Case study of marketing

Editor's note: This view is correct. It conforms to the viewpoint that enterprise marketing activities must take customers as the center and consumer demand as the marketing starting point. As an operator, you must always keep in mind? The customer is always right? This golden rule.

Marketing case analysis: There is a Yong 'an company in old Shanghai, which is famous for running department stores. The boss Guo Le's goal is to meet the market demand in the types of goods and do everything possible to satisfy customers in the way of selling goods. The conspicuous place in the mall is a neon sign with an English slogan: the customer is always right! The customer is always right! ) as a criterion that every salesperson must abide by.

In order to attract a group of regular customers, the company has implemented such a service method:

First, the system of delivering goods to key customers makes some rich people become frequent customers of Yongan Company.

Second, the company encourages sales staff to win the trust of customers and keep close relationship with them. Pull? The sales staff of the winner customers pay special attention to it and do not hesitate to pay a lot of money.

Third, the company takes a fancy to the rich people's extravagance, luxury and vanity. Passbook? In the way of buying goods on credit, customers do not have to pay cash when they come to Yong 'an Company for shopping, and only need to make an entry in the passbook. .

The fourth is to attract ordinary citizens and customers to the store. With the implementation of these four policies, Yongan Company has become such a special store: no matter the upper class or ordinary citizens, as long as they patronize here, they can return home satisfied. The whole shopping mall is packed all day, and the business is particularly prosperous.

The famous Okura Hotel in Japan is a unique high-class hotel in the world. Is it true?/You don't say. The Otakura Hotel, a home away from home, has an unwritten creed. The customer is always right. ? The staff of Okura Hotel are strictly trained, so they must sincerely accept the opinions and suggestions of every customer, try their best to meet the customers' requirements and become worthy of the name? Client's home? .

? The customer is always right? Is this view correct?

This view is correct. It conforms to the viewpoint that enterprise marketing activities must take customers as the center and consumer demand as the marketing starting point. As an operator, you must always keep in mind? The customer is always right? This golden rule.

Does it sound impressive to the average person? The customer is always right? This sentence is too absolute. No one is perfect, even without money. Customers have many problems. But essentially, what does it imply? Customer's demand is the enterprise's goal? .

When dealing with the relationship with customers, enterprises should stand in the customer's position, think about what customers think and worry about, accept or listen to customers' opinions or suggestions with an open mind, and put forward higher requirements for their products or services in order to better meet customers' needs. In fact, the interests of customers are consistent with the interests of enterprises themselves. The more enterprises can meet the interests of customers, the more they can have customers and develop themselves.

However, there is no contradiction between customers and enterprises, especially when there is a conflict between enterprises and customers, this law should be highlighted and observed. When customers are really hurt, such as buying fake and shoddy goods with low quality and high price, the service is not thoughtful enough, and even spending money on gas infringes on the interests of consumers. At this point, even if the customer takes a rude attitude or complains upwards, it is beyond reproach; If the customer's interests are not harmed, for example, the customer is in a bad mood, there are problems in work or life, or the customer deliberately makes trouble.

At this point, enterprises should be considerate of customers' hearts, explain patiently and friendly, convince people by reasoning, move by emotion, guide by action, exercise reasonable restraint, bear the burden of humiliation and adhere to principles. In general, customers will? Return the favor to Li? Yes Even unreasonable people, business people had better not contradict each other, but send them to the security department for handling.

This entrepreneurial spirit of Okura Hotel in Japan fully reflects that the hotel attaches great importance to the interests of customers and puts customers in the supreme position, right? The customer is God? Another embodiment of. Business operators should remember that respecting customers means respecting themselves, and respecting customers means making profits.