always talk to strangers ebook download
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
Ngày tải lên :
21/09/2012, 17:33
... important as it is to watch your competitors, it is more im-
portant to obsess on your customers. Customers, not competitors,
determine who wins the war. Most markets are plagued by too many
fishermen ... value.”
18
The way to beat your competitors is to attack yourself first. Work
hard to make your product line obsolete before your competitors do.
Watch your distant competitors as well as your ... Marketing,
Wharton School of Business
“Here is anything and everything you need to know about where marketing
stands today and where it’s going tomorrow. You can plunge into this tour de
force...
- 226
- 1.4K
- 7
How to Talk to Anyone - 92 Little Tricks for Big Success in Relationships
Ngày tải lên :
16/10/2013, 10:15
... How to Respond When You Don’t Want to
Answer (and Wish They’d Shut the Heck Up). . . . . 134
36 How to Talk to a Celebrity. . . . . . . . . . . . . . . . . . . . 136
37 How to Make Them Want to ... . . . . . . . 154
41 How to Secretly Learn About Their Lives . . . . . . . . . 157
42 How to Talk When You’re in Other Countries . . . . . . 161
43 How to Talk Them into Getting the “Insider’s ... How to Make People Want to Start a
Conversation with You . . . . . . . . . . . . . . . . . . . . . . 56
13 How to Meet the People Yo u Want to Meet . . . . . . . . . 59
14 How to Break into a...
- 368
- 595
- 4
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
Ngày tải lên :
24/10/2013, 08:20
... David-
son motorcycle owners rarely switch to another brand. Nor do Apple
Macintosh users want to switch to Microsoft.
A well-known brand fetches extra pennies. The aim of branding,
according to one ... measures including cus-
tomer perceived value, customer satisfaction, customer share
of wallet, customer retention, and customer advocacy.
14
Marketing Insights from A to Z
Next is money. The ... tools Black & Decker Plus but De-
Walt. Creating a new brand name gives more opportunity to estab-
lish and circulate a fresh public relations story to gain valuable media
attention and talk. ...
- 15
- 603
- 1
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
Ngày tải lên :
24/10/2013, 08:20
... on customer attraction to focusing on customer
retention. Companies need to pay more attention to serving
and satisfying their present customers before they venture in
an endless race to find ... customer
share, namely to find more products and services that can be
sold to the same customers.
• From marketing monologue to customer dialogue. You can
create stronger relationships with customers ... new customers. Companies must move
from transaction marketing to relationship marketing.
• From pursuing market share to pursuing customer share. The
best way to grow your market share is to grow...
- 26
- 571
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
Ngày tải lên :
24/10/2013, 08:20
... important as it is to watch your competitors, it is more im-
portant to obsess on your customers. Customers, not competitors,
determine who wins the war. Most markets are plagued by too many
fishermen ... order to convey what experience the com-
pany wants customers to have at Disneyland. A customer mind-set
doesn’t just happen. It has to be planned, implemented, and rewarded.
Yet companies tend to ... messages to their peo-
ple. L. L. Bean and other companies train their people to value every
customer: The customer comes first. Meanwhile they recognize that
customers differ in their value to the...
- 20
- 636
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
Ngày tải lên :
24/10/2013, 08:20
... competitors.
Some customers are profitable but tough. They can be a bless-
ing. If you can figure out how to satisfy your toughest customers, it
will be easy to satisfy the rest.
Pay attention to customer ... addition to being attractive, would meet the
following criteria:
• Easy to open the packaging.
• Easy to assemble.
• Easy to learn how to use.
• Easy to use.
• Easy to repair.
• Easy to dispose ... your customers. Being satisfied is
no longer satisfying. Companies always lose some satisfied customers.
These customers switch to competitors who can satisfy them more. A
company needs to deliver...
- 21
- 567
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
Ngày tải lên :
24/10/2013, 08:20
... be fourfold: to be
(1) the supplier of choice to customers, (2) the employer of
choice to employees, (3) the partner of choice to distributors,
and (4) the company of choice to investors. Its reputational
capital ... expansions only to grow their top lines
at a terrible cost to their bottom lines. They are buying
growth rather than earning it.
• Market share. Too many companies aim to collect as many
customers as ... on
the carpet and a janitor was called in. Bill took the cleaning
solvent from the janitor and knelt down to clean the carpet
himself to spare the janitor from having to do so in front of all
the...
- 20
- 617
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5
Ngày tải lên :
24/10/2013, 08:20
... stock three times a day in re-
sponse to orders from individual store managers of what they
expect to sell in the next few hours. 7-Eleven not only trains
its store operators to capture customer ... architecture. To do their
respective jobs well, both should have selling skills. They need to sell
their ideas to their investors, peers, and staff. Leaders need to be
teachers and teach others to be ... foreign distributors carefully. They
need to define distributor performance very clearly and be aware of
host country laws regarding distributor treatment. The distribu-
tors need to be given adequate...
- 20
- 574
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
Ngày tải lên :
24/10/2013, 08:20
... housewife, intending to
buy Heinz tomato ketchup in a store, finding it to be out of
stock, will walk out of the store to buy it elsewhere.”
That some people will be exceptionally loyal to some brands ... unless
the customer flies within two months.
Companies should reward their loyal customers. Too often,
however, companies give a better deal to new customers than to their
old customers. Thus a ... discrimination.
We are talking about discriminating between profitable and unprof-
itable customers. No company can be expected to pay the same at-
tention to an unprofitable customer as to a profitable customer.
Smart...
- 22
- 557
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 7
Ngày tải lên :
24/10/2013, 08:20
... Percentage of new customers to average number of cus-
tomers.
• Percentage of lost customers to average number of cus-
tomers.
• Percentage of win-back customers to average number of
customers.
• Percentage ... customer loss. Paying auto-
mobile salespeople a commission leads them to manipulate the cus-
tomer in order to make the sale. Stockbrokers on commission have
an incentive to churn the customer’s ... competitors.
Johnson & Johnson prefers to prioritize its goals: Its first re-
sponsibility is to its customers, its second to its employees, its
third to its community, and its fourth to its stockholders....
- 21
- 591
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8
Ngày tải lên :
24/10/2013, 08:20
... and he waited for
the stock price to rise as well. When it didn’t, he went to
Wall Street to find out why. The analysts told him that his
bottom line had improved but not his top line—they didn’t
see ... dialogue
with customers.
• RM favors more integrated marketing communications to
deliver the same promise and image to the customer.
• RM sets up extranets with large customers to facil-
itate ... RM favors more direct marketing to the customer, thus re-
ducing the role of middlemen.
• RM favors offering alternatives to customers to choose
the way they want to order, pay for, receive, install,...
- 20
- 512
- 0
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 9
Ngày tải lên :
24/10/2013, 08:20
... impact of
this experience on customer feelings toward the company?
There is a legitimate issue of how much time to spend on the
phone with a customer who tends to be talkative. Most companies
have ... technology to an old orga-
nization. This will only result in an expensive old organization.
elemarketing and
Call Centers
Using the phone to hear from customers and to talk with customers
can ... “We’ve never wanted to be the biggest, but the best.”
In choosing a market, remember: It is easier to sell to people
with money than to people without money. And try to sell to users,
not buyers.
echnology
Every...
- 21
- 548
- 0
How to Talk to Anyone
Ngày tải lên :
26/10/2013, 21:15
... superstars of today. I explored techniques used by
top salespeople to close the sale, speakers to convince, clergy to
convert, performers to engross, sex symbols to seduce, and ath-
letes to win.
I ... How to Respond When You Don’t Want to
Answer (and Wish They’d Shut the Heck Up). . . . . 134
36 How to Talk to a Celebrity. . . . . . . . . . . . . . . . . . . . 136
37 How to Make Them Want to ... . . . . . . . 154
41 How to Secretly Learn About Their Lives . . . . . . . . . 157
42 How to Talk When You’re in Other Countries . . . . . . 161
43 How to Talk Them into Getting the “Insider’s...
- 368
- 429
- 2
