There was a hunter who dug a trap in the deep mountain and placed a beast-catching tool. As soon as the beast's foot touched it, it would firmly clamp the hoof of the animal.
Once, a hapless tiger came out to forage, and accidentally stepped on this beast-trapping tool, the tiger couldn't break free. The tiger knows that he will be in a strange place when he is caught by a hunter. What should I do? Could it make this seven-foot-long body suffer for these little feet? No, it still matters to escape. The tiger was furious and jumped desperately, breaking the clamped foot, and finally escaped.
Every enterprise may fall into a market trap in the market. These traps may come from a shortage of funds, organizational confusion, customer abandonment, dealer rebellion, etc. But when the enterprise realizes that this is a trap, is it like a tiger in a crisis Xia Ning willing to sacrifice the local part to protect the whole?
There is a doctor who claims to specialize in hunchbacks, and the sign reads: "Whether the camel is like a bow, like a shrimp, like a rice cooker, after my treatment, it is good to start!"
A hunchback believed that he was true, so he asked him to heal. He took two boards and did not prescribe or take medicine for the hunchback. He put a board on the ground and told the hunchback to lie on it. He pressed the other board against the hunchback and tied it with a rope. Then, he jumped onto the board and stepped on it desperately. The hunchback called for help, and he ignored it. As a result, the hunchback was straightened, and the people were "whining and wailing."
The humpback son judged with the doctor, but the doctor said, "I just straighten his humpback, whichever is his life and death!"
Customer needs are diverse, and customer preferences are also diverse. The problem of enterprise marketing is to find out the products and methods to solve customer needs, and such products and methods can meet customer needs, this is successful marketing.
Many companies brag about what problems their products can solve in advertisements, but when customers buy and use it, they have no effect.
Lamb eating grass
A hungry lamb found two meadows A and B at the same time in the desert. It first ran to the meadow A. When it reached the meadow A, it found that the meadow B was more lush than A, and it gave up A. And ran to B. When it came to the grass near B, it was found that B was not as lush as A. Then it returned to run to A lawn.
After so many repetitions, when it has no more strength, it is right in the middle of the two grass fields. Since no grass can eat, it starves to death.
Decision-making theory believes that decision-making is to choose the best one from many solutions, but in fact, it is impossible in many cases, so there is another principle of decision-making is the principle of satisfaction, that is, as long as the result of decision-making makes the decision Satisfaction is enough.
In a certain area, there are two newspaper boys selling the same newspaper, and two people are competitors.
The first newsboy was very diligent, peddling along the street every day, and his voice was very loud, but there were not many newspapers sold every day, and there was a tendency to decrease.
The second newspaper boy was willing to use his mind. In addition to selling along the street, he insisted on going to some fixed occasions every day. After he went, he distributed newspapers to everyone, and he would collect money later. The more and more familiar the place, the more and more newspapers are sold, and of course there is some wear and tear.
And the first newspaper boy could sell less and less and had to find another way.
The second newsboy's approach is very profound:
First, in a fixed area, reader customers are limited to the same newspaper. If you buy me, you won't buy him. I will send out the newspaper first. The person who got the newspaper is definitely not going to buy someone else's newspaper. It is equal to the market I occupied first. The more I post, the smaller his market will be. This is a blow to competitors' profits and confidence
Second, unlike other consumer products, newspapers do not have a complicated decision-making process. They buy more randomly and generally do not return goods due to quality problems. And the amount of money is not much, and everyone will not give money, there is no change today, and it will be given tomorrow. Cultural people, will not embarrass children.
Third, it doesn't matter if someone reads the newspaper and does not give money back. One will always have a backlog of newspapers. Secondly, he has read the newspapers and will definitely not buy the same one again. Still his own potential customer.
In this story, we will learn a lot about marketing terms such as consumers, market share, potential consumers, and loyal customers.
Kangaroo and cage
One day the zookeeper found out that the kangaroo ran out of the cage, so they held a meeting and agreed that the height of the cage was too low. So they decided to increase the height of the cage from 10 meters to 20 meters. As a result, the next day they found that the kangaroo was still running outside, so they decided to increase the height to 30 meters. Unexpectedly, the kangaroos all ran out again the next day, so the administrators were very nervous and decided not to do it twice, raising the height of the cage to 100 meters.
One day the giraffe was chatting with a few kangaroos. "Look, will these people continue to raise your cage?" The giraffe asked. "It's hard to say." Kangaroo: "If they continue to forget to close the door!"
There are "end and end", "light and heavy", and "urgency". Closing the door is the end, raising the cage is the end, leaving the end to the end, of course, it is not essential. What is management?
Management is to first analyze the main contradictions and minor contradictions of the matter, recognize the "end and end", "lightness", and "urgency" of the matter, and then start with important aspects.
This principle is also implemented in marketing decisions. When we are obsessed with finding the best solution, the great marketing opportunities slip away quietly, eventually leading to nothing.