Marketing Tools
Eight Ways to Expand Your Business
This tool reveals the major advantages and disadvantages of eight methods for entering into a new business or expanding an old one. This tool is often used in conjunction with New Market Entry Strategies.
Evaluating the Potential of a Product or Service
This valuable tool allows you to weigh several new product or service ideas against each other
Five Tests of Competitive Advantage
This tool provides a clear method for assessing the level of competitive advantage your company enjoys in a particular market segment.
Top quality branding campaigns are based on developing what is known in the industry as a "Brand Triangle." The base of this triangle is the Brand Promise, and the two legs of the Triangle relate to Brand Attributes and Brand Personality.
Leaders can use this tool to assess options for entering new markets. It looks at market factors and technology factors in determining which of nine entry strategies makes the most sense. This is a valuable tool for technology-based companies in particular.
Six principles come into play whenever we persuade people to buy our product or services. Based on the book Influence: The Psychology of Persuasion by social psychologist Robert Cialdini, this tool explains each psychological principal in detail and provides examples. Marketing executives can use this tool to design successful campaigns. Sales people can use these six principles every time they make a call.
Web-Based Marketing – Some Legal Issues
Marketing on the web is a tricky business, fraught with numerous legal considerations. This handy tool lists some of the legal issues to consider if your organization is marketing its products or services via the web.
Evaluating the Business Potential of a New Product or Service
This is an invaluable tool for leaders to use in evaluating the business potential of a new product or service. It allows you to weigh several new product ideas against each other. It yields a “go” or “no-go” decision on each product or service by employing a set of weighted criteria.
Five Tests of Competitive Advantage
This tool provides a clear method for assessing the level of competitive advantage your company enjoys in a particular market segment. It lays out a two-step process that tests each product or service against five proven measures of competitive advantage.