{"id":114108,"date":"2023-07-21t12:30:06","date_gmt":"2023-07-21t16:30:06","guid":{"rendered":"\/\/www.g005e.com\/?p=114108"},"modified":"2024-09-01t14:48:45","modified_gmt":"2024-09-01t18:48:45","slug":"marketing-a-fixed-position-in-a-moving-world","status":"publish","type":"post","link":"\/\/www.g005e.com\/2023\/07\/21\/marketing-a-fixed-position-in-a-moving-world\/","title":{"rendered":"marketing a fixed position in a moving world"},"content":{"rendered":"

\"\"<\/a>three things to keep in mind.<\/strong><\/p>\n

by bruce marcus<\/i>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n

editor\u2019s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert\u2019s evergreen work, which retains wisdom for the present.<\/i><\/p>\n

there is no great mystique to the marketing concept of positioning<\/strong>. while it\u2019s not as simple as some would make it seem, nor as complex as others would have you believe, it\u2019s still very real.<\/p>\n

more: <\/b>accountants vs. lawyers: who wins the marketing battle?<\/a> | the risk in not understanding risk<\/a> | what your marketing program can and can\u2019t do<\/a> | nine reasons that prospects say yes<\/a> | how marketing evolved to 3.0<\/a> | nine fundamentals for a healthy marketing culture in an accounting firm<\/a>
\n\"goprocpa.com\"exclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n

like so many words used in marketing, positioning<\/strong> has come to be shorthand for some ideas that have come a long way in the pursuit of sound marketing practice. first popularized by ries and trout in their 1981 book, \u201cpositioning,\u201d the concept took a basic advertising practice and codified it in a way that made it possible for other marketers to think differently about approaches to the market.
\n
\nthe basic idea is simple. or at least, simple to state.<\/p>\n

if you think of marketing as a process to move goods and services to the consumer, there are two ways to view the process \u2013 either you sell people what they want, or you try to persuade people to want to buy what you want to sell. the second is an almost inevitably fruitless exercise in egocentric behavior. \u201ci can make you buy anything because i\u2019m a good salesman.\u201d it\u2019s an uphill trudge, and yet, it seems to be the way to which most people gravitate. selling people what they want is obviously the better way, although it\u2019s not without its rigors. how do you know what they want? how do they<\/strong> know what they want? when nylon was invented in the 1940s, could you have asked women who had never heard of the stuff if they wanted nylon hose?<\/p>\n

we do know that people buy what they need. they are sold<\/strong> what they\u2019re persuaded they need. and if you have to persuade people that they need something, isn\u2019t that the same as selling what you want to sell?<\/p>\n

not quite \u2013 if you can cast your product or service in a context that addresses the consumer\u2019s needs or concerns. dupont solved the nylon problem by asking, \u201cwould you be interested in hose that were as sheer or beautiful as silk hose, but wore like iron, and didn\u2019t cost any more than silk?\u201d<\/p>\n

and that was positioning before the word was ever used. dupont, and other good marketers of their day, did three things \u2026<\/p>\n