Marketing Strategy

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07-Marketing-500

Discounting Do’s and Don’ts

Marketers cannot avoid discounted sales, and consumers have come to expect them. The average shopping mall, grocery store or online shop is littered with discounted products: Tide detergent is 10% off; books are sold with free shipping; Nike sneakers are buy-one, get-one-free.

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017-Marketing-500

Finding the Right Job For Your Product

Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.

6-Innovation-500

The Five Stages of Successful Innovation

Serendipity is not a strategy, yet that’s the extent of most companies’ innovation planning. The importance of innovation to a company’s future is unquestionable. Then why do so few companies have a process for it? The authors of a September 2006 working paper, Crafting Organizational Innovation Processes, address that question.

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020-Marketing-500

Attractive By Association

Consumers are a fickle lot. Case in point: It’s long been known that a consumer will be unhappy if he or she realizes that someone else got a better deal. So marketers tread very carefully when considering a promotion that targets one set of consumers for fear of alienating another.H

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018-Strategy-500

Predicting Customer Choices

Vanishing mass markets, the proliferation of products and services and new technologies are requiring many companies to redefine their beloved core business doctrine: “Give customers what they want.

12-Marketing-500

Diversifying Your Customer Portfolio

With increased competition and globally maturing markets, relationship marketing has emerged as the new mantra. Although companies are successfully using customer satisfaction to create closer and more profitable relationships with customers, the myopic pursuit of such relationships often backfires. Consider a U.S.-

020-sustainability-500

Choosing the Right Green-Marketing Strategy

Green marketing hasn’t fulfilled its initial promise, but companies can be more effective with it if they realize that a one-size-fits-all strategy doesn’t exist. Consumers swear that they want green products, but in checkout aisles, most revert to more common requirements — convenience, availability, price, quality and performance. The authors show how companies today can choose among several different green strategies targeted to specific customer segments.

Showing 21-40 of 58