Marketing in the speculative behavior analysis.doc

 PAGE \* MERGEFORMAT 16 Marketing in the speculative behavior analysis Although the English word ‘speculation’ the meaning of wisdom, but in the conventional understanding of the Chinese still believe that ‘speculation’ is a non-completely positive local means to obtain results that contain ‘tricks’ meant. In enterprise operations, but also the existence of such a large number of ‘speculation’ behavior, not only are grass-roots enterprises, corporate executives are equally, but the performance of a different form. Speculation may be able to get temporary results, and businesses often run counter to long-term goal, while the enterprises are to develop long-term, we must try to avoid speculation. First, salesman’s ‘straight-line axiom’ Case 1: A well-known white household electrical appliance enterprises in Guangdong A company with the development of 34 markets (counties market) sales strategy, a brand-name products for its distribution channels for major changes in policy. A salesman companies require distributors to adjust the structure of the original ground-level city wholesalers sales region confined to the urban and rural areas (not to the county wholesale customers), while county-level wholesale market development in the county. These county-level wholesalers from wholesalers out of the original purchase, and now supplied directly by the A’s. A company’s point of departure for such a move is to shorten the channel length, reduce intermediate links, not only can reduce the cost of the middle of the channel, but also the direct control of primary dealers and thus a more direct understanding of county and township consumer demand. A company of this reform measures are in line with current business ‘sales center’ of sinking the basic ideas, but this sales strategy implementation process was not successful, sales were widespread boycott, why? Geometry has ‘the shortest straight line between two points’ of the axioms, both axioms are not required to prove. T