Winning Marketing Strategies
, by Feig, BarryNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780136449072 | 0136449077
- Cover: Hardcover
- Copyright: 3/1/1999
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 |
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