Without a market-driving strategy, a marketing plan focusing solely on the served market is incomplete as it risks losing the underserved or unserved markets (sometimes even bigger than current customers) to other competitors. Thus, market-driving strategy should be viewed as a source of innovation and growth for old businesses as well as a new and major revenue source of firms. Market-Driving […]
Q1: You were in consumer advertising before marketing political campaigns. How do you influence decision making of specific voters? Do you use the same framework as marketing products or services? A: The same principles are involved: a good narrative, authenticity, and a compelling reason to buy or vote, in the case of politicians. Q2: Say some politicians have approached you. What do you […]
Q1 Question to Max VP for Asia Joey Sarmiento: Using layman’s terms, what is pyramiding and what’s the main difference between legitimate multilevel marketing (MLM) and pyramiding? Answer: Network marketing or MLM is a legitimate mode of business wherein products are sold via person to person selling instead of the traditional way of selling from a fixed retail location; the objective is to sell products […]
MLM is an acronym for Multi-Level Marketing, also known as network marketing. It is a form of direct selling but with the compensation plan as its core innovation; rewarding sales from people directly and indirectly recruited. The MLM compensation plan is designed in a way that network members will recruit their own downlines, which used to be the never ending […]
I normally write marketing articles and do Q&A with industry movers and shakers in this blog, but I would like to deviate from that and instead, write about the hospitality industry. My start-up company in Jakarta started selling Waters Bio Mineral Pot for homes in the 4th quarter of 2014. To accelerate our sales, I began to visit my company, […]
There are so many little things that corporate leaders ignore. Just take a look at the following industries and you can see many blind spots. Some examples of old truths that are still unchallenged to date are: In the retail banking industry, there is no fun and enjoyable experience while inside a retail bank. For the supermarket industry, shoppers have no choice […]
Marketing marketing. That’s right! There is no typo error in the title. I would like to discuss how marketing (the degree) should be marketed (the strategy) in many universities in the Philippines. If schools were to produce competent and capable graduates in marketing, they must consider what is truly relevant for industry (the demand side) versus what they are offering […]
Schools can benefit from changing their perspective with regards to how they operate. The following cases will show that even schools have something to learn. The Zero Moment-of-Truth Over a decade ago, I volunteered to help my eldest son look for a computer school and was told by one popular school that while they offered computer courses and was definitely […]
We ran a quick survey with some of the marketing management winners of Mansmith Young Market Masters Awards (YMMA) on the ‘hirability’ of fresh graduates in their respective companies. We thank the ff. for answering our questions — 1) Lester Estrada, country marketing manager for total hair care of P&G (fresh from his stint in P&G Japan), 2) Candice Iyog, […]
Q1: Cisco is number one in 14 out of 17 product categories and a close second in the remaining 3 worldwide in the IT industry. What directions or factors have you identified to attain this remarkable performance? Cisco is the only company with market share leadership across all industry segments that we are engaged in. That is the result of […]