Mastering Marketing

"Marketing is essentially about discovery. The core assumption is that buyers know what they want."

"Once all valuable attributes have been discovered, further differentiation is impossible."

"Designing products/services and defining market segments are two sides of the same coin."

"Consumers' part-worths have different values, so their trade-offs vary."

"Who is your customer? If you cannot answer this question clearly, you cannot articulate a coherent pricing strategy."

"If you are a low-cost producer should you price your products lower? No!"

"Brand extensions can also dilute the power of the brand name if it is used on too many products."

"Private labels might perform better if they were positioned on their quality rather than on their low price."

"Higher market share does not automatically lead to higher profits."

"Pioneering products have the first chance to become the trusted brand."

"Partnering between these two groups is a major departure from their traditionally antagonistic relationship; it recognizes that both are part of a single process."

"The mammoth retailing sector will experience major shifts and severe dislocation in coming years."

"A growing number of businesses are moving forward but more are moving with more than a degree of trepidation and uncertainty."

"Online commerce now provides us with the opportunity for continuous marketing research, in which we constantly watch and listen to customers as part of the normal course of doing business."

"Your company should be a microcosm of the global marketplace."

"It is not the old philosophy of "Think global and act local" but rather "Think and act globally, regionally and locally.""