Value & Marketing · Career & Wealth
Career & Wealth · Value & Marketing
6 reflections
《Three Marketing Essentials》 What must conversion, promotion, and dissemination each focus on?
Conversion depends on the five senses; promotion depends on channels; dissemination depends on desire
High conversion means winning; good promotion means victory; widespread dissemination means strength
《The Value of Marketing Planning》 How does planning create value and make it perceptible?
Enhance perceived value through packaging existing value, and share profits from the value created.
Creating something from nothing is planning’s value. Where there is no value, plan value; where value is low, increase it. Consumers buy concepts.
《Value》 When caught in price competition, do I need to reassess my product’s value and positioning?
The market measures value through price
A price war with the market is the outward appearance
Its underlying essence is a denial of the value of your own product
Mistakes in product design and positioning have made it converge with competing products
This is a lack of confidence
This is a lack of responsibility
This is a denial of your own value
Business looks like buying and selling; its essence is working with people
Efficiency and effectiveness
Waiting, in this moment
《To Support the Market, First Ask What Is Missing》 Why can continual materials and training still leave frontline staff feeling unsupported?
Market support can produce introductions, posters, videos, training, and tools. Everyone may be busy while frontline staff still ask the same question. The volume of content and whether their difficulties decreased need viewing together.
First understand frontline work: which customers, which stalled stage, what customers struggle most to understand. Is a sendable explanation needed, or a presentation for face-to-face use? Only a clear usage scenario tells material what to say and how far to go.
Organize collected needs appropriately. Find common ground among similar questions; handle one-off material according to its purpose. Creators explain what they can provide, frontline staff how it will be used, then check whether delivery helped. This is clearer than mutual guessing.
Not every frontline request should be produced. Some difficulties come from products, some processes, some insufficient individual ability. Finish what content can solve promptly; find appropriate treatment for what it cannot. Support’s value returns to whom it helped accomplish what, not merely file counts.
《Explain Value Before Discussing Conversion》 Before designing marketing methods, has the product’s real value been made clear?
Marketing should first make real value clear, then design outreach and conversion.
《Perceived Value Cannot Replace Delivery》 Can the sense of value we create replace actual delivery over the long term?
Perceived value can be designed, but it cannot replace real delivery over the long term.