Free Library Catagory: Product Marketing

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Which Comes First – Market Share or Gross Margin?

I don’t think there’s a capital equipment sales or marketing professional that hasn’t argued, “We need to discount to break into this account, and once we’re in, the gross margin will go up.” This is usually rebuffed by the general managers and finance people who...

Market Strategy Part II: Select Segments and Define the Customer

Market strategy is the foundation upon which you will build your product strategy. You must segment your overall market, select the most attractive segments, and then clearly define your target buyers. In Market Strategy Part I, you learned how to segment your...

Market Strategy Part I: How to Segment

Your market strategy defines the target for your product strategy. If you don’t have a target, then you don’t know where to aim. If you don’t know where to aim, you can expect a lot of misses. Misses like Losing to a more focused competitor,Failure to achieve growth...

The Customer Defines Value; Define the Customer

Your product’s value is not: Your unique features. Your specification advantage. The price needed to hit profitability targets. Your elegant design. Your strong patent protection. Your brand. Fair compensation for the risk and money you spent developing the product....

Can This Free You from the Commodity Trap?

When the buyer sees no difference between you and your competitors except price, you have fallen into the commodity trap. It’s easier to end up trapped than you might think. The road to the commodity trap surprisingly often starts with the hubris of success. Your...

How to Prevent a Deadly Inflection

You’ve developed the products and the ability to serve your customers well. You’ve got the competition sorted out too. You know where they are strong, where they are weak, and what to do about it. Your reward has been a growing profitable business that has attracted...

Competition’s Grabbed the Lead – What to Do

Out of nowhere your top competitor announces a new product. Its performance is significantly better than yours. Suddenly, you’re way behind. Marketing springs into action and revises the product roadmap to reflect the new competitive environment. It’s no surprise that...

Who Owns Growth?

Typically, three situations lead to a call-to-arms to develop new growth options.  They are: You're in an attractive market, but your position could be stronger. Your current markets are not going to satisfy your growth appetite no matter how strong your position is....

Less is More

Most companies have mission statement that starts off something like; "...To be the leading supplier of product type X  to market Y...." Some achieve it, some don't. Those that do usually have a very clearly defined target market. They understand its needs better than...