Philip Kotler marketing practice

Why is marketing not working? Prolific author Philip Kotler identifies the ten worst deficiencies in contemporary marketing practice.

 They are:

The firm isn’t sufficiently market-focused and customer-driven

The firm doesn’t understand its target customers

The firm doesn’t monitor its competitors

The firm mismanages its relationship with stakeholders

The firm isn’t good at finding new opportunities

The firm’s marketing planning process is deficient

The firm’s product and service policies need tightening

The firm’s brand-building and communications efforts are weak

The firm isn’t well organized to carry out marketing

The firm has not made maximum use of technology

Here are a few more tips when it comes to newspaper ads:

Use the bottom section of your ad as a coupon to provide an added incentive for readers to visit your location. Be sure to put an end date on the coupon. And use the coupon to track the response rate of your ads--you'll know how good your ads are by the number of people using the coupon.

Add your URL to every print ad to drive people to your website where you can tell and sell them more and provide a coupon to print out when they get there.

Give your sales rep all the information he or she needs well ahead of deadline so you can get a proof sheet to check all the facts before it goes to print.

When it comes to proofing, check your phone number, your URL, any percentages off, brand names, and every other detail to be sure what the reader sees is what you intended. Get another pair of eyes to check for mistakes, too.

Be sure your print ad corresponds with any other advertising you may be doing for maximum impact.

Yours
Dr.Star Anand ram
Sales Skills Trainer
www.v4all.org