Book Summary the End of Marketing as We Know It

Selling to consumers or other businesses, developing an effective sales strategy is the first step to persuading customers to part with their money. In particular, we need to identify which customers to focus the efforts on, the sales methods that will be use to reach them and how we will price the product or service.

Increase the frequency of purchases by your customers. No matter how poor your current product or service, you must have some customers or clients. One key strategic dimension that you should be thinking about is how to augment and reposition your product in order to sell more to this group.

Nickels, W., McHugh, J., & McHugh, S. (2013). Understanding Business. (10th ed.) New York: McGraw Hill/Irwin.

Marketing is a very unique process that enables limitless methods or variations for an entity to appeal to a particular target market as well as to deter from a particular market. Marketing is used in more than just business; The kinds of clothes an individual wears and the attitude a person portrays can be used to market him or herself to the public for many reasons: Maybe to attract a woman a man is attracted to, possibly to impress the president of a company a person is interviewing for, and even to just create a base of his or her character in which other people will judge him or her by. Marketing is everywhere from the business side of the spectrum to relationships people have

Bovee, C. L., & Thill, J. V. (2013). Business in action. (6th ed). Upper Saddle River, NJ: Pearson.

What is the main outcome you intend to achieve? Tie it back to the relevant marketing objective.

    To create a great strategy we must involve  these three parts;  targeting, timing and tactics. For targeting you need to figure out who you are going to target. The people that will be influenced by your issue.  Also, what issues will you work for and what decision makers will you hold accountable. This means you need to make sure you have people that you trust to be decision makers.  Next is timing, this is when you start taking the first step and building a momentum.  Finally, is tactics,  these are activities you use to impact your strategy. These tactics will help improve your strategies.  Another big strategy that will help is engaging the media.  You want to expose your idea to other people, so the news

Ronald J. Ebert & Ricky W. Griffin, (2011). Business Essentials. 8th ed. New Jersey: Pearson. Pg 116

In The Marketing Plan Handbook, Chernev gives a simplified approach to writing marketing plans. It outlines the basic principles of writing a marketing plan and it puts emphasis on marketing as a value-management process. It incorporates the relevant aspects of the business, such as the financial, operational, technological and organizational aspects. Chernev states that marketing plans do not have to be lengthy but should contain need-to-know information and not so much nice-to-know information which is not directly related to the decision at hand and is rarely actionable. He breaks down the marketing plan in eight parts: executive summary, situation analysis, goal, strategy,

Be realistic about what is weak about your business. Are you less advanced than the competition or do you produce lesser quality products? Understanding what is weak about your business can help you to negate these shortfalls, you might produce lesser quality products BUT you are cheaper. Having an awareness of your weaknesses allows you to be smarter with your marketing messages, it helps you to determine which promotional battles to fight and which ones to avoid. For example, the British supermarket chain Morrissons doesn’t profess to being the cheapest supermarket, but instead it chooses to compete on produce quality and freshness. Only pick fights

One more strategy is Alliances ; There is a very small line between alliances and collusion . So it should be taken a good care from crossing this line . Collusion is when two organizations within the same industry work together in the same field mostly in order to make control on prices . Alliances is like joint ventures of the business . It's used in pooling the resources also in the detriment of different contenders not in the partnership .

In this modern hypercompetitive marketplace, a company must be a powerful competitor to survive. A company must possess a powerful strategy in order to become a powerful competitor. But what makes a good strategy for the company?

“Setting objectives for a marketing plan is not simple and straightforward matter. It is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. Marketing objectives should be difficult, but they must be achievable. The aim is to set objectives that a challenge, but can be achieved with effort. They must be motivating rather than discouraging.” (Westwood, 2002).

I am in the mindset to believe that mass marketing is becoming less and less significant and is on the road to meeting its demise. The idea of Mass marketing is for a company to get its message across to as many people as they can, and by doing this, they will filter out those who are not interested in their product, while still getting others who are interested to become customers, and then hopefully advocates. The only problem with this is that so many companies have used this approach throughout the years that many people are beginning to find ways to completely ignore these messages and ads all together.

Kotler: We see marketing management as the art and science of choosing target markets and getting, keeping and growing