development of marketing ideas, we cannot ignore Asia." "--" with Drucker to learn Marketing "P09

2, not superstitious http://www.aliyun.com/zixun/aggregation/8934.html "> Market research: Drucker's similarity with jobs is reflected in their consistent view of market research. Jobs did not like market research, and he believed in intuition, and here at Brooks:

He (Drucker) believes that in marketing research, understanding customers is more important than quantitative analysis. He is not opposed to quantitative analysis, but that quantitative analysis can not replace the marketer's subjective thinking and intuitive feeling, the final decision must be the marketer himself, not a computer.

Many large companies have made mistakes in research, and it seems that the more advanced the mathematical operation, the more mistakes. IBM's Marketing Research error (note: IBM's research results show that access to the personal computer market is unprofitable), one of the reasons is that it is a prerequisite assumption is wrong, it is assumed that only those who make quantitative analysis of the use of personal computers. IBM did not anticipate the use of personal computers as a substitute for typewriters, nor did it anticipate that the PC would develop today's thousands of functions. Drucker argues that marketing researchers should use their brains less than computers during research. "--" with Drucker to learn Marketing "P161

Based on these, Drucker's advice is simple: if your product is a new product that hasn't appeared on the market, do not engage in market research!

3, the enterprise has only two basic functions, namely marketing and innovation!

"In an early management book, Drucker once wrote that the purpose of an enterprise is to create customers, and that there are only two basic functions, namely, marketing and innovation." Marketing and innovation create output, all other links can only be counted as input.

Nearly 20 years later, he further pointed out: ' Marketing and innovation are the basic aspects that any organization must take into account in setting goals, and only these two aspects can enable the enterprise to obtain output. Customer payment is also the enterprise in both aspects of the performance and contribution. "--" with Drucker to learn Marketing "P20

4. What is marketing? --Drucker's marketing outlook

"We might call marketing a function, but he has a broader vision of it, and he thinks marketing is an organization's commitment or perspective."

From the early to the present, this theme runs through all of Drucker's works on marketing, analysis and thinking. In the book "Management Practice," Drucker evaluates marketing in this way: ' It encompasses all business. From the end result, that is, from the customer's point of view, a business to do only marketing. Therefore, all departments of the enterprise should pay attention to marketing, responsible for marketing. ’

Of the 5 questions you have to ask your organization, the 5 questions that Drucker put forward also attest to his marketing outlook. These 5 questions are:

(1) What is our mission?

(2) who is our customer

(3), what value do our customers pay attention to?

(4) What do we do now?

(5) What is our plan?

Any of these 5 questions is directly or indirectly related to marketing. --"With Drucker study Marketing" P31

5. The last two of the 5 fatal mistakes that affect marketing:

(4) Focus too much on yesterday's winners.

(5) Focus on solving problems and ignoring new opportunities

--"With Drucker study Marketing" P198

6, Integrity

He (Drucker) wrote that personal right and wrong, values should not be differentiated from business ethics, and business activities should be kept upright. ”

--"With Drucker study Marketing" P230

7. Finally, let's take a look at how the father of modern marketing, Philip Kotler, wrote the preface to the marketing of Drucker, Kotler How to evaluate Drucker? This is very, very interesting, very, very valuable, especially the last three paragraphs are almost subversive! Let's read it together:

Peter Drucker is a widely recognised father of modern management. Sometimes, I will be the father of modern marketing study, if I am the father of marketing, then Drucker is the originator of marketing.

Many of Drucker's comments are quite different from the dogma espoused by most CEOs. For example, they say that the purpose of a business is to profit. But Drucker thought it was a hollow word, because it lacked a key message: What was the way to profit?

Drucker believes this approach is to create customers. The way you create your customers is to provide customers with superior value to meet the needs of their customers. Only by doing this can profits be poured into the business. To make a profit, the core is to create customers. ......

Drucker wants managers not to think that marketing is just a common function of the business. He wants managers to see marketing as the best opportunity to guide the vital tasks in the business process. This deeply influenced my thinking about the nature of marketing, so much so that I can't accept the notion that marketing is just advertising and sales, and that marketing just handles 4P, product, price, channel (place) and promotion (promotion).

All this is important tactical work, but it does not represent the full meaning of marketing. A company's marketing staff must assume a more basic job, such as market segmentation, lock-in market and market positioning, but even these also represent the full meaning of marketing.

To understand the full meaning of marketing, we must look at marketing in a holistic manner. This is how successful companies look at marketing. In these companies, marketing is driving force. It is the first task to win customers, retain customers and expand customers by creating value, propagating value and delivering value. Drucker knew that. ”

--Philip Kotler's preface to the marketing of Drucker

"Marketing is the driving force to win customers, retain customers and expand customers by creating value, propagating value, and delivering value." ”

Well, if you don't have time to read this book, at least remember this sentence! I don't know there's a better way to generalize marketing in another language.

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I am Wang, this article from my personal micro-letter public number Yu See, micro-letter Id:yujianyingxiao, Media reprint please specify the source.