2423 Posts Found

A pre-post analysis compares the average sales levels for a period prior to the marketing campaign with the sales levels during and possibly following the campaign. Though the calculation is fairly easy and the data is similarly easy to access, the question remains: Is it accurate and reliable?

Content: Article | Author: Jim Lenskold | Source: MarketingProfs | Subject: Marketing / Sales

Effective pricing and profitability management depend on coordinated efforts within six areas of competency: pricing strategy, pricing execution, organizational management and governance, price analytics and optimization, pricing technology, and tax and regulatory considerations. Each of these areas, as described below, plays an important role in a company’s ability to set and enforce profitable prices.

Content: Article | Authors: Julie Meehan, Larry Montan, Terry Kuester | Source: Deloitte | Subject: Pricing

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…the sad truth about marketing just about anything, whether it’s a product or a service, whether it’s marketed to consumers or corporations: Most people can’t buy your product. Either they don’t have the money, they don’t have the time, or they don’t want it.

Content: Quotation | Author: Seth Godin | Source: Fast Company | Subject: Marketing / Sales

Marketers are good at using peer influence to sell products, but few executives understand that it can motivate customers to help companies achieve other goals, such as saving money. Even fewer seem to be aware that the improper use of peer influence can elicit behaviors contrary to what was intended.

Content: Article | Author: Noah J. Goldstein | Source: Harvard Business Review | Subject: Marketing / Sales

An entrepreneur will not always succeed in positioning his latest innovation the next “new thing.” New research suggests that the creation of a new category depends not only on the novelty of the technology but also on whether the existing labels in the market are well understood.

Content: Article | Author: Elizabeth G. Pontikes | Source: Capital Ideas | Subject: Marketing / Sales

Six steps to getting Web site visitors to take your link bait and how to hold on to them.

Content: Article | Author: Bryan Eisenberg | Source: ClickZ | Subjects: IT / Technology / E-Business, Marketing / Sales

Accenture research has found that despite its importance, the sales function in many companies is not excelling—for two significant reasons: insufficient employee awareness of corporate sales strategy and basic shortcomings in the behaviors and capabilities of sales people.

Some companies have attempted to address these shortcomings by creating a pay-for-performance culture—shifting more of what they pay people from fixed to variable compensation—in the hope that money … [ Read more ]

Content: Article | Authors: Eric Gist, Patrick Mosher | Source: Accenture | Subject: Marketing / Sales

FutureNow analyzes and expands on Seth Godin’s list of difficult and important questions you have to answer before you spend a nickel on a site redesign.

Content: Article | Author: Jeff Sexton | Source: Future Now | Subjects: IT / Technology / E-Business, Marketing / Sales

Most companies use a crude approach to gathering vital customer data. Does this describe you?

Content: Article | Author: David Jackson | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales

Get the most out of your Google Analytics with this collection of links to implement, configure and get insights from Google Analytics.

Content: Online Resource | Author: Bryan Eisenberg | Source: GrokDotCom | Subjects: IT / Technology / E-Business, Marketing / Sales

When your customers aren’t sure which of your products or services they should buy, consider this handy tool that not only helps create clarity, but also positions you as a trusted advisor. I’m referring to a time-test sales tool known as SWOT. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. When I do customer service and sales seminars and speeches for groups, … [ Read more ]

Content: Article | Author: Jeff Mowatt | Subject: Marketing / Sales

Many new products fail – far too many. Failures occur regularly in both the manufacturing and service sectors. By failure we mean that these new products both fail to excite customers and fail to reach the sales and market-share goals set by the companies that develop them.

In the 1980s and 1990s, major advances in new product development (NPD) were achieved through the use of StageGate … [ Read more ]

Content: Article | Authors: Keith Goffin, Rick Mitchell | Source: think Cranfield | Subjects: Market Research, Marketing / Sales

People tend to exert more effort as they get closer to their goals. Companies can take advantage of this by designing a customer rewards program that makes the perceived distance to the reward seem small.

Content: Article | Author: Oleg Urminsky | Source: Capital Ideas | Subject: Marketing / Sales

Purpose brands create enormous opportunities for differentiation, premium pricing and growth. But reckless management can erode the equity of these brands. There are only two ways to extend brands without destroying them: Marketers can apply the brand to different products that address the same job. Or they can apply the brand to endorse the quality of products that do other jobs and create new purpose … [ Read more ]

Content: Quotation | Authors: Clayton M. Christensen, Scott Cook, Taddy Hall | Source: Wall Street Journal | Subjects: Brand, Marketing / Sales

Businesses that thoughtfully examine and measure the time customers spend with them, and then either reduce the time costs or enhance the time value of their offerings, can gain an advantage that will continue when the economy recovers. For companies looking to win over today’s more frugal customers, a focus on the value of time comes not a moment too soon.

Content: Article | Authors: David A. Light, Nick Smith, Paul F. Nunes | Source: Outlook Journal (Accenture) | Subjects: Customer Related, Marketing / Sales

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From pink ribbons to Product Red, cause marketing adroitly serves two masters, earning profits for corporations while raising funds for charities. Yet the short-term benefits of cause marketing—also known as consumption philanthropy—belie its long-term costs. These hidden costs include individualizing solutions to collective problems; replacing virtuous action with mindless buying; and hiding how markets create many social problems in the first place. Consumption philanthropy is … [ Read more ]

Content: Article | Author: Angela M. Eikenberry | Source: Stanford University | Subjects: Marketing / Sales, Social Responsibility (ESG)

Your search and clickstream data is missing a key ingredient: customer intent. You have all the clicks, the pages people viewed, and where they bailed, but not why they came to the site. Your internal site-search data contains that missing ingredient: intent. Learn five ways to analyze your internal site-search data—data that’s easy to get, to understand, and to act on.

Content: Article | Author: Avinash Kaushik | Subjects: IT / Technology / E-Business, Marketing / Sales

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