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Shouldn’t our board consider our own sales forecast?

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Q: By November of each year, our Board tells those of us in Sales what would be our sales quota for the following year. In good times and bad, the quota is communicated in the same way. It’s so many percent higher than the previous year. There have been years when we met the sales quota but over the past six years, we’ve been below quota. Our own forecast is that this year, we again will be below.

Posted: June 28th, 2013 in Columnists,Inquirer Columns | Read More »

We make mega-retailers rich, so how about them making us rich, too?

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Q: Our product range includes those that giant retail supermarkets carry as store brands. We hope you won’t mind and you’d understand if we don’t refer to any specific giant retailers. We don’t want this request for Marketing Rx to be misinterpreted as accusative.

Posted: June 20th, 2013 in Columnists,Inquirer Columns | Read More »

‘Why and why not target the resisting market segment’

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Q: We’re hoping that you won’t shift to another topic because we have our own question on market segment targeting. That was what your last Friday’s column was about.

Posted: April 11th, 2013 in Columnists,Inquirer Columns,Inquirer Features | Read More »

‘What’s the truth about the profitability of customer retention?’

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Q: Some three years ago, our son’s MBA professor told his class that research has shown that if a company is able to raise its customer retention by 5 percent, this will lead to a profitability increase of at least 35 percent and even to at most 95 percent. In a recent seminar conducted by a popular entrepreneur we heard this same proposition.

Posted: February 28th, 2013 in Columnists,Featured Columns,Headlines,Inquirer Columns,Inquirer Features | Read More »

‘Why are banks expanding into real estate and shopping mall businesses?’

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Q: In your last Friday’s column, you talked about banks extending their marketing to life insurance. We have also noticed that banks like the two largest banks—BPI and BDO—are also expanding into owning and operating real estate development and shopping malls. Why are banks going into these businesses?

Posted: February 15th, 2013 in Columnists,Inquirer Columns | Read More »

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