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The 2013 USC Business School Lecture Hall was filled with a lively atmosphere, with a long queue forming at the entrance of the lecture hall from 8 o'clock in the morning.

"Classmates, what's going on here? Why are so many people queuing up here? Could it be that some celebrity is coming to give a speech?" asked a passer-by curiously.

In the face of such a question, the students in Southern California would proudly puff up their chests and proudly answer him: "Of course, Mr. Kohler is coming to give a speech today!"

"Mr. Kohler, are you talking about Mr. Kohler?" the question turned to surprise.

"That's right, it's Mr. Kohler, he is our marketing master in the United States, he works as a marketing consultant in the largest automobile company, his footprints are all over the major colleges and universities in the United States, do you see those people wearing suits and glasses? They are all bosses of major companies in Los Angeles, and they all came to listen to the lecture today when they heard that Mr. Kohler is coming to give a speech!"

Looking in the direction of the fingers of the USC students, you can see that there are many middle-aged people in neat suits in the team, although USC is a very open institution of higher learning, and there are often all kinds of people, or tourists from other countries come over, but their sparse hair on the top of their heads, or the vicissitudes of life, will still make people feel very disagreeable.

Suddenly, the door of the lecture hall was opened, and there was a ≠commotion at the door, and then people entered with their invitations, and after fifteen minutes, more than 2,500 people were seated in the lecture hall.

At half past nine o'clock in the morning, the host stepped up to the podium and introduced Mr. Kohler after a brief opening remarks.

Kohler, a white man in his fifties with a distinctly Mediterranean hairstyle, walked up to the stage and gave a brief introduction to himself: "Hello everyone, I'm Kohler, you all know me, I'm a consultant who sells things, and I'm very happy to be here today, USC is a long-established and prestigious institution of higher learning, and I'm proud and proud to be here." ”

Then Kohler changed the conversation and continued: "Marketing is just a process of selling products to customers, but there are many methods and means in it, and it is the difference between these methods and means that leads to the unevenness between companies, some companies can sell out on the first day of the product launch, while some companies are always worried about how to sell the products they have hoarded, this is the charm of marketing!"

"Actually, I came from a history background, and in this respect I should be dressed like a cowboy and an uncle with a small hammer head to go around archaeology, but I don't seem to be like that. ”

Kohler made a salty joke and continued, "A lot of people ask me why I chose marketing, and I tell them a story, a story that I personally experienced. ”

"I don't know if you've ever heard of a dormitory convenience store, which is to use your own dormitory or rent a dormitory as a convenience store, and then move in and sell things from the outside convenience store, preferably some food and daily necessities, of course, because it is a dormitory convenience store, the price here is generally higher than outside. ”

Kohler said, looking around the scene and saying, "Do you think it's very simple? Do you think I'm ignorant of what I know and actually tell you such a simple example? But what I want to tell you is that even if it's such a project that anyone can do, the results are very different. ”

"So what would you do if you were all here? Wait in the dormitory for other students to come and buy them one by one? Do you tell them verbally from your classmates and friends? Or do you just distribute flyers in each dormitory, or do you call them from dormitory to dormitory?" Kohler asked, and finally defined himself, "These are the most common and normal marketing methods, but they are also the most cost-free marketing methods!"

Khloe's words stopped abruptly at this point, and then asked, "But do you know how else to market?"

Everyone below subconsciously shook their heads, and Kohler continued: "Actually, you can have a very good drinking party, and finally launch your own convenience store project at the drinking party, so that everyone can remember it for the first time." ”

Kohler immediately added: "But please be careful, at this time, please don't rush to open the dormitory convenience store, but wait for a while, at this time, many people will definitely ask what the dormitory convenience store is, and then wait until people's curiosity is at the highest, and suddenly announce the opening of the convenience store, so that customers driven by curiosity will be like fanatical believers to throw money into your convenience store." ”

Köhler paused again at this point, and then asked, "I know you're going to have all sorts of questions, but please don't rush and ask them one by one." ”

As he spoke, Kohler made a gesture of please, and someone immediately stood up and asked, "Mr. Kohler, aren't you just talking about a kind of hunger marketing?" This doesn't seem unusual, and I doubt that it's worth it to hold a great drinking party for the sake of a dormitory convenience store project, after all, the cost of the drinking party is not small, and I am afraid that it will take a long time to earn back the profit of the dormitory convenience store. ”

This first person's words resonated with the others, and some people immediately echoed and said: "In other words, it's just a small dormitory convenience store project, just hand out flyers, and you can also get good results, after all, the dormitory is such a big place, and when there is nothing to sell at night, you can only go there, so why do you have to do drinking party promotion and hunger marketing? Isn't this a waste of energy?"

Faced with the doubts from the audience, Kohler was not in a hurry to speak, but waited for the people below to say all the questions before he slowly spoke: "I used to have the same idea as you, but then I realized that this idea is stupid and outrageous. ”

Kohler's assertion caused an uproar in the audience, and everyone looked at each other and didn't know what to think about Kohler's assertion.

Kohler waited on the stage for the noise below to die down before he continued, "Why do you think that way? It's just that you think that a dormitory convenience store project is not a project at all, because the money it can make is very limited, and it's not worth investing too much, right?"

When Kohler finished asking, many people in the audience nodded silently, obviously agreeing with Kohler's opinion, but Kohler then said: "If this is true in terms of income alone, but if you really regard him as an entrepreneurial trial, you will feel that this is very necessary, because this is a complete marketing." ”

"The first is to set up a project, which is the dormitory convenience store, then to go through the legal formalities, which is to find a way to get authorization from the teacher in charge of the dormitory, then to promote it, and finally to use hunger marketing to open the first day of the market for the dormitory convenience store. ”

Kohler spread his hands and said, "I see a lot of friends from enterprises in the audience, I think you must be very familiar with this set of processes, because this is the normal way for you to start a business." ”

"And after the market is opened, you can put a special sale on one product every day, or let the dormitory students vote for certain products to be on sale on a specific day, these are all very important ways for customers to move up and maintain their own market. Kohler said.

"What I'm going to say next is for the students here. Kohler said, "Before today's class, I also did some interviews at USC, and many students complained to me that companies and companies now want to recruit people with very good marketing experience, but they have just walked out of the school gate How can they have any marketing experience, so I can now make it very clear that it is not that there is none, but that you are unwilling to do it!"

"If nothing else, just talk about this dormitory convenience store project, at least among the people I have seen, almost no one has done it, not because they can't think of it, but they don't want to do it, and even among the people who have done this project, I can hardly find a single one who is really serious about it. Kohler added, "Since you don't want to use your brains and think about those things, how can you blame the company and blame the company, and blame yourself for not having marketing experience?"

"Opportunity is a very wonderful thing, there have been countless people who have complained that they don't have a chance, but in fact, opportunities always appear in the smallest places, many people miss in a hurry, or are not willing to do certain things at all, so how can there be opportunities?"

Speaking of this, Kohler sighed and continued: "I used to be such a person, I always thought that my background was not good, I thought that I had no chance, but it wasn't until I saw this dormitory convenience store project that I realized that my own vision was too narrow. ”

"Since then I've been trying to change myself, and even though it's been a few years since I graduated from Harvard, I'm still as humble as my students to learn from the owner of this dormitory convenience store, and then more than twenty years later, there's Kohler, who is now standing on the stage and giving a speech to you. Kohler said, "If I can, why can't you?"

Kohler's words gave confidence to many of the students below, and some people asked, "Mr. Kohler, if you say that, is that dormitory convenience store project made by you?"

Faced with this question, Kohler smiled embarrassedly: "Actually, I also hope that I made this project, but unfortunately, I don't have such a vision, or I don't have a vision of the future from a small thing, I, like all of you, thought it was very unnecessary at the time, and people who can think of and do this small thing will definitely have great achievements." ”

"And what were you, Mr. Kohler?" asked the audience below, reluctantly.

"Looks like you're really concerned about this," Kohler said, "and I'm sorry to say that I was just the housemaster of that dormitory, so I witnessed the whole thing, including the first day of the sales explosion under the influence of hunger marketing, and you would never have imagined that a single dormitory convenience store could make more than $50,000 in sales in a day." ”

In the end, the news was like a red-hot soldering iron, which made the scene boil