Blind spot: How far are you from the market: How far are you from the market

Author: Yan Song
Publisher:
Publish Date: 2004-01-01
Features: Marketing is a dynamic field, as Mr. Philip Kotler has said, it is one of the most active areas in marketing management. The market frequently presents new challenges that require immediate and serious responses. "Therefore, it is no surprise that new marketing concepts should continuously emerge to meet new market challenges." A careful analysis of the current marketing status of domestic enterprises will reveal that we are not considering product quality, value, and customer feedback from a new perspective; we are not firmly focusing on and maintaining customer relationships based on integrity; the integration of business process and functional management has not been thoroughly implemented; true service marketing aligned with international standards has not been given sufficient attention; more importantly, the ethical concepts in marketing behavior have not been deeply ingrained. In the international market, our home appliances, textiles, and agricultural products have been repeatedly banned and investigated, significantly limiting the export of Chinese products. Apart from factors related to importing countries, we must also consider whether there have been mistakes in the positioning and strategic choices of Chinese enterprises themselves. These are the blind spots in Chinese enterprises' marketing. Most domestic enterprises have centralized management models, and their marketing models are also centralized. While this has the advantage of strong execution, the problem is that power and responsibility are relative—generals without decision-making authority can only possess combat skills without a command. Such a system, on one hand, constrains the behavior norms of organizational members, but on the other hand, it also severely compromises flexibility in management. Local enterprises spend more effort studying their bosses, while multinational corporations focus more on researching competitors. Execution lacking a sense of speed is not necessarily effective execution. This book helps you identify blind spots in marketing through case studies and resolves marketing dilemmas.