Selected quotes from marketing book currently in progress titled: "Positioning for Success"

“Knowledge is a powerful thing. Understanding these basic marketing principles will position you and the organizations that use them to better meet your goals and succeed in business or in life. Times and tactics change but the basic marketing principles and the strategic direction described in each chapter are timeless." – Chapter 1:  Introduction: What is Marketing?

“An organization’s goal should be to achieve its purpose – its reason for existence that drives all important decisions.” – Chapter 2:  Visions and Values

“Michael Dell, like Henry Ford, knew that if he could lower the price of PCs such that it undercut IBM, he could sell more units. And that’s exactly what the direct business model did along with help from superior supply chain techniques. Throughout the years history shows that business models that are marketing-oriented have outperformed models that are engineering-oriented.’  - Chapter 3:  Company

“Understanding who buys your products or services is one of the most fundamental aspects of marketing. A sale doesn’t occur until someone provides a product or service that someone else is willing to pay to obtain.” – Chapter 4:  Customers

“Direct competitors are organizations that sell products or services that your customers can buy in place of yours. Indirect competitors are organizations that sell products or services that compete for the same money as yours. For example, a company might be the only bakery in town and have no direct competitors but the local ice cream shop becomes its indirect competition when the customer buys ice cream for dessert instead of cake.” – Chapter 5:  Competition

“Merrian-Webster’s Online Dictionary describes an opportunity as “the potential to advance your cause in a small or big way.” The pioneers at Apple combined the external events of technology and people’s needs to advance their cause. It was akin to the Latin roots that define opportunity as “a wind blowing toward a harbor.” Apple’s ship was coming in and it seemed all they had to do was to use their instincts and the brilliant developments started by Wozniak to seize the moment.” – Chapter 6:  Opportunity

“Strategy and goals when combined with the vision and values define an organization’s purpose, direction, what it strives to accomplish, and how it plans to do it. When these four elements are chosen wisely they can define the path to success.” – Chapter 7:  Goals and Strategy

“Companies with multiple products generally develop product portfolios.  To create a balanced portfolio, related products are designed to appeal to various customer segments and are distributed across the product life cycle. Portfolios help to diversify risk and balance income streams.” – Chapter 9:  Product Development

“A good positioning strategy highlights the unique selling proposition and anticipates the projected reaction from customers. Another factor in positioning is differentiation, which is defined as how a product meets a customer’s wants and needs and is unlike the competition’s product.” – Chapter 10:  Positioning

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