论坛 › 黑龙江 › 「现代营销学之父」菲利普·科特勒：下个十年的营销10宗罪&好营销怎么做？

nykek5i 发表于 2024-9-3 22:32:47

「现代营销学之父」菲利普·科特勒：下个十年的营销10宗罪&好营销怎么做？

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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后疫情时代，<span style="color: black;">全世界</span>经济正在经历震荡与<span style="color: black;">调节</span>。技术的高速发展与进步，让移动互联网/物联网、人工智能等新技术、新趋势快速落地应用，颠覆许多传统行业的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>为新的<span style="color: black;">商场</span>模式打开了<span style="color: black;">前门</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">现如今，企业和营销人员面临着前所未有的<span style="color: black;">繁杂</span>市场与消费者<span style="color: black;">需要</span>，<span style="color: black;">亦</span><span style="color: black;">同期</span><span style="color: black;">持有</span>了史上最强的技术支持与施展空间。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一个机会与挑战并存的时代。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“现代营销学之父”菲利普·科特勒在《营销管理》最新的第16版中，<span style="color: black;">帮忙</span><span style="color: black;">大众</span>重新认识新现实下的市场营销，对新常态下市场营销、企业增长怎么做给出了<span style="color: black;">有些</span><span style="color: black;">意见</span>，并贴心总结出新挑战下关于营销的“十宗罪”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/CyXZAHAxib1cVv1EY2NxWb6jYLdEhBeT8OFPkTyPpLKU8lGcgYYR3oAZdoLljO931xhDV2sF2l8vPArXcUYoCIg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《营销管理》16版-中文版</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信不论你是企业家、管理者，<span style="color: black;">也</span>或是一线营销/<span style="color: black;">营销</span>人员，都能从大师洞见中，求道解惑，砥砺前行。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/CyXZAHAxib1eicNbicxJJmXyMd6vVUZQK7OLS8q3MFicI9tovCLUsduISia9VgoAEibYIS7L5GRgH5eKUPYGExPsjovA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">新现实下的营销多重要？</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">驱动企业增长，<span style="color: black;">保准</span>财务成功</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">众所周知，市场营销直接<span style="color: black;">功效</span>于消费者，必须时刻与时俱进。<span style="color: black;">因此</span>在最<span style="color: black;">起始</span>，<span style="color: black;">咱们</span>必须从底层概念聊起。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">菲利普·科特勒在最新的第16版“营销圣经”《营销管理》中写道，市场营销<span style="color: black;">指的是</span>以与组织<span style="color: black;">目的</span>相一致的方式识别并满足人类与社会的<span style="color: black;">需要</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当谷歌（Google）认识到人们需要更快、更有效地<span style="color: black;">拜访</span>互联网信息时，它创建了一个<span style="color: black;">能够</span>对<span style="color: black;">查找</span>结果进行<span style="color: black;">归类</span>和排序的强大搜索引擎。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当宜家家居（IKEA）<span style="color: black;">重视</span>到人们想要以足够低的价格购买<span style="color: black;">优秀</span>家具时，它推出了可拆卸家具。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这两家<span style="color: black;">机构</span>很好地展现了高超的市场营销能力，将个人的或社会的<span style="color: black;">需要</span>转变<span style="color: black;">成为了</span>可盈利的<span style="color: black;">商场</span>机会。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简而言之，好的营销是一门艺术，用一句话概括那<span style="color: black;">便是</span>——有利可图的满足<span style="color: black;">需要</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把营销等同于<span style="color: black;">营销</span>，是一种众所周知的误区，<span style="color: black;">营销</span>只是市场营销的冰山一角。著名的管理理论家<strong style="color: blue;">彼得·德鲁克</strong>（Peter Drucker）<span style="color: black;">这般</span>说道：</span></p><span style="color: black;">“<span style="color: black;">咱们</span><span style="color: black;">能够</span>假定，对<span style="color: black;">营销</span>的需要总是存在的。但市场营销的<span style="color: black;">目的</span><span style="color: black;">便是</span>让<span style="color: black;">营销</span>变得多余。</span><span style="color: black;">市场营销的目的是去很好地认识和<span style="color: black;">认识</span>顾客，让<span style="color: black;">制品</span>或服务适合顾客并实现<span style="color: black;">自动</span><span style="color: black;">营销</span>。</span><span style="color: black;">理想<span style="color: black;">状况</span>下，<strong style="color: blue;">市场营销的成果是使顾客产生购买意愿。之后所需要的就只是<span style="color: black;">供给</span>足够的<span style="color: black;">制品</span>或服务。</strong>”</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">任天堂（Nintendo）发布Wii游戏机，苹果（Apple）推出iPad平板电脑，丰田（Toyota）推出普锐斯（Prius）混合动力汽车时，订单蜂拥而至。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">她们</span>的成功不能仅仅归功于零售商出色的<span style="color: black;">营销</span>技巧，更确切地说，<strong style="color: blue;"><span style="color: black;">她们</span>的巨大成功源于<span style="color: black;">她们</span>对消费者、竞争者以及所有影响成本和<span style="color: black;">需要</span>的<span style="color: black;">外边</span><span style="color: black;">原因</span>做了认真的功课，并<span style="color: black;">这里</span><span style="color: black;">基本</span>上设计了正确的<span style="color: black;">制品</span>。</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/CyXZAHAxib1cJjQkkQjOmrz0DNZ3tnPKYcw12NshUg594hzk5QucE2AbF0tfHuMI5HF9KhxHOmprby0FA0cruYQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">真正的营销，渗透在社会的各个方面，无处不在。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">详细</span>说来，新现实下的营销，涵盖<span style="color: black;">行业</span>已发展、扩充至10个：<strong style="color: blue;"><span style="color: black;">制品</span>、服务、事件、体验、<span style="color: black;">名人</span>、地点、财产、组织、信息和观念。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然<span style="color: black;">咱们</span>对其中绝大<span style="color: black;">都数</span>都很<span style="color: black;">熟练</span>，但随着时代的发展，它们<span style="color: black;">亦</span>在<span style="color: black;">持续</span>变化与迭代。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>，<strong style="color: blue;">随着经济的发展，越来越多的经济活动集中在服务的生产上。</strong>如今美国经济所生产的服务与<span style="color: black;">制品</span>组合中，服务约占2/3，<span style="color: black;">制品</span>仅占1/3。越来越多的人，购买<span style="color: black;">制品</span>更<span style="color: black;">大都是</span>为了享受后续服务。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">又如，私域流量、个人IP<span style="color: black;">火热</span>的今天，<span style="color: black;">更加多</span>的流量和关注都集中在了名人、网红身上。艺术家、音乐家、企业家、<span style="color: black;">大夫</span>、知名律师和金融家，以及其他专业人士经常得到营销人员的<span style="color: black;">帮忙</span>。许多运动员和艺人在个人营销方面做得很出色，例如冬奥会<span style="color: black;">时期</span>火出天际的冬奥会短刀速滑冠军王濛、带动全民健身的中国台湾艺人刘畊宏等，<span style="color: black;">不堪</span>枚举。<strong style="color: blue;"><span style="color: black;">每一个</span>人都要<span style="color: black;">作为</span>一个&nbsp;"品牌"。</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/CyXZAHAxib1drP0LEXl6PA57vHoN1F0iamDkiatD3gicGgIibkPwZaN801hic93DptRCV5RSgmyuicnAofh5pOxyShWfg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">｜国内某知名短视频平台王濛、刘畊宏<span style="color: black;">关联</span><span style="color: black;">专题</span>，播放量已达亿级</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，<strong style="color: blue;">新现实下的市场营销有多重要呢？</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一言以蔽之，它是驱动企业增长的<span style="color: black;">商场</span>准则，<span style="color: black;">亦</span><span style="color: black;">便是</span>说它的功能是促进企业增长。一家企业财务上的成功，<span style="color: black;">亦</span><span style="color: black;">常常</span>取决于它的市场营销能力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>市场营销<span style="color: black;">分部</span><span style="color: black;">能够</span>比其他的职能<span style="color: black;">分部</span>给<span style="color: black;">机构</span>带来<span style="color: black;">更加多</span>的增长？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>它是真正<span style="color: black;">独一</span>一个花时间和客户在<span style="color: black;">一块</span>，并<span style="color: black;">期盼</span>客户<span style="color: black;">出现</span>购买的<span style="color: black;">分部</span>。<span style="color: black;">因此</span>，<span style="color: black;">针对</span>市场营销<span style="color: black;">分部</span><span style="color: black;">来讲</span>，<span style="color: black;">倘若</span>营销人员培训得好，<span style="color: black;">她们</span>和客户待的时间长，<span style="color: black;">她们</span>会最先<span style="color: black;">发掘</span>市场的机会。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">并且，市场营销<span style="color: black;">分部</span><span style="color: black;">常常</span><span style="color: black;">亦</span>是最先<span style="color: black;">发掘</span>客户有<span style="color: black;">需要</span>的<span style="color: black;">分部</span>，<span style="color: black;">同期</span>它们<span style="color: black;">亦</span>会最先感受到企业存在<span style="color: black;">那些</span>威胁，<span style="color: black;">或</span>说在客户购买<span style="color: black;">制品</span>时存在<span style="color: black;">那些</span><span style="color: black;">阻碍</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">极速变化时代</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">四点助力打造企业增长的好营销</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近几年来，随着新的营销<span style="color: black;">行径</span>、机遇和挑战的涌现，现今的市场已与十年前大不相同。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信<span style="color: black;">大众</span>或多或少都遇到过下列<span style="color: black;">困难</span>，<span style="color: black;">例如</span>：有多少<span style="color: black;">营销</span>额将从实体店转移到线上电商，这对实体店的<span style="color: black;">将来</span><span style="color: black;">寓意</span>着什么？<span style="color: black;">将来</span>，打造新品牌会<span style="color: black;">更易</span>，还是更难？在线购物会使定价更加重要，还是不<span style="color: black;">那样</span>重要？<span style="color: black;">机构</span><span style="color: black;">怎样</span>衡量<span style="color: black;">每一个</span>在线平台的投资<span style="color: black;">报答</span>率以及整体投资<span style="color: black;">报答</span>……</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科特勒在《营销管理》第16版中，化繁为整，对新常态下的营销现实进行了总结，分为三大类：<strong style="color: blue;">塑造<span style="color: black;">区别</span>市场实体间关系的市场力量，这些力量间相互<span style="color: black;">功效</span>产生的市场结果，以及<span style="color: black;">做为</span>在快速演进的市场制胜的关键手段的全方位营销的<span style="color: black;">显现</span>。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，他<span style="color: black;">亦</span>将其拆解为四大<span style="color: black;">重点</span>市场力量，三大关键市场结果，以及全方位营销的四大基本支柱，来<span style="color: black;">帮忙</span>一线营销人员与企业管理者快速把握新的营销现实。详见下图：</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/CyXZAHAxib1drP0LEXl6PA57vHoN1F0iam7qaWkSicAohMcNLAzAsXP2GlEA4ia6AJr0gCShB96H65rE3icD0H1XYiaw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">那样</span>，问题来了，极速变化的时代，<span style="color: black;">怎样</span>打造能够为企业增长助力护航的好营销？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">首要</span>，科特勒认为，企业需要重新定义自己的<span style="color: black;">目的</span>。</strong></span><span style="color: black;">新的<span style="color: black;">商场</span>观点认为，地球的资源有限，人类活动需要被约束。企业<span style="color: black;">不可</span>再用线性思维来经营自己的业务，完成<span style="color: black;">制品</span><span style="color: black;">营销</span>并不<span style="color: black;">寓意</span>着结束，企业应该<span style="color: black;">更加多</span><span style="color: black;">思虑</span>到商品的循环利用，以循环思维来经营企业。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>，苹果开启了手机回收置换服务，京东<span style="color: black;">供给</span>以旧换新置换服务等。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">第二，关于新营销的<span style="color: black;">重点</span>特征，科特勒将其归纳整理为10个方面：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">1、社交<span style="color: black;">媒介</span>、数字<span style="color: black;">媒介</span>和算法广泛普及。</strong><span style="color: black;">例如</span><span style="color: black;">经过</span>人工智能和大数据的加持，<span style="color: black;">咱们</span><span style="color: black;">能够</span>做出更好的决策。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">2、营销自动化。</strong><span style="color: black;">例如</span>送餐<span style="color: black;">设备</span>人、快递<span style="color: black;">设备</span>人<span style="color: black;">已然</span>在<span style="color: black;">有些</span>区域投入<span style="color: black;">运用</span>。再<span style="color: black;">例如</span>基于人工智能和<span style="color: black;">设备</span>学习的兴趣推送，算法<span style="color: black;">经过</span>学习消费者的兴趣和<span style="color: black;">爱好</span>，将可商品个性化送到消费者眼前。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3、<span style="color: black;">跟踪</span>客户旅程和地图。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">4、接触点营销。</strong><span style="color: black;">一样</span>是基于强大的数据和算法支持，<span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">跟踪</span>客户的路径，绘制出与<span style="color: black;">她们</span><span style="color: black;">关联</span>的接触点，企业<span style="color: black;">能够</span>从中准确<span style="color: black;">把握</span>客户<span style="color: black;">需要</span>，寻找商机。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">5、<span style="color: black;">名人</span>角色营销。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">6、内容营销。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">7、影响者营销。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">8、全<span style="color: black;">途径</span>营销。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">9、精益营销。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">十、</span>社会事业营销。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">整体而言，<span style="color: black;">以上</span>10大特征中，最大的变化和趋势在于：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">将来</span>，营销人员将<span style="color: black;">研发</span>并越来越依赖算法<span style="color: black;">帮忙</span>做出<span style="color: black;">非常多</span>重大营销决策；营销流程会全面自动化，营销绩效会<span style="color: black;">经过</span>许多关键指标来被<span style="color: black;">评定</span>；更多的智能语音助手将<span style="color: black;">装扮</span>营销角色；新<span style="color: black;">制品</span>将<span style="color: black;">首要</span>在虚拟现实工具中进行测试；企业将<span style="color: black;">运用</span><span style="color: black;">更加多</span>的神经科学工具<span style="color: black;">评定</span>信息；企业将<span style="color: black;">按照</span>其有效性和业务需要，<span style="color: black;">持续</span><span style="color: black;">调节</span>其<span style="color: black;">制品</span>组合和营销组合。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">第三，品牌向善主义至关重要。</strong></span><span style="color: black;">在当下和<span style="color: black;">将来</span>很长一段时间，它都是<span style="color: black;">处理</span>客户、国家和星球所面临的紧迫问题的方式之一。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当一个品牌充满社会责任，能够维持或<span style="color: black;">提高</span>消费者和社会的<span style="color: black;">长时间</span>福祉。<span style="color: black;">那样</span>，这个品牌就<span style="color: black;">持有</span>了良好的信用体系。在消费者眼中，功能强劲又环境友好且充满社会<span style="color: black;">道理</span>的<span style="color: black;">制品</span>，是<span style="color: black;">特别有</span>吸引力的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">第四，<span style="color: black;">将来</span>的营销方向，是“人对人的营销”。</strong></span><span style="color: black;">科特勒认为，在<span style="color: black;">将来</span>，不论技术怎么发展，<span style="color: black;">大众</span>都该记住，<span style="color: black;">咱们</span>不需要不道德和空洞无聊的营销，<span style="color: black;">亦</span><span style="color: black;">不该</span>该去做浪费的营销。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/CyXZAHAxib1cVv1EY2NxWb6jYLdEhBeT8qJJEuBWbb98llzyhSUibuiaHX0gs0qasuN7AJXwkIrd1BjBcSUN515TQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我们应该时刻铭记，<strong style="color: blue;">营销始终是人在与人打交道</strong>，这点至关重要。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">营销“十宗罪”</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">读懂这些成功一半</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">现如今，许多企业管理者和营销人员，埋首于<span style="color: black;">海量</span><span style="color: black;">平常</span>活动，很容易忽略大局：<span style="color: black;">经过</span>设计、沟通和<span style="color: black;">供给</span><span style="color: black;">制品</span>为<span style="color: black;">她们</span>的顾客、合作者和利益<span style="color: black;">关联</span>者创造卓越的市场价值。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同期</span>，营销人员<span style="color: black;">亦</span>会犯<span style="color: black;">有些</span>“致命的错误”，让营销工作陷入困境。科特勒罗列了10种致命的错误、相应的预兆及其<span style="color: black;">处理</span><span style="color: black;">方法</span>：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误1：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span><span style="color: black;">无</span>充分做到以市场为中心和以客户为驱动</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;">有证据<span style="color: black;">显示</span>对市场细分的识别和优先安排做得很糟糕。<span style="color: black;">无</span>细分市场经理，<span style="color: black;">亦</span><span style="color: black;">无</span>员工认为服务顾客是营销和<span style="color: black;">营销</span>的工作，<span style="color: black;">无</span><span style="color: black;">创立</span>顾客文化的培训计划，<span style="color: black;">亦</span><span style="color: black;">无</span>激励<span style="color: black;">办法</span>来<span style="color: black;">尤其</span>善待顾客。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;"><span style="color: black;">运用</span>更先进的细分技术，确定细分市场的优先级，<span style="color: black;">运用</span>专门的<span style="color: black;">营销</span>队伍服务<span style="color: black;">每一个</span>细分市场，制定<span style="color: black;">知道</span>的<span style="color: black;">机构</span>价值声明，在员工和<span style="color: black;">机构</span>代理人中培养<span style="color: black;">更加多</span>的“顾客<span style="color: black;">认识</span>”，让顾客与<span style="color: black;">机构</span>的接触变得<span style="color: black;">更易</span>，以及对任何的客户沟通做出快速反应。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误2：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span><span style="color: black;">无</span>充分<span style="color: black;">认识</span>其<span style="color: black;">目的</span>顾客</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;">对顾客<span style="color: black;">近期</span>一次的调研<span style="color: black;">已然</span>是三年前的事了，顾客不似从前那样购买你的<span style="color: black;">制品</span>，竞争对手的<span style="color: black;">制品</span>卖得更好了，顾客的退货和投诉比例<span style="color: black;">亦</span>很高。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;">进行更精细化的消费者<span style="color: black;">科研</span>，<span style="color: black;">运用</span><span style="color: black;">更加多</span>的数据分析技术，对顾客和经销商<span style="color: black;">创立</span>分组，<span style="color: black;">运用</span>客户关系管理软件，进行顾客数据挖掘。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误3：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span>需要更好地定义和监测其竞争对手</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;"><span style="color: black;">机构</span>专注于近距离的竞争对手，忽略了远距离的竞争对手和颠覆性技术，缺少收集和发布竞争情报的系统。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;"><span style="color: black;">创立</span>一个收集竞争情报的办公室，雇用竞争对手的员工，密切关注可能影响<span style="color: black;">机构</span>的技术，<span style="color: black;">研发</span>和竞争对手<span style="color: black;">制品</span><span style="color: black;">类似</span>的<span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误4：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span><span style="color: black;">无</span>恰当地管理与利益<span style="color: black;">关联</span>者的关系</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;">员工、经销商和投资者都不开心，好的供应商<span style="color: black;">亦</span>不愿意与<span style="color: black;">机构</span>合作。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;">从“零和思维”转向“正和思维”，更好地管理员工、供应商、分销商、经销商和投资者关系。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（注：零和思维，属于非合作博弈，<span style="color: black;">指的是</span>博弈中甲方的收益，必然是乙方的损失，即各博弈方得益之和为零。）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误5：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span>不善于寻找新机遇</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;"><span style="color: black;">机构</span><span style="color: black;">数年</span>来<span style="color: black;">无</span><span style="color: black;">发掘</span>任何令人兴奋的新机遇，<span style="color: black;">机构</span>推出的新想法基本上都失败了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;"><span style="color: black;">创立</span>一个刺激新想法<span style="color: black;">持续</span>涌现的系统。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误6：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span>的营销策划过程存在缺陷</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;">营销计划<span style="color: black;">无</span>正确的范式和内容结构，<span style="color: black;">无</span>办法估计<span style="color: black;">区别</span>营销策略的财务影响，<span style="color: black;">亦</span><span style="color: black;">无</span>应急计划。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;"><span style="color: black;">创立</span>一个标准的营销计划格式，<span style="color: black;">包含</span>形势分析、SWOT分析、<span style="color: black;">重点</span>问题、<span style="color: black;">目的</span>、策略、战术、预算和<span style="color: black;">掌控</span>；询问营销人员，<span style="color: black;">倘若</span>给<span style="color: black;">她们</span><span style="color: black;">增多</span>或减少20%的预算，<span style="color: black;">她们</span>会做出<span style="color: black;">那些</span>改变；开展年度营销奖励计划，为最好的营销计划和绩效颁奖。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误7：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">制品</span>和服务政策需要收紧</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;"><span style="color: black;">机构</span>的<span style="color: black;">制品</span>太多，<span style="color: black;">况且</span><span style="color: black;">非常多</span><span style="color: black;">制品</span>都在赔钱；<span style="color: black;">机构</span><span style="color: black;">供给</span>的服务太多；<span style="color: black;">机构</span>不<span style="color: black;">善于</span>交叉<span style="color: black;">营销</span><span style="color: black;">制品</span>和服务。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;"><span style="color: black;">创立</span>一个系统来<span style="color: black;">跟踪</span>弱势<span style="color: black;">制品</span>，要么修复要么放弃它们，<span style="color: black;">供给</span><span style="color: black;">区别</span>价格层次的服务，改进交叉销售和追加<span style="color: black;">营销</span>的流程。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误8：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span>的品牌建设和沟通能力弱</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;"><span style="color: black;">目的</span>市场对<span style="color: black;">机构</span><span style="color: black;">认识</span>不多，品牌不被视为与众<span style="color: black;">区别</span>，<span style="color: black;">机构</span>每年以基本相同的比例将预算分配给相同的营销工具，<span style="color: black;">机构</span>很少<span style="color: black;">评定</span>营销沟通和营销活动的投资<span style="color: black;">报答</span>率的影响。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;">对品牌建设策略和成效衡量机制加以改进，将资金转向有效的营销工具，并<span style="color: black;">需求</span>营销人员在申请<span style="color: black;">运用</span>资金之前对营销活动的投资<span style="color: black;">报答</span>率影响进行<span style="color: black;">评定</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误9：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span><span style="color: black;">无</span>组织富有成效且富有效率的营销</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;">员工缺乏21世纪的营销技巧，营销（或<span style="color: black;">营销</span>）<span style="color: black;">分部</span>与其他<span style="color: black;">分部</span>之间存在着隔阂。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;">任命一位强有力的领导者<span style="color: black;">帮忙</span>营销<span style="color: black;">分部</span><span style="color: black;">提高</span>技能，并改善营销<span style="color: black;">分部</span>和其他<span style="color: black;">分部</span>之间的关系。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">｜致命错误10：</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">机构</span><span style="color: black;">无</span>最大限度地利用技术</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">预兆：</strong></span><span style="color: black;">有证据<span style="color: black;">显示</span>，<span style="color: black;">机构</span>对互联网疏于利用，<span style="color: black;">营销</span>自动化系统乏善可陈，<span style="color: black;">无</span>营销自动化工具，<span style="color: black;">无</span>决策支持模型，<span style="color: black;">亦</span><span style="color: black;">无</span>营销仪表板。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">处理</span><span style="color: black;">方法</span>：</strong></span><span style="color: black;"><span style="color: black;">更加多</span>地<span style="color: black;">运用</span>互联网，改进<span style="color: black;">营销</span>自动化系统，将营销自动化工具应用于<span style="color: black;">平常</span>决策，<span style="color: black;">研发</span>规范的营销决策模型和营销仪表板。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以上</span>营销“十宗罪”应该是<span style="color: black;">非常多</span>企业的通病，<span style="color: black;">平常</span>却可能从未被<span style="color: black;">注重</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当<span style="color: black;">咱们</span>苦于增长难以为继，越来越“卷”之时，<span style="color: black;">是不是</span>反思过“学知不足，业精于勤”、“世上最大的危险，是无所行动”？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">特此共勉。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/CyXZAHAxib1cVv1EY2NxWb6jYLdEhBeT8g2j7bwCUzG20TXYQeII5Ik8ppKxX3ntp8RaAphcJckv38368vNjaGA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以上内容整理自《营销管理》第十六版</span><span style="color: black;">（菲利普·科特勒 、</span></span><span style="color: black;">凯文·莱恩·凯勒、亚历山大·切尔内夫）著，中信出版集团2022年9月出版），以及部分菲利普·科特勒公开演讲。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">版权归本书及作者所有，转载请务必标明<span style="color: black;">源自</span>及出处。</span></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">END</strong></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">「科特勒咨询集团联系方式」</span></strong></span></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">科特勒小助手</span></p><strong style="color: blue;"><span style="color: black;">求职/应聘</span></strong><span style="color: black;">简历请发送至 hr@kotler.com (邮箱）</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">阅读「<span style="color: black;">更加多</span>内容」请点击以下关键词</span></strong></p><strong style="color: blue;"><span style="color: black;">最新课程</span></strong><a style="color: black;"><span style="color: black;">空手：内容营销线上课</span></a><span style="color: black;">&nbsp;&nbsp;｜ &nbsp;<a style="color: black;">陈格雷：元气森林案例<span style="color: black;">诠释</span>课</a>&nbsp;&nbsp;｜ &nbsp;<a style="color: black;">曹虎：营销底</a>层<span style="color: black;">规律</span>线上课&nbsp;&nbsp;｜ &nbsp;<a style="color: black;">曹虎：营销计划线上直播大课</a></span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">科研</span>报告</span></strong><a style="color: black;"><span style="color: black;"><span style="color: black;">2022银发白皮书 ｜</span>&nbsp;2021年营销趋势报告</span></a><span style="color: black;">｜ &nbsp;<a style="color: black;"><span style="color: black;">2021年超新星品牌白皮书</span></a>&nbsp;&nbsp;｜ &nbsp;<a style="color: black;">2020年营销趋势报告</a>&nbsp; ｜ &nbsp;<a style="color: black;">2020年大健康白皮书</a>&nbsp; ｜ &nbsp;<a style="color: black;">2020年营销学<span style="color: black;">科研</span>盘点</a>&nbsp; ｜ &nbsp;<a style="color: black;">2019年营销学<span style="color: black;">科研</span>盘点</a>&nbsp; ｜ &nbsp;<a style="color: black;">2019首席增长官崛起白皮书</a></span><span style="color: black;"><strong style="color: blue;">科特勒观点</strong></span><a style="color: black;"><span style="color: black;">eWMS菲利普科特勒演讲实录</span></a><span style="color: black;">&nbsp;&nbsp;｜ &nbsp;<a style="color: black;">上亿美元的</a><span style="color: black;">奥密</span><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">刷新营销思维</a><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">发挥核心业务能力</a><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">营销与绩效挂钩</a>&nbsp; ｜&nbsp;</span><span style="color: black;"><a style="color: black;">增长五线</a>&nbsp;｜&nbsp;</span><a style="color: black;">品牌化增长模式</a><span style="color: black;">&nbsp; ｜&nbsp;</span><a style="color: black;">米尔顿·科特勒</a><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">CGO核心能力</a><span style="color: black;">&nbsp;｜</span><a style="color: black;">营销管理</a><a style="color: black;">VCR模式</a><span style="color: black;">&nbsp; | &nbsp;</span><a style="color: black;">5A模型</a><span style="color: black;">&nbsp; | &nbsp;</span><a style="color: black;">食品营销</a><span style="color: black;">&nbsp; ｜&nbsp;</span><a style="color: black;">升级顾客思维</a><span style="color: black;">&nbsp; | &nbsp;</span><a style="color: black;"><span style="color: black;">数字营销三大困局</span></a><span style="color: black;"><strong style="color: blue;">案例分析</strong></span><span style="color: black;"><a style="color: black;">瑞幸</a><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">OYO</a><span style="color: black;">&nbsp; ｜</span><a style="color: black;">WeWork</a><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">美团</a><span style="color: black;">&nbsp; ｜</span><a style="color: black;">小米</a><span style="color: black;">&nbsp;｜&nbsp;</span><a style="color: black;">Uber</a><span style="color: black;">&nbsp; ｜ &nbsp;</span><a style="color: black;">拼多多</a></span><span style="color: black;"><strong style="color: blue;">峰会活动</strong></span><a style="color: black;"><span style="color: black;">2021eWMS世界营销大会</span></a><span style="color: black;">&nbsp;&nbsp;｜ &nbsp;<a style="color: black;">2021年开年峰</a>会&nbsp;&nbsp;｜ &nbsp;</span><a style="color: black;">2020开年大课</a><span style="color: black;">&nbsp; ｜ &nbsp;</span><span style="color: black;"><a style="color: black;">科特勒最新峰会演讲</a>&nbsp;&nbsp;</span><span style="color: black;">｜ &nbsp;<a style="color: black;">新冠后跨洋直播</a>&nbsp;&nbsp;｜&nbsp;</span><a style="color: black;">菲利普·科特勒2019中国行演讲实录</a>&nbsp;&nbsp;<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">

星☆雨 发表于 2024-9-5 17:49:54

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1fy07h 发表于 2024-9-28 00:35:35

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nykek5i 发表于 2024-11-5 08:17:56

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1fy07h 发表于 1 小时前

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查看完整版本: 「现代营销学之父」菲利普·科特勒：下个十年的营销10宗罪&好营销怎么做？