Strategy – where we want to be; concern overall direction; difficult to reverse; rejection of other strategic options; strong personal commitment Tactics – how we’re going to get there; concern methods of achievement; relatively easy to change; less commitment; run alongside other options Strategy must be totally marketing integrated, require good analysis of the environment,…
Why do businesses create new products? New products are developed to accommodate customers as they become more discerning and savvy within the market, which results in them changing their minds and needs. Â In a corporate point of view a new product could help outpace the competition, respond to environmental threats and opportunities and accommodate technological…
Products are “a bundle of benefits which satisfy a set of wants that customers have”. There are three key facts here: benefits rather than features, wants rather than needs, and customers, the most important element of a business. You can break a product down into three aspects: physical (what it looks like), functional (what it…
I have such a lot to learn for my first exam for my CIM Marketing course. The only way I can not only remember the facts, but to understand the true meaning means I have to blog about them. So here is a version of the Marketing Mix. The Seven Ps are derived from the…
I’ve had some very interesting Twitter discussions about how Virgin advertise their ‘fibre-optics’ broadband. At least four people told me that Virgin were doing false advertising – they do not bring fibre-optics to your home. There are fibre-optics laid in our street (we remember it well; the first summer after we moved in in 1995,…
The story regarding my Virgin fibre-optics installation has not been concluded. In fact it has got worse! We had our broadband working well during the weekend, but on Monday it packed up altogether. Surely it couldn’t be a result of my first blog on the subject – Virgin couldn’t be that small minded (hopefully) and…
We got fibre-optic broadband from Virgin installed on Friday. A necessary requisite, since the ordinary telephone system used in West Reading consists of aluminum wires rather than the more effective (and expensive) copper versions that enable a more efficient broadband service. We now have broadband speeds up to 20meg, compared to the dismal dribble we…
I’ve gone back to school again. Getting a qualification in the subject I work in seemed imperative if I am to do justice to my boss’s clients, so I’ve signed up to do the Chartered Institute of Marketing (CIM)’s Professional Certificate of Marketing at Bracknell and Wokingham College. After one lesson, what struck me most…
The Americans and the Scots seem to have got their summer holidays right. The former break up in June for two months, the latter break up at the beginning of July to return in the middle of August. Even the Australians follow the same pattern (end of December until beginning of February – work it…
I heard on the radio a headline from an Edwardian newspaper, and it made me laugh. It was so complicated, academic and theoretical. That was a time when things were slow, ponderous and laborious, people had time to stop, think, read, measure up an argument, consider a concept and cope with long-winded titles designed to…
Fairy Blog Mother
