The Marketing Research Challenge
Many firms, driven by a need to better communicate with their customers and other stakeholders, recognize that marketing “is not a specialized activity at all. It encompasses the entire business and is necessary for a healthy business. It is the whole business seen from the customer’s point of view.” Every aspect of the marketing mix [...]
Marketing Process
The marketing process is cyclical:
Formulate a goal for your company. Where do we want to be?
Review current position, and identify opportunities, using techniques such as SWOT and PEST.
Formulate marketing objectives.
Undertake market research.
Modify marketing objectives.
Formulate marketing strategies, balancing various components of the marketing mix.
Implement marketing strategies.
Monitor success.
Review strategies, objectives and goal if necessary, starting again from [...]
The Myth of Exceeding Customer Expectations
The business world is filled with myths, some of which have become guiding principles for many businesses. One of the most nefarious of these myths is currently all the rage: exceeding the customer’s expectations.
Numerous books have been written explaining the glories of exceeding the customer’s expectations. These authors give shining examples of the concept in [...]
How To Write A Really Great Marketing Letter That Makes Readers Take Action
Unfortunately, many marketing letters do not end with a compelling call to action. When you’re developing your marketing plan you always want to think about what is next? What do we want our reader to do? That is why you need to create intriguing and compelling offers that motivate people to take that next step.
Marketing [...]
Press Release - The First Step Of The Marketing Campaign
A press release is usually a definite statement about a new product or service, released singly or simultaneously via the media. There are many ways to issue a press release, i.e. call for a press conference and give a concise statement regarding your product, write a descriptive note and send it to the editors of [...]
