In seen bin Laden in the eyes of Western journalists, bin Laden is a quiet and even some shy man, tall and lanky, with bushy beard, like a wenruoshusheng, often dressed in a white robe of Arab, talk whisper softly, with extremely polite, Fanti, identical. However, such a person, finally became the number one "thorn in the United States," and "thorn in the flesh." Bin Laden and his organization was able to let the United States big headache, also at will take him no way, all originate from the base. In other words, bin Laden and his organization, has a base of support, or have a relative of the United States and its big brother. Conversely, if bin Laden and his organization, there is no base support, their fate is estimated as early as Saddam.
This effective means use in marketing is called "base market", can also be understood as based on the market. The so-called like bin Laden did marketing, that is, to full construction and building their brand and product base, thus headspring of enterprise, sustainable-development-, and engender a relative of the right to challenge.
Chairman Mao and the Communist Party of which he is in command of the hair, and it is a revolutionary base success story, first Jinggangshan, then the Yan'an, then to Northern Development, defense, and then to the South and was called to the Yangtze River, solve the whole of China. Along the way, the base of every play their great utility. A single spark can start a prairie fire, is that it has formed the base area. In the base area, Chairman Mao had several disintegrating in the military forces on the number of times their own KMT encirclement, creatively invented dileizhan, didaozhan, Mahjong warfare, new tactics, successfully confront the Chiang Kai-shek's regular warfare. So if you want to say that the Communist Party's victory in fact base of victory, to a large extent also has a very good reason.
From marketing warfare belonging to the category of soft war, the fierce market competition and marketing results very similar with the war, no gunpowder, let a lot of marketing people do not consciously took the opposite of war. So we see a lot of new products, where market where large hit, Happy Valley circle, like developing investment promotion campaigns, in addition to the rich foreign dealer does not have other requirements, of course, there is no dealer effective support, so-called support is a traditional material support and advertising rebates, for a period of time, the distributor of the goods if the whole not out, started a new round of investment promotion campaigns, so repeatedly.
Further, begin with the manufacturers of advertising-supported, coarse, CCTV on national coverage, weak some of hit province or city, the market areas, and also the start of each regional market are configured the appropriate sales, but sales of focus or round the dealer go, trying to figure how to let dealers play multi yahuo; further, begin with the consciousness of the Terminal, and began to win attention product display and heap header, but limited to base consciousness and sense of competition, most of the attention that is concerned about whether the product has entered the Terminal, is on display, as for the competition is not strong? is it possible to develop a base?
Base construction of steps, and so on, there is no upper headquarters, how can expect lower sales staff to consider. Thus, we are all doing the same thing, sales focus begins to shift towards immediate sales, are busy to promotion policy, little by little, we have entered a promotion to sales, not promoting not pin position, everyone began to cry: marketing into a stalemate! marketing has entered a non-stroke era!
Base is the fundamental enterprise market. Lack of support, the bases of market and tall buildings seem Foundation is not secure, there is the potential approach would replace.
Base market is a kind of consciousness. If even this awareness, it is difficult to imagine such an enterprise to marketing warfare laughs last. Only has a base of market awareness of enterprise, every step is the compaction of the marketing battle to become the man laughs last.
Base market is a belief. A "partial is greater than the whole" belief, top cover our thoroughly traditional "the whole is greater than the local" life and beliefs, to really accept it is not easy. But in the long term, half are larger than all, trying to attract every major segment of brand born small brand.
Do you dare like bin Laden did marketing?
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