Marketing Is Everything by Regis Mckenna - Reading Notes

Strategic marketing Marketing is everything ⇠¨ Technology is transforming choice, and choice is transforming the marketplace - Make distinctions between technology and non technology business and industries: there are only technology companies == Technology has moved into products - The defining characteristic of this new technological push is programmability. ⇠¨ Programmability is the new corporate capability to produce more and more varieties and choices for customers = The technological promise of programmability has exploited into the reality of almost unlimited choices. - Evaluation of marketing = The market-driven company ⇠¨ These companies are customer driven; they expressed a new willingness to change†¦show more content†¦Because you own the market, you become the dominant force in the field; because you dominate the field, you deepen your ownership of the market. - Paradoxically, two important outcomes of owning a market are substantial earnings †¢ Replenish the company’s RD coffers †¢ A powerful market position == In a world of flexible manufacturing, the counterpart is flexible marketing. The technology comes first, the ability to market follows. - Variety + Service = Customization Customization is the capacity to deal with a customer in a unique way (Technology makes it increasingly to do that) - At the micro level, things act differently †¢ Sometimes customers behave as part of a group, fitting neatly into social and psychographic classifications †¢ Other times, the customer breaks loose and is iconoclastic == Customers make and break patterns †¢ Different markets have different levels of consumer energy, stages in the market’s development where a productShow MoreRelatedCrossing the Chasm76808 Words   |  308 PagesHarperCollins Publishers. 10 9 8 7 6 5 4 3 2 1 To Marie Contents PREFACE TO THE REVISED EDITION FOREWORD ACKNOWLEDGMENTS PART I Discovering the Chasm INTRODUCTION If Bill Gates Can Be a Billionaire 1 High-Tech Marketing Illusion 2 High-Tech Marketing Enlightenment PART II Crossing the Chasm 3 The D-Day Analogy v vi Contents 4 Target the Point of Attack 5 Assemble the Invasion Force 6 Define the Battle 7 Launch the Invasion CONCLUSION Read MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesSingapore Taipei Tokyo Editorial Director: Sally Yagan Director of Editorial Services: Ashley Santora Acquisitions Editor: Brian Mickelson Editorial Project Manager: Sarah Holle Editorial Assistant: Ashlee Bradbury VP Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Nikki Ayana Jones Senior Managing Editor: Judy Leale Production Project Manager: Becca Groves Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Senior Art Director: Janet Slowik Art