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 PAGE \* MERGEFORMAT 10 Return to the basic marketing Written on the title, can be understood as I am a pessimist. From the market economy and opening up, marketing has been said ‘mercilessly’. One by one company or products’ success’ of the case, appeared in various journals, so that recruits marketing blood boil ... ... one by one ‘Marketer’, appeared in various summit, talking about its’ original ‘the’ brand babu molding, marketing, nine strokes enemy ‘... ... feet on the fields one by one’ entrepreneur ‘, the University took the podium, with a very standard’ dialect of Mandarin version of ‘talk about their business and personal life, as the fairy tale-like The successful experience. China’s market, it seems that only less than three decades, it more than Europe and the United States nearly a hundred years of marketing history. Marketing, in different industries, are being constantly enlarged. But I prefer to believe that marketing has never really come off, or even years before, I am willing to believe that truth is indeed in the hands of a few? Every year, there are many of the brand or business success surfaced, there will be a large number of brand names or corporate collapse. This alternating process, it seems that things went so far as selection, beyond reproach. However, we can look at them falling down, the truth of the brand or business, each fall of a number of enterprises, so that some of the key factors that a deadly wound: from products do not drown the characteristics of the market, the quality of the crisis triggered by the Procurement high cost, the price competitive and so on. Why do these areas will become the main cause of a large number of enterprises fell it? Let us first look at some of the industry status quo. For example a large number of enterprise shown by the ‘unwilling to innovate’. A famous saying: Whether a cat is black or white, it catches mice is a good cat. As a result, some enterprises based on consideration of the cos