Just a refresher:
- Your company is not sufficiently market focused and customer driven.
- Your company doesn't fully understand its target customers.
- Your company needs to better define and monitor its competitors.
- Your company has not properly managed its relationships with its stakeholders.
- Your company is not good at finding new opportunities.
- Your company's marketing planning process is deficient.
- Your company's product and service policies need tightening.
- Your company's brand building and communication skills are weak.
- Your company is not well organized to carry on effective and efficient marketing.
- Your company has not made maximum use of technology.
Ref: Ten deadly Marketing Sins - Signs and solutions, Wiley
Kotler also says that most of marketing today is reduced to only one P – Promotion. Most do only: Advertising and selling. While there is so much to do. For example, in customer research itself, there are so many approaches, like Focus groups, Surveys, Dept interviewing, In-home research, In-store research, Mystery shopping, etc.
Ideally, marketing should drive business strategy!
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