שיווק

What will make them choose you?

• Marketing 市场营销 is finding out what customers need, creating value for them, and communicating that value.
• It is not only advertising. Product design, price, where customers can buy, and service after purchase all affect whether an offer succeeds.
• Start with a customer problem, not with the message you want to post.

An advert can invite customers in; it cannot repair a bad product.

Evidence before opinion

• Market research 市场调研 collects information to reduce uncertainty before a decision.
• Primary research 一手调研 is collected for the business's own question, such as a survey or interview. Secondary research 二手调研 already exists, such as a government report or industry data.
• A sample must fit the decision. Asking only employees whether students want a new drink gives weak evidence about student demand.

The marketing mix

• The marketing mix 营销组合 combines product, price, place, and promotion.
• These choices must agree. A premium product with a very low price can confuse customers; an online-only promotion may not reach customers who do not use that platform.
• A target market 目标市场 is the defined group a firm wants to serve. It is more useful than saying “everyone”.