Winning Marketing Strategies

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ISBN: 9780136449072 | 0136449077
Cover: Hardcover
Copyright: 3/1/1999

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This comprehensive guide helps you avoid wasteful trial-and-error decision-making and eliminate mistakes by giving you fast access to proven-successful marketing techniques that cover every aspect of the marketing cycle-from market research to product development to pricing to advertising to analyzing sales results and jump-starting fading product lines.

Proven Strategies to Build Marketing Success	p. 1
Think Like a Marketing Superstar	p. 1
Generate Excitement Through Strategic Thinking	p. 2
Twelve Key Strategies for Successful Marketing Thinking	p. 3
Marketing and Selling	p. 4
Think of Yourself as a Salesperson	p. 5
Selling Your Ideas Within the Company	p. 5
The Salesperson-as-Marketer Strategy	p. 6
Four Times the Product Must Sell Itself	p. 7
Six Quick Product Marketing Strategies	p. 8
Creativity in Marketing and Sales	p. 9
One-Minute Strategy for Improving Creativity	p. 10
A Fail-Proof Creative Method	p. 10
A Quick Brainpower Exercise	p. 12
Streamline Your Marketing Team	p. 12
Why Strategic Planning Go Slowly	p. 13
Ten Strategies for Launching Your Project	p. 14
Strategies for Developing Action Plans	p. 16
Clarify Your Basic Message	p. 16
Five Steps to Developing a No-Nonsense Marketing Plan	p. 18
Identify Your Opportunities	p. 18
Seven Strategies for Working Successfully with Management	p. 19
Identify Your Competition's Strengths and Weaknesses	p. 20
Strategies for Segmenting	p. 27
Strategies for Planning Your Focus	p. 33
Strategies for Attacking the Market	p. 35
Strategies for Evolution	p. 38
One-to-One Marketing Strategy	p. 38
Seven Effective One-to-One Marketing Strategies	p. 39
Strategies for Conducting Successful Market Research	p. 41
Avoid Common Research Mistakes	p. 41
Much Research Wastes Time and Resources	p. 42
True Stories from Research Hell	p. 42
Two Practices that Doom Research to Failure	p. 44
Choosing the Right Research Methods	p. 44
Avoid Syndicated New Product Research Services	p. 44
Try a Better Approach--Context Research Strategy	p. 45
Conduct Goal-Oriented Research	p. 45
Take Advantage of Free Research	p. 46
Check Out Sources of Secondary Research	p. 47
Ten Research Techniques to Eliminate Marketing Guesswork	p. 47
Three Ways to Research Product Performance	p. 49
Eight Methods for Finding and Filling Consumer Needs	p. 50
The "Make Nice With R and D" Research Strategy	p. 53
Define Your Opportunities and Purchase Triggers Simultaneously	p. 53
Focus Groups: Let Customers Write Your Sales Pitch	p. 54
How to Use Focus Groups Step by Step	p. 55
Strategic Cures for Common Focus-Group Ailments	p. 56
Focus Groups as Marketing Tools	p. 58
Look for Credibility Rather than Believability	p. 59
Reducing Research Costs	p. 60
Do-it-Yourself Research	p. 60
Research Before You Spend	p. 60
Conduct Your Own Focus Group	p. 60
The Business-to-Business Link	p. 61
Don't Ask Friends or Colleagues	p. 61
Strategies for Written Communications and Presentations	p. 62
Writing as a Marketing Tool	p. 62
Pay Attention to the Details	p. 63
Tips on Writing Style	p. 63
Writing in Five Steps	p. 65
Writing Proposals That Work	p. 67
Sample Letters for you to Adapt	p. 68
Making Powerful Verbal Presentations	p. 87
How to Command a Marketing or Sales Presentation	p. 88
Strategies for Presenting Visuals	p. 89
Ten Ways to Get Management on Your Side	p. 91
Presenting to Your Sales Force	p. 92
Strategies to Implement Marketing Programs and Advertising	p. 94
Create a Strong Mission Statement	p. 94
Types of Mission Statements	p. 95
Strategically Focusing Your Mission Statement	p. 96
Four Tenets of a Sure-Fire Mission Statement	p. 98
Six Steps to Strategic Implementation of Your Mission Statement	p. 98
Implementing Your Marketing Plan	p. 100
Turn Negatives into Positives	p. 100
Fulfilling Your Mission Through Advertising	p. 101
Ten Tested Advertising Strategies and When to Use Them	p. 107
Frequent User Strategies	p. 109
Strategies for Choosing Advertising Agencies and Other Suppliers	p. 111
Working with Outside Resources	p. 112
Why Go Outside?	p. 112
Do Your Homework Before You Begin	p. 113
The Strategic Approach to Resolving Problems	p. 114
Getting Outside Help from Consultants	p. 115
How to Find an Independent Consultant	p. 115
Conducting the Strategic Interview with Consulting Prospects	p. 116
Getting a Proposal from the Consultant	p. 118
Choosing an Advertising Agency	p. 118
Potential Pitfalls When Working with Advertising Agencies	p. 118
Bring Your Own Strategy	p. 119
Set the Ground Rules for Effective Relationships	p. 120
Strategic Selection Based on Size	p. 121
Five Steps for Selecting Your Advertising Agency	p. 122
Two Simple Strategies to Maximize Your Advertising Dollar	p. 127
Work With Your Outside Resources	p. 127
Strategies for Point of Sale, Impulse Items, and Trade Shows	p. 130
Point-of-Sale Promotion	p. 130
Seven Goal P.O.S. Must Meet	p. 131
Strategic Uses of P.O.S.	p. 132
Four Times Sell Strategy Redux	p. 133
Using Interactive P.O.S.--The Hands-on Approach	p. 133
P.O.S. Advertising	p. 136
Value-Added P.O.S.	p. 139
Choosing Venues for Point-Of-Sale Promotions	p. 140
Impulse Items	p. 142
Eleven Tactics to Make Impulse Sales Soar	p. 143
Trade Show Selling	p. 143
Advantages Trade Show Selling	p. 143
Strategies to Use Before the Trade Show	p. 144
Tried-and-True Boosters for Trade Shows	p. 147
A Dozen Ways to Bring in Customers	p. 148
Strategies for Pricing and Adding Value	p. 153
Sound Pricing Strategies	p. 154
Pricing 101	p. 155
Pricing by Category	p. 156
Pricing from the Consumer's Perspective	p. 156
Finding the Most Effective Price Point	p. 157
Power Pricing 101	p. 158
Guidelines for Implementing Power Pricing Strategies	p. 160
Establishing Value	p. 167
Pricing for Quality	p. 168
Adding Convenience	p. 169
Twelve Ways to Add Value Without Breaking the Bank	p. 169
Give Away the Sizzle--Sell the Steak	p. 171
Selling and Marketing Strategies that Create Record Sales	p. 172
Strategic Relationship Selling	p. 172
Three Strategic Rules For Selling to Anyone	p. 175
Intercompany and Intracompany Selling	p. 175
Pitching to Your Own People	p. 176
Pitching on the Outside	p. 178
Strategies for First-Rate Sales Presentations	p. 178
Seventeen Hot Buttons That Can Work Sales Magic	p. 180
Eight Ways to Destroy a Sale	p. 185
Ten Strategies to Keep Your Personal Relations Growing	p. 186
Strategies for Speeding up the New Product Development	p. 187
Build What Your Customers Want	p. 188
Your First Customer Is Your Management	p. 188
Your Customers Are Never, Ever Wrong	p. 188
Get More D and Less R in Your RandD Program	p. 188
Strategic Brainstorming	p. 189
Three Keys to a Great Brainstorming Session	p. 191
Role of Research in Product Development	p. 194
Speed Your Product to Market	p. 194
Developing Your Product Strategy	p. 195
Let Your Consumer Segments Drive You	p. 196
Drawing Up a Market Viability Outline	p. 198
Other New Product Strategies	p. 200
Building Brands with Line Extensions	p. 201
Why Line Extensions Work	p. 202
When to Line-Extend	p. 203
Strategies For Making Distributors and Merchants Ecstatic	p. 204
Choosing a Distribution Path	p. 205
Making Your Distributor Relationships Work	p. 205
Developing a Distribution Strategy	p. 207
The Five-Point Star Distribution Strategy	p. 207
Ten Ways to Make Distributors Love You	p. 208
Seven Proven Strategies to Improve Your Current Relationships	p. 209
Working with Outside Reps	p. 210
Using Middlemen, Dealers and Brokers	p. 211
Distribution Outlets for Creative Marketers	p. 212
Take Advantage of Hot New Distribution Avenues	p. 213
Strategic Advantages and Disadvantages of Some Popular Selling Channels	p. 215
Distributing Through Business-to-Business Outlets	p. 216
Sell to the Big Chains	p. 217
Other Distribution Channels and Strategies	p. 217
Proven Strategies for Turnaround Situations and Repositionings	p. 220
Learning Lessons from Mistakes	p. 221
Put Your Mistakes to Work	p. 223
Turnaround Situations	p. 223
Follow This Basic Strategy Basic for All Turnaround Situations	p. 223
General Turnaround Strategies and Protocols	p. 224
Repositioning a Stagnant Product	p. 227
Nine Repositioning Strategies That Work	p. 227
Strategies to Make Your Package and Product Name Sell...Sell...Sell	p. 233
Dynamic Packaging Sells	p. 233
Turn Your Sales Pitch into a Package	p. 234
Packaging Links You with the Consumer	p. 237
Naming Your Product	p. 241
Twelve Rules and Strategies for Naming Products	p. 242
Strategies for Marketing Through the New Media	p. 00
The Internet and the World Wide Web	p. 247
Should You Be on the Web?	p. 248
Six Key Concepts Affecting Your Web Focus	p. 249
19 Proven Strategies for Websites	p. 250
There's Big Money in Infomercials	p. 253
The Basic Infomercial Strategy	p. 254
Use This Formula for Creating a Successful Infomercial	p. 255
Eleven Criteria for Infomercial Success	p. 255
Home-Shopping Shows	p. 257
What Sells on the Home Shopping Networks	p. 258
How to Get on TV	p. 259
Strategies for Fund-Raising	p. 260
Plan First, Ask Later	p. 260
Key Strategic Differences Between Fund Raising and Traditional Marketing	p. 261
Key Similarities Between Fund Raising and Traditional Marketing	p. 262
How To Kill Your Program Before it Starts	p. 262
What To Ask for Can be Just as Important as How You Ask for It	p. 264
Identifying and Learning about your Target Consumer Base	p. 264
Rating Your Chances and Your Prospect	p. 265
Donor Qualifications Rating Sheet	p. 266
The Giving Life of Donors	p. 266
Annual Giving - The Backbone of Your Fund Raising Program	p. 267
Key Numbers	p. 267
The Planning Or "Case Statement"	p. 268
An Abbreviated Example of a Case Statement	p. 270
A Five-action Strategy for Achieving Larger Scale Donations Through Personal Contact	p. 271
Another Sales Strategy	p. 273
The Phonathon Strategy	p. 274
Train Your People Well	p. 275
Hints for Calling Success	p. 275
A Successful Telephone Script and Responses	p. 276
Direct Mail	p. 276
Your Package	p. 287
Prospecting for Donors and Mailing to Previous Donors	p. 287
Response Rates	p. 287
What Goes into a Successful Mailing?	p. 287
Other Kinds of Giving	p. 290
Cause Marketing	p. 290
Planned Giving	p. 290
Special Events Fund Raising	p. 290
Pledge Drives with Premiums	p. 290
Create Opportunities to Give	p. 290
Strategies for Cashing in on Business Alliances	p. 292
Cross-Promotions	p. 292
Follow These Requisites for Choosing a Partner	p. 293
Building Sales Through Business Alliances	p. 294
Eighteen Hot Ideas for Cross-promotions	p. 295
Sports Marketing	p. 298
Six Benefits of Sports Marketing	p. 298
Strategies for Making Sports Marketing Work Better	p. 299
Successful Strategies Used by Top Sports Marketers	p. 300
Put Your Product in the Movies	p. 301
Effective Strategies for Product Placement	p. 303
Licensing	p. 304
Private Label Strategies Pay Off for Retailers and Suppliers Alike	p. 306
Big Profits in Private Labels	p. 306
Private Labeling Is a Win/Win Strategy	p. 307
Private-Label Marketing vs. Retail Marketing	p. 308
The Supplier Retailer Relationship	p. 309
What Stores Want from Suppliers	p. 309
The Better-Package Private-Label Strategy	p. 310
Promote Your Brand	p. 312
Eleven Low-Cost Promotion Strategies	p. 312
Cross Promotions and Private Labels	p. 315
Cashing in on Cross-Promotions	p. 316
A Strategy for Building Private Label Brand Identity	p. 318
Low-Cost Tips on Marketing Your Brand	p. 319
Nine Strategies for Spreading Your Private Label Messages	p. 320
Exciting Marketing Strategies for Retail Businesses	p. 322
Selling to People	p. 323
Establish an Evolving Retail Marketing Strategy	p. 324
How One Company Made a Name for Itself	p. 324
Develop a Retail Marketing Strategy by Asking Questions	p. 325
Gathering Information About Your Market	p. 326
Pricing Your Products and Services	p. 329
Attracting Customers	p. 331
Tailor Your Marketing for Fun	p. 331
Look for Opportunities to Put Fun into Your Marketing	p. 332
Creative Retail Marketing Strategies	p. 334
Take Advantage of Spare Corners and Down Time	p. 334
Get Out and Circulate	p. 334
Give Customers Recognition Where Recognition Is Due	p. 335
Publicizing Your Business	p. 336
Gaining Publicity for a Major Event	p. 336
Guidelines for Spreading the Word	p. 336
Pay Attention to Your Customers	p. 338
Adapt Your Plan to Your Market	p. 338
Getting Your Sales Staff to Go Along	p. 339
Window Dressing	p. 340
Eight Strategies for Making a Good Impression	p. 340
Strategies for Contests and Sweepstakes	p. 343
Build Brand Awareness	p. 344
Separate Your Product from the Others	p. 345
Make your Advertising Message Work Harder, Create New Value and Garner Publicity	p. 345
Hype Your Product to Salespeople	p. 345
Increase Direct Mail Response	p. 345
Stimulate Learning	p. 345
Reinforce a Benefit	p. 346
Build a Mailing List	p. 346
Research, and Discover New Uses and Benefits for Your Product	p. 346
Stimulate Interest in a Trade Show	p. 346
Localize Your Advertising	p. 347
Create Traffic and Build Relationships with Internet Travelers	p. 348
Planning Is Essential	p. 348
Define Your Objectives and Recognize the Competition	p. 349
Choose the Right Type of Game	p. 349
Your Budget	p. 350
Name That Theme	p. 350
Here Are Some of the More popular -- and More Effective -- Types of Prize Promotions	p. 350
Examples of Successful Sweepstakes	p. 351
Examples of Successful Games	p. 352
Examples of Successful Skill Games	p. 353
Examples of Successful Puzzles	p. 353
Theme and Contest Content	p. 354
Strategic Necessities for Your Prize Promotion	p. 354
A Checklist to Make Sure Your Contest and Theme Can Fulfill Your Objectives	p. 355
Prizes	p. 355
The Key Numbers	p. 356
Don't Forget to Publicize the Winner	p. 356
Legal Stuff You Have to Know	p. 356
Exploring Alternative Marketing Strategies	p. 358
Direct-Mail Marketing	p. 358
Benefits of Direct-Mail Marketing	p. 359
The Basic Strategy for Direct-Mail Marketing	p. 359
Creating the Perfect Direct Mail Piece in Eleven Easy Steps	p. 361
A Potpourri of Successful Marketing Strategies	p. 364
Index	p. 369
Table of Contents provided by Syndetics. All Rights Reserved.

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Winning Marketing Strategies

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Table of Contents

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