Sales Multiplication: A Marketing Strategy Guide for Increasing Sales Force

Author: (Japanese) Kenta Mizoguchi
Publisher:
Publish Date: 2005-05-01
Features:
· The elderly, not the young, will lead 21st-century consumption.
· There are seven things about brands—what matters is branding at the point of contact.
· The 4P marketing concept is outdated—7F marketing mix is what’s needed.
· Adding new products will weaken the company, leading to a vicious cycle.
· Brand awareness alone doesn’t guarantee purchases—media exposure at the point of purchase should be increased.
· One-stop shopping is unrealistic—each purchase motive must be reconstructed through four contact points.
· Business negotiations shouldn’t focus solely on price—“M-negotiation” within the company is a new form.
· The law of the strong has three principles—the fundamental rule is that the strong will eventually become weak.
· The middle management of a company is not the leader of innovation—the middle-management black hole is too deep.
· Now is the time to cross boundaries and exceed authority—failure to do so will shrink strategic vision.
In the past, people acted based on general concepts and habitual theories, but now is the time for change. The author firmly believes that now is the moment to resolve to use what is acceptable in real life to deconstruct everything. Once you decide to abandon general concepts, you’ll see what else needs to be discarded. For example, we should discard the meaning of “common nouns,” which refer to combinations of general concepts. Women and convenience stores are common nouns. We all know that today’s term “women” no longer refers solely to women, and “convenience stores” no longer just mean convenience stores. Another concept to discard is “the whole and the average,” because the whole and the average are not real phenomena—they are fabricated. If strategies are based on such illusory concepts, they will lack power.
Under this premise, many conclusions different from general concepts can be drawn, which can be seen as phenomena of life. Here are some examples.