Special Highlights
Marketing thinking is the process of thought changes in which managers or marketers engaged in marketing use certain methods of thinking to decide on marketing projects, marketing activities and marketing execution. Marketing thinking methods are generally divided into conventional marketing thinking methods and innovative marketing thinking methods.
Conventional marketing thinking methods
(1) Questioning thinking: is a way of thinking that re-examines, re-tests, re-wanders and re-develops existing knowledge under new conditions. The famous philosopher Descartes was a pioneer of questioning thinking. He believes that there can be many different opinions on the same subject, all of which are supported by knowledgeable people, but he asserts that there cannot be more than one true opinion, so he regards everything that is only possible as probably false. of. Use correct thinking methods to question existing knowledge, concepts, etc. For example, we question many of our knowledge in marketing: Can a company be successful if its products meet the needs of consumers?
(2) Intuitive and inspired thinking: is the process in which people make decisions based on their own observations and experiences, their own judgment of the information about something, and their own intuition and hunch.
(3) Interactive brainstorming thinking: is a thinking method that produces decisions through group discussions, also known as brainstorming thinking. The group members can be 8 to 12 people. By focusing on a decision-making goal, everyone puts forward their own opinions on it, and finally forms the thinking of the optimal decision-making plan.
Innovative marketing thinking methods
1. Vertical process thinking method
Vertical process thinking method is a decision-making thinking method in which enterprises focus on the integration of upstream and downstream product industry chains, partners, and relationships with administration, enterprises and institutions, etc. Vertical process thinking pays attention to the correlation and closeness between enterprises. Especially after the current introduction of information management and supply chain competition, enterprises should pay more attention to innovative marketing thinking methods. When making strategic decisions, enterprises should be customer-centric and focus on product process thinking in terms of business, operation, service, management and control.
2． Horizontal integration thinking method
Horizontal integration thinking method: It is a thinking method in which enterprises put internal and external human, material, financial and resources together to conduct overall thinking and integrated decision-making. There are two levels of horizontally integrated thinking.
(1) Integrated thinking at the internal level of the enterprise. is mainly a thinking and decision-making method that integrates the strength and resources of various departments within the enterprise and makes the best use of the enterprise. All departments within an enterprise are like a chess game and must work together to achieve the best results and achieve the ultimate goal of the enterprise.
(2) Integrated thinking at the external level of the enterprise. mainly integrates the external environmental forces of the enterprise, including domestic and foreign market environment conditions, policies, exchange rates , government agencies, media agencies, banks, taxation, customs, and non-profit organizations, etc., and the integration of thinking on relationships and cooperation.
3. Network three-dimensional thinking method
network three-dimensional thinking method is that is customer-centered, based on information network, with marketing network as business, uses interpersonal network as a link, focusing on the network three-dimensional thinking decision-making method of up, down, left, front, back and inside. The network three-dimensional thinking method not only needs to consider one point, one line, and one side of the enterprise's affairs, but also one group, one group, and one network, that is, comprehensive thinking by integrating all internal and external resources and conditions.
For example, marketing in the service industry should focus on: improving the marketing system, giving full play to the role of outlet marketing, full-time marketing, full-time marketing, project marketing, integrated marketing and network marketing, so that they can each find their place, form a synergy, and improve the breadth and depth of service marketing. , strength and coordination.
4. Horizontal marketing thinking method
Horizontal marketing is a kind of creative thinking, Kotler calls it "thinking outside the box". It is different from the logical thinking of vertical marketing and is essentially a creation based on intuition. The basic steps of this kind of thinking are to first select a focus, then perform lateral displacement to generate stimulation, and finally establish a connection.
This article is excerpted from the book "Marketing (Second Edition)" edited by Chen Qinlan, Su Zhaohui, Hu Jin and others. If there is any infringement, please contact us to delete it
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