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Unformatted text preview: BUSINESS and MARKET I NG 1) Every manager should step outside his or her business and then ask the following questions: What needs do we satisfy now? What needs could we satisfy now? In the future? What is the gap between those needs we could satisfy in the future, and what we do now, and how do we bridge the gap? What advantages do we have? What advantages do we need to create? What old competencies do we need to de-emphasize? What new competencies do we need to create? This is called outside-in thinking, which seems easy, appears to make sense, and apparently is very difficult to actually master because of us (and must companies) perspectives from the inside out 2) Consumers dont owe anything to business organizations. But, business organizations owe it to consumers to create something worth paying for. 3) Rigid institutions inevitably fail. 4) Often there are no wholly right or wrong answers in marketing; instead, there are just options, each accompanied by its own specific risks and rewards. Often, in fact usually, these differences are difficult to quantify in monetary terms. 5) At school or at work, are you a finder, minder, grinder or griper? Finders are alphas who excel at generating business. Without finders there is no work for minders or grinders. a. Thats why alphas rule. 6) When the topic is communication, there are four keys Comprehension (Zoom Zoom, what does the message instantly communicate); Connection (the message must resonate and t rigger a positive response with targets); Credibility (the audience must believe what you are saying, otherwise it wont buy what you are selling); Contagiousness (People give the message legs. They talk about it and influence others). 7) Today, however, capitalism is defined not by a producer mentality but by a consumer ethos. The prosperity we see and experience today is in some respects am economic mirage, purchased with a credit card. (The U.S. personal savings rate recently dipped into the negative, for the first time since 1933.) American consumers continuously buying more and more stuff they cannot afford. 8) Businesspeople are always going to be businesspeople they are, in fact, as they should be, ALL about the money. (SHOW THEM THE MONEY!) So if you can show them the way to earn more money for their company, you can get them to invest in anything. 9) Logistics is about me my company (inbound and outbound and through- bound). Supply chain management is about us all all of us. 10) Technology is a one way street it is always moving forward. 11) Companies that are equivalent to other another in everything else can still create sustainable competitive advantages through logistics. Of course that would also be true of any other business function in which a company held an edge....
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This note was uploaded on 03/12/2011 for the course MKTG 3650 taught by Professor Thompson during the Spring '08 term at North Texas.
- Spring '08