Marketing is not a desperate.doc

 PAGE \* MERGEFORMAT 9 Marketing is not a desperate ■ text / Eloy Trevino Scott Davis translation / Yan-fen The last two landmark commercial incident is illustrative of a state of madness, that is for long-term and short-term financial growth, and constantly inspire (or hinder) business marketing capabilities. Burger King and Ford’s recent marketing strategies diametrically opposite: growth strategy in accordance with a full range of innovations, and the other is in desperate look. Not long ago, Burger King has just announced its continued sales growth in 12 quarters the news, so the performance increase due to a number of innovative new products to stimulate the brand dynamic: Stackers, Chicken Tender Crisps, Enormous Omelet Sandwiches. In addition, Burger King has always insisted a breakthrough strategy for driving through the media, its importance is not the trump card of the market products. Does not seem so simple Followed by Ford’s case, in 2006, suffered a huge loss of 12.7 billion U.S. dollars, the Ford desperate determination to restore the short-term sales. Ford recently announced that its 500 new vehicles to re-paste the Taurus has long been the excessive use of labels (Taurus). Why should we re-enable the Taurus brand? Obviously, Ford is trying to once again work miracles. Only 40% of people aware of the Ford released the Ford 500 car, while the Taurus brand holds a nearly 21-year glorious history, with 80% awareness rate of buyers. In the 20th century, 90’s, Taurus for 5 consecutive years the best sales performance of vehicles sold during this period of up to 7 million, for the year to help Ford out of the woods has made an outstanding contribution, and won the best-selling cars in the United States honors . Taurus brand is a very competitive brand, and for many years contributed to Ford’s profits. However, in a way which also indicates that, Ford did not keep up with the pace of the times and consumer needs. After they had filled with the