Frank Sonnenberg Online

DECEMBER 1, 2020

You rush a product or service to market even though it’s not ready for prime time — You hope you can work out the bugs before customers notice. You begin to sell your luxury products in mass-market retail stores to boost sales. — You hope salespeople don’t make discounting a habit. Sell value, not price.

Discount 116

Discount Price Mass Marketing Reputation 116

CO2

JANUARY 2, 2011

These are: Customer Segments – An organization serves one or several customer segments.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Terry Starbucker

JULY 19, 2015

As another calendar year drew to a close, while our cable TV company was buoyed by better sales numbers as a result of new service activations and stepped up marketing, we were still struggling to reverse a downward overall trend. Our competitors offered more channels at a very competitive price, and were able to mass market.

Leadership 150

Leadership Metrics Price Mass Marketing 150

The Horizons Tracker

APRIL 28, 2022

It’s perhaps no surprise, therefore, that data from Rice University shows that market power today is more concentrated in the hands of a relatively small number of incumbents than ever before. It runs the risk that startups targeting niche problems get crowded out in favor of those forced to chase mass market problems.

Entrepreneur 114

Entrepreneur Venture Capitalist Mass Marketing Globalization 114

Harvard Business Review

OCTOBER 2, 2014

Meyer writes: So far, Apple has been a company focused on the mainstream, on the mass consumer, in an era where the most reliable profits could be found in the luxury market. To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. Apple Customers Marketing'

Mass Marketing 15

Mass Marketing Marketing Brand Meyer 15

Harvard Business Review

JANUARY 3, 2024

Norway, and other Scandinavian nations were early adopters of EVs, and Germany and Japan have long been automotive powerhouses, their EV markets have lagged in mass market adoption compared to China. In 2022, new EV sales in China grew by 82%, and the country provided 35% of global EV exports. While the U.S.,

Marketing 29

Marketing Mass Marketing Early Adopters Automotive 29

HR Digest

JUNE 14, 2024

He shifted the company’s focus to robotaxis, shelving cheaper mass market electric cars, to the concern of some investors who feared the autonomous technology will be hard to perfect.

Proposal 52

Proposal Mass Marketing Retail Incentives 52

Harvard Business Review

DECEMBER 2, 2010

Today, Seth Godin examines the challenge of marketing to the world's poor. Its success will depend on the ability to create a market for the idea. Acumen creates these markets using patient capital. So how can the $300 House be marketed effectively? Triple the U.S. population by three. How do we do that? And so it grows.

Marketing 16

Marketing Mass Marketing Early Adopters Venture Capitalist 16

Harvard Business Review

NOVEMBER 9, 2012

The Met, with his inclusive strategy, has activated a mass market outside the confines of the theatre and of the traditional affluent and aging opera lover. I think marketers make way too much of segmentation — the art of identifying differentiated characteristics.

Mass Marketing 9

Mass Marketing Marketing Price Sharpe 9

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. So marketers have something to learn from non marketers. The creators and producers, Steve Frank, Chris Henze, and Kelly Kulchak, struck on an ingenious way to solve the "many markets" problem. One size no longer fits all.

Marketing 15

Marketing Strategy Mass Marketing Audience 15

Harvard Business Review

OCTOBER 19, 2016

Rather than starting with their own portfolio needs and barreling ahead—a supply-driven strategy that companies rarely seem to escape—successful companies start with the consumer’s mindset and use that lens to identify market gaps. times the cost of mainstream ice creams.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

SEPTEMBER 26, 2014

These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Sometimes it’s not immediately obvious why some geographic markets are such big consumers of a particular product. Certain local markets have the right ingredients to ripen demand.

Marketing 13

Marketing Mass Marketing ROI Business Model 13

First Friday Book Synopsis

JUNE 3, 2011

Here is an excerpt from an article written by B. Joseph Pine II for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Let me tell you a secret for creating the [.].

Review 85

Review Blog Article Resources 85

Harvard Business Review

MAY 8, 2019

Youngme, Felix, and Mihir talk about the Beyond Meat IPO and whether plant-based meat alternatives like Beyond Burger and Impossible Burger will become mass-market products. They then discuss Facebook’s announcement that it is pivoting to put greater emphasis on user privacy.

IPO 15

IPO Mass Marketing Marketing Products 15

Harvard Business Review

FEBRUARY 23, 2017

For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.

Creativity 14

Creativity Mass Marketing Productivity Products 14

Harvard Business Review

APRIL 22, 2011

Nespresso took off when it stopped targeting offices and started marketing itself to households. If Nestle had gone only by market research — usually innovation's first enemy — the concept would never have gotten off the ground. That's why Brabeck brought in Yannick Lang, a 33-year-old marketer from Philip Morris.

Innovation 16

Innovation Mass Marketing Strategic Planning Marketing 16

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Therefore, they focused on winning market share by adapting global offerings to meet local needs.

Glocalization 16

Glocalization Mass Marketing P&L Globalization 16

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. When no one funds you, you know there's no market for your idea.

Porter 21

Porter Mass Marketing Supply Chain Retail 21

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. But in doing so, Henry Ford froze the design of the Model T. Used car trade-ins. Closed car models. Annual model changes. It was clear what people wanted, and it wasn't faster horses.

Innovation 18

Innovation Mass Marketing Price Market Segmentation 18

Harvard Business Review

DECEMBER 3, 2010

The core issue: did Microsoft over-stretch in its effort to transform the gaming market? Microsoft hopes the $150 device one-ups Nintendo, which created a new market of gamers with its simple-to-use Wii system and console. My wife saw a commercial for Kinect, and said, "I assume you'll want that for Christmas.".

Mass Marketing 15

Mass Marketing Video Technology Long-term 15

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 14

Mass Marketing Market Segmentation Travel Marketing 14

Harvard Business Review

AUGUST 21, 2018

And it’s not just low skilled, manual labor that’s at risk — “knowledge” work like operational analytics and marketing is also being taken over by sophisticated artificial intelligence algorithms. How Technology Is Reshaping Markets. So, what’s the result?

Mass Marketing 15

Mass Marketing Technology Contract Manufacturing Insurance 15

Harvard Business Review

JANUARY 30, 2012

In most boardrooms, the first and last question asked is: will "the markets," financial and "consumer," like your latest shiny trinket slightly better than the next guy's?

Mass Marketing 22

Mass Marketing Hotels Self-aware Short-term 22

Harvard Business Review

MAY 31, 2011

companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. The Chinese now account for 80% of this market and will soon take it global.

Incubator 16

Incubator Business Model Mass Marketing Globalization 16

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand 16

Brand Retail Fashion Supply Chain 16

Harvard Business Review

DECEMBER 7, 2011

Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Retail 15

Retail Mass Marketing Comparison Advertising 15

Harvard Business Review

AUGUST 8, 2011

At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. By 1955, IBM's revenues were $564 million and it led the world market in making computers. Here are several lessons worth sharing.

Customer Intimacy 16

Customer Intimacy How To Mass Marketing System 16

Harvard Business Review

FEBRUARY 17, 2012

Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. What we've found is disturbing: Deshopping seems to be addictive and a growing number of people are serial offenders.

Retail 16

Retail Mass Marketing Customer Loyalty Discount 16

Harvard Business Review

APRIL 25, 2012

The TV included many of the teens' suggestions, but didn't catch on in the mass market. The company interviewed teens in focus groups before launching the product to find out which features to include in their new internet-enabled TV.

Power 15

Power Mass Marketing Focus Group Brand 15

Harvard Business Review

APRIL 25, 2011

Making the case for investments that produce social impact as well as market returns is not a discussion most executive directors want to have with their board — or their financial stewards on Wall Street. Large corporations know more about opportunities in Chinese markets than they do about opportunities in US cities.

Real Estate 15

Real Estate Mass Marketing Banking Asset Management 15

Harvard Business Review

FEBRUARY 14, 2012

It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. Fifteen years ago, The Cluetrain Manifesto taught us that markets are conversations and that was a great starting point. Mass markets were a convenient fiction created by mass media.

Banking 18

Banking Business Model Supply Chain Media 18

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business."

Short-term 17

Short-term Mass Marketing Marketing Mix Taylor 17

Harvard Business Review

JUNE 15, 2017

Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 14

CEO Long-term Short-term Mass Marketing 14

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business."

Short-term 17

Short-term Guidelines Mass Marketing Telecommunications 17

Harvard Business Review

OCTOBER 5, 2011

The purchasing habits and attitudes of today's teenagers and twenty-somethings are completely different from those exhibited by today's mass market. But the bigger shift is behavioral. This younger audience is "post-digital"; they don't remember a world that is pre-internet.

Engineering 15

Engineering Forrester Software Mass Marketing 15

Harvard Business Review

MAY 15, 2012

But since then he has written seven mass-market books, some aimed at general audiences and some targeting specific industries such as health care and education. When I first met Christensen he was certainly well known due to the 1997 publication of The Innovator's Dilemma , which won the Global Best Business Book award.

Christensen 15

Christensen Succession Storytelling McKinsey 15

Harvard Business Review

JANUARY 1, 2013

In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. Self-branding is about being a signal in the noise of human capital. The stronger your brand, the stronger that signal.

Human Capital 15

Human Capital Brand Mass Marketing Reputation 15