Selection of marketing tactics.docVIP

 PAGE \* MERGEFORMAT 23 Selection of marketing tactics In determining the marketing goals, the reverse marketing, the next step is to choose a competitive tactic and it becomes a strategy. In selecting tactics to keep in mind the following principles: 1. Tactics is not a company-oriented Select a line with the needs of business strategy and tactics, this is top-down thinking of marketing produced the biggest shortcoming. Xerox Corporation purchased a machine company (Data Systems), simply because it can meet the company to provide customers with complete set of office automation equipment strategy. This is a mistake to spend one billion U.S. dollars, the customer already has too many computer companies to choose from: casually mention a few, such as IBM, Digital Equipment Corporation, Wang Laboratories. The new product, nine-tenths are produced in order to fill the gaps, rather than in order to fill the market gap, which is perhaps nine-tenths of the reasons for the failure of new products. If a company focused on the wrong target, within the organization might make you get some sweetness, but outside the organization (ie the market), it may lead to disastrous consequences. 2. Tactics should not be customer-oriented Marketing Department on the great mystery is that this competition is always with ‘customer service’ in the name. Many marketers are living in a dream world, they naively believe that the market is pure, undeveloped, that is, believe that the market is only the company and its customers two persons ‘game’. In this illusion, a company is always to design a product or service to attract customers needs, and then the dream can be used to obtain a bumper crop of marketing. In fact, there is no pure market, the real market competition and marketing, is by a large number of competitors and by their more or less, or strong or weak the market of consumers attracted conducted. A competitive market is composed of two parts: attracted your o