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Classic Marketing - Re-loaded
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Classic Marketing - Re-loaded

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4Ps is the minimum starting point for industrial marketing. …

4Ps is the minimum starting point for industrial marketing.

I really appreciate if you take time to rate, share, comment this document.
Your suggestions help me expand and correct it, and i will quote any contribution.
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There could be several theories from where to start a go-to-market plan. But 4Ps is the minimum starting point for industrial marketing. What I think has to be recognized, is that B2B marketing has as a main goal: how the reach Customers. (while B2C can focus more on how to appeal the Customer). Bearing this in mind, I have added few notes to the Classic Marketing frame: now re-loaded.

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  • 1. Business Exploration® We appreciate your feedbacks, comments, suggestions and encouragement: Write to: flavio@ingtosi.it, we will do our best to answer promptly. Note to the Reader: This e‐Book is free. You can duplicate it and share it it. You can download it at www.business‐exploration.com. You can copy part of it, or reproduce part of it, quoting the author: Flavio Tosi and the web site: www.business‐exploration.com. Business Exploration Roadmaps are copyrighted by Flavio Tosi – Business Exploration®. © 2011 – ing. Flavio Tosi – Albo Ingg. Firenze #3581 ‐ Business Exploration ® ‐ all rights reserved. About the author: Flavio Tosi is a Business Consultant who helps entrepreneurs turn ideas into money, filling the gaps of competence, resources and methodology in marketing innovation. With more than 15 years experience in the h h tech equipment industry, Flavio’s work l f h span h h h high h d l ’ k life has R&D design Engineering, Project Management, Business Process Re‐engineering, Strategic Marketing and Business Development. He holds an MBA from SDA Bocconi – Milano, a Ms in Aeronautical Engineering from Politecnico di , g g Milano, is a certified Project Manager by IAFE School of ENI and a certified Six Sigma Black Belt and Green Belt by General Electric. You can find more about Flavio Tosi and his services on: www.business‐exploration.com. b i l ti www.business‐exploration.coming. Flavio Tosi  – Albo ingg.  Firenze # 3581                                                                                                             ©2009  ‐ all rights reserved ‐ free to be distributed
  • 2. Classic Marketing – Re‐loaded There could be several theories from where to start a go-to-market plan. But 4Ps is the minimum starting point for industrial marketing. What I think has to be recognized, is that B2B marketing has as a main goal: how the reach Customers. (while B2C can focus more on how to appeal the Customer). Bearing this in mind, I have added few notes to the Classic Marketing frame: now re-loaded. Top Down DEMAND OFFERING Check-out competition to Bottom Up ANALYSIS ANALYSIS define possible share How market responds to Customer needs Qualify / quantify Product share - Sales sum-up opportunities’ slots Why Customer buys Understand Customer SEGMENTATION (and not: How Customer is…) problems and goals How much i it attractive H h is tt ti Prioritize Customers Customers’ TARGETING How easy is to penetrate contacts Differentiate offering How we want to be reminded by the y POSITIONING from alternatives Customer…compared to competition PRODUCT PRICE PROMOTION PLACE Benefit delivered Value we want to How the Customer is How and where we Features attractiveness F t tt ti extract t t informed and i fl i f d d influenced d deliver and we are d li d Attributes costs (alternatives – share (promotion) reachable (competitive advantage) of wallet) (convenience) www.business‐exploration.coming. Flavio Tosi  – Albo ingg.  Firenze # 3581                                                                                                             ©2009  ‐ all rights reserved ‐ free to be distributed

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