accurately consider entry strategies, product strategy and communication strategy in foreign markets. This is ...... their consumption habits, also tend to increase.
Apple Marketing Mix. After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the growth of home ... Apple, Inc authorized Training Centers are located throughout the U.S. each provides instruction i
% visit Starbucks a least once a week Source: Nielsen – Scarborough Research, 2016 (R1)
36%
Drank beer past week 73rd
of 77 largest U.S. markets
20%
Drank liquor past week 34th
of 77 largest U.S. markets
Source: Nielsen – Scarborough Research, 2016 (R1)
16%
Play games on internet or app past month 41% 16%
3rd
of 77 largest U.S. markets
Source: Nielsen – Scarborough Research, 2016 (R1)
1
You encounter a choice.
The Villain: Narrow framing makes you miss options. The Solution: Widen your options.
2
You analyze your options.
The Villain: Confirmation bias leads you to gather self-serving information.
Source: Sony Pictures
2
You analyze your options.
The Villain: Confirmation bias leads you to gather self-serving information. The Solution: Reality-test your assumptions.
Decisions
Behaviors
Trends
Responses
Target Customers
Importance
Habits
Interactions
Perceptions
Experiences
“In marketing it is better to be approximately right than exactly wrong.”
3
You make a choice.
The Villain: Short-term emotion tempts you to make the wrong one.
Source: Sony Pictures
3
You make a choice.
The Villain: Short-term emotion tempts you to make the wrong one. The Solution: Attain some distance.
"The ultimate authority must always rest with the individual's own reason and critical analysis.” Dalai Lama
Tibetan Buddhism High Priest
“79 percent of businesses obsessively capture Internet traffic data, yet only 30 percent of them change their sites as a result of analysis.” Jeffrey Eisenberg
Internet Marketing Strategist and Author
4
Then you live with it.
The Villain: You’ll often be overconfident about the future. The Solution: Prepare to be wrong.
Source: Warner Bros.
Source: Sony Pictures
“TheThe future isn’t“Snowquester” a point; it’s a range.” 2013
Source: Decisive, Chip Heath and Dan Heath
The Process
The Villains
1
You encounter a choice.
Narrow framing makes you miss options.
Widen your options.
2
You analyze your options.
Confirmation bias leads you to gather self-serving information.
Reality-test your assumptions.
3
You make a choice.
Short-term emotion tempts you to make the wrong one.
Attain some distance.
4
Then you live with it.
You’ll often be overconfident about the future.
Prepare to be wrong.
Source: Decisive, Chip Heath and Dan Heath
The Solutions
Research, Data, and Analysis!
Source: Lucas Films
Use Insights and Act with Urgency The average company sacrifices 5% growth annually due to its failure to act on “disruptive ideas.”
Source: Columbia Pictures
Source: Columbia Pictures
So What and Now What Follow the “Decisive” model in decisions
Widen your options and reality-test with research Analyze, test, learn & adapt (continually) Act with urgency
Source: Lucas Films
Make data-driven decisions
“The cost of being wrong is less than the cost of doing nothing.” Seth Godin Marketing Guru