Warfare Marketing Strategies

8/3/2019 Warfare Marketing Strategies

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Marketing Insights

Based on Marketing Warfareby Al Ries and Jack Trout


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Out of a thousand men who are remarkable,

some for mind, others for boldness orstrength of will, perhaps not one will

combine in himself all those qualities whichare required to raise a man above mediocrity

in the career of a general!Karl Von Clausewitz


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The Four Types of

Marketing Warfare Defensive:

Only for the leader.

Attack yourself is the best way.

Block strong competitor moves.


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Offensive:

Only for and also-ran. Find a weakness in the leaders strength.

E.g.: Long queue.

Flanking:

Uncontested area.

The Four Types of

Marketing Warfare


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Guerilla:

Find a segment in the market smallenough to defend.

Never act like the leader.

Develop Allies.

Be prepared to bug out at a momentsnotice.

The Four Types of

Marketing Warfare


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Marketing Wisdom

Theres no such thing as good marketingstrategy in the abstract. Good strategy isbad. And bad strategy is good. It all

depends on who is going to use it. Thebusiness world is evolving to beingcompetitor-driven rather than customer-driven.

Ask yourself what position you occupy in themarket place before you apply a strategy. The position is set by the customer:

Customer-mind map!


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Marketing Wisdom

Unkept promises undermine morale. The truth will out!


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Without pursuit, no victory can have a

great effect: The pour-it-onprinciple.

Success breeds success.

Marketing Wisdom


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When you own the pie, you should try

to enlarge the pie, rather than try toincrease the size of your slice.

Marketing Wisdom


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The statesman who, seeing war

inevitable, hesitates to strike first isguilty of a crime against his country:Karl von Clausewitz.

Marketing Wisdom


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Ways to develop strategy:

The ivory-tower think-tank approach Get-away-from-the-phones, get-away-from-it-

all approach BOTH ARE WRONG!

As form follows function, strategy should

follow tactics. The use of advertising at the tactical level is

CRUCIAL!

Strategy Development


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At any given point in time, ONE

objective should dominate acompanys strategic plans.



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Attack and counterattack: For every action,

states a law of physics, there is an equaland opposite reaction.

Many marketing commanders draw upbattle plans as if the enemy will make no

response. NOTHING is FURTHER from theTRUTH!

Expect the COUNTERATTACK!



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Marketing is like a football match. You cant

run straight to score the goal (make more

sales!) War belongs to the province of business

competition, which is also a conflict ofhuman interests and activities: Karl von

Clausewitz. War without bloodshed? Ethical Considerations in Marketing

Is Marketing Really War?


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The AMA Code of Ethics

Could Egyptian Marketing Professionals Agree on a List ofRules, Perhaps Similar to This? The IMI Journal.

Members of the AMA are committed to Ethical ProfessionalConduct


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Marketers must accept responsibilityfor the consequences of their activities

and make every effort to ensure thatthat their decisions, recommendationsand actions function to identify, serve

and satisfy all relevant publics:Customers, organizations, and society.

Responsibilities of the

Marketer


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Marketers Professional Conduct must beguided by:

The basic rule of professional ethics: Notknowingly to do harm;

The adherence to all applicable laws andregulations;

The accurate representation of their education,training, and experience; and

The active support, practice, and promotion ofthis Code of Ethics.

Responsibilities of the

Marketer


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Marketers shall uphold and advance theintegrity, honor, and dignity of the

marketing profession by: Being honest in serving customers, clients,employees, suppliers, distributors, and thepublic;

Not knowingly participating in conflict of interest

without prior notice to all parties involved; and Establishing equitable fee schedules includingthe payment or receipt of usual, customaryand/or legal compensation for marketingexchanges.

Honesty and Fairness


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Participants in the marketing exchangeprocess should be able to expect that:

Products and services offered are safe and fit fortheir intended uses;

Communications about offered products andservices are not deceptive;

All parties intend to discharge their obligations,financial and otherwise, in good faith; and

Appropriate internal methods exist for equitableadjustment and/or redress of grievancesconcerning purchases.

Rights and Duties of Parties inthe Marketing Exchange

Process


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Disclosure of all substantial risks associatewith product or service usage;

Identification of any product componentsubstitution that might materially change theproduct or impact on the buyers purchase

decision; Identification of extra cost-added features.

In the Area of ProductDevelopment and Management


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Avoidance of false and misleading

advertising; Rejection of high-pressure manipulations, or

misleading sales tactics;

Avoidance of sales promotions that usedeception or manipulation.

In the Area of Promotions


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Not manipulating the availability of a

product for the purpose of exploitation; Not using coercion in the marketing channel;

Not exerting undue influence over the

resellers choice to handle a product.

In the Area of Distribution


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Not engaging in price fixing;

Not practicing predatory pricing; disclosingthe full price associated with any purchase.

In the Area of Pricing


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Prohibiting selling or fundraising under the

guise of conducting research; Maintaining research integrity by avoiding

misrepresentation and omission of pertinentresearch data;

Treating outside clients and suppliers fairly.

In the Area of MarketingResearch


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Marketers should be aware of how theirbehavior may influence or impact thebehavior of others in organizationalrelationships.

They should not demand, encourage, or

apply coercion to obtain unethical behaviorin their relationships with others, such asemployees, suppliers, or customers.

Organizational Relationships


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Apply confidentiality and anonymity in professionalrelationships with regard to privileged information;

Meet their obligations and responsibilities incontracts and mutual agreements in a timelymanner;

Avoid taking the work of others, in whole or in part,and representing this work as their own or directlybenefiting from it without compensation or consentof the originator or owner;

Avoid manipulation to take advantage of situationsto maximize personal welfare in a way that unfairlydeprives or damages the organization of others.

Organizational Relationships


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PRIVACY: Info collected from customers should beconfidential and used only for expressed purposes.Data should be safeguarded against unauthorized

access. OWNERSHIP: Info obtained from Internet sources

should be properly authorized and documented.ACCESS: Marketers should treat access to accounts,

passwords, and other info as confidential, and ONLY

examine or disclose content when authorized by aresponsible party. The integrity of othersinformation systems should be respected withregard to placement of information, advertising ormessages.

AMA Code for MRKT on theInternet


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Moral Judgment vs. Moral

Awareness

Any AMA members found to be in

violation of any provision of this Codeof Ethics may have his or her

Association membership suspended or

revoked

Documents

Warfare Marketing Strategies