05-toc约束理论_瓶颈管理_八讲 行销.pdf

GOLDRATT SATELLITE PROGRAM 高瑞特卫星节目 SESSION 5 第五讲 MARKETING 营销 Good to see you again. 很高兴又见到你们。 Marketing. 营销。 I am afraid that this session will have to start in a very banal way. 我担心这个讲次一开始的介绍方式会很老套。 We will have first of all to define what is marketing. 我们会先为营销下定义。 Why? 为什么呢？ Because in spite of the fact that every marketing book in the last 50 years is giving reasonable definition of marketing reality is that in most companies you will not find marketing. 虽然在过去50 年内，每本营销书籍都为营销下了合理的定义，然而实际上在大部分 的公司里，你找不到营销。 They somehow confuse marketing with sales. 他们把营销和销售混为一谈。 So maybe we should use some stronger words to deliver the message of what is marketing and what is sales and how different they are from each other. 所以也许我们应该使用更有力的表达方式来传达营销和销售的概念，区分两者间的 差异。 Marketing in my eyes is spreading the corn for the ducks to come and sit. 我认为营销是在地上撒谷粒，让鸭子进来坐。 Sales is taking a gun and shoot a sitting duck. 销售是拿枪射杀一只静坐不动的鸭子。 And if the duck is not sitting but moving like a mosquito, don’t blame the sales person, blame the fact that you don’t have marketing. 如果这只鸭子并非静坐不动，而是像蚊子一样到处移动，不要责怪销售人员，要怪 你自己没有营销。 In other words, marketing is bringing the market to desire your product or your service. 换句话说，营销是让市场渴望得到你提供的产品或服务。 When you are at the stage of marketing you don’t see an individual prospect, you see maximum section of the market in front of your eyes. 你在做营销时，眼前不是只看到一位潜在顾客，而是看到市场内最大的一部分。 Sales is you see a specific prospect and your job is- close the deal. Close the deal. 销售是指你看到一位特定的潜在顾客，你的工作是—完成交易。 Now, if you think it is easy to shoot a sitting duck, try to do it. 现在，如果你认为射杀一只静坐不动的鸭子很容易，就放手试试看。 And remember if you miss and the bullet goes near its ear, it is not sitting any more. 别忘了，如果你射歪了，子弹靠近牠的耳朵，牠就不会继续静坐不动。 It flew. 牠飞走了。 Good marketing means, have a lot of sitting ducks with glue on their feet. 好的营销意谓着：拥有许多只脚上沾满黏胶静坐不动的鸭子。 Now how do y