25 July
Four Lessons in Marketing
Henry Ford is supposed to have said: “We can sell the Model T at such a low price only because it earns such a nice profit.”
Of the top marketing lessons for the highly competitive twenty-first century, the most crucial one is that buying customers doesn’t work. The collapse of the Hyundai Excel was a spectacular marketing failure. There was nothing wrong with the car. But the company had greatly underpriced it. As a result, it had no profits to plow back into promotion, service, dealers, or improvements to the car itself.
How to define the market is the second lesson—the lesson of what was both a marketing success and a major marketing fiasco: the conquest of the American market by the fax machine. The Japanese did not ask, “What is the market for this machine?” Instead they asked, “What is the market for what it does?” And they immediately saw, when looking at the growth of courier services such as Federal Express, that the market for the fax machine had already been established. The next lesson is that marketing starts with all customers in the market rather than with our customers. The final lesson is that of the success of the new “pastoral” churches by exploiting demographic changes as a marketing opportunity.
7月25日
营销的四条教训
据说亨利·福特曾说：“我们之所以能够以如此低的价格销售T型车，是因为它能够带来如此丰厚的利润。”
在高度竞争的二十一世纪，最重要的一条营销教训是：花钱“购买客户”并不可行。现代Excel车型的失败，是一次极其显著的营销灾难。汽车本身并没有问题，但公司将其价格定得过低。结果，公司没有利润可以重新投入到推广、售后服务、经销商体系或汽车本身的改进之中。
第二条教训，是如何界定市场。这来自传真机征服美国市场这一既是营销成功、又是重大营销失败的案例。日本企业没有问：“这种机器的市场在哪里？”而是问：“这种机器所完成的功能，其市场在哪里？”当他们看到联邦快递等快递服务迅速增长时，立刻意识到传真机的市场其实已经形成。下一条教训是，营销应当从市场中的所有客户出发，而不是只从我们自己的客户出发。
最后一条教训，则来自新型“牧灵式”教会的成功：它们把人口结构变化转化成了营销机会。
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