Professional Documents
Culture Documents
Out of a thousand men who are remarkable, some for mind, others for boldness or strength of will, perhaps not one will combine in himself all those qualities which are required to raise a man above mediocrity in the career of a general!
Defensive:
Only for the leader. Attack yourself is the best way. Block strong competitor moves.
Offensive:
Only for and also-ran. Find a weakness in the leaders strength. E.g.: Long queue.
Flanking:
Uncontested area.
Guerilla:
Find a segment in the market small enough to defend. Never act like the leader. Develop Allies. Be prepared to bug out at a moments notice.
Marketing Wisdom
Theres no such thing as good marketing strategy in the abstract. Good strategy is bad. And bad strategy is good. It all depends on who is going to use it. The business world is evolving to being competitor-driven rather than customerdriven. Ask yourself what position you occupy in the market place before you apply a strategy. The position is set by the customer: Customer-mind map!
Marketing Wisdom
Marketing Wisdom
Without pursuit, no victory can have a great effect: The pour-it-on principle. Success breeds success.
Marketing Wisdom
When you own the pie, you should try to enlarge the pie, rather than try to increase the size of your slice.
Marketing Wisdom
The statesman who, seeing war inevitable, hesitates to strike first is guilty of a crime against his country: Karl von Clausewitz.
Strategy Development
As form follows function, strategy should follow tactics. The use of advertising at the tactical level is CRUCIAL!
The ivory-tower think-tank approach Get-away-from-the-phones, get-away-from-itall approach BOTH ARE WRONG!
Strategy Development
At any given point in time, ONE objective should dominate a companys strategic plans.
Strategy Development
Attack and counterattack: For every action, states a law of physics, there is an equal and opposite reaction. Many marketing commanders draw up battle plans as if the enemy will make no response. NOTHING is FURTHER from the TRUTH! Expect the COUNTERATTACK!
Marketing is like a football match. You cant run straight to score the goal (make more sales!) War belongs to the province of business competition, which is also a conflict of human interests and activities: Karl von Clausewitz. War without bloodshed? Ethical Considerations in Marketing
Marketers must accept responsibility for the consequences of their activities and make every effort to ensure that that their decisions, recommendations and actions function to identify, serve and satisfy all relevant publics: Customers, organizations, and society.
Marketers shall uphold and advance the integrity, honor, and dignity of the marketing profession by:
Being honest in serving customers, clients, employees, suppliers, distributors, and the public; Not knowingly participating in conflict of interest without prior notice to all parties involved; and Establishing equitable fee schedules including the payment or receipt of usual, customary and/or legal compensation for marketing exchanges.
Organizational Relationships
Marketers should be aware of how their behavior may influence or impact the behavior of others in organizational relationships. They should not demand, encourage, or apply coercion to obtain unethical behavior in their relationships with others, such as employees, suppliers, or customers.
Organizational Relationships
Apply confidentiality and anonymity in professional relationships with regard to privileged information; Meet their obligations and responsibilities in contracts and mutual agreements in a timely manner; Avoid taking the work of others, in whole or in part, and representing this work as their own or directly benefiting from it without compensation or consent of the originator or owner; Avoid manipulation to take advantage of situations to maximize personal welfare in a way that unfairly deprives or damages the organization of others.