Many companies are evaluated as: hypocrisy; particular corporate culture, is the image called: inner and outer layers skin! Many companies are trouble! This is actually nothing, a business can duplicity, but it must be structured!
Successful sales person is the most obvious example: they are usually duplicity, but their level is very clear grasp of; representative of the upstream manufacturers, or on behalf of the downstream business? Otherwise buttoned customers, or else buttoned boss, otherwise can only be their own boss and clients buttoned! for the seller is concerned, only buttoned on both sides are not only people who can be a good seller.
Each sales person is saying: customers are living in the choice of the violence which each product or service category, there are so many products and brands to choose from, so customers beyond the mental ability to cope. So in recent years, there is a popular word with the same strategy: positioning. Almost all of the companies positioning in the research and related issues. Unfortunately, all the positioning of the study are on the enterprise's products and services in the consumer level position; other words, all firms are guessing or imagined, their positioning in the minds of consumers!
We often repeat this a man saying: go its own way, let others say about it! This is actually a person's orientation. But the turn of a company's marketing From EMKT.com.cn positioning, we stumble it! In fact, the level of positioning to do business as life! You are the world's most affordable product or service, nor can all consumers to buy you; please remember to buy you and like you are not the same concept! this reason you want the rich world's most beautiful woman, can not the world, are not you do not marry a man as simple! positioning is not to speculation and imagination look like people used to disguise themselves, but find their place and image, to unite the power!
Sales of personal action; but marketing is an organization of action; marketing positioning primary concern, not blindly guess a company's products and services, position in the consumer level, but the focus of a company's positioning in the industry! an enterprise in an industry position, is also a choice of three-dimensional, three options are: upstream; middle and lower reaches! If an enterprise look for, and he is an industry upstream, midstream or downstream, is not equivalent to to find their own positions?
Marketing is the vast boundless ocean, time + space + energy is a fundamental marketing! Business Marketing is a small spray operation + management + marketing, enterprise marketing gene! Industry marketing is the endless stream torrent , upper + middle + lower reaches of the industry marketing the core! our marketing have a common problem, that is, pay attention to market and enterprises, ignoring industry; market have been likened to a piece of cake, we all want a little more than accounting; enterprise is called the image of Children, who says your business is not good, people wanted to beat their children, can not be tolerated! industry is seen as a wife, we all feel good people, but must accept his own!
Industry positioning is the core of the marketing orientation. Not in an industry positioning, but the accurate positioning in your industry. Southwest Airlines is the most typical example of other airlines to position themselves for the air transport industry, competition is the other airlines Le; but Southwest Airlines is positioning itself as the transport industry, automobiles, trains, ships naturally become a competitor. Southwest Airlines the aircraft as air, bus, no so-called first class, the majority of the market in the Southwest, it fares even better than the coach fare between cities but also cheap. Want all Americans to understand: In fact you can not drive, because fly faster and cheaper. "
All sales-oriented firms are always positioned itself as the middle, because they are upstream, there are downstream, so they definitely think they are middle; that are top sellers like mantra Yi Yang: I was a middleman! This Guandian enough to create a good sales person, but also enough to ruin a business! because marketing is not done to judge issues, we must make choice, positioning itself in the middle, simply have no way to choose! difference between marketing and sales is : Each sales action, sellers regarded herself as middle! but each marketing action, marketers are in the upstream; middle and lower reaches of transformation! industry's true definition is: competitors constitute trade! competitors constantly In the changing room and structure of the industry also kept changing, marketing must be in the upstream, midstream and downstream between the transformation! do manufacturers still do flow, but it was not the problem, you have a deep understanding of the industry, can be handy in the upstream, midstream, downstream to choose between!