Marketing expenses failure seven gateway.doc

 PAGE \* MERGEFORMAT 14 Marketing expenses failure ‘seven gateway’ In recent years, I plan to provide consulting services to enterprises, some customers to varying degrees there is no such confusion: One year down, marketing costs, not spend less, and sometimes even more than the proportion of their investment in previous years, compared to the cost of the same industry ratio is not too low, but why the market has been tepid, not as competitors, market performance is good? Raised more questions than solve the problem is sometimes more meaningful. In response to this phenomenon, the author analyzed and summarized for the customer out of the question: the same amount of marketing costs, why does the effectiveness of different markets? Through the analysis of the phenomenon and to propose solutions to this problem, and lifted the customer confusion. Now, I found that some potential customers remain similar to the distressed, thinking that it is necessary to put this issue as well as solutions to the open, summed up marketing expenses for the failure of the ‘seven pass’, initiate hope to provide affinity for ideas on corporate decision-makers help. The autumn of 2000, the author Ren X Food Group Headquarters, assistant general manager of marketing during the period more than once encountered a similar problem and witnessed the listing of new products in new markets to promote the defeat. 2000 National Day, X food according to the investment moves resolutely peer decision also launched production of a distilled liquor fermented apples and positioning of pure fruit, healthy white wine. As assistant general manager of corporate marketing headquarters, the author’s responsibility is clear that the implementation of most of the time must be washed in the market front. However, X food, the reality is this: in order to make nutritious cereal started out, and made to follow the model in the category market position. However, the rush into the same food, especially wine