never be lied to again ebook

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf

... value.”18The way to beat your competitors is to attack yourself first. Workhard to make your product line obsolete before your competitors do.Watch your distant competitors as well as your ... 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 manyfishermen ... after too few fish. The best fishermen understandthe fish better than their competitors do.24Marketing Insights from A to ZMarketing InsightsfromA to Z80 Concepts Every Manager Needs To KnowPhilip...

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be going to

Danh mục: Tiếng anh

...

Unit 5: Be going to

Danh mục: Tiếng anh

... next year, I’m Eg: Before I go to China next year, I’m going to learn some Cantonese.going to learn some Cantonese. We are going to get a new car soon.We are going to get a new car soon. ... will fall to Earth some time this to Earth some time this afternoon. afternoon. notenoteKhông dùng PP với động từ : be Không dùng PP với động từ : be Eg: I’m going to be in Tokyo in ... be Eg: I’m going to be in Tokyo in May Eg: I’m going to be in Tokyo in May Tránh dùng be going to với động từ “go” Tránh dùng be going to với động từ “go” và “come” mà dùng PP để thay thế.và...

Families who do not send their children to state- run schools should not be reqiured to pau educationa tã

Danh mục: Tiếng anh

... enough incentive for people to want their children to improve educationally. By and large, education is an economic commodity to be purchased in the marketplace according to the preferences and ... children and should be permitted to select the appropriate education for each of them. It is critical that parents purchase education directly, when, and only for as long as, they believe their children ... and benefits of each option. Only the total separation of state and school can re-institute parental responsibility, protect parents' rights, and allow students, schools, and teachers to...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1

Danh mục: Anh văn thương mại

... commands. Harley Davidson is a great brand because Harley David-son motorcycle owners rarely switch to another brand. Nor do AppleMacintosh users want to switch to Microsoft.A well-known brand fetches ... assuccessful as Amazon books? Too often the company is introducing ame-too version of the product that ultimately loses to the existingcategory leaders.The better choice would be to establish a new name ... is the best place to reach you with this mes-sage—where would you be most likely to notice it andpay attention to it?Cherry Coke—and do you want it in a can or a bottle? Vendors used to know...

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Danh mục: Anh văn thương mại

... plansBaum, Herbert, 118Bayer, 12BBBK Pest Control, 75Beanie Babies, 146Becher, 66Beck, John, 19Behavior groups, 163Being alive, 29Beneﬁt marketing, 76Bernbach, William, 1Berra, Yogi, ... grow your market share is to grow your customershare, namely to ﬁnd more products and services that can be sold to the same customers.• From marketing monologue to customer dialogue. You cancreate ... yourproducts better.• From focusing on customer attraction to focusing on customerretention. Companies need to pay more attention to servingand satisfying their present customers before they...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2

Danh mục: Anh văn thương mại

... value.”18The way to beat your competitors is to attack yourself ﬁrst. Workhard to make your product line obsolete before your competitors do.Watch your distant competitors as well as your ... customers, becoming a market leader, and being known asa good corporate citizen and a good place to work. Everythingelse follows.” (See Customer Orientation.)Companies21worst thing is to be ... order to convey what experience the com-pany wants customers to have at Disneyland. A customer mind-setdoesn’t just happen. It has to be planned, implemented, and rewarded.Yet companies tend to...

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Danh mục: Anh văn thương mại

... it is better to divide them into financial categories: plat-inum, gold, silver, iron, and lead customers. The better customersshould be given more benefits, both to retain them longer and to give ... profitable but tough. They can be a bless-ing. If you can figure out how to satisfy your toughest customers, itwill be easy to satisfy the rest.Pay attention to customer complaints. Never underestimate ... addition to being attractive, would meet thefollowing criteria:• Easy to open the packaging.• Easy to assemble.• Easy to learn how to use.• Easy to use.• Easy to repair.• Easy to dispose...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4

Danh mục: Anh văn thương mại

... should be fourfold: to be (1) the supplier of choice to customers, (2) the employer ofchoice to employees, (3) the partner of choice to distributors,and (4) the company of choice to investors. ... a janitor was called in. Bill took the cleaningsolvent from the janitor and knelt down to clean the carpethimself to spare the janitor from having to do so in front of allthe board members. ... people to deliver more value to customers faster.”Jeff Bezos of Amazon says: “We look for people who have a nat-ural inclination to be intensely focused on the customer.”Companies need to inculcate...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5

Danh mục: Anh văn thương mại

... stock three times a day in re-sponse to orders from individual store managers of what theyexpect to sell in the next few hours. 7-Eleven not only trainsits store operators to capture customer ... foreign distributors carefully. Theyneed to deﬁne distributor performance very clearly and be aware ofhost country laws regarding distributor treatment. The distribu-tors need to be given adequate ... ideas. They tolerate honest mis-takes. And when they make the ﬁnal decision, they inspire their peo-ple to do their best.And the best leaders don’t spend too much time poring overnumbers. They...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6

Danh mục: Anh văn thương mại

... housewife, intending to buy Heinz tomato ketchup in a store, finding it to be out ofstock, will walk out of the store to buy it elsewhere.”That some people will be exceptionally loyal to some brands ... will be lost unlessthe customer flies within two months.Companies should reward their loyal customers. Too often,however, companies give a better deal to new customers than to theirold customers. ... 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 companies...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 7

Danh mục: Anh văn thương mại

... 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 ofcustomers.• Percentage ... isidentiﬁed as being best in some way that is meaningful to some set ofcustomers, it will be poorly positioned and poorly remembered. Weremember brands that stand out as ﬁrst or best in some ... customer loss. Paying auto-mobile salespeople a commission leads them to manipulate the cus-tomer in order to make the sale. Stockbrokers on commission havean incentive to churn the customer’s...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8

Danh mục: Anh văn thương mại

... and he waited forthe stock price to rise as well. When it didn’t, he went to Wall Street to find out why. The analysts told him that hisbottom line had improved but not his top line—they didn’tsee ... good quality and service to its customers.Profits come from finding ways to deliver more value to cus-tomers. Peter Drucker admonished: “Customers do not see it astheir job to ensure manufacturers ... alliances to yourcompetitors.Companies should consider temporarily lowering their prices,even though this will hurt their margins. It is better to hold on to your customers than to let them...

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 9

Danh mục: Anh văn thương mại

... said, “We’ve never wanted to be the biggest, but the best.”In choosing a market, remember: It is easier to sell to peoplewith money than to people without money. And try to sell to users,not ... be monitored. The purpose is to make sure that customersare treated respectfully and to learn best practices from the bettertelemarketers. Beyond this, some companies ask their executives to do ... tend to be re-sponsive to the marketplace of yesterday. “You can’t have abetter tomorrow if you are thinking about yesterday allthe time.” (Charles F. Kettering, American inventor) In toomany...

FOCUS ON - phrasal verbs and will or be going to

Danh mục: Kỹ năng nói tiếng Anh

... couple of years. head into head into & heads into heading into headed into headed into 1. head into p.v. When you head into or are headed into a place or area, you begin to enter it. / almost ... will or be going to Both will and be going to are used to talk about the future in English, but they are not the same. Predictions: will or be going to Use will or be going to for predictions. ... subject X verb X particle object X. Slowly we headed into town. We slowly headed into town. We headed slowly into town. We headed into town slowly.Three-word phrasal verbs X subject X verb?...