Rules of engagement - Revision history

Dirkjan at 19:50, 27 August 2020

2020-08-27T19:50:28Z

Dirkjan at 19:16, 27 August 2020

2020-08-27T19:16:21Z

Dirkjan: Created page with "In Marketing Strategy and Organization: Building Sustainable Business the following players in the marke..."

2020-08-25T07:54:10Z

Created page with "In Marketing Strategy and Organization: Building Sustainable Business the following players in the marke..."

New page

In [[Marketing Strategy and Organization: Building Sustainable Business|Marketing Strategy and Organization: Building Sustainable Business]] the following players in the marketing arena play a role:
* Who is the targeted customer (for whom)
** Marketing is a battle of perceptions. Customer think in terms of brands and symbols. Thus companies must position themselves in dimensions that are '''Communicable''' to the target customers.
** The strategy must further be '''relevant''' to these customers.
** The quest for a 'mental monopoly' goes along the following lines:
*** It is better to be first than it is to be better (law of leadership)
*** If you cannot be first in a category then set up a category you can be first in (law of category)
*** It is better to be first in the mind than to be first in the market place (law of the mind)
* Who are the competitors (against whom)
** The strategy must be '''distinguish''' itself on key customer benefits as perceived by the customer.
** The strategy must be '''sustainable'''; the quest for sustainability goes along these lines:
*** 'God is always on the side of the big battalions'. Everything else being equal - size does matter
*** 'The defensive form of warfare is stronger than the offensive'
* Who is the initiating company (by whom)
** A competitive strategy must, of course, be '''feasible'''
** A competitive strategy lastly must be '''credible'''. A company cannot completely act against their brand's main values.

<html><img src = "/static/files/MBI/Module%2011/rulesofengagement.png" width="500"/></html>

[[Category:marketing]]

[[Category:M11]]

[[Category:M11-S1 - Reading - Marketing Strategy and Organization - Chapter 5 - A Concept of the future]]

[[Category:Term]]

← Older revision		Revision as of 19:16, 27 August 2020
Line 1:		Line 1:
−	~~In [[Marketing Strategy and Organization: Building Sustainable Business\|Marketing Strategy and Organization: Building Sustainable Business]] the following players in the marketing arena play a role:~~	+	Rules of engagement
−	* Who is the targeted customer (for whom)
−	** Marketing is a battle of ~~perceptions. Customer think in terms of brands and symbols. Thus companies must position themselves in dimensions that are '''Communicable''' to the target customers.~~
−	** The strategy must further be '''relevant''' to these customers.
−	** The quest for a 'mental monopoly' goes along the following lines:
−	*** It is better to be first than it is to be better (law of leadership)
−	*** If you cannot be first in a category then set up a category you can be first in (law of category)
−	*** It is better to be first in the mind than to be first in the market place (law of the mind)
−	* Who are the competitors (against whom)
−	** The strategy must be '''distinguish''' itself on key customer benefits as perceived by the customer.
−	** The strategy must be '''sustainable'''; the quest for sustainability goes along these lines:
−	*** 'God is always on the side of the big battalions'. Everything else being equal - size does matter
−	*** 'The defensive form of warfare is stronger than the offensive'
−	* Who is the initiating company (by whom)
−	** A competitive strategy must, of course, be '''feasible'''
−	** A competitive strategy lastly must be '''credible'''. A company cannot completely act against their brand's main values.
−
−
−	~~<html><img src = "/static/files/MBI/Module%2011/rulesofengagement.png" width="500"/></html>~~
−
−
	[[Category:marketing]]		[[Category:marketing]]

← Older revision		Revision as of 19:50, 27 August 2020
Line 1:		Line 1:
−	~~Rules~~ of ~~engagement~~	+	In [[Marketing Strategy and Organization: Building Sustainable Business\|Marketing Strategy and Organization: Building Sustainable Business]] the following players in the marketing arena play a role:
		+	* Who is the targeted customer (for whom)
		+	** Marketing is a battle of perceptions. Customer think in terms of brands and symbols. Thus companies must position themselves in dimensions that are '''Communicable''' to the target customers.
		+	** The strategy must further be '''relevant''' to these customers.
		+	** The quest for a 'mental monopoly' goes along the following lines:
		+	*** It is better to be first than it is to be better (law of leadership)
		+	*** If you cannot be first in a category then set up a category you can be first in (law of category)
		+	*** It is better to be first in the mind than to be first in the market place (law of the mind)
		+	* Who are the competitors (against whom)
		+	** The strategy must be '''distinguish''' itself on key customer benefits as perceived by the customer.
		+	** The strategy must be '''sustainable'''; the quest for sustainability goes along these lines:
		+	*** 'God is always on the side of the big battalions'. Everything else being equal - size does matter
		+	*** 'The defensive form of warfare is stronger than the offensive'
		+	* Who is the initiating company (by whom)
		+	** A competitive strategy must, of course, be '''feasible'''
		+	** A competitive strategy lastly must be '''credible'''. A company cannot completely act against their brand's main values.
		+
		+
		+	<html><img src = "/static/files/MBI/Module%2011/rulesofengagement.png" width="500"/></html>
		+
		+
	[[Category:marketing]]		[[Category:marketing]]