Peter Drucker, the father of U.S. management consulting, once advised that only two business functions produce new customers. They are "marketing" and "innovation." All other functions are expenses. This means Chinese companies have to learn about marketing. They will have to learn about "positioning" or how to win battles in the mind of a customer and prospect. They will have to learn about "marketing warfare" or how to cope with competition. They will have to learn about "differentiation" or how to figure out what makes you different from your competitors. But most of all, they have to understand that it's not just about low price, but about added value or creating that reason as to why a product is worth a little more than competitive products.
v企業存在的目的就是創造顧客，任何企業都”僅有”兩個基本的任務－－行銷和創新。行銷是企業最重要、最獨特的任務。－－杜拉克（Peter Drucker）
market (MAKE AVAILABLE) Show phonetics
verb [T]
to make goods available to buyers in a planned way which encourages people to buy more of them, for example by advertising:
Their products are very cleverly marketed.
marketing Show phonetics
noun [U]
a job that involves encouraging people to buy a product or service:
a career in marketing
Our marketing people have come up with a great idea for the launch of the new model.
marketable Show phonetics
adjective
Marketable products or skills are easy to sell because a lot of people want them:
This is a highly marketable product.
