国际营销专业英语Unit 18Guerrilla Marketing.ppt

Guerrilla Marketing What is Guerrilla Marketing? Guerrilla marketing – being original, breaking the rules, and looking for alternatives “The soul and essence of guerrilla marketing is – achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.” -- Jay Conrad Levinson The need for guerrilla marketing can be seen in the light of three facts: 1. People around the world are gravitating to small  business in record numbers. 2. Small business failures are also establishing  record numbers and one of the main reasons for  the failures is a failure to understand marketing. 3. Guerrilla marketing has been proven in action to  work for small businesses around the world. Guerrillas in the Real World In the real world guerrillas takes ten important factors into account: 1. The state of the economy must always be considered,  for it dictates which marketing tactics will work best. 2. The competitive scene is part of reality because  competitors have more information than ever before,  and they use if to fuel to their marketing. 3. The latest technology is reality because it enables  guerrillas to attract and serve customers. 4. The news of the day has a major impact on  reality. 5. Reality also includes your marketing budget  because you must live with it and make it  stretch to its fullest extent. 6. Reality is the inevitable clutter of the other  marketing, the blizzard of direct mail each day,  the increasing sophistication of marketing  techniques. 7. Reality is to know that your prospects have  things on their mind other than your  marketing and why they should buy what you  are selling. 8. Reality is to know the difference between a motivating  marketing message and a clever marketing message. 9. Reality is also a ho-hum attitude on the public’s mind  when it comes to