Are there chickens or eggs first? There is a restaurant business, the door is in the market, the boss is old, and wants to retire, he has found three managers. The boss asked the former manager: “Do you have chickens or eggs first?†I thought about the ideals of the front, and replied: “There are chickens first.†The boss then asked the second manager: "Do you have chickens or eggs first?" The second manager replied with confidence: "There are eggs." The boss called the third manager again and asked, "Is there a chicken or an egg first?" The third manager calmly said: "Guests first order chickens, first chickens; guests first order eggs, they will have eggs first." The boss smiled and soared the third manager as the general manager. Comments: Are there chickens or eggs first? If you simply think about the answer to this question, there will never be a result. In the past, when arguing about the basic issues of the philosophical or pre-conscious philosophies, some philosophers have proposed the proposition of “chicken or egg first.†Today, this third manager gave the marketing of this proposition. The answer to the answer is that the customer's needs are always on the front. Colgate's promotion on the island of Japan When the United States Colgate toothpaste entered a large target market such as Japan, it did not adopt a strategy of rushing into and attacking the whole country. Instead, it launched a series of advertising public relations activities on the Ryukyu Islands, which is closer to Japan. They gave samples on the Ryukyu Islands, giving every family in Ryukyu a free toothpaste. Because it is free of charge, residents of Ryukyu always use Colgate toothpaste every morning, whether they like it or not. This free gift event attracted the attention of local newspapers and television, and it was published as a news report. Even Japanese newspapers and monthly magazines reported it. As a result, Colgate has achieved this goal in the advertising area strategy: using Ryukyu as a bridgehead, so that everyone in Japan knows Colgate, and the advertising transaction is very obvious. Comments: How to fight marketing battles? In general, there are two styles of play: frontal attack and side attack. When the enterprise is unfamiliar with the battlefield and the mass base has not yet been established, it is a stable and feasible strategy to establish a stable base area and start from the side. Online can not sell offline There is a 43-year-old woman in the United States who applied to the government for a free wheelchair for her aunt. All she did was prepare some necessary documents and fill out some forms. To this end, she also wrote a report on how to apply for a free wheelchair from the government. She sells her report online, her cost is only $2, and she earns $30,000 a month! It's unbelievable, there is a market for such a simple thing, there will be such potential benefits! Later, she advertised in the newspaper, and this time she was losing money. Very strange, this report can only make money online. Comments: Compared with traditional marketing, online marketing has its own unique place. The big feature of network marketing is: convenient and fast, a little mouse, everything messed up. Four or two In order to make their products enter the market quickly, the world-famous Lipton Company held a wonderful performance at the beginning of the opening ceremony. They bought a few piglets, dressed them with ribbons and put them in "I To go to the Lipton market, the word "flag", and then rushed them through the downtown, causing everyone's attention, to achieve the purpose of making goods a household name. Advertising requires a lot of money, but if you are alone, you can make a lot of money, and use less money to make the advertisements sound. The tea company and the pigs are incompatible with each other. After the company's public relations staff planned and matched the bridge, the pig became a promotion hero, and the company took off. In contrast, some of our companies still stick to the traditional marketing model, and the promotion method is followed by the feeling that the promotion method is not a step-by-step approach, or a deviation from the market. As a result, it is generally felt that competition is fierce and business is difficult to do. Comment: In today's market competition, in addition to competition for product quality and sales price, marketing strategy is also a means of competition. How to get a sensational effect with less investment has become another hot spot for many merchants to compete and attract customers. Smart operators may wish to get some inspiration from Lipton Tea Company's successful promotion experience, and to create some ingenious promotional tips for different levels of consumer demand, so as to quickly achieve sales purposes. British businessman's trap Once, Chinese foreign trade personnel negotiated with the British mink merchants. When they were at rest, the British businessmen gathered in the side of the accompanying staff to confess: "This year's wolf skin is better than last year?" The Chinese staff responded at random: "Good." Followed by one sentence: "If I want to buy 15200,000 is not a problem?" The companion still inadvertently replied: "No problem." A cigarette was not sucked, the British businessman left. Subsequently, the British businessmen took the initiative to report to the Chinese side that some people sold Chinese yellow wolf skin in the UK market at a price lower than the Chinese. Until now, the Chinese negotiators calmly analyzed the front and back of the business negotiations before they suddenly realized. It turned out that the merchant intended to bid a 5% higher bid to stabilize the Chinese side, because the price he gave was high, other businessmen would be difficult to care about. At the same time, under the high price of Chinese yellow wolf skin, he sold a large number of its stocks in the UK market at the original price, and sold it at the slightest price before the Chinese side, so that his backlog was dumped. Comments: Marketing negotiations are not so much a counterbalance of interests, but rather a contest of wisdom. Whoever holds the details of the negotiating partner, whoever holds the initiative, will lean to the balance of interest. Running water sounds high price Fenech is an American businessman. In a vacation trip, the sound of the water from the small waterfall inspired his inspiration. He took a stereo recorder and went to some sparsely populated places. He recorded the sounds of the creek, the small waterfall, the small river water, the bird song, and then returned to the city to copy the tape for sale at a high price. I can't think of his business is very prosperous, especially the customers who buy "water sound" are constantly flowing. Fenike understands that many urban residents suffer from various noise disturbances, but they cannot get rid of them. This wonderful commodity can bring people into the wonderful realm of nature, so that those who have lived in the city for a long time temporarily forget the troubles of the world, and can make many insomniacs enter the dreamland safely accompanied by the sound of water. Comments: Pay attention to business opportunities everywhere. When we complain that business is difficult to do, there are countless business opportunities slipping around us or waiting for us to discover. Exploring new business opportunities is more promising than following others. Because who is the discoverer of new business opportunities, who is the market's monopolist, there is no competition, and Ren Jun is galloping. However, one point to emphasize is that marketing innovation can only constitute new business opportunities when demand exists, otherwise it is worthless. The road from businessman to vice president In 1888, American banker Moore was elected vice president. He used to be a small cloth merchant. From a small businessman to a vice president, why did it develop so fast? Moore said: "I am really successful in the cloth business. One day, I read a book by the literary scholar Emmel. The passage in the book touched me. The book is written like this: I have the talents and specialties that people need, no matter what environment they are in, they will be discovered one day. This passage makes me feel amazed, I feel that I should go to a broader space to develop. This reminded me of the more important financial industry at that time. Therefore, I ignored the opposition of others, gave up the cloth business, and changed the bank. Under the conditions of stable and reliable operation, many people and enterprises are willing to find me, so I operate The bank was very successful and eventually became a financial giant. Comments: As the saying goes: "There is wisdom to eat wisdom, no wisdom." A person is based on society. In the end, only by using both wisdom and force to make a living, either rely on one strength or rely on one's own wisdom. Wisdom can often change a person's destiny. £1 defeated £100,000 In the United Kingdom, there is a lonely old man who has no children and no children, and is sick and sick. He decided to move to a nursing home. The old man announced the sale of his beautiful home. The buyer heard the news and swarmed. The residential floor price was £80,000, but people quickly fired it to £100,000. Prices are still rising. At this time, a plain-clothed youth came to the eyes of the old man, bent down and whispered, "Sir, I want to buy this house, but I only have 1 pound." The youth is not depressed, and continues to sincerely say: "If you sell the house to me, I promise that you will still live here, drink tea, read newspapers and walk with me, so that you will be happy every day - - Believe me, I will care for you with the whole heart!" The old man smiled and waved to calm people down. "Friends, the new owner of this house has already been created." The old man patted the shoulders of the youth. "This is this young man!" Comments: Marketing is a big book. This book not only has the business principle of buying and selling, but also the stream of emotions and the brilliance of humanity. Reason, emotion and humanity together form the colorful color of the marketing world. Marketing metaphor Enemy and friends Lincoln as the president of the United States, his attitude toward political opponents caused an official dissatisfaction. He criticized that Lincoln should not try to be friends with those people, but should destroy them. "When they became my friends," Lincoln said very gently. "Isn't I destroying my enemies?" Marketing inspiration: Friends and enemies are relative. If an enemy becomes a friend, isn't there an enemy missing? In the sales market, competitors are relative. If they jointly develop the market through alliances, not only will the company save a lot of sales costs, but also the market space will be broader.
Unexpected marketing ingenuity