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 Dr. Ned Roberto & Ardy Roberto
Q: In this ,edium-sized local pharma company that I joined just two and a half years ago, Marketing, where I am now the director, is made responsible for only the planning of the product sampling. We have year-round product sampling to doctors (for our prescription products) and to buying consumers in the drugstores (for our [...]
Posted: April 25th, 2013 in Columnists | 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,
Ned Roberto
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 »
By Ardy Roberto and Ned Roberto
Q: We were among the more than 120-130 attendees of your February 20th Executive Briefing on your 3rd quarter 2012 nationwide “Consumer Coping Behavior Survey.” We work for a large multinational company that’s into a wide range of consumer products as well as consumer services. That is why we attended. Your survey covered 159 [...]
Posted: April 4th, 2013 in Columnists | 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,
Ned Roberto
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 »
