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Casual Articles - The Necessity Of Strategic Marketing
I’ve often heard it said that People Don’t Like Change.But is this really true? If it were true, wouldn’t we still be hunter gatherers, eking out a nomadic existence?I think this whole idea that people are fundamentally change resistant is a misunderstanding. It comes from dealing with people who feel scared and disempowered. Change managers call them “Low Influence, High Interest” stakeholders. These are the people who are likely to be significantly impacted by a change, but who have no say in what the change is, or how or when it is implemented. People in this position are understandably nervous and tend to be the most vociferous opponents of change.But, if we were to take a peep into the private lives of these people, we would find that they embrace change every day of their lives. They move house. They get married. They get divorced. They have children. They change jobs. They change religion. Some of them even change their gender.In fact, as far as I can see, being totally change resistant seems like a very uncommon characteristic amongst human beings.Most people want new things. Most people want the latest gadgets and the newest
More than four out of ten thirtysomething professionals want to change careers, but feel trapped and don’t believe that they will, a new study shows.More thirtysomethings than ever before are feeling disillusioned with their careers and openly acknowledge that they’d like to move into something more rewarding and fulfilling. They admit to a number of factors that prevent them from doing so – a third of people said that a potential drop in salary going into a new career would stop them from changing, a quarter said that they lack the confidence to change and a further quarter admitted to having no clear direction.The research (conducted by website www.lifecoachforyou.com) polled over four hundred thirtysomethings in the UK and USA, and found that the time when people are most likely to look at changing careers is from the age of 30 to 32. The survey also found that a third of those polled don’t value what they do for work, and six out of ten feel say that their work doesn’t add positively to their health and wellbeing.“There are a worrying number of people feeling trapped by their jobs,” says Steve Errey, a specialist in thirtysomething care
Let’s talk about strategic marketing planning and why it’s so important to companies. Many companies lack a strategic marketing plan that becomes a guiding source for the focus of their business. A lot of business owner’s view strategic planning, in general, to be a real boring exercise, but without sound strategic planning a company may be expending resources to try to sell that it wouldn’t have to with a more focused strategy. Strategic marketing planning has a number of different benefits including being a rallying point for all of your internal employees, for understanding and being on the same page regarding the focus of your business, understanding your market in a lot more detail than your competitors, understanding who your competition is, what their strengths and weaknesses are and how to compete with them and develop competitive strategies. Strategic marking planning also allows a company to define its fundamental focus in terms of target markets, target segments, customers and actual profiling of potential target clients that helps your sales force to be more effective when it comes to selling your products or services. Finally, strategic marketing planning is really the foundation for a successful sales acceleration program.
Strategic marketing planning starts by defining which target markets you company is after and fundamentally requires research into how your markets are segmented and a breakdown of those segments, in terms of priorities for your company. If you’re like most businesses, you can’t afford to go after every market segment in your market. What you need to do is you need to focus on those segments that have the best opportunities for your company and align best with your company’s core strengths and competencies and what makes you different. This is the key to building a sustainable competitive advantage. Many companies engage in what’s called the red ocean strategy, whereby they focus on selling into markets that are highly competitive, where the water is a color of crimson as a result of all the blood that is being spilled amongst all the competitors fighting for the same valuable customers. Smart companies, on the other hand, fo
The Georgia State Agency that oversees the collection and reporting of State income taxes deducted from payroll checks is: Department of Revenue Withholding Tax Unit 504 Trinity-Washington Bldg. 270 Washington Street Atlanta, GA 30334 404-417-2311 http://www.etax.dor.ga.gov/withholding.shtmlGeorgia requires that you use Georgia form "G-4, Employee's Withholding Certificate" instead of a Federal W-4 Form for Georgia State Income Tax Withholding.Not all states allow salary reductions made under Section 125 cafeteria plans or 401(k) to be treated in the same manner as the IRS code allows. In Georgia cafeteria plans are: not taxable for income tax calculation; not taxable for unemployment insurance purposes. 401(k) plan deferrals are: not taxable for income taxes; taxable for unemployment purposes.In Georgia supplemental wages are taxed or a graduated rateAnnual wage Rate Under $8,000.00 2.0% $8,000.00 to $10,000.00 3.0% $10,000.00 to $12,000.00 4.0 % $12,000.00 to $15,000.00 5.0% over $15,000.00
Let’s talk about strategic marketing planning and why it’s so important to companies. Many companies lack a strategic marketing plan that becomes a guiding source for the focus of their business. A lot of business owner’s view strategic planning, in general, to be a real boring exercise, but without sound strategic planning a company may be expending resources to try to sell that it wouldn’t have to with a more focused strategy. Strategic marketing planning has a number of different benefits including being a rallying point for all of your internal employees, for understanding and being on the same page regarding the focus of your business, understanding your market in a lot more detail than your competitors, understanding who your competition is, what their strengths and weaknesses are and how to compete with them and develop competitive strategies. Strategic marking planning also allows a company to define its fundamental focus in terms of target markets, target segments, customers and actual profiling of potential target clients that helps your sales force to be more effective when it comes to selling your products or services. Finally, strategic marketing planning is really the foundation for a successful sales acceleration program.
Strategic marketing planning starts by defining which target markets you company is after and fundamentally requires research into how your markets are segmented and a breakdown of those segments, in terms of priorities for your company. If you’re like most businesses, you can’t afford to go after every market segment in your market. What you need to do is you need to focus on those segments that have the best opportunities for your company and align best with your company’s core strengths and competencies and what makes you different. This is the key to building a sustainable competitive advantage. Many companies engage in what’s called the red ocean strategy, whereby they focus on selling into markets that are highly competitive, where the water is a color of crimson as a result of all the blood that is being spilled amongst all the competitors fighting for the same valuable customers. Smart companies, on the other hand, f
Perhaps this may amuse you in some way. Did you know one of the ways that international franchisees of a US based franchisor often try to get out of the franchise agreement is by saying that they did not read it or could not read it? Or that they did not understand what they read, yet signed it and promised to follow all the stipulations? Well it is true.And yes it happens in the United States too with franchisees who do not follow their words, signature or promises to follow the franchising contract, yet they still partake in all the fruits of the strong brand name, confidential proprietary knowledge and marketing techniques. Then they do not pay their royalties or follow the rules undermining the entire franchise system. Then when in litigation or arbitration they say; “I did not read the franchise agreement.”Well I got sick and tired of that crap and I designed this little paragraph for our franchise agreements to stop such BS from those who failed to keep their word;7.17.3 Franchisee Read This DocumentFranchisee acknowledges that they have reviewed the Franchise Agreement and the Franchise Offering Circular and have received all informa
Strategic marketing planning starts by defining which target markets you company is after and fundamentally requires research into how your markets are segmented and a breakdown of those segments, in terms of priorities for your company. If you’re like most businesses, you can’t afford to go after every market segment in your market. What you need to do is you need to focus on those segments that have the best opportunities for your company and align best with your company’s core strengths and competencies and what makes you different. This is the key to building a sustainable competitive advantage. Many companies engage in what’s called the red ocean strategy, whereby they focus on selling into markets that are highly competitive, where the water is a color of crimson as a result of all the blood that is being spilled amongst all the competitors fighting for the same valuable customers. Smart companies, on the other hand, f
Values Based PitfallsTo make your strategic alliance, collaboration or partnering relationship successful, watch out for the pitfalls and roadblocks.In looking at the issue of values, frequently partners of an alliance will have core values that are conflicting. This is especially a problem with issues like trust and integrity. Corporate culture clashes; employee turf protection, and resistance of certain employees to new ideas can wreak havoc on your efforts to maintain a prosperous alliance.When one of the alliances partners does not completely embrace the principles of Partnering, big challenges occur. This can include top-level executives or even supervisory and functional employees in departments, divisions or regions within a Partnering organization. As an example, DuPont believes that if a contractor is looking just to maximize his profits, on just one job, then Partnering with that contractor is not for DuPont because they know there will be problems in the relationship.Because the dynamics of alliance relationships are constantly changing, inflexibility of partners can kill an alliance quickly. Each member must be willing to
Strategic marketing planning starts by defining which target markets you company is after and fundamentally requires research into how your markets are segmented and a breakdown of those segments, in terms of priorities for your company. If you’re like most businesses, you can’t afford to go after every market segment in your market. What you need to do is you need to focus on those segments that have the best opportunities for your company and align best with your company’s core strengths and competencies and what makes you different. This is the key to building a sustainable competitive advantage. Many companies engage in what’s called the red ocean strategy, whereby they focus on selling into markets that are highly competitive, where the water is a color of crimson as a result of all the blood that is being spilled amongst all the competitors fighting for the same valuable customers. Smart companies, on the other hand, f
Light boxes are quickly becoming the next trade show craze. There is something magical about back lit graphics that works really well in the trade show environment. Although I haven't seen anything on the order of an entirely back lit display, I have seen hundreds of kiosks and towers set up to be used as light boxes. Kiosks and towers give your company a great point at which to begin conversation, and the lightbox only adds power to the demonstration.The primary difficulty with light box kiosks is getting electricity to your kiosk without leaving an unsightly cord in the middle of your trade show booth. This is really easy if you have purchased trade show flooring, but it can be incredibly difficult if you have not. The last thing you want is to have your booth staffers tripping over an unsightly cord while they are trying to present information to attendees. If you have no way to hide the electrical cord that will be running from behind your booth to your kiosk, you should at least align your kiosk with one edge of your exhibiting space instead of having it directly in front of your booth.There is no denying the impact of light box kiosks at trade show
Strategic marketing planning also focuses, in addition to targeting and segmentation, focuses on target customers and profiling those customers in terms of size, industry focus, what their pain is, what needs they have and how those needs align with the company’s fundamental product offerings and strengths. So, a lot of time needs to be spent in the strategic marketing process really determining what the profiling is of the target customers. In addition, strategic marketing should focus on who the target buyers are inside those prospects in terms of title, in terms of job function, in terms of decision making authority, and seek to understand exactly who those different constituents are, who the champions are, who the decision makers are inside that audience. This works in terms of understanding that target audience inside that market ultimately leads to the company’s ability to develop positioning statements and messaging. It really focuses on the pain and the needs of those specific buyers inside their target companies.
Another important element of strategic marketing planning is doing competitive analysis. If your company doesn’t have a strong understanding of what the competitive landscape is in its core markets, how can you possibly hope to win? Good competitive analysis means categorizing each of your competitors in your core segments, understanding their strengths and weaknesses and opportunities and threats from those competitors and developing a competitive matrix that lines up those competitors in a table and does a comparison analysis between your company and those competitors that are important, according to product, service, offerings, price, product features, service capabilities, geographic reach, all of those criteria you would use in order to see how well you stack up against the competition.
If you do good competitive analysis, you’ll have a much stronger understanding of the details of who your competitors are, how to compete against them and that becomes the foundation for developing a good competitive strategy that you can roll out though your company. It has vast i
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