Impact of the 2004 ten management cheats (10)

The purple cow "

Let us look at the old and new world of marketing.

Past the old rule is: to create a safe, generic products, and then at the spare capacity to advertising.

The new rule is: to create a distinctive, unique product, seek to the correct target groups. Creative once widespread, product success.

For years, marketers have been the traditional principle of the "P" as the fundamental laws of market development, however, in the purple cow, "a book author Seth · high Ting it appears that the circumstances are different, if you simply follow the tradition of acting, success is not in your control. Now, in your "P" principle, adding a new "P", this is the purple cow (Purple Cow).

In the book, purple cow, high Ting cited N number of examples of what is a purple cow, this is very verbose, in fact, you can simple make a summary for this, the purple cow generally has the following characteristics: 1. subversion of the traditional, with strong visual damage; 2. extremely easy to spread; 3. simple is hard to forget.

May wish to take the "purple cow" is called a "viral marketing".

In the "purple cow" entered the market and market acceptance, will gradually go 0.1hr.half life, enterprises in order to maintain, it must be continuously modified purple cow, provide adequate nutrient feed "purple cow". This is the future marketers should go: invention, design and manufacture of innovative products, pricing and sales skills, should be included in the work of marketing; bold high Ting further pointed out that "purple cow" businesses should operate by marketers.