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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 »

‘Why do some succeed but many fail in marketing bank services and life insurance?’

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Q: We’re one of those banks that have been failing in the marketing of bank services and life insurance. When we compare what we’re doing against those that are succeeding, we do not find anything that different. And so we’re stuck with the question: “Why do some banks succeed but many are failing in marketing bank services and life insurance?”

Posted: February 8th, 2013 in Columnists,Inquirer Columns | Read More »

‘How CDO came up with San Marino Corned Tuna’

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Q: We heard that you (the Senior MRx-er) once spoke in a marketing conference where you shared how your research helped CDO discover an amazing product innovation.

Posted: January 17th, 2013 in Columnists,Inquirer Columns | Read More »

‘How much more to price our superior brand versus competition?’

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Q: After many attempts, our product development people have finally been able to come out with a truly superior brand of juice drink versus the leading brand.

Posted: December 27th, 2012 in Columnists,Inquirer Columns,Inquirer Features | Read More »

For McDonald’s, it is more than just the food it offers

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I am writing to you today in response to your column published in the Philippine Daily Inquirer last Nov. 16.

Posted: December 7th, 2012 in Columnists | Read More »

‘How can a local brand become a global brand like Jollibee?’

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Q: We were in a professional management association meeting on branding when one of the resource speakers in the panel asked: “Considering the times and the fact that we are a poor country, why the fuss over global branding? Why don’t we instead talk about the global recession we’re all in and figure out how to get out of this?”

Posted: November 9th, 2012 in Columnists,Featured Columns,Headlines,Inquirer Columns,Inquirer Features | Read More »

‘Why do a concept test when you already have a product prototype?’

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Q: We’ve developed a new chicken recipe like Bon Chon’s but better-tasting and without loss of meat size after frying. We asked a market research agency to product-test our new chicken recipe, first the concept and then the prototype.

Posted: September 28th, 2012 in Columnists,Inquirer Columns | Read More »

‘Which business growing idea will work for a provincial hotel?’

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We’re a group of graduating marketing students this coming school year. We’re enrolled now in a northern Luzon university doing summer make-up classes. For our summer course’s marketing project, our professor has assigned us to apply to one of the hotels in our province your series on business growing. He has permitted us to write you and ask some questions. But please do not identify us in your answer.

Posted: May 31st, 2012 in Columnists,Featured Columns,Headlines,Inquirer Columns,Inquirer Features | Read More »

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