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MARKETING FOCUS – 1. Love your customer more than your products 2. Everybody’s talking brands 3. Promotions Fatigue 4. Unpredictable, Unprecedented 5. The hidden costs of Discounting
1. LOVE YOUR CUSTOMER – MORE THAN YOUR PRODUCTS You’ll have to lift your game (… and lower your prices, too). This clarion-clear message from customers and clients is only now starting to resonate. Responses up to this time have been slow, spasmodic, inconsistent and conspicuously reluctant. Just three years ago the taxi industry was put on…
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Marketing Focus – Essays on Management, Marketing & Business Strategies
It’s July, and the start of a new financial year for businesses operating in Australia. Perhaps more significantly, the change of month and focus heralds the end of seemingly countless, inappropriate and largely ineffective End-of-Financial Year Sales. The era of door-buster sales events has lapsed, a product of too many sales, a lack of consumer focus…
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Marketing Focus – 1. Mixed Messages 2. Fabulous Fads 3. Future Retail Trends – Closing Stores 4. Ageism 5. Amazon – River of Change
1. Mixed messages. That is the essential characteristic of the current marketplace. Depending on the information source, differing perspectives, forecasts and analyses are shared. Little wonder the currency of the term alternative truth. In recent weeks scientists around the world marched in support of truth. Unbelievable. The number of participants was disappointing. Now is the…
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Micro-practice – Future Direction for Pharmacy
I2P has long proposed that pharmacy attracts two types of consumers – customers and patients. A little reflection will resolve this issue because clearly, customers will be attracted to the more commercialised aspects of pharmacy that compete with retailing in general, and the reason why pharmacists see their major competitors as supermarkets and variety stores.…
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Marketing Focus: Essays on Management & Marketing February 2017
Momentum. That will be, and should be, the mantra for commerce during 2017. Momentum will precede profits, sustainable growth, enhanced productivity, more expeditious decision-making and, above all else, improved confidence. It is indisputable that the calendar year 2016 was a period of economic slow-down for many sectors, regions and entities. In reality, it is arguable…
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OMNS – Sugar Fraud
Fear may be an effective technique for promoting drug sales and gaining votes, but should not displace the calm presentation of a healthful life style factor. For example, recently the “sugar is good; fat is bad” mantra has been exposed to the light of truth.[1] A recent Medscape report began with: “Highly respected, high profile U.S. medical…
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Health Self Service in Kiosk Format
Self service through health kiosks has had a presence in Australia for at least 15 years, but it does not seem to have a high profile in the pharmacies in which it is promoted. Possibly because it is viewed as a “no win” situation because it is rarely used to generate a new revenue stream…
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Marketing Focus – Essays on Management and Marketing
Post-truth is the Oxford Dictionary 2016 word of the year. This new addition to the English lexicon is an adjective, not a noun. Among the consequences are the now qualified value and validity of words like projections, predictions, forecasts, expectations and facts. United States of America President – Elect Donald Trump, with his post-truth representations of…
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The CDC, Vaccine Fraud and Global Media Exposed – a US Perspective
Editor’s Note: Jon Rappoport was a candidate for a US Congressional seat in the 29th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on…
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Branding should be fascinating
“You can’t stand out if you’re trying to blend in.” That’s the message Sally Hogshead drives home in the updated edition of “Fascinate,” her how-to handbook for making any brand impossible to resist. “In any crowded marketplace, you have to make a choice. Either have the biggest marketing budget… or be the most fascinating. Otherwise,…