By John Stanton
ISBN-10: 0585101051
ISBN-13: 9780585101057
ISBN-10: 1563431610
ISBN-13: 9781563431616
Systematic steps for assessing a product, defining its industry, sizing up pageant and structuring a crusade.
Read Online or Download Success Leaves Clues: Practical Tools for Effective Sales and Marketing (Taking Control Series) (Taking Control Series) PDF
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Extra resources for Success Leaves Clues: Practical Tools for Effective Sales and Marketing (Taking Control Series) (Taking Control Series)
Example text
Concentration of resources is best done at the point of attack and most successful when you concentrate your strengths against your competitors' weaknesses. Chapter 12 concludes the rules, as well as the second part of the book, by introducing the concept of mobility, followed by the directive: Advance and secure. To win in strategy, you have to take the offensive at some timeand to avoid being ambushed, you have to keep moving. Likewise, whenever you move forward, it is important to have a fall-back position where you can find safety or a haven, should the new strategy meet with failure or even strong resistance.
It should be clear that a customer also may play the role of a consumer. For example, mothers who purchase breakfast cereal for their families are customers, but when they eat it they become consumers. Be advised that although we use the term satisfy, we mean more than simply meeting customer expectations. The concept of satisfaction that we would like our readers to strive for may better be described as delightthat is, not meeting customer needs or expectations, but exceeding them. Marketing is more than just a bag of tricks used to get people to buy your company's product over a competitor's.
Since marketing is an approach to doing business, all aspects of the firm must be directed toward satisfying the customer. Marketing is what a firm does, not simply what a department does. Marketing is a firm organizing itself to satisfy the customeras opposed to establishing policies and programs for the convenience of the firm. A customer-driven firm is one in which the finance department sends invoices at times when it is convenient for the customer, the distribution department delivers the product when the customer can best accept it, and the customer service department communicates to a dissatisfied consumer that it is the company'sand not the consumer's or customer'sproblem.
Success Leaves Clues: Practical Tools for Effective Sales and Marketing (Taking Control Series) (Taking Control Series) by John Stanton
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