The Business Book
239 Focus groups were used extensively in the late 20th century to gather informal comments and opinions on products, as shown h ...
240 access to much of this information, providing companies with copious amounts of data for marketing purposes. Software that t ...
241 customers’ mind, in order to discover the desires, wishes, and the hidden causes of their options, so that there is a possib ...
242 ATTENTION, INTEREST, DESIRE, ACTION THE AIDA MODEL T he AIDA model is the foundation of modern marketing and advertising pra ...
243 See also: Stand out in the market 28–31 ■ Creating a brand 258–63 ■ Promotions and incentives 271 ■ Why advertise? 272–73 ■ ...
MARKETING MYOPIA FOCUS ON THE FUTURE MARKET ...
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246 W hen a company has a fixed idea of what products or services it wants to sell, and a narrow idea of who it is selling to, i ...
247 growth. But all growth eventually tapers off because the market has already bought enough of the product or service, or deve ...
248 serious endeavor worthy of management attention; instead it was a formulaic task left to the sales or production departments ...
249 Airport arrivals lounges were offered to BA passengers to enhance their experience of traveling with the airline. Rather tha ...
THE CASH COW IS THE BEATING HEART OF THE ORGANIZATION PRODUCT PORTFOLIO ...
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252 T he term “cash cow” refers to an investment or area of business that provides a dependable source of revenue. In a corporat ...
253 See also: Managing risk 40–41 ■ How fast to grow 44–45 ■ The Greiner curve 58–61 ■ Profit versus cash flow 152–53 ■ Leading ...
254 can use this information to make sure it has a mix of products that will satisfy its short- and long-term needs, and to thin ...
255 Nescafé coffee is Nestlé’s largest brand, a cash cow valued at $17.4 billion. Growing since World War II, the product genera ...
256 EXPANDING AWAY FROM YOUR CORE HAS RISKS; DIVERSIFICATION DOUBLES THEM ANSOFF’S MATRIX F irst published in 1957 in the Harvar ...
257 See also: Managing risk 40–41 ■ Take the second step 43 ■ How fast to grow 44–45 ■ Protect the core business 170–71 ■ The MA ...
IF YOU’RE DIFFERENT YOU WILL STAND OUT CREATING A BRAND ...
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