Marketing Now

Remember that your staff may not have the same commitment to the business that you have. Segnala presso:

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David Ogilvy was one of the giants of the advertising industry. He was responsible for telling us that the only sound in a Rolls-Royce at 60 mph is the sound of the clock ticking, for example. What he told his staff was equally important-among many Ogilvy-isms, two stand out. The first is: “The consumer is [...]

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One of marketing’s functions is to establish the product’s price. Price is dependent on the perceived value, the product’s cost, and how the product is distributed. When products are more of a commodity or have intense competition, the product is priced to match or beat your competitors. It’s an area where the product counts less, [...]

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Marketers have a bad habit of talking about “the consumer” as if they are one person. Consumers are in fact all different-they are a lot like people in that respect-and they are in fact us. We all resent being patronized, but many marketers do this with astonishing regularity. People discount advertising statements (in fact in [...]

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Poor customer service is a massive problem and getting worse. I’m constantly astounded at how many companies care less about the customer after the sale is made. The Consumerist Web site (www.consumerist.com) is filled each day with horror stories about how poorly customers are treated. They are lied to and deceived, promises to call back [...]

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Don’t be put off by the fact that nobody else is doing it. This is an advantage! Segnala presso:

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One of the most effective methods of communicating to the world about your product is through the use of public relations (PR). Among many of PR’s roles, one of the most important is communicating with the industry journalists who, through their writings and reporting, tell their audiences about your product. Segnala presso:

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Hou jou kliënte uit hardloop af met die deelnemers. ’N Ondernemer-kliënt-verhouding is soos’ n huwelik. In die begin, jy, die verkoper, trek alles uit die kas die harte (en pocketbooks) van jou kliënte te wen. Maar nou dat jy dit het, neem dit nie as vanselfsprekend aanvaar dat hulle sal bly saam met jou. Soos [...]

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Avon Cosmetics entered a market that was traditionally served by large pharmacists, department stores, and hairdressers. For most women, this did not present a great problem-a shopping trip could easily include a cosmetics buying session in the local pharmacy, or a trip to the hairdresser’s could be an opportunity to stock up on lipstick and [...]

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Mantenga a sus clientes se salga con la competencia. Una relación proveedor-cliente es como un matrimonio. Al principio, usted, el vendedor, sacó todas las paradas para ganar los corazones (y bolsillos) de sus clientes. Pero ahora que los tiene, no dar por sentado que me quedaré con usted. Al igual que un matrimonio, estas relaciones [...]

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