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Using The Right Tools To Select Customers

Last entry, we introduced the “3C Needs Map.” This chart helps you compare what you offer to what competitors offer and what customers want. The areas where the circles overlap reveal where your business’ “sweet spot” lies—and where, on the flip side, your competitors win out. The center of the chart shows the “table stakes,”…
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Growing Sales By Charting Needs

Legendary management consultant and author Peter Drucker once said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Drucker is considered the founder of modern management and although I agree with his quote, reality can be a little more complex. Yes, it…
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Apple Shows How To Successfully Use Marketing During New Product Development

Apple was not the first company to introduce an MP3 player.  However when the Apple iPod was launched, it immediately became a best-seller.  It was fashionable, easy-to-use and expensive.  People paid a premium because of the value it brought to consumers.  Apple developed this category killer not by investing in cutting-edge technology but by using…
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Should You Invest In Social Media Presence or on Good Content?

“Does my company need a Twitter account?” “What about LinkedIn?” “How often am I supposed to post?” Many companies are ask themselves questions like these. When it comes to social media, it seems like there are countless options out there. So many, that it can be hard to keep track. But these companies have the…
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