By Ardy Roberto,
Dr. Ned Roberto
Q: We’re a group of college students who are marketing majors. We had a summer elective course on marketing issues and just completed a debate on: “Why should we get or not get cynical about marketing and especially advertising?” Our team got assigned to the “Should-Not” position. After the debate, our own team got convinced about the “Should” position. Actually, we wanted that side of the debate at the very start.
Posted: May 24th, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: We read your column last Friday about sourcing “far-out revenue growth” from non-user segments. We liked what you explained and learned from it.
Posted: May 16th, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: We’re in the canned food industry and we’ve grown our revenues from almost continuous product innovations. We’ve been getting and continue to get new product ideas from answers that our consumers give to the MADI questions we asked and which we learned from our MBA market research class with you (the Senior MRx-er).
Posted: May 9th, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
We’re in the consumer durables category and we’re surrounded by competitor products from China. Every time there’s a new import from China, our product development and R&D people immediately go to work and assess its technical and quality aspects. Almost always the assessment report tells us that in addition to a low and lower priced product, the import is good and many times of high quality.
Posted: May 2nd, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: Our company’s top management from CEO to COO and all VPs are all finance types. They include our VP for Marketing who used to be the company’s Chief Accountant.
Posted: April 19th, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Several weeks ago, we attended your brand positioning seminar and the story you told us about Starbucks left a lasting impression.
Posted: March 21st, 2013 in Columnists,Inquirer Columns,Inquirer Features | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: As we near the close of this year’s first quarter, our distribution company is preparing for a business review using as a base of comparison our corporate strategy plan that we completed end of third quarter last year.
Posted: March 15th, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: OUR COMPANY is in both vertical and horizontal construction. We’re in Sales. We sell and presell condo units, and houses and lots. Our Marketing people recently briefed us about our ad agency’s market research on our market’s “psychographic segmentation.”
Posted: March 7th, 2013 in Columnists,Featured Columns,Inquirer Columns,Inquirer Features | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: In your past two Friday columns, you talked about banks extending their marketing to life insurance, and then to real property and shopping malls. What about the fast food companies? Jollibee now has a chicken restaurant business, hamburger, pasta, Chinese cuisine, ice cream and pizza. Why is Jollibee into many, many food service businesses?
Posted: February 22nd, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: Your two previous Friday columns on product innovating via deconstruction were the subject of our class discussion on product innovation. We’re a class of graduating marketing majors. We had an unanswered question on the case of Doña Maria Jasponica rice, and we’d like to request help from your column for the right diagnosis and answer.
Posted: January 31st, 2013 in Columnists,Inquirer Columns,Inquirer Features | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: We read your column of last Friday and felt challenged by your deconstruction technique for product-innovating.
Posted: January 24th, 2013 in Columnists,Inquirer Columns | Read More »
By Ardy Roberto,
Dr. Ned Roberto
Q: We read your column before Christmas about how to apply social marketing to business. While that must have been useful to businessmen, it actually presented a problem for us.
Posted: January 10th, 2013 in Columnists,Inquirer Columns | Read More »
