Art of Marketing
“‘Marketing’ should never be confined to selling goods. It contains much broader meanings and areas,” said Prof. Xiong Wei from University of International Business and Economics.
In the afternoon of August 7th, Prof. Xiong was welcomed to give a lecture on “Customer-Value Oriented Marketing Management”. She invited the campers to share key words related to “marketing”, and tried to break the stereotype of the limited conception simply as “selling goods” in people’s minds.
Talking about making marketing strategy, Prof. Xiong introduced the theory of 4Ps, 4Cs and Expansion. The first step of marketing, according to Prof. Xiong, is to segment the consumers and target the specific segments. In order to create a preferential relationship with customers, she recommended the campers to expand their background in psychology. “Marketing is everything about dealing with people. Getting an insight into customers’ mind and being able to decode their signals really mean a lot to the business,” Prof. Xiong emphasized. She took TCL’s promotion on its quantum TV as a case study, and demonstrated that marketing tools used by TCL such as O2O, self-media and traditional social media helped clearing away obstacles for its marketing.
Prof. Xiong created a relaxing and easy atmosphere for an abstruse marketing course. What campers learned was far beyond the three-hour lecture; they were taught the way of thinking and the shortcut to success, which is also the art of marketing. |
