SOME ADVANCED NOTES ON MARKETING
By S.K.Sengupta .
I.
Obtain 360 degree
Market Information and develop the ability to act on it quickly .
II.
§
Ask yourself why
your product might fail . Ask why the customers might not like it .
§
Brainstorm what
to do . More brains , better results .
III.
§
When market is
changing fast , if you wait for a trend to evolve , it will be too late . So ,
develop intuition and a sense of urgency .
§
Imagine ( based
on 360 degree market analysis ) the likely future possibilities . Then plan suitable
responses for each .
§
Identify signs
that could indicate that a particular possibility is unfolding .
IV.
Convert Corporate
Strategy into simple and straightforward actionable agenda .
V.
Inspect , not
Expect , to get Results .
VI.
Calculated
Risk-taking and Innovation are essential for breakthroughs . Have
lots of ideas
, experiments , ventures , and new business concepts on your
mind .
VII.
Develop a strong and unique Core Business . Persue
coming-up opportunities which align with your Core Competency . Select
expansion opportunities which add to profits as well as strengthen the core of
your business . Never lose focus of the core . To arrive at Core Business idea
, meditate on what you can do better than
others , and what are the unresolved
problems of your customers that you can solve well .
VIII.
Ask yourself : “
What are we selling ? ” Then ask the customers : “ What are you buying ? ” [
They buy benefits . ] By asking these
questions , you will learn a deep lesson as to how to grow .
IX.
Grow by :
§
Selling more to
carefully selected existing customers .
§
Systematically
developing new products or services .
§
Establishing
control of a market , and then growing as it grows .
§
Rethinking how
you can make your service or product available to your customers more conveniently
and promptly .
X.
Don’t drown your
head in work and forget Networking . Strategic Internal and External Networking
is an essential ingredient for success .
XI.
At the heart of Growth
are Five different types of Companies :
§
RULE BREAKERS (
Apple Computer ) .
§
GAME PLAYERS (
Coca Cola , Pepsi ) .
§
RULE MAKERS (
Walt Disney , Micro soft ) .
§
SPECIALISTS ( Midwest Express ) .
§
IMPROVISERS ( America
