| |
| |
|
Management Information |
|
|
|
The "Better Product" fallacy
Another fallacy ingrained in the minds of most marketing managers is the belief that the better product will win the marketing battle. Behind the thinking of many marketing managers is the thought that "truth will out." In other words, if you have the "facts" on your side, it's only necessary to find a good advertising agency who can communicate those facts to the prospect and a good sales force that can close the sale. We call this approach "inside-out thinking"- that somehow the advertising agency or the sales force can take the truth, as the company knows it, and use this truth to clear up the misconceptions that reside inside the mind of the prospect. Don't be fooled. Misconceptions cannot easily be changed by an advertising or sales effort. What is truth? Inside every human being is a little black box. When a human being is exposed to your advertising or sales claim, that person looks inside the box and says "That's right" or "That's wrong." The single most wasteful thing you can do in marketing today is to try to change a human mind. Once a mind is made up, it's almost impossible to change. What is truth? Truth is the perception that's inside the mind of the prospect. It may not be your truth, but it's the only truth you can work with. You have to accept that truth and then deal with it. Arvind Kumar is an Electrical Engineer from a premier Institute, Indian Institute of Technology, Delhi, India. He has 3 years experince in marketing business consulting services and marketing services. He is founder and CEO of http://www.nuttymarketer.com. You may reach him at arvind@nuttymarketer.com.
MORE RESOURCES:
Management - Google News |
|
|
|
RELATED ARTICLES
Write Winning Proposals For Venture Capitalists You need to secure money for your project. You visit venture capitalists to see if you can get that money. Business Knowledge Management In the last few years a lot has been written about Business Process Management, and about technologies supporting it such as BPMS, SOAP and Web Services. Most of these theories, tools and techniques refer to processes of a highly structured nature. Examining the Relationship Between Employee Satisfaction and Customer Satisfaction Researchers have undertaken numerous studies to look at the connection between customer and employee satisfaction. A majority of these studies were able to uncover a correlation between employee satisfaction, customer satisfaction and profitability. Four Ways To Make the Case For Outsourcing How do you convert outsourcing leads into clients? You may need to make the case for outsourcing."Businesses today are kicking into survival mode," says Bill Allison, managing director for the Pacific Southwest Management Solutions & Services Group at Deloitte & Touche. Compensation and Six Sigma Black Belts One of the more ambiguous elements of a Six Sigma project is the level and type of compensation the organization should give to its Six Sigma leaders and team members. On the one hand, setting compensation is not an integral part of any stage of a Six Sigma project; on the other hand, compensation is an important instrument to build loyalty and a sense of accomplishment that is a crucial element to the organization's Six Sigma success. Phone Sex is Bad for Business On August 3rd/2005, Reuters reported that a German man had colluded with a phone sex operator to defraud his employer's company out of approximately 16,000 Euro or almost 20,000 US dollars, by making 160 phone calls over a year and a half from work. He apparently split the profits 50/50 with the phone sex operator. Problem-Solving Success Tip: Use Your Project Management Skills Solving a big problem is a project: you're far more likely to solve it successfully if you treat it like one. That means you'll need to identify tasks, make and adjust assignments, and keep track of what is due when. Getting to Consensus The need to get people in an organization to pull together comes out often in discussions about communication.Let's think of it as getting to consensus, to roll a bunch of similar issues into one ball. Why and How to Work with a Consultant A good consultant provides specialist abilities and experience, innovative ideas, second opinions (reality checks), unbiased appraisals, and new approaches.A good consultant will leave you with tools, plans, and materials, and will transfer knowledge and resources to help you use them. Taking on Six Sigma Programs - Guidelines for In-House and Outsourcing Decisions Based on a wild guess by a close associate of mine, there are well over 2,000 restaurants in the Manhattan area and its surrounding boroughs. Although I cannot validate the absolute accuracy of his count, I do trust it is in the ballpark, since he happens to be one of those guys who seem to know everything about everything in life (and more). Get Out Of The Stone Age: Give Leadership Talks 160 years ago, the newly invented electric telegraph carried the first news message. The message zipped 40 miles in a flash over wires from Baltimore to Washington, D. Management Training: Are You Satisfied With The Results? If you're not satfied with the results of your management training programs, maybe it's because you handle training as a 'one shot' event rather than a process of developing your people to be better managers.One of the common misconceptions is that a manager can take a course and voila he is now skilled in communicating with others, or managing his time or delegating work. Negative Self-talk is Too Expensive I'm always fascinated by the people who lift huge weights, particularly in competitions like the Olympic Games. There are events for men and women and they get up on stage to lift a bar with huge weights attached. The Changing Boss-Secretary Relationship THE CHANGING BOSS-SECRETARY RELATIONSHIP: Imagine a partnership at work. One member is outlining the agenda for the annual stockholders' meeting, the other is managing the logistics. Cold Water Comments - What They Are and How to Manage Them! Cold Water Comments - What They Are and How to Manage Them! Cold Water Comments are those comments, phrases and ideas that are meant to discourage, disparage, discredit and generally douse your ideas! There are several things you can do to keep those comments in someone's bucket or warm them up once they've been tossed. Planning for the Cold Water - With Towels in Each Hand! Step 1 - Identify the Possible Cold WaterMake a list of all the comments you have heard in the past and might expect to hear now. When Being A Facilitator DOESNT Help I talked with a group of internal consultants last week - they felt they had to wear too many hats in their work. They had to be consultants, facilitators, coaches and trainers - sometimes in the same one-hour session. Why You Need a Business Plan This article was originally called "Do You Need a Business Plan?"The title was changed because in truth, every business needs a business plan. It's a common misconception that business plans are used only for raising capital, as in "my bank wants to see a business plan before they will approve a loan," or, "I need a business plan so I can get venture funding. Tales from the Corporate Frontlines: A New Managers Tale This article relates to the Manager/Supervisor competency, commonly evaluated in employee satisfaction surveys. This competency evaluates an employee's feelings regarding their direct manager or supervisor. Avoid Outsourcing Pitfalls in the Injection Molds and Stamping Dies Markets When looking to outsource overseas for Plastic Injection Molds or Stamping Dies there are many things to consider. Usually price is the first thing to be looked at, that's probably why you're looking overseas for a new mold or die source-to save money. Selecting A Collection Agency If you run a business, you are sure to have some customers who require a lot of follow-up before they pay you. Often you spend too much time and energy to collect money that is rightfully due to you.
|
| home | site map |
| © 2006 |
