never be lied to again ebook free
John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
Ngày tải lên :
21/09/2012, 17:33
... 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 ... 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 ... after too few fish. The best fishermen understand
the fish better than their competitors do.
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Marketing Insights from A to Z
Marketing Insights
from
A
to
Z
80 Concepts Every Manager Needs To Know
Philip...
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Unit 5: Be going to
Ngày tải lên :
28/06/2013, 01:25
... 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.
note
note
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...
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Families who do not send their children to state- run schools should not be reqiured to pau educationa tã
Ngày tải lên :
16/09/2013, 23:10
... 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 ... valuations of
education consumers. In a free education market parents and students
would decide based on the perceived costs and benefits of each
option. Only the total separation of state and school...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
Ngày tải lên :
24/10/2013, 08:20
... commands. Harley Davidson is a great brand because Harley David-
son motorcycle owners rarely switch to another brand. Nor do Apple
Macintosh users want to switch to Microsoft.
A well-known brand fetches ... as
successful as Amazon books? Too often the company is introducing a
me-too version of the product that ultimately loses to the existing
category 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 and
pay attention to it?
Cherry Coke—and do you want it in a can or a bottle? Vendors used
to know...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
Ngày tải lên :
24/10/2013, 08:20
... plans
Baum, Herbert, 118
Bayer, 12
BBBK Pest Control, 75
Beanie Babies, 146
Becher, 66
Beck, John, 19
Behavior groups, 163
Being alive, 29
Benefit marketing, 76
Bernbach, William, 1
Berra, Yogi, ... grow your market share is to grow your 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 ... your
products better.
• From focusing on customer attraction to focusing on customer
retention. Companies need to pay more attention to serving
and satisfying their present customers before they...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
Ngày tải lên :
24/10/2013, 08:20
... 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 ... customers, becoming a market leader, and being known as
a good corporate citizen and a good place to work. Everything
else follows.” (See Customer Orientation.)
Companies
21
worst thing is to be ... 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...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
Ngày tải lên :
24/10/2013, 08:20
... it is better to divide them into financial categories: plat-
inum, gold, silver, iron, and lead customers. The better customers
should 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, it
will be easy to satisfy the rest.
Pay attention to customer complaints. Never underestimate ... taught them
how to save better, invest better, borrow better, and buy bet-
ter. Each branch carried magazines on these subjects and
offered free investment seminars to its customers, all to give
them...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
Ngày tải lên :
24/10/2013, 08:20
... should 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. ... 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 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...
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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 ... 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 ... 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 over
numbers. They...
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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 ... will be lost 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. ... 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...
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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 ... is
identified as being best in some way that is meaningful to some set of
customers, it will be poorly positioned and poorly remembered. We
remember 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 have
an incentive to churn the customer’s...
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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 ... 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 as
their job to ensure manufacturers ... alliances to your
competitors.
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...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 9
Ngày tải lên :
24/10/2013, 08:20
... said, “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 ... be monitored. The purpose is to make sure that customers
are treated respectfully and to learn best practices from the better
telemarketers. Beyond this, some companies ask their executives to
do ... tend to be re-
sponsive to the marketplace of yesterday. “You can’t have a
better tomorrow if you are thinking about yesterday all
the time.” (Charles F. Kettering, American inventor) In too
many...
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FOCUS ON - phrasal verbs and will or be going to
Ngày tải lên :
01/11/2013, 12:20
... 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?...
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