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“The best always make it look easy.”
Steven Silbiger, The Ten-Day MBA 4th Ed.: A Step-By-Step Guide To Mastering The Skills Taught In America's Top Business Schools
“Measurability—Can you identify the segment? Can you quantify its size? Accessibility—Can you reach the segment through advertising, sales force or distributors, transportation, or warehousing? Substantiality—Is the segment large enough to bother with? Is the segment shrinking, maturing, or growing?”
Steven A. Silbiger, The Ten-Day MBA 4th Ed.: A Step-By-Step Guide To Mastering The Skills Taught In America's Top Business Schools
“What is the Internet’s role as a channel of distribution? The Internet can be a great way to sell product. The Internet has four functions as a channel of customer communication, called the Four C’s of Internet marketing. The “commerce” function of a Web site allows for sales, but more importantly it provides a 24/7 storefront to fit the customer’s schedule to shop, browse, and compare product offerings. The “content” of your Web site is an extension of the product. It can provide additional support and value, and if it is compelling, it can attract new prospects. iTunes.com provides music for the Apple’s iPod player; it sold over 10 billion songs by 2010. Your site can provide “customer care” by allowing customers to access their accounts, check on deliveries, and get answers to frequently asked questions (FAQs). This pleases customers and also reduces a manufacturer’s cost of live customer service. And lastly, Web sites also “convert leads” from your Internet and other marketing efforts, such as television, radio, sales promotions, and public relations.”
Steven Silbiger, The Ten-Day MBA 4th Ed.: A Step-By-Step Guide To Mastering The Skills Taught In America's Top Business Schools
“Una vez que identifique un segmento de mercado, tiene que preguntarse si es lo bastante amplio y accesible como para justificar su esfuerzo de marketing. Si la respuesta es no, entonces tiene lo que se llama un producto «fabricable», pero no un producto «comercializable». Solo dan dinero los productos comercializables.”
Steven Silbiger, MBA en 10 días: Guía paso a paso con las enseñanzas de las mejores escuelas de negocios del mundo
“prevent”
Steven Silbiger, The Ten-Day MBA 4th Ed.: A Step-By-Step Guide To Mastering The Skills Taught In America's Top Business Schools
“A product can be differentiated from the competition by creative advertising and promotion, even if competing products are physically identical.”
Steven Silbiger, The 10-Day MBA: A step-by-step guide to mastering the skills taught in top business schools
“A distribution strategy can differentiate your product from the crowd.”
Steven Silbiger, The 10-Day MBA: A step-by-step guide to mastering the skills taught in top business schools
“Goal setting is paramount in developing a promotional campaign.”
Steven Silbiger, The 10-Day MBA: A step-by-step guide to mastering the skills taught in top business schools
“Public relations (PR) is typically a promotional tool used to communicate to a broader audience. PR is intended to create a favorable climate for your product, not to directly sell it.”
Steven Silbiger, The 10-Day MBA: A step-by-step guide to mastering the skills taught in top business schools
“Set specific goals. 2. Define activities, resources needed, responsibilities. 3. Set a timetable for action. 4. Forecast outcomes, develop contingencies. 5. Formulate a detailed plan of action in time sequence. 6. Implement, supervise execution, and evaluate based on goals in step one.”
Steven Silbiger, The Ten-Day MBA 4th Ed.: A Step-By-Step Guide To Mastering The Skills Taught In America's Top Business Schools


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