Marketing is a game of sport

Just look at the popular books in recent years, such as "no excuses," "executive power," "details determine success or failure," "send a letter to Garcia," and so on, to know how anxiety Chinese business owners . These books are undoubtedly the best way for the boss to pass on the crisis to his staff and resolve his anxiety. It's really too heavy a job to be a human being in this year. In the early 1960s, a professor named McCarthy in the United States woke up from his dream and invented the classic marketing 4P combination (although later it was interpreted as nP, nC, nR, but I think the most classic is 4P). From this marketing Ideas come in the right direction, marketing is planned with tools, and professors from the School of Business have a chapter that teaches marketing, and it speeds up the homogenization of marketing. You know, I understand; you can, I can! Marketing homogeneity! A headache topic, it makes most of the business and marketing people full of struggling. The refinement of marketing is brought: you fine, I am more refined; you fine, I am more detailed. Followed by: a highly expanding marketing team, management costs increase, marketers tired. How to break the deadlock? Where is the breakthrough? Philip, the father of marketing. Kotler's answer is: Marketing is a never-ending race. Tom, the most prominent management thinker and author of "Pursuit of Excellence." Peters answer is: innovation, or innovation. In 2005, we partnered with our American counterparts to develop a complete suite of marketing innovations: Business Creative Integration (BCI). BCI advocates ideas, respected creativity, respected unexpected whims, however, the idea of ​​BCI is no longer no business ideas lead cranky, is no longer free from the operating system outside of the school of origin, it is in the business value chain from point To face a creative breakthrough, this breakthrough is integrated into a more efficient system. BCI's proposition is: from the product, into exercise. 4P is the fundamental product, product development and launch itself should include for consumers, marketing considerations. Marketing is a sport that needs to be sustained and requires constant innovation. Phillip. Kotler's latest compliment is "horizontal marketing", which guides the development of new products almost 100 years ago to create engineering. He believes that a simple positioning and market segmentation will over-shred the market, narrow segments of the market is full of competitors. According to a British study, "The introduction of new products or services is key to business growth, and 83% of the UK's growing businesses have done so in the past three years." "Fast-growing companies, 91% Planning, of which 49% of all transactions from the planning. So what is planning? "Planning is the ability to relate a good idea to the actual needs of the customer: surprise the customer with a good product or service." At the just concluded two sessions, Zhejiang entrepreneurs talked about innovation deep feeling. Wahaha boss Zong Qing said: The innovation of private enterprises divided into three phases: the first phase is the concept of innovation, such as Wahaha plus vitamin A and D, made a little innovation, beyond the rival; a bit strength is the introduction of innovation , The introduction of foreign advanced equipment, technology; now we are stronger, we introduce a large number of equipment and personnel, through independent innovation, to develop products that others do not have. In the eyes of innovators, there is no such thing as "marketing homogeneity." 4P is 4 cards, 4 cards for the player means ever-changing. For a real marketing expert, marketing is a game. Former Procter & Gamble, Coca-Cola, Disney Marketing Manager Eric. Schultz wrote a book on marketing the Bible called BookMarketing. This book has been sought after by professionals. Wu Xiangdong, chairman of JLF, asked all marketers to read through this book. "Spring home. JLF liquor" has become 2005, the liquor industry in 2006 the most simple and most straightforward is the best marketing campaign, attracting opponents but also envious and anxious. Presumably Wu Xiangdong won the "game" really. The United States has a home called Springfield's engine manufacturing company, boss Jack. Stark was very upset about the company's doldrums and wanted to get everyone in the company up and running. His approach is to teach everyone in the church to play "important business games." He took the open account management so that "gamers" knew exactly what they were contributing to the company. Springfield has been playing this game since 1983, with a surge in sales of 20,000%. A sociologist says a man is a game creature and a good man is forever playing a first-class game. Games are happy, marketing really does not have to be too heavy; the game is brave, good at building and good at subversion. United States, "Connection" magazine editor Kevin. Kelly said in a New Economic New Rule article: "The acquisition of wealth does not come from sound, well-known, but rather incomplete capture of the unknown." Tom. Peters is even more crazy, simply change the CEO directly to CDO - chief destroyers on the grounds that for many businesses, reinventing is more important than tinkering.