Quotes About Marketing

Primero, el destino final de todos los productos en venta es el de ser consumidos por compradores. Segundo, los compradores desearán comprar bienes de consumo si y sólo si ese consumo promete la gratificación de sus deseos. Tercero, el precio que el cliente potencial en busca de gratificación está dispuesto a pagar por los productos en oferta dependerá de la credibilidad de esa promesa y de la intensidad de esos deseos.

This is the problem with branding: it has become more important than the thing it purports to brand.

To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect's mind.

Quality is a nice thing to have, but brands are not built by quality alone.

Most marketing mistakes stem from the assumption that you're fighting a product battle rooted in reality.

With a plethora of products in every category, how does a company use advertising to blast its way into the mind? The basic underlying marketing strategy has got to be "reposition the competition." Because there are so few creneaus to fill, a company must create one by repositioning the competitors that occupy the positions in the mind. In other words, to move a new idea or product into the mind, you must first move an old one out.

Traditional marketing is not focused on creating new categories. Traditional marketing is focused on creating new customers. Traditional marketing involves finding out what consumers want and then giving them what they want, better and cheaper than the competition.

Positioning defined Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

In the communication jungle out there, the only hope to score big is to be selective, to concentrate on narrow targets, to practice segmentation. In a word, positioning.

Never run advertising until the major publicity possibilities have been exploited.

Don't try to trick the prospect. Advertising is not a debate. It's a seduction. The

Advertising can only maintain brands that have been created by publicity.

Aflac, the company that brought us the duck. In the year 2000, the company had a name recognition of 12 percent. Today it's 94 percent. And sales have gone up just as dramatically. Aflac sales in the American market went up 29 percent the first year after the duck arrived. And 28 percent the second year. And 18 percent the third year.

According to a recent Spencer Stuart survey, a company's chief marketing officer has the shortest tenure of any top executive. "This job is radioactive

You can change "words" in a marketing program, but heaven help you if you try to change a

It's a conundrum. "Marketing is too important," said David Packard, cofounder of Hewlett-Packard, "to be left to the marketing people." On the other hand, marketing is too complicated to be left to management people who have little experience in marketing and who don't understand its principles.

But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.

When you launch a new product, the first question to ask yourself is not 'How is this new product better than the competition?' but 'First what?' In other words, what category is this new product first in?

you market and advertise those goods, and when you receive orders, you forward those orders to the supplier. Your supplier then directly ships the products listed on the order to your client from their own warehouse at their own shipping cost.

That pompous phrase (graphic novel) was thought up by some idiot in the marketing department of DC. I prefer to call them Big Expensive Comics.

People gravitate toward products that are bold, but instantly comprehensible: Most Advanced Yet Acceptable--MAYA.

To sell something familiar, make it surprising. To sell something surprising, make it familiar.

Some consumers buy products not because they are 'better" in any way, but simply because they are popular. What they're buying is not just a product, but also a piece of popularity itself.

This sell something familiar, make it surprising. To sell something surprising, make it familiar.