Marketing Strategy

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Marketing Strategy

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“Because the purpose of business is to create a customer, the business enterprise has two – and only these two – basic functions: Marketing & Innovation.“ Marketing and Innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.“ – Peter Drucker.

MARKET – ing the present participle in principle means permanent interaction with the market and it’s customers. Interesting enough, that only few companies are doing this, but the exact opposite. They don’t understand customers and are not even interested in what customers really want. They just don’t care about the customer. KPI’s – Key performance indicators are the tool used by management and the board to see how much Sales and Marketing is delivering to make a profit. Marketing in most companies is not what it was meant to be.
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It deteriorated to advertising and “Online-Marketing”. Marketing Strategies are way too much driven inside-out. What the enterprise of the 21st century needs in this digital world, is an outside-in approach to understand markets and customers and to act accordingly.
Two foundations need immediate attention. Planet and People. Companies helping to reduce the eco footprint and offering its employees the reason why this company is in business and how this company thinks have good credentials to be accepted by customers. People are the critical factor for successful Differentiation. Your company needs the full potential of your people to really make a difference and clearly position in the mind of the customer.
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MARKETING STRATEGY – Future of Marketing

This is the basis to make Marketing the essential function of the business. Marketing needs to answer these essential questions to be seen and heard in the marketplace.

  • Who are and where are your future competitors?
  • Where, when and how is the buying decision put together and made?
  • What is the competitors Positioning?
  • What is your differentiating Positioning?
  • How can you differentiate from your relevant competitors?
  • What is your current and future Business Logic?
  • What is the role of your website and what do you need to do to be seen and heard in this huge marketplace?
  • How do you create value for the customer?
  • How are you delivering that value?
  • How do you capture value for the company?

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Marketing is the function that has to work outside-in. This is the most promising direction to come up with an interesting offer for the customer. This determines the Marketing Strategy, the Marketing–Mix, and the Marketing tools. It determines what business logic you need to deliver superior customer value in a fast and most convenient way. Profit is an effect of great Marketing, not the cause. Excellent Marketing is making money. You can spend it later on advertising, if you want.
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„You cant’ ask customer what they want and the try to give that to them. By the time you get it built, they’ll want something new.“ Steve Jobs

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You have questions about the marketing strategy of your company?

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Contact me by phone or write me an E-Mail.
I’m looking forward talking to you

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Marketing Strategy – Mag. Lorenz Wied-Baumgartner – Marketing Strategy

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