37 truths about marketing promotion

Marketing is a major writing topic for my official account. I have written many articles about marketing. Recently, I have compiled 7 articles about marketing that I think are more important, including "What is Marketing?" 》"The Essence of Marketing", "4 Lectures on Marketing", and "A Brief History of Marketing for a Century" were re-edited, revised, added and deleted, and made into an electronic document.

The following 37 sentences are my core thoughts and opinions on marketing that I have organized and condensed.

37 sentences——

2. Three soul-searching questions about starting a business: Who are your customers? What are they paying for? Where do they come from?

3. For a business, it does not matter what the business wants to produce. The most important thing is what customers need you to produce and what they want to buy.

4.

Understanding needs is the prerequisite for marketing.

Creating value is the essence of marketing.

Managing cognition is a marketing tool.

Building relationships is the goal of marketing.

5. All business opportunities come from consumer demand.

6. It is customer demand that determines the nature of a company’s products, the company’s own definition and mission, and whether the company can succeed.

7. Occupying a category is only a temporary measure, while occupying demand is the long-term way.

8. The goal of marketing is to fully understand customers and turn their potential psychological needs into actual purchasing behavior.

9. Value design runs through the entire marketing process.

10. All marketing theories on the market ultimately come down to two words: value. Identify value, create value, deliver value, and form a value community. This is another way to explain the 4 stages of marketing.

11. Marketing is to help companies understand user needs and thus manage products and markets.

12. If advertising is communication from the user's perspective, then marketing is management from the company's perspective.

13. The complete formula of marketing is: Marketing = UV + (DM, UM, CRM); Creating differentiated value + user management (demand management, user mind management, customer relationship management)

14. Brand management is to manage consumer cognition, which means we need to manage three parts: mind, emotion, and culture.

15. Cognitive management is to solve the information asymmetry between enterprises and customers.

16. A brand is a community of products and users.

17. A good product should allow consumers to see what they want to become.

18. We use consumption to confirm who we are and our relationship with others and groups.

19. Where do consumer needs and desires come from? They come from consumers' self-concepts and lifestyles.

20. What does the advertising industry do? It means selling things to consumers that they don’t need.

21. Advertising is the entertainment industry, and branding is the dream-making industry.

22. A brand has three kinds of value: instrumental value, individual value, and social value. Therefore, the growth path of a brand includes three stages: becoming a tool for users, becoming a media for users to express themselves, and becoming a social consensus and cultural IP.

23. Traditional marketing focuses more on psychology, while modern marketing focuses more on behavioral science.

24. The basic concept of marketing is exchange. Consumers want to exchange because they have needs. A business can exchange because it creates value.

25. It is wrong to translate Marketing into “銷”. The correct translation should be – 市场学.

26. What most people call marketing, such as event marketing, festival marketing, and conference marketing, actually refers to "promotion." Promotion is just a tactical execution link in the 4Ps of marketing.

27. Understanding marketing as marketing + sales, marketing for the sake of sales, is a boring word game.

28. The entire business activities of an enterprise must start with and end with customers; it starts with understanding customer needs and ends with creating value for customers.

29. In the past, the market was the end of production; now, the market is the starting point of production. In the past, sales were determined by production; now, production is determined by sales.

30. Mike Porter’s three competitive strategies: overall cost leadership, differentiation, and focus. In fact, in the final analysis, there is only one, that is differentiation. The essence of competitive strategy is differentiation.

31. Positioning takes advantage of two major psychological factors of the masses: superstition of authority (leader in XX industry) and pursuit of following the crowd (far ahead in sales).

32. Operation is actually the communication and promotion under digital empowerment.

33. The essence of retail is data. Only when you have real consumer data can you turn consumers into digital assets of your business. Otherwise, your consumers will just be a row of numbers sleeping on a table.

34. Marketing ultimately comes down to helping businesses solve problems.

35. Figure out who our enemies are, who our users are, and who we are. This is the first problem of marketing.

36. A company will encounter many problems during its establishment and growth process. Different companies face different problems. But ultimately, companies face either product problems, competition problems, or user problems.

37. Products, users, and competition; products, users, and competition; products, users, and competition are the unchanging iron triangle of marketing.

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