--- title: "8 Common Sense Points About Marketing" description: "This article outlines eight fundamental marketing principles, emphasizing the importance of understanding consumer psychology, building brands, and creating differentiation. It highlights that customer base determines business success, and that marketing should focus on value rather than price, emotional connection, and clear positioning." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2014-05-18" language: "en" canonical: "https://xinjignxiao.com/en/articles/8-common-sense-points-about-marketing-1b1421f3/" markdown: "https://xinjignxiao.com/en/articles/8-common-sense-points-about-marketing-1b1421f3.md" original_source: "https://mp.weixin.qq.com/s/Rl5MH9bE0aIX0DvDUTJ8ng" translation: "https://xinjignxiao.com/zh/articles/%E5%85%B3%E4%BA%8E%E8%90%A5%E9%94%80%E7%9A%848%E7%82%B9%E5%B8%B8%E8%AF%86-1b1421f3.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/8-common-sense-points-about-marketing-1b1421f3/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # 8 Common Sense Points About Marketing > This article outlines eight fundamental marketing principles, emphasizing the importance of understanding consumer psychology, building brands, and creating differentiation. It highlights that customer base determines business success, and that marketing should focus on value rather than price, emotional connection, and clear positioning. **Warm reminder: Click the blue text above “FMCG Distributor Professional Consulting” to learn more about marketing and distributor internal management.** 1. **The number of patients depends on the beauty of the nurses** According to statistics, in hospitals with the same medical equipment and doctor level, the number of patients depends on the beauty of the nurses. It seems that the love of beauty is universal, and it is no exception when seeing a doctor. Sichuan Airlines once launched an advertisement for "Beautiful Sichuan Airlines," featuring several beautiful flight attendants. Because it cannot compete with other domestic airlines in terms of aircraft quantity or hardware, Sichuan Airlines used its software—the flight attendants—as a selling point, which also achieved unexpected results, with its profitability and brand image continuously improving. **In real market competition, if the opponent is extremely strong, enterprises must learn to洞察 consumers' inner real needs, find selling points, and establish differentiated competitive advantages.** 2. **The number of your customers determines the quality of your life** Zhang Ruimin said that the profit in the home appliance industry is "as thin as a blade," and it is necessary to create an international brand. He envies the boss of China Mobile: no matter where you go, domestically or internationally, you have to pay, and "the monk can run away, but the temple cannot." What is an enviable profession? Charging the whole nation! China Mobile has become the world's largest operator, with hundreds of millions of customers, so of course it has a good time. **In fact, the same principle applies to every enterprise: the more distributors and consumers the boss has, the better the enterprise develops, and the higher the quality of life for the boss. Because any enterprise that wants to grow must expand its customer base. Retain existing consumers, continuously develop potential consumers, accumulate a large customer group, and actively promote repeat consumption.** 3. **Marketing is about making consumers forget price** Value is proposed relative to price, and it refers to providing customers with the most valuable products and services. An important task of marketing is to turn price-sensitive products into price-insensitive ones. That is, **if a company's products and services meet and exceed consumer expectations, consumers are willing to spend more to buy the products or services they like. Only by giving products life and increasing added value through brand building can products achieve a premium. Let consumers "only talk about value, not price."** Similarly, in this era of a flattening world, corporate brand marketing also needs the intervention and support of external brains, and external brains sell intangible wisdom. Enterprises should also understand the relationship between price and value when cooperating with external brains. Hundreds of pages of Word and PPT documents themselves have little value, but the benefits they bring to the enterprise can be unlimited. 4. **Marketing is about making consumers emotional** In the era of emotional marketing, "emotion" is a factor that runs vertically through the entire marketing process and plays a decisive role. **One of the tasks of marketing is to give products vitality, establish an emotional connection between products and consumers, and make them fall in love with the brand.** The reason why consumers prefer to buy a certain brand's products is "I just like it," and the highest level of marketing can also be summed up as "just want you to like it." Not only should you sell the product to the consumer's hands, but also make the consumer emotional and sell the product into the consumer's heart. 5. **What you are is not important; what consumers think you are is important** There are many resources in the world. What is the biggest resource? It is the consumer's mind resource. Many entrepreneurs say how high their product quality is, how good the quality is, but if consumers don't know, it equals zero. This is an era of "good wine also fears deep alley," and in this over-communicated information society, where you promote your product, what content you promote, and to whom you promote, and how to let consumers recognize and experience that your product is a good product, and how to make consumers love your brand, are all problems that must be solved through communication. 6. **A bad positioning is better than no positioning** An enterprise is like a ship drifting in the dark. Without direction, no matter how fast it sails, it will not reach the other shore, and may even go in the wrong direction and hit a reef. With clear positioning, it is like getting the guidance of a lighthouse, and no matter how dark the night, you will not lose your way. To let consumers know what you are and how you are different from others, you must first clarify your positioning and occupy a place in the consumer's mind. If there is no positioning, and you fantasize that your product is universal and can be sold to everyone, you are doomed to a dead end. 7. **Marketing makes selling unnecessary** The value of a brand makes consumers willing to pay higher prices to buy products, thereby avoiding price wars and ensuring the company's profit source, such as SONY's digital consumer products; consumers' dependence on the brand and designated purchase reduce the cost of channel development, such as P&G entering large supermarkets with the lowest entry fee. The marketing charm of brands can be seen everywhere. There are only homogeneous marketing methods, but no homogeneous brands. China is the market with the most severe homogeneous competition in the world, and the lack of marketing in China is actually the lack of brands. And brand is the last "firewall" of differentiated competition left to Chinese entrepreneurs by "over-marketing." 8. **People are cheap when away from home, goods are expensive when away from home** The so-called "people are cheap when away from home, goods are expensive when away from home" emphasizes the influence of the brand's origin on consumers. Consumers are affected by the place of origin in product cognition and purchase decisions. For example, when it comes to dairy products, people think of Inner Mongolia as good; when it comes to light industrial appliances, they think of Guangdong as good. Consumers naturally have a scale in their minds, and a fixed correspondence has formed for which place's products are good. Marketing should make full use of this, that is, our products should gain market through "cross-regional insertion." **Dare to go out; only by going out can products have vitality, mystery, and higher value.** --- **Like this article? 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