A hungry lamb found two grasslands, A and B, in the desert. It ran to the grassland first. When it approached grassland A, it found that grassland B was more lush than A, so it gave up A and ran to B.
When I got to the grass near B, it turned out that B was not as lush as A ... and then it returned to A.
After repeated several times, when it had no strength, it was right in the middle of two pieces of grass. It starved to death because it couldn't eat any grass.
Marketing Enlightenment: Decision theory holds that decision-making is to choose the best scheme from many schemes, but in fact it is impossible in many cases, so there is another principle in decision-making, that is, as long as the decision-making results satisfy the decision-maker.
Classic marketing fable 2 Barracuda, shrimp and swan have become good friends. One day, they found a car loaded with many delicious things at the same time, so they wanted to tow the car to the road. The three men shouldered a heavy burden together. They riveted hard and the veins stood out, making them stand up. However, no matter how they drag, pull and push, the car is still in place.
It turned out that the swan tried to lift it to the sky, the shrimp dragged back step by step, and the pike pulled to the pond. Who is right and who is wrong? We've tried anyway.
Marketing Enlightenment: The marketing team of an enterprise has people with different talents, and they all have the spirit of dedication to Fengxian, but if the enterprise does not use their talents in one place and let the marketing power of the enterprise form a joint force, then it is useless to blame anyone in the end.
Classic marketing fable story 3 animal cart pulling
Barracuda, shrimp and swan became good friends. One day, they found a car with many delicious things.
So I want to drag the car off the road, and the three guys shoulder the burden together. They riveted hard enough, and the veins stood out, making them stand up. However, no matter how they drag, pull and push, the car is still in place, and they can't move a step.
It turned out that the swan tried to lift it to the sky, the shrimp dragged back step by step, and the pike pulled to the pond. Who is right and who is wrong? We've tried anyway.
Comments: An enterprise's marketing team and talented people all have the spirit of Fengxian, but if enterprises don't use their talents in one place and let their marketing forces form a joint force, then it is useless to blame anyone in the end.
Classic marketing fable 4 Every morning, when an African antelope wakes up, she knows that she must be faster than the fastest African lion, or she will be eaten. Every morning, an African lion wakes up and knows that he must run faster than the slowest antelope or he will starve to death.
Whether you are a lion or an antelope, you should start running when the sun rises.
Marketing enlightenment: Run, in this highly competitive society, if enterprises stagnate and are still immersed in the glory of the past, then the ultimate fate will either be eaten or starved to death.
Geese often gather by the lake, and many white geese often choose suitable places to live there.
The leader of the goose also arranged a white goose to keep watch and call the police when he saw someone coming.
Hunters in the lake area are familiar with the life habits of white geese. At night, they deliberately lit torches. When the geese on guard saw the fire, they quacked and the hunter put it out again. When the geese were scared away, nothing happened, and the geese fell back to their original place to rest with confidence. This was repeated three or four times, and the geese thought it was the goose on sentry duty who deliberately lied to them, so they all pecked.
At this time, the hunter approached the geese with a torch.
The goose on sentry duty was afraid of being pecked by the goose and dared not bark any more. The sleeping geese were caught by hunters with nets, and none of them escaped.
Marketing Enlightenment: Any enterprise will face the test of the market. When the competitor conducted the first test, the early warning system established by the enterprise-"White Goose Watch" played a role. The enterprise is ready, but the competitors have no response. However, after repeated trials, even the enterprises themselves gradually relaxed their vigilance, which led to the complete victory of their competitors in the first world war.
Classic marketing fable 5 also implements this principle in marketing decision-making. When we were obsessed with finding the best solution, the huge marketing opportunities slipped away quietly, which eventually led to nothing.
In a certain area, there are two newsboys selling the same newspaper, and they are competitors.
The first newsboy is very diligent, and he peddles along the street every day with a loud voice, but there are not many newspapers sold every day, which tends to decrease.
The second newsboy is willing to use his head. In addition to peddling along the street, he insists on going to some fixed occasions every day. As soon as he goes, he will distribute newspapers to everyone and collect money later. The more familiar the place, the more newspapers you sell, and of course there are some losses.
And the first newsboy can sell less and less, so he has to make a living.
Marketing enlightenment: the practice of the second newsboy is of great significance;
First, in a fixed area, the readers of the same newspaper are limited. You won't buy him if you buy mine. I'll hand out the newspaper first. People who get newspapers will definitely not buy other people's newspapers. Equal to the market I occupied first. The more I earn, the smaller his market will be. This has hit the profits and confidence of competitors.
Second, unlike other consumer goods, newspapers have a complicated decision-making process, buy a lot at will, and generally do not return them because of quality problems. And there is not much money, and people will not give money. There is no change today, and I will give it tomorrow. Educated people don't embarrass children.
Third, even if someone reads the newspaper, it doesn't matter if they don't give money. There is always a backlog of newspapers. Secondly, he has read the newspaper and will definitely not buy the same one again. Or your own potential customers.
We will learn many marketing terms about consumers, market share, potential consumers and loyal customers in this story.
Classic marketing fable 6 One day, the city zoo found kangaroos running out of the cage, so they held a meeting to discuss and agreed that the height of the cage was too low. So they decided to raise the height of the cage from 10 meter to 20 meters. As a result, the next day they found that kangaroos were still running outside, so they decided to raise the height to 30 meters again. I didn't expect to see all the kangaroos running outside the next day. The keeper was very nervous and decided to raise the height of the cage to 100 meters.
One day a giraffe was chatting with some kangaroos. "Do you think these people will continue to keep your cage?" Asked the giraffe. "It's hard to say." Kangaroo said, "If they keep forgetting to close the door!" "
Management experience: from beginning to end, light and heavy, light and heavy. Closing the door is the origin, lifting the cage is the end, and it certainly doesn't matter to give up the origin and chase the end. What is management? Management is to analyze the main contradiction and secondary contradiction of things first, and understand the "background", "severity" and "urgency" of things clearly, and then start from important aspects.
Three travelers checked into a hotel at the same time. When going out in the morning, one traveler took an umbrella, one took a cane and the third was empty-handed. When I came back at night, the umbrella-bearer got wet, the crutch-bearer was covered in mud, but the empty-handed man was fine. The first two people were surprised and asked the third person why.
The third traveler didn't answer, but asked the umbrella man, "Why didn't you get wet and fall?" "
When it rains, I am glad that I have the foresight to walk boldly in the rain with an umbrella, and my clothes are still wet. In muddy and difficult places, because there is no crutch, there is no wrestling if you walk carefully. "
When asked about the crutch rack, he said, "When it rains, I choose a place to shelter from the rain or stop to rest without an umbrella. I walked in the muddy place with crutches, but I fell down. " The empty-handed traveler smiled and said, "When it rains, I choose a place where I can take shelter from the rain. When the road was bad, I walked carefully, so I didn't get caught in the rain or fall down. If you have an advantage, it is that you are not careful enough. You think there will be no problem if you have an advantage, so you get wet with an umbrella and fall down with a cane. "
Marketing Enlightenment: In the marketing process, advantages are relative. Only by creating advantages with an objective marketing environment can we win the market.
Classic marketing fable story 7 There was a doctor who claimed to specialize in humpback. The sign reads: "Whether the camel is like a bow, like a shrimp, or like a rice cooker, it will start after my treatment!"
A hunchback believed it and asked him for treatment. He took two boards and didn't give the hunchback a prescription or medicine. He put a board on the ground, told the hunchback to lie on it, pressed another board on the hunchback and tied it tightly with a rope. Then, he jumped on the board and stepped on it desperately. The hunchback called for help many times, but he ignored it. As a result, the hunchback was straightened, which made people "sigh".
The hunchbacked son reasoned with the doctor, but the doctor said, "I just want to straighten his hunchback, whether he lives or dies!" " "
Marketing enlightenment: customer needs are diverse, and so are customer preferences. The problem of enterprise marketing is to find out the products and methods to solve customers' needs, and this kind of products and methods can meet customers' needs, which is successful marketing.
Classic marketing fable 8 There was a hunter who dug a trap in the deep mountain and set a trap for catching animals. As long as the beast's foot touches it, it will firmly hold the animal's hoof. Once, an unlucky tiger came out for food and accidentally stepped into this animal trap. Tigers earn nothing. What should a tiger do if he knows that he will be beheaded if he is caught by a hunter? Don't let this seven-foot body suffer for these few inches of feet. No, running for your life is still important. The tiger was angry, jumped around desperately, broke its caught paw and finally escaped.
Marketing enlightenment: every enterprise may fall into market traps in the market, which may come from lack of funds, organizational confusion, customer desertion, dealer defection and so on. But when the enterprise realizes that this is a trap, is it like this tiger, who would rather sacrifice part than save the whole in the crisis?
Classic marketing fable 9 A sheep went to heaven and said to St. Peter, "I have horns on my head, which are weapons to attack the enemy and protect myself, but why am I always eaten by wolves?"
St Peter said, "Although you and wolves are both mammals, you eat grass and leaves, while wolves eat meat." . On the land of the earth, as long as there is water, there are weeds and trees everywhere. Just open your mouth when you want to eat. It's much easier to survive than a wolf. The survival of wolves depends on defeating their opponents and eating them, otherwise their lives will be hard to protect. You are too content with the status quo and lack the consciousness and ability to protect yourself. Although you have sheep, there is no collective effort. From wolves, we can see that they have a keen sense of smell to find prey. They have courage and indomitable spirit when attacking their prey. They combine ferocity and wit to improve their ability to defeat prey, while wolves have the spirit and ability to cooperate with the enemy. In other words, you are just like a sheep, and a wolf is like a wolf. This is the difference. "
Marketing enlightenment: "Sheep nature" is actually content with the status quo and lacks the willingness of group cooperation, while "Wolf nature" is proactive, competitive and willing to cooperate. In marketing management, choosing a wolf head is the key premise to resist the attack of competitors and defeat them.
Classic marketing fable 10 There are two small shops selling porridge.
The one on the left is almost the same as the one on the right, and there are endless customers coming in and out. But at the time of settlement at night, the one on the left is always more than the one on the right 100 yuan. Every day.
So, I walked into the porridge shop on the right. The waitress greeted me with a smile and gave me a bowl of porridge. Ask me, "Do you want eggs?" I said add. So she added an egg to me.
Every time a customer comes in, the waiter will ask, "Want an egg?" Some said that they would add, and some said that they would not add, each accounting for about 50%. I walked into the small shop on the left again. The waitress greeted me with a smile and gave me a bowl of porridge. Ask me: "One egg or two eggs?" I smiled and said, "Add one."
Another customer came in and the waiter asked, "One egg or two eggs?" Add two for those who like eggs and one for those who don't. There are also requirements that are not added, but few. At the end of the day, the small shop on the left will sell many more eggs than the one on the right.
Marketing enlightenment: leave room for others and strive for as much territory as possible for yourself. Only in this way can we win quietly. Sales is not only a matter of methods, but also an understanding of consumer psychology.
Classic marketing fable 1 1 A man wanted to make a set of furniture, so he went into the Woods, cut down a tree and sawed it into boards. When the man sawed the tree, he put one end of the trunk on the stump and rode on it himself. Also put a wedge into the sawed gap and saw it. After a while, pull out the wedge and drive into a new place.
A monkey sat in a tree and watched him do all this, thinking: logging is so simple. This man is tired. When he lay down for a nap, the monkey climbed down and rode on the trunk, imitating human movements to saw trees. It was easy to saw, but when the monkey tried to pull out the wedge, the tree closed and grabbed its tail.
The monkey screamed in pain and struggled desperately to wake people up. Finally, I was tied up by a rope.
Marketing enlightenment: Japanese enterprises started by imitating European and American products, but they innovated in imitation, which made the Japanese economy prosperous for 30 years. Many enterprises in our country imitate European and American enterprises, but we have no innovation in imitation, so now the core technologies of many products, such as TV and DVD, are not in our hands, which is like a monkey's tail being accidentally caught in a tree. Therefore, imitation is very important, but innovation is more important.
Classic marketing fable 12 There was a liquor seller in Song Dynasty. The brewed wine is mellow, honest and fair in business, attentive and considerate in hospitality, and the wine flag flutters in the wind outside the store, so the wine just can't be sold. Over time, the wine turned sour. The wine seller was puzzled and went to consult an elder nearby. The old man told him, "Your dog is so fierce that people are afraid of dogs biting. Who dares to buy your wine? It's sour. " .
Marketing Enlightenment: From the management point of view, the wine seller in Song Dynasty did a good job, but he raised a fierce dog and screwed up his business. In the marketing of commercial enterprises, desperate reasons abound. In many news reports, we can see such incidents as frisking and insulting customers. There are so many fierce dogs in the enterprise, how dare customers come to the door and how do they sell the goods?
Classic marketing fable 13 Two shoe-making companies sent a salesman to explore the market, one named Jackson and the other named Ban Jing.
On the same day, the two of them came to an island country in the South Pacific. On that day, they found that the locals were barefoot and had no shoes! From kings to the poor, from monks to ladies, no one wears shoes.
That night, Jackson sent a telegram to the boss of the domestic headquarters: "God, people here never wear shoes. Who will buy shoes? " I will go back tomorrow. "
Banjing also sent a telegram to the headquarters of the domestic company: "Great! Nobody wears shoes here. I decided to move my family and live here for a long time! " Two years later, everyone here put on shoes. ...
Marketing Enlightenment: Many people often complain that it is difficult to open up new markets. The fact is that the new market is right in front of you, but how do you find it?
There is a bus line at home, which runs from an alley to the railway station. I don't know if it's because the route is short or there are few people along the way, but the passenger transport company only arranged two CMB flights back and forth.
A couple opens 10 1, and a couple opens 102.
Most of the people who take the bus are boat people. Because they often live on water, when they go to town, they are often a family. 10 1 The hostess seldom lets her children buy tickets. Even if a couple took several children, she turned a blind eye and only asked the boat people to buy two adult tickets. Some boat people feel sorry and insist on buying tickets for older children. She smiled and said to the children of the boat people, "Will you bring a small mussel next time? Let you take the bus for free this time. "
The hostess of 102 is just the opposite. As long as there are people with children, the older ones need full tickets, and the younger ones need to buy half tickets. She has always said that this car is contracted, and how much should she pay to the passenger transport company every month. If it is not paid in full in any month, the boat people will not be able to do so immediately. The boat people also understand that several people pay a few tickets, so they live in peace every time. However, three months later, 102 at the door disappeared. I heard it stopped. This fulfilled the hostess's words 102: I can't do it anymore because few people take her car.
Marketing enlightenment: loyal customers are cultivated by feelings, and they also gain customer loyalty by making a little concession. How many loyal customers have we let go when we stubbornly implement our sales policy?
Classic marketing fable 14 When a man was an official in Jingzhou, tigers on the mountain often came out to eat people and livestock. People asked the county magistrate to drive away the hungry tiger.
The man only gave an order to expel the tiger, which was engraved on a very high rock. It happened that the tiger left Jingzhou for some reason, and he proudly thought that his order had taken effect.
Soon, he was transferred to other places to be an official. The people in this place are very strong and difficult to govern.
He thought that since the order carved on the rocks in Jingzhou could subdue the fierce tiger, he also thought that he could curb people who could read and write, so he invited people to Jingzhou to describe the stone carvings. As a result, the place was not well managed, but the officials lost their posts because of improper management.
Marketing Enlightenment: Many enterprises have a history of successful marketing, and they made huge profits by these methods. However, when a new market appeared in front of us, the environment changed and the psychology of consumers changed, but the original "successful" method of the enterprise failed at this time. The enlightenment here is that every enterprise has its own marketing model, but when the market changes, enterprises should adjust their marketing strategies to adapt to the market. After all, the market is always right.
Classic marketing fable 15 at the gate of heaven, two foreign old ladies met. God asked them to tell each other the happiest things in their lives.
"I have saved money all my life and finally lived in a new house for a day. I have never complained in my life. " The old lady China said happily.
"I have lived in a house all my life and finally paid off the loan for buying a house before I died." The old American lady also said happily.
God sighed and said, "Different choices have different effects."
Marketing Enlightenment: Many consumers in our country are backward in consumption consciousness, and they are unwilling to choose consumer credit when their spending power is limited, which can only cause the sorrow of the old lady China. But the potential demand is a kind of stock resource, which can be guided by publicity. Marketers gain the recognition of consumers by creating new marketing methods, so as to tap the potential demand.