To put it simply, all marketing theory actually ends up in two words: value. Throughout the history of marketing, we can find more than a dozen marketing theories. Demand management, competitive strategy, value design, customer relationship, blue ocean strategy, brand equity, brand image, USP, positioning theory, market monopoly, transaction cost, circulation efficiency... Different theories seem to be very different and even criticize each other, but if we look at it from a macro perspective, these different theories are actually based on understanding needs, creating value, managing cognition, and building relationships. dimensions to interpret its understanding of marketing.
(1) Kotler's needs management naturally belongs to understanding needs. (2) Value design, blue ocean strategy, and competitive strategy are all about how to create value. The blue ocean strategy is about reorganizing the value chain, realizing value innovation, and creating new commercial species, so as to break through the existing Romania Phone Number List competition and create a blue ocean. Mike Porter's three basic competitive strategies include: total cost leadership, differentiation and focus. Here I explain that focus refers to achieving total cost leadership and differentiation for a specific market segment, so Mike Porter has only two competitive strategies: total cost leadership and differentiation, and cost itself is actually a differentiated value. , so the essence of competitive strategy is to create differentiated value. (3) USP, brand image, brand equity, and positioning theory all belong to management cognition,
tell consumers who you are and why you should buy you, and manage your image, cognition, association, etc. in consumers' minds through various marketing methods , occupy the user's mind. The so-called brand, in fact, is a psychological phenomenon. (4) Customer relationship, transaction cost, and circulation efficiency belong to establishing relationship, how to reach final consumers, improve reach efficiency, reduce user costs, and form a sustainable relationship with consumers. Or let's put it more simply, all marketing theory actually ends up in one word: value. Determine what value to provide to consumers by researching their problems and situations. Then it's polishing great products, pricing them, and creating value.