Didn’t know Marketing is a Process!!![/b]
A relatively brief time is spent developing the attack and inaugurating it, but you spend the life of your business maintaining, monitoring and improving your attack. At no point should you fall into the pit of self-satisfaction because your attack is working. Never forget that others, very smart and motivated competitors, are studying you and doing their utmost to surpass you in the marketing arena.
Keeping alert for new niches at which you can aim your attack. & large companies don’t have the luxury of profiting from a narrow niche. No matter how successful your attack, never lose contact with your customers. If you do, you lose your competitive advantage over huge companies that have too many layers of bureaucracy for personal contact.
"Marketing Management" author Philip Kotler, says "Authentic marketing
is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality and customer service. It these are absent, no amount of advertising, sales promotion or salesmanship can compensate."[/b]
The attack must be characterized by a very strong tie with your own target audience. You know them. You serve them. And hence even they should it. They are fully cognizant that it doesn’t take much more work to sell a subscription to a magazine than to sell a single issue. That’s why their marketing attack is devoted to motivating people to subscribe to their businesses mentally. The cost of his mailing was a tiny fraction of the size of his profits. There’s not a chance of reveling in a healthy response like that unless you’re targeting your mailing with absolute precision. It’s something you’re going to have to do in a world where postal charges and paper prices are both slated to increase. Unless you’re hitting the bullseye, you’re wasting your marketing investment. And unless you’re treating your marketing as a continuing process, you’re wasting everybody’s time, including your own.
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A relatively brief time is spent developing the attack and inaugurating it, but you spend the life of your business maintaining, monitoring and improving your attack. At no point should you fall into the pit of self-satisfaction because your attack is working. Never forget that others, very smart and motivated competitors, are studying you and doing their utmost to surpass you in the marketing arena.
Keeping alert for new niches at which you can aim your attack. & large companies don’t have the luxury of profiting from a narrow niche. No matter how successful your attack, never lose contact with your customers. If you do, you lose your competitive advantage over huge companies that have too many layers of bureaucracy for personal contact.
"Marketing Management" author Philip Kotler, says "Authentic marketing
is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality and customer service. It these are absent, no amount of advertising, sales promotion or salesmanship can compensate."[/b]
The attack must be characterized by a very strong tie with your own target audience. You know them. You serve them. And hence even they should it. They are fully cognizant that it doesn’t take much more work to sell a subscription to a magazine than to sell a single issue. That’s why their marketing attack is devoted to motivating people to subscribe to their businesses mentally. The cost of his mailing was a tiny fraction of the size of his profits. There’s not a chance of reveling in a healthy response like that unless you’re targeting your mailing with absolute precision. It’s something you’re going to have to do in a world where postal charges and paper prices are both slated to increase. Unless you’re hitting the bullseye, you’re wasting your marketing investment. And unless you’re treating your marketing as a continuing process, you’re wasting everybody’s time, including your own.
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