2423 Posts Found

Addicted to a reigning ideology – that “persuasion is not a science, but an art,” as the renowned advertising executive Bill Bernbach once put it – marketing executives, almost from the beginning of mass marketing, have believed that they should intuit the “Big Idea,” and all else would follow. In fact, though, they have been trapped in a cycle of assumption, approximation, and acceptance.

They assume … [ Read more ]

Content: Quotation | Source: strategy+business | Subject: Marketing / Sales

A sales pitch based on rational economic efficiency is a supplier’s argument, not something that is compelling to a consumer.

Content: Quotation | Source: strategy+business | Subject: Marketing / Sales

This article offers solutions to the 10 problems reported most often in a Guerrilla Marketing survey.

Content: Article | Author: Jay Conrad Levinson | Source: Guerrilla Marketing | Subject: Marketing / Sales

Basic texts on marketing often refer to the “four P’s” of the marketing mix: product, place, promotion, and price. In popular marketing literature, the importance of setting the “right” price is usually acknowledged, but little advice is given on how to determine that price. Harvard business professor Dolan is author of Managing the New Product Development Process (1993), and Simon is the German business consultant … [ Read more ]

Content: Book | Authors: Hermann Simon, Robert J. Dolan | Subject: Pricing

For marketers, technologically sophisticated products and services pose a special problem-translating the technical talk that engineers love into the plain talk customers need and will act upon.

From the depths of my experience with bits, bytes, high-voltage devices and semi-toxic chemical compounds, we offer a few suggestions that will help you turn good science into compelling marketing copy.

Content: Article | Author: Jonathan Kranz | Source: MarketingProfs | Subject: Marketing / Sales

A juice company is trying to decide between alternative marketing campaigns. One approach relates to the consumer as an individual. Another shows the individual surrounded by family. Which approach would be the most effective? Research by Jennifer Aaker, associate professor of marketing, helps illuminate such questions, suggesting that persuasion depends on the kinds of benefit promised, and whether consumers view themselves as either autonomous beings … [ Read more ]

Content: Article | Authors: Angela Y. Lee, Cherian George, Jennifer Aaker | Source: Stanford University | Subject: Marketing / Sales

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Only about five per cent of new products launched today will be successes in the marketplace, which is why this article is an extremely valuable resource for marketing and product development people. The author has conducted considerable research on what the winners do different, and outlines the ten critical success factors for launching a new product and briefly explains how to implement each one. He … [ Read more ]

Content: Article | Author: Robert G. Cooper | Source: Ivey Business Journal | Subject: Marketing / Sales

When you follow the conventional sales process in a complex sale, you run head first into a series of traps that grow progressively more difficult to avoid and that make a positive outcome for the sale ever less likely.

Content: Article | Author: Jeff Thull | Source: CEO Refresher | Subject: Marketing / Sales

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Your initial contact with a prospective customer leaves little margin for error. The first conversation is the most critical and least forgiving point of the entire sales process.

Within the first 20 seconds you must simultaneously establish relevance and credibility–or you will be dismissed as just more marketing noise in the relentless barrage of sellers looking for attention.

Content: Article | Author: Jeff Thull | Source: MarketingProfs | Subject: Marketing / Sales

Sales is selling one-to-one. Marketing is selling one-to-many.

Content: Quotation | Source: BusinessWeek | Subject: Marketing / Sales

The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. It is an essential document for both large corporate marketing departments and for startup companies. Essentially the Marketing Plan:
* forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
* forces … [ Read more ]

Content: Article | Source: KnowThis.com | Subjects: Free Stuff / Tools, Marketing / Sales

Marketers are launching more products than ever. But the costs of bringing them to market are skyrocketing, and consumers are becoming harder to reach. A joint team of Boston Consulting Group and TBWA/Chiat/Day researched success rates, launch costs, and winning strategies. Our conclusions: build go/no go stage gates; deliver realistic expectations for launch-year volume; create launch models that reflect realistic success rates and budgets; and … [ Read more ]

Content: Article | Authors: Carl Rutstein, Francois Dalens, Jeff Gell | Source: Boston Consulting Group (BCG) | Subjects: Innovation, Marketing / Sales

Thanks to increasing interdependence, more and more of the world’s economic work gets done through long-term relationships between sellers and buyers. It is not a matter of just getting and then holding on to customers. It is more a matter of giving the buyers what they want. Buyers want vendors who keep promises, who’ll keep supplying and standing behind what they promised. The era of … [ Read more ]

Content: Quotation | Source: Harvard Business Review | Subjects: Management, Marketing / Sales

As a rule, the more a seller expands the market by teaching and helping customers to use his or her product, the more vulnerable that seller becomes to losing them. A customer who no longer needs help gains the flexibility to shop for things he or she values more-such as price.

Content: Quotation | Source: Harvard Business Review | Subject: Marketing / Sales

The global competitor will seek constantly to standardize its offering everywhere. It will digress from this standardization only after exhausting all possibilities to retain it, and will push for reinstatement of standardization whenever digression and divergence have occurred. It will never assume that the customer is a king who knows his own wishes.

…The global corporation accepts for better or for worse that technology drives consumers … [ Read more ]

Content: Quotation | Source: Harvard Business Review | Subjects: International, Marketing / Sales

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A list of over 650 common and uncommon marketing research words and phrases.

Content: Online Resource | Source: Quirk’s Marketing Research Review | Subjects: Market Research, Reference / Search

DSS has gathered some of the more useful market research tools (Sample Size Calculator, Sample Error Calculators, Statistical Power Calculator) here, along with some general research white papers and Internet resources.

Content: Online Resource | Source: DSS Research | Subjects: Market Research, Statistics