A brand is what a customer thinks it is, regardless of what you're trying to tell them it is. Brand positioning at it's most basic means placing your products where your customer needs them. Positioning statements should make clear who your (1) target segment is, what your (2) point of difference is, and identify the … Continue reading Brand differentiation notes
In order to deliver what your customers want, you must divide your market into sub-sets. For example, you may separate consumers into two groups: price-conscious and quality-conscious. You can then sell a more affordable product to the price-conscious segment, and a more expensive but longer-lasting product to the quality-conscious consumers. If you do not separate … Continue reading Segmentation and targeting audiences
How to think competitively A company can focus on three things: Performance superiority: Product differentiation taken to the next level. Product design, styling, technology; performance of stock. How well your product works. Operational excellence: Having innovative talent in your company. Customer service, reliability, cost considerations, delivery, etc. related to your industry. Determine this based on … Continue reading Strategic marketing notes
Seller's market: Focus is on the product and improving your product. You have a product and customers come to you. You sell to anyone who wants your product, and profit comes from volume and reduced cost. You earn a little from everyone. Buyer's market: Focus on customers and competitors. Lots of product and choice in … Continue reading Intro to Marketing notes
101 Shocking Helpful Quotes for Online Marketing
"Those who build and perpetuate mediocrity... are motivated more by the fear of being left behind." Jim Collins, Good to Great Motivation is hard to find when you are content. In your personal life, no one has the right to tell you to keep striving when you are happy where you are. Not to say … Continue reading Good is the enemy of great in business
-John Battell, Journalist and Founder, Federated Media Publishing
I occasionally peruse the Yahoo! homepage news articles, and, out of curiosity, clicked on one called Jobs That Could Pay More than $40 An Hour. Public Relations Manager job description: "As a public relations manager, you might direct public relations programs, raise funds for the company, and write media releases, according to the U.S. Department … Continue reading Are jobs always as easy as they sound?