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By Joseph H. Boyett

Discusses the latest advertising and marketing concepts.The Guru identify is synonymous with specialist, candid advice.The Guru layout presents a simple connection with a variety of rules and practices.

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Cut your acquisition costs for new customers. Have higher profitability per customer. Exercise more control over your distribution channels. ) More readily seek out cobranding and licensing opportunities. ) Leverage your brand across more target segments. ) And, continues d’Alessandro, there is another benefit to having a strong brand that people don’t often think about. A strong brand can help you attract, retain, manage, and motivate the best employees. He says: If you ask most people what’s most important when they’re looking for a job, they’ll probably say the following: the pay, the quality of the position they’re A L L YO U N E E D I S A B R A N D offered in terms of interest and prestige, and the character of the work environment.

Promotion—what should be spent on advertising and publicity. $ Price—how much to charge and whether to discount. Our gurus say every P today is a troubled P. Let’s look at these problems one by one. The Problem with Product In the Four-Ps world, marketers conceive of products, research them with customers, undertake various development activities, and then orchestrate product rollouts. Products are bundles of tangible and intangible benefits created by companies for customers. The marketer’s task is to put together a product bundle that target customers not only will favor but will be willing to pay a premium price to obtain.

Walt Disney World or Wally World? If you are like most marketers you said the former of each of these. If you chose Joe’s Cola, Peter’s Processors, and Wally’s World, you might be considered—well, just a wee bit strange, and, say our gurus, you don’t understand the power of BRAND. Brand is the Holy Grail, the road to salvation, and the way to triumph over all of the evils we outlined in the last chapter, according to one group of our gurus. ’ ”1 Of course, not everyone is so enthusiastic about brands.

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