Marketing is a war.doc

 PAGE \* MERGEFORMAT 19 Marketing is a war The traditional marketing concept of people to think that marketing must satisfy consumer needs and demands. For a long time, marketing staff always believe in customer-oriented (Customer-Oriented), since the Second World War, ‘the customer is God,’ the idea of the supremacy of the rule of the entire marketing industry. But now ‘the customer is God,’ the idea appears to have been questioned, and many companies once faithfully carry out the instructions of the marketing experts, yet to see millions of assets and simply flow away, leaving only the face customer’s disastrous efforts. Because now every company is customer-oriented, if more than a dozen companies are identical in every effort to meet customer demand, which not only fail to generate more customers, but to enhance the customer’s expectations, which will no doubt improve customer satisfaction, set a barrier. So now a company to be successful, must be oriented competitors (Competitors-Oriented), must find a competitor’s weaknesses, and marketing campaign was launched against those weaknesses. A good marketing sales plan should be part of a larger on competition: the careful analysis of the market in each of the main participant in the competition are listed in the weak and the strong, while developing a plan of action to exploit the weak, to resist strong. More desirable situation is that the plan should also include a list of competitors, major sales, including their marketing strategies and operation of the usual style, just like the Germans during World War II has the same list of Allied generals. This means that enterprises must be prepared to launch marketing war. Successful marketing war will be more and more like the military war, must develop strategies and tactics - that is, battle plans. Companies must learn how to launch an attack on competitors, or outflanking, how to stick to their positions (the implementation of defensive warfare), and when t