BUSI 520 Chapter Notes - Chapter 12: Hundred Days Offensive, Leapfrogging, Pincer Movement
2 Mar 2018
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Strategies to grow the core (3: make the core of the brand as distinctive as possible, drive distribution through both existing and new channels, offer the core product in new formats or versions. Identifying additional opportunities to use the brand in the same basic way. Identifying completely new and different ways to use the brand. Anticipative marketer: looks ahead to needs customers may have in the near future. Creative marketer: discovers solutions customers did not ask for but to which they enthusiastically respond, proactive market-driving firms, not just market-driven ones. Proactive skills: responsive anticipation to see the writing on the wall, as when ibm changed from a hardware producer to a service business, creative anticipation to devise innovative solutions. Responsive anticipation: performed before a given change. Reactive response: happens after the change takes place. Proactive companies: create new offers to serve unmet and maybe even unknown consumer needs.
