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General Advertising Principles - Ads primarily create product awareness, sometimes product knowledge, less often product preference, and more rarely, product purchase. That’s why advertising cannot do the job alone. Sales promotion may be needed to trigger purchase. A salesperson might be needed to elaborate on the benefits and close the sale. What’s worse, many ads are not particularly cre... » read more

Trends in Marketing Thinking and Practice - Here are the main marketing trends that are generally accepted: • From make-and-sell marketing to sense-and-respond marketing. Your company will perform better if you view the marketing challenge as that of developing a superior understanding of your customer needs rather than as simply pushing out your products better. • From focusing on cust... » read more

Methods for Facilitating Project Management Workshops - In the past, there was one primary method for delivering facilitated project management training: the traditional training room, where facilitator and workshop participants interacted during the training activities. In today’s world of “virtual everything,” you have additional platforms for interaction with workshop participants over time and distance. In each of the ... » read more

An Important Evaluation Model You Should Know - Donald L.Kirkpatrick’s four levels for evaluating training programs is probably the most frequently used evaluation model. Since the model was first introduced in 1959, Kirkpatrick has continued to hone it and provided numerous case studies to point out effective methods for measuring training success from the time of the workshop through the time when the training’s effec... » read more

Customer Relationship Management (CRM) - Everyone is talking about customer relationship management (CRM) as the new panacea. Yet it is an empty term until it is defined. Some people define it as the application of technology to learning more about each customer and being able to respond to them one-to-one. Others don’t see it as a technology issue but rather a humane issue: treating each customer with emp... » read more

What is Segmentation - In the past, companies such as Sears or Coca-Cola, when asked who their customer is, would answer “Everybody.” But a marketer can rarely satisfy everyone in a market. Not everyone will like the same camera, car, cafeteria, or concert. Therefore, marketers must start by dividing up the market. Companies that moved away from mass market thinking started by ... » read more

Common Myths about Project Management - There are just about as many ideas about what project management is all about as there are projects. If you are about to embark on a program of project management training, you should be aware of some of the common myths about project management so you can dispel them from the outset. Managing expectations is as big a part of project management training as it is of project management ... » read more

What is Database Marketing and How to Build a Customer Database - At the heart of CRM is database marketing. Your company needs to develop separate databases on customers, employees, products, services, suppliers, distributors, dealers, and retailers. The databases make it easier for marketers to develop relevant offerings for individual customers. In building the customer database, you have to decide on what information to collect... » read more

How does Marketing Research work - Marketing research in the early days was aimed more at finding techniques to increase sales than to understand customers. Researchers applauded the development of store audits, warehouse withdrawals, and consumer panels to provide needed information on product movement. Over time, marketers increasingly recognized the importance of understanding buyers. Focus groups,... » read more

Focusing and Niching - Wise companies focus. An old saying is that if you chase two monkeys, both will escape. The mass market is made up of many niches. The problem of being a mass marketer is that you will attract nichers who will take better aim at specific customer groups and meet their needs better. As these groups are pulled away, the mass marketer’s market shrinks. Yo... » read more

How Marketing can support the Sales Force - About 11 percent of all employed people, or 18 million people, are engaged in selling. The emergence of the Internet and other direct marketing techniques, along with the high cost of personal selling, is leading companies to reexamine the size and role of their sales forces. Are salespeople necessary? According to Peter Drucker: “People are simply too expens... » read more

How to Target a Wide Audience while Training - Don’t be surprised if your first request for project management training comes from one specialized area within your organization. Because complex, specialized assignments and projects can surface in any business area, a group may suddenly realize that their staff needs project management skills in a hurry. As you work with them, you begin to discover that some of their training... » read more

Financial Marketing - How to improve marketing’s financial returns - I have always urged marketers to be strong in financial thinking. This is not a natural inclination of marketers. They are marketers because they are more interested in people than in numbers. Yet few marketers will rise to the top of an organization unless they have a good grasp of financial thinking. They need to understand income statements, cash flow statements, bala... » read more

The Importance of Information and Analytics in Marketing - A former CEO of Unilever said that if Unilever only knew what it knows, it would double its profits. The meaning is clear: Many companies sit on rich information but fail to mine this information. This has led to an explosion of interest in knowledge management: organizing a company’s information so that it is easily retrievable and learning can be extracted from... » read more

International Marketing - A company that masters only its domestic market will eventually lose it. Strong foreign competitors will inevitably come in and challenge your company. It is now business without borders. One of the best growth paths for a business is to go regional or global. But most companies hesitate to go abroad. They see obstacles and risks stemming from tariffs, language differenc... » read more

Marketing Department Interfaces - Each company department carries images or stereotypes of the other departments. Most often they are not flattering. Furthermore, the departments compete for the available resources, each making the case that it can spend the money better. All this interferes with harmonious working relations between departments. Some members of other departments will stereotype the mark... » read more

How to build Marketing Plans - Your company needs a vision, the vision demands a strategy, the strategy requires a plan, and the plan requires action. A Japanese proverb says: “Vision without action is a daydream. Action without vision is a nightmare.” You need to prepare a detailed marketing plan. But it makes more sense to call it a battle plan. Your plan should give... » read more

Performance Measurement - Marketers have traditionally focused on a company’s sales, market share, and margin to set its objectives and judge its performance. But gains in market share, while desirable, need further examination. Did you gain the right or wrong kinds of customers? Are they the staying or the switching kind? Are you “buying” share or “earning&rd... » read more

Relationship Marketing - One of the things of most value to a company is its relationships— with customers, employees, suppliers, distributors, dealers, and retailers. The company’s relationship capital is the sum of the knowledge, experience, and trust a company has with its customers, employees, suppliers, and distribution partners. These relationships are often worth more than t... » read more

The Project Oriented Organization - Until recently, most organizations tended to specialize in a relatively small number of products and services. Today, almost every organization—from corporations to small businesses to not-for-profit organizations—faces the challenge of responding to constantly changing demands from their customers and clients. Older manufacturing and service models have given way to the p... » read more