WAKE UP AND FACE REALITY

"Almost all the strategic principles and tactics that work for large companies can also be used effectively to market products by small companies. Any strategy or consumer learning who succeeded in a certain product categories can usually be successfully applied to other products that are not related, but The same consumer dynamics. The companies of the top educational their marketing personnel acquire in-depth knowledge of consumers through everyday life. Seeing the ads on television, a walk in the mall, talking with friends and families. Failure to clearly state the benefits for consumer is the biggest problem in the marketing world today. Many companies that have spent millions of dollars to provide information about the company to consumers, but they do not managed to make sales "said Eric Schulz in his book The Marketing Game. That's the reality.

Carol Loomis, Fortune magazine editors research the 150 companies in three time periods, namely 1960-1980, 1970-1990 and 1989 - 1999. In each period, only three or four of able to grow 15% or more. Approximately 20 to 30 companies achieve growth of 10% to 15%, 40 to 60 companies achieve growth of 5% to 10%, 20 to 30 companies to grow 0% to 5% And 20 to 30 companies did not grow up (down). In reality like that, it is not surprising if companies start doing some bad things to increase their growth rate. Reality is the core of the strategy. Similar to a dream destination, wake up and face reality. The point is the market reality. Better be first than to be a better, that's the reality not imaginary. "While the CEO can not do all things adult this, one thing they should always consider is the morality market. If one of your marketing experts to meet you with a new products, ask how many similar products that have been particularly first on the market. Then urge him to explain why consumers want to buy the product, rather than competitors' products. If the answer is not satisfactory, send it back to his office. But before he go, remind him that one of the first law of positioning is better to be first than to be better. That is reality not fantasy. Similar to a dream destination. Arise, and face reality "says Jack Trout. "Marketing is too important to submitted to the marketing department"said the late David Packard,one of the founders of Hewlett-Packard.