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营销人每天都在评估与选择——无论是投资者、还是经营者;无论是零售企业、经销商企业、还是品牌运营商企业或生产厂家。“人人心中都有一杆秤”;每个人、每个企业,都可以依据自己的“秤”来评估、来做选择的决策;但是,“人心中的秤”一定带有偏见;偏见来自自己的认知能力(如“以貌取人”)、或情感(如“任人唯亲”)、或过去的经验教训;所以营销专家开发的评估与决策的“价值工具”、“价值匹配创造工具”,是纯理性、纯逻辑的,应该是决策的原点;个人感情、历史惯性等偏见影响决策虽然在所难免,但不能背离“原点”太远,要用工具来纠偏。
Marketers are evaluating and choosing from day to day - be they investors or marketers; be they retailers, resellers, or brand carriers companies or manufacturers. Everyone and every business can make a decision based on their own “scale” to make choices; however, “scales in the mind” must be biased; prejudices come from one's own Cognitive ability (such as “taking the appearances”), or feelings (such as “cronyism”), or past experiences and lessons learned. Therefore, the “value tools” and “value matching and creating tools” developed by marketing experts to evaluate and make decisions are purely rational, Purely logical, should be the origin of decision-making; personal feelings, historical inertia and other prejudices affect the decision-making although inevitable, but can not deviate from the “origin” too far, use tools to correct.