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菲利普·科特勒是营销界的大师,几乎无人质疑。但这篇文章不论是谈的话题,还是说的方式都非常浅显,却流传甚广,这说明大师并非是站在高高的塔尖上俯视芸芸众生,而是以最接近需求者(读者)的方式销售自己的产品(知识),这既值得中国的管理学者们琢磨,更值得营销人借鉴。因为不管是用那种方式满足顾客,都永远是营销者的第一目标。他在文中根据产品或服务竞争的若干维度演化出6个技巧,如同中国的古代哲学——一生二,二生三,三生万物。因此,不管是多么高深的理论都是源于最基础的现实,也不管是多么高深的理论都必须还原于现实。作为实践者,如何去思辨,以穷其演化之道,才是启蒙不久的中国营销人努力的方向。
Philip Kotler, a marketing guru, barely questioned. However, this article, whether talking about the topic, or the way it is very shallow, but widely circulated, indicating that the master is not standing on a tall spire overlooking the mortal beings, but the closest to the needs of those (readers) Way to sell their own products (knowledge), which both worthy Chinese management scholars pondering, more worthy of marketing reference. Because no matter in that way to meet customers, will always be the first goal of marketers. In the text, he evolved six techniques based on several dimensions of product or service competition, as in China’s ancient philosophy - the second and third life, and the third and third life. Therefore, no matter how advanced the theory is derived from the most basic reality, no matter how profound the theory must be restored to reality. As a practitioner, it is the direction of Chinese marketers’ efforts that enlightenment will not be long before how to think of it and how to evolve it.