According to Armstrong & Kotler (2009), marketing is:
- Creating and Capturing Customer Value
Armstrong & Kotler (2009) also identify the key elements of a customer-driven marketing strategy. The marketplace includes:
- Needs which create “market offering”,
- Wants which create “market offering”, and
A simple marketing process includes:
- Capture value!
If you are designing a customer-driven marketing strategy “marketing management” is important. “Marketing Management” is:
- “The art and science of choosing target markets and building profitable relationships with them” (Armstrong & Kotler, 2009).
Remember the potential profitability of a product and its production and the projected loyalty.
Armstrong, Gary & Kotler, Philip (2009). Marketing An Introduction, 9e. upper Saddle River, New Jersey: Pearson Prentice Hall.
Philip Town would say that he credits Jim Collins with the three circle idea of:
Tres Scott would call this three circle idea:
Town, Philip (2007). Rule #1. Three Rivers Press: New York.
- Practice in front of a mirror
- Look at your facial expressions
- Look at your body language
- Practice your expressiveness through your body language
Why? The Precepts of Self:
- How we look and sound to ourselves
- How we think others think that we look and sound
- How others really think we look and sound
Individuals become more aware of how they come across to others.
Scott-Christian, Tres M. (1996, 1997, 1998, 1999) Guthrie Job Corps Center Leadership Training Program Class Curriculum. Guthrie Job Corps Center Counseling Department Leadership Training Program. Guthrie, Oklahoma
Each of these styles of decisions making leadership depend on:
- The amount of time for planning
- How much information the followers have
- How much input the followers have
Tell- in emergency situations- you do not have time to ask how someone feels about the situation. An example is a fire, earthquake, or other emergency situations.
Sell- this is usually used when a decision comes from upper and executive management, the individuals do not have input, and will have to follow the decision wether they like or agree or not.
Consult- this is usually used when there is time to plan for a situation, forecasting. The Leader consults with others, others that have enough information to help make the decision.
Join- this is usually used when the Leader and those consulted have enough information to both make the decision, the Leader is giving up all the control of the decision and is joining others to make the decision.
Scott-Christian, Tres M. (1998, 1999, 2000). Guthrie Job Corps Leadership Training Reference Guide. Guthrie Job Corps Center Counseling Department Leadership Training Program. Guthrie, Oklahoma.