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Category Archives: Branding

Venture Academy Video Excerpt: Service Distinctiveness

By | Advertising, Branding, Business By The Book, Business Communications, Coming Up with an Idea, Customer Relationship Management, Growing a Business, Marketing, Organization & Strategy, Sales | No Comments

This video provides insight into the necessity of having a distinctive service relative to competitors:     This video is just 1 of nearly 200 videos available with a Venture Academy subscription and is excerpted from the Sales and Marketing section.

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Three Ways to Avoid Confusing the Market with a New Product Launch

By | Advertising, Branding, Business By The Book, Customer Relationship Management, Landing Your First Customer, Marketing, Marketing, Sales | No Comments

The Netbook launch in 2007, which introduced a smaller, cheaper web-browsing computing device with fewer features than a laptop, is a case in point of poor alignment between what consumers want, what they thought they bought and what they actually got. It stems from core marketing issues of the lack of i) proper market research, ii) proper product positioning and iii) proper marketing messaging. Post-launch research revealed the following issues with the new Netbooks based upon extensive consumer survey of 600 Netbook purchasers: “60 percent of consumers who purchased a netbook instead of a notebook thought their netbooks would have the…

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