Overview
You have completed the positioning of a business by making marketing mix decisions such as to offer treasures, to deliver delight, to trumpet empathy, and to price as valued. The keys to taking action are to target key prospects, to reward the best, to concentrate resources, and to jump into action.
Summary of Taking Action
Target Key Prospects
Aesop advises, “Example is better than precept.” Many direct marketing companies use the traits of key customers to identify key prospects. For example, InfoUSA advertises, “We’ll analyze the customers to find hot prospects just like them!”1
The first step is to describe and delight key customers. The second step is promoting to prospects who are similar to key customers. ...
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