Real-World Marketing in China: Liu Yongju on Marketing

Author: Liu Yongju
Publisher:
Publish Date: 2005-09-01
Features: Marketing professionals should never do what they think is right; they must do what consumers need. Only artists can appreciate themselves. Any form of marketing belongs to the field of marketing, and the ultimate goal of marketing is not simply to sell products. From a marketing perspective, the market's goodwill towards you is comprehensive. Don't simply assume that if you give a consumer a piece of candy, they will listen to you. We cannot treat consumers as three-year-old children. The so-called "segmentation of marketing" is merely exploiting a single advantage to achieve short-term emotional gains—a greedy and short-sighted behavior that once cost many Chinese companies heavy losses in the 1990s. It is difficult to turn marketing practices into theory, and even harder to effectively control them during the process. Marketing professionals who turn a specific local behavior or a very personalized viewpoint into a universal truth to guide corporate practices are fundamentally unaware of the terrifying consequences. Marketing is about doing the work of influencing consumer thoughts. A marketing professional cannot afford to be away from the market for even a day. If a person allows themselves to be hyped far away from the market, then any of their actions may be just theoretical speculation.