Sales Multiplication: A Marketing Strategy Guide for Increasing Sales Power

Author: (Japanese) Kenta Takizawa
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· The 4P marketing concept is outdated—7F marketing mix is what’s needed.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 and lead 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 motivation 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 rules—its fundamental principle is “the strong will eventually become weak.”
· A company’s middle management is not the leader of innovation—the middle-management black hole is too deep.
· Now is the time to cross boundaries and exercise authority—if not, strategic thinking will shrink.
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 reconstruct everything. Once you decide to abandon conventional notions, you’ll see what else needs to be let go. 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 abandon is “the whole and the average,” because the whole and the average are not real phenomena—they are constructs. If strategies are based on such illusory concepts, they will lack power. Under this premise, many conclusions different from conventional thinking can be drawn, which can be seen as phenomena of life. Here are some examples.