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我的一位老朋友最近问我:“威廉,你认为什么是营销之道?”这个问题我不得不好好想一想。我能给出的最 佳答案就是,营销之道是一种透过客户视角看问题的能力。 遗憾的是,透过客户的视角来看问题是不可能的。要见客户之所见,我们就必须做到:他们不了解的,我们 也不了解。而这却是不可能的。我们对自己的公司以及产品的了解总是比客户多。我们无法把自己确实了解的东 西变成不了解的。 幸运的是,搞营销有点像打高尔夫球。即便是老虎伍兹也永远做不到一杆打进18个球洞。但我们并不需要得 满分才能获胜。我们只需要获得比竞争对手更好的分数。那么,在从客户的角度考虑问题这个方面,我们要怎么 做才能提高自己的得分呢?
An old friend of mine recently asked me: “What do you think of marketing as marketing?” I had to think hard about this issue. The best answer I can give is that marketing is a way of looking at problems from a customer perspective. Unfortunately, it is impossible to see the problem through the customer’s perspective. To see what customers see, we have to do: They do not understand, we do not understand. This is impossible. We know more about our company and our products than our customers. We can not turn what we really know into ignorance. Fortunately, marketing is a bit like playing golf. Even Woods can never make 18 shots in one shot. But we do not need to get the perfect score to win. We only need to get a better score than our competitors. So how do we improve our score in this area of thinking from a customer’s point of view?