1.1 : 定义营销

Marketing is about knowing what the customers need, creating a product that satisfies that need, effectively communicating its value to the customer, and eventually delivering that promised value.

An example is Patagonia, an outdoor clothing brand that creates and promotes durable, eco-friendly products for environmentally conscious consumers.

It once ran an ad campaign titled 'Don't buy this jacket,' showcasing a well-worn jacket. The ad provided reasons not to purchase it, emphasizing its environmental impact on future generations.

Despite the anti-shopping message, this unconventional campaign led to a 30 percent increase in sales.

But why?

Patagonia recognized the audience's desire for sustainability and created a product and an advertisement that strongly connected with this sentiment, which led to its success.

That is because marketing is not just advertising or selling. It is about showing how products can solve problems, fulfill desires, or improve lives.

Think of it as a bridge between businesses and customers, connecting products and services to those needing them.

In return, businesses capture customer value, leading to growth and success.