Quantcast
Home » byline

Why not position on customer goals?

By ,

Q: We’re a group of professors formed by our dean as a task force to craft the positioning for our school’s BSBA (Bachelor of Science in Business Administration) program.

Posted: April 4th, 2014 in Columnists,Inquirer Columns | Read More »

Why not position on the customers’ most important product value?

By ,

We are sales engineers assigned to key institutional accounts. We supply and sell in bulk our company’s beverages, juices and coffee. We’ve been sales engineers in this company for more than 20 years. In our sales training of junior or new sales engineers, we’ve stayed with the tried and proven USP (unique selling proposition): “Find out what’s the account customer’s most important product value and if your product has that value, then position in it and you’ll make the sale.”

Posted: March 21st, 2014 in Columnists,Featured Columns,Inquirer Columns,Inquirer Features | Read More »

What’s the latest in brand positioning? Part 2

By ,

Last Friday (March 7, 2014) our reader asked: “It’s been so many years since last we heard anything new about brand positioning. Do you have anything new on brand positioning that can help us once more?”

Posted: March 14th, 2014 in Columnists,Inquirer Columns,Inquirer Features | Read More »

‘To the adult woman bothered by the odor of her external genitalia’–and other brand positioning stories

By ,

After listening to a talk you gave on “the latest in brand positioning” some years ago at a PMA (Philippine Marketing Association) seminar, we changed our product’s brand positioning model to one of the models that you showed at your talk. We were then having a brand positioning problem and the change helped us a lot. But now, we’re experiencing again a problem with our change in positioning.

Posted: March 7th, 2014 in Columnists,Inquirer Columns | Read More »

Love and embrace change! Lessons from the Top 10 innovative MBAs in the world

By ,

Q: We’re a virtual community made up of 12 business executives who all graduated from AIM (Asian Institute of Management). Aside from connecting via the Internet, we meet over dinner once a month. During a month’s dinner, we talk about what’s new in each other’s industry and competition.

Posted: February 14th, 2014 in Columnists,Inquirer Columns | Read More »

Advertisement

News

  • President’s fine–Palace
  • Palace denies enlisting Congress’ help vs SC
  • P2.6T national budget has P500B lump sum
  • Shoptalk: Armored car on Edsa stirs up coup gossip
  • Why raps vs 3rd batch of solons taking time
  • Sports

  • No. 1 Bulldogs feast on Falcons
  • Altas sink Pirates; Knights triumph
  • Rising Suns seek tie for Shakey’s V-L top spot
  • Barriga, Suarez close in on Asian Games slots
  • Portugal pulls off GT series sweep
  • Lifestyle

  • Makati’s landmark Nielson Tower–RP’s first gateway to the world–now a haven of world cuisine
  • Atypical, surprising Huaiyang cuisine
  • Romulo Café’s ‘guinataang sigarilyas’ with ‘tinapa’
  • ‘Buko’ soup, Asian spring rolls, special ‘buchi’–discovering new dishes at a favorite restaurant
  • Pasta Aligue, chicken flutes –a symphony of flavors at Paresto Café
  • Entertainment

  • PhilPop champ credits ‘lifesavers’ for triumph
  • Sexy Maya
  • Orlando Bloom throws a punch at Justin Beiber
  • Women dragged in alleged Paolo Bediones sex video break their silence
  • Marital row caught on cam
  • Business

  • Trade blocs press Aquino for vital reforms
  • With Terminal 3 fully operational, Manila’s image seen to improve
  • Auto parts manufacturing hub status eyed
  • Wary of inflation, BSP stands ready to reset key policy rates
  • Saved by the bill
  • Technology

  • Japanese gov’t, publishers demand online ‘Manga’ pirates
  • Twitter flies on surprisingly strong numbers
  • China investigating Microsoft in monopoly case
  • Samsung postpones launch of Tizen smartphone
  • Customs bureau warns public vs ‘Internet love scams’
  • Opinion

  • Editorial cartoon, July 31, 2014
  • Daunting statistics
  • A battle for trust
  • Boss
  • A different kind of transport
  • Global Nation

  • Asia tourist boom sparks $100B airport building binge
  • Filipino educator leads Ramon Magsaysay awardees
  • Filipina nurse kidnapped, raped in Libya’s Tripoli—medics, security
  • Palawan Court to issue verdict on Tubbataha intruders on Aug. 5
  • Unicef boosts DSWD program with unconditional cash transfer
  • Marketplace
    Advertisement