2423 Posts Found

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

Sales force deployment and compensation are among the most powerful means a company has to improve growth, market share, and profitability. Yet few companies take the time to align their payout systems with current strategy. That often translates into misallocation of resources in pursuit of the wrong selling mission. The author demonstrates the consequences of not aligning sales force compensation with strategy. He then explains … [ Read more ]

Content: Article | Author: Paul Gordon | Source: Boston Consulting Group (BCG) | Subjects: Human Resources, Marketing / Sales

The traditional advice for copywriters is to engage readers by focusing on problems rather than benefits. Now I can’t quibble with this counsel. It’s spot on. Unfortunately, it just doesn’t go far enough. In truth, a host of techniques can improve your readability. Here are seven of the best.

Content: Article | Author: Daphne Gray-Grant | Source: MarketingProfs | Subject: Marketing / Sales

This article is about the time proven principles for creating luxury brands in order to attract affluents.

Content: Article | Author: Dan Herman, Ph.D. | Source: CEO Refresher | Subject: Marketing / Sales

If price weren’t an issue, anyone could sell. Selling value, however, is a much different proposition. To sell value, a salesperson must ask the right questions and know when to be quiet. Your salesperson needs to be incredibly well versed in the competitive landscape and understand the customer’s business.

Content: Quotation | Source: Kiss Theory Good Bye | Subject: Marketing / Sales

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If salespeople are worried about how to sell, Gitomer (The Sales Bible) believes they are missing out on the more important aspect of sales: why people buy. This, he says, is “all that matters,” and his latest book aims to demystify buying principles for salespeople. From the red cloth cover to the small trim size to the amusing (but not cloying) cartoons on almost every … [ Read more ]

Content: Book | Author: Jeffrey Gitomer | Subject: Marketing / Sales

Accenture research suggests that market leaders climb to the top of their segments by building incredibly strong bonds with their customers. They’ve done so by mastering the skills and capabilities that form the core of marketing–especially those identified as having a significant impact on loyalty-and by recognizing that responsibility for marketing is shared across the organization.

Accenture also discovered that there are five key factors that … [ Read more ]

Content: Article | Authors: Marianne Seiler, Susan Gurewitsch | Source: Accenture | Subjects: Best Practices, Marketing / Sales

The central challenge of a segmentation strategy isn’t how to develop one-a variety of approaches work-but how to make it useful and integrate it into a company’s ongoing planning and performance-management efforts. The segmentation must explicitly link corporate financial objectives to the behavior of people in a segment and to customer experience goals. This linkage allows general managers and marketers to understand how the experiences … [ Read more ]

Content: Quotation | Source: McKinsey Quarterly | Subject: Marketing / Sales

Every guerrilla destined for marketing victories knows very well that if you have ten hours to spend creating a marketing weapon, you should spend nine of them creating the headline. It’s the first impression you make, often the only impression, and the rest of your marketing weapon will live or die by the quality of that headline. Here are 20 hints to help you create … [ Read more ]

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

Marketing has a long history of paying attention to measurement and the creation of metrics, especially when it comes to claiming success, but little has been done to standardize the way that marketing defines success. The problem is that most of the metrics used to assess the outcomes of marketing activities are tactical and not directly relevant to the overall financial performance of the firm. … [ Read more ]

Content: Quotation | Source: Graziadio Business Report | Subjects: Marketing / Sales, Measurement

A dispassionate analysis of a brand can uncover opportunities for a company to expand into new profit zones. It also can reveal signs that the brand is becoming irrelevant to changing customer priorities.

Content: Article | Authors: Andy Pierce, Suzanne Hogan | Source: Mercer Management Journal | Subject: Marketing / Sales

Depending on the pricing problem the company is trying to solve, there might be different pricing processes and software categories, such as:
* price execution
* price enforcement
* price visibility
* price optimization
* pricing management

Content: Article | Authors: Olin Thompson, P.J. Jakovljevic | Source: TechnologyEvaluation.com | Subjects: Marketing / Sales, Pricing

arket segmentation has become a popular topic in marketing, marketing research and strategic planning. Market segmentation allows sellers to identify unique segments in the market so that they can tailor product features, services, distribution, pricing, and marketing communication messages specifically to each segment. Segmentation research allows sellers of products and services to quantify the sizes and potential economic/volumetric opportunities of the segments, describe the composition … [ Read more ]

Content: Article | Source: MarketVision Research | Subjects: Market Research, Marketing / Sales

Most channels are constructed from the supplier out, rather than from the customer in. In other words, the product or service is designed first and it is only then that the supplier thinks about ways to get the product/service out to the customer. If the company achieves its sales goals, it lulls the company into the assumption that the channels must be right. For all … [ Read more ]

Content: Quotation | Source: Harvard Business School (HBS) Working Knowledge | Subjects: Customer Related, Marketing / Sales

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Vendors often try to change what the buyer wants or which class of benefits he or she responds to most strongly. My view of motivation suggests that such an approach is almost always unsuccessful. Selling strategy needs to work with the buyer’s motivations, not around them.

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

Much sounder and much more fruitful than relying on any “psychological” analysis of selling is the threefold process implied in the customer-problem approach: (1) What is the customer’s need or want? (2) How does my product fit that need or want? (3) How can I best demonstrate the relationship between the two? Such a process has these distinct advantages: (1) It keeps the salesman’s mind … [ Read more ]

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

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Two commonplace business assumptions are that lower quality products must attract buyers with lower prices, and that firms enjoy higher profits in a monopoly than in a competitive market. But information is not a commonplace product. So, should information providers with a low-quality product offer price discounts and fear competition? In this paper, Markus Christen and Miklos Sarvary present evidence that prices for reliable information … [ Read more ]

Content: Article | Authors: Markus Christen, Miklos Sarvary | Source: INSEAD Knowledge | Subjects: Economics, Marketing / Sales