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一、认识上的误区1.关系至上论。很多人认为,工业品营销就是关系营销,能不能成功,完全取决于关系“是否过硬”。持这种观点的人忘了关系营销的最根本的基础——所提供的产品和服务能够满足用户的需求。工业品营销从设备的采购谈判到签订合同,从发货运输到安装验收,从使用指导到售后服务,是一个系统、漫长、枝节繁多的过程,会涉及到企业的不同部门,而且某一个环节出差错都可能导致满盘皆输的后果,
First, the misunderstanding on the understanding 1. Relationship is the highest theory. Many people think that industrial marketing is relationship marketing, can not succeed, depends entirely on the relationship “is perfect.” People who hold this view forget about the most fundamental basis for relationship marketing - the products and services they deliver to meet the needs of their users. Industrial products marketing from equipment procurement negotiations to sign the contract, from shipping to installation and acceptance, from the use of guidance to after-sales service, is a systematic, long, numerous process, will involve different parts of the enterprise, and a link Errors can lead to the consequences of losing the game,