Emphasis on the results of the process.docVIP

 PAGE \* MERGEFORMAT 8 Emphasis on the results of the process Often heard that some of the salesman, marketing manager, said: I do not care how to sell, as long as I sell opinions on, I would like the sales.  This is typical of ‘results-oriented’ business management, is also a shortage of economic times the typical marketing thinking.  The economy of shortage, the market space for unlimited, a huge potential market growth, marketing, sales and growth is pursued.  Excess economic times, the market was almost carved up. Enterprise access to market growth, or from the market innovation, or competition from rivals come. Business goals, first and foremost to hold their market positions, and only then to grow. Therefore, the excess economic times are after control of the market. The control of the market comes from the control of the marketing process.  Modern marketing concept that: Marketing Management focuses on process, control of the process to control the result. The results can only be produced by the process, what kind of process produces what results.  Modern marketing management of the most frightening phenomenon is ‘black-box operation’ and ‘process management opaque’, and the resultant loss of control process management, process management, and inevitably out of control as a result of the performance of out of control.  Enterprises to adopt ‘results-oriented’ marketing management or ‘process-oriented’ marketing management, marketing management to a large extent determine the ultimate success or failure. We are not completely opposed to relying on the results of marketing management, through analysis of the results of marketing, the same able to identify problems and take effective measures to control it. But in fact, ‘results-oriented’ control can only play a ‘too late’ effect, because the result has a lag, corporate sales this year, with the possible result of last year’s marketing efforts, and this year’s marketing efforts may be afte