Three examples of potentially questionable marketing practices include recommending inferior competitors, creating ghost locations and using aggressive research methods. Though many of these practices are legal, the extent to which they are employed often move them into a realm of moral ambiguity.Continue Reading
The first scenario, recommending inferior competitors, often arises when a consumer wants to compare bids on a project, but does not know enough vendors to do so. When the consumer asks the first bidder for the names of others, the first bidder may choose to only list those whose prices or work quality are inferior and will keep them from being chosen.
Next, as part of a marketing strategy, businesses may be tempted to create ghost locations, or temporary offices that give the impression of a local presence. These locations may have very little staff support, or may be abandoned after the bidding process concludes. This practice is especially questionable when used to secure contracts that are reserved for local companies.
Finally, aggressive market research may include ethically objectionable activities that are not as extreme as industrial espionage, but have that tendency. For instance, a firm may not wish to gain access to a competitor's trade secrets by illegally tapping their telephones or computers. Instead they may find a reason to send someone into the competitor's building. And, once there, the scout takes the opportunity to count the machines, employees or inventory.Learn more about Marketing & Sales
A sample 30-60-90 day sales plan includes: the first 30 days utilizing time by training, meeting team members, learning the company's policies, reviewing client accounts and reviewing procedures; the first 60 days utilizes time by studying best practices in the industry, setting goals for the next 30 days, meeting with supervisors, getting feedback, building relationships with coworkers, finding possible mentors and continuing training; the first 90 days utilizes time by obtaining feedback and incorporating it into the sales plan while implementing new procedures and strategies. This is a sample 30-60-90 day sales plan that can be used regardless of the company or the industry.Full Answer >
An example of concentrated marketing is the marketing of Rolls Royce cars, which targets the premium car market segment. Another example is the 1950s marketing of Volkswagen cars in the United States, which targeted the economy car segment. Concentrated marketing typically requires limited resources and capability, as it rarely involves mass advertising.Full Answer >
Examples of marketing tools include email marketing services, mobile apps and inbound marketing. With the right combination and use of marketing tools, small businesses stand a good chance of putting themselves on equal footing with larger businesses.Full Answer >
Some examples of relationship marketing are sending birthday cards to clients, offering reward plans to customers and creating web pages and forums for clients to find the answers to their questions and to become better informed. Making a change based on customer requests is also a relationship marketing technique.Full Answer >