Page 11 - (DK) The Business Book
P. 11
244 Marketing myopia 278 Trying to predict the 312 Your most unhappy
Focus on the future market future is like driving customers are your
with no lights looking greatest source of
250 The cash cow is the out of the back window learning
beating heart of the Forecasting Feedback and innovation
organization
Product portfolio 280 Product, Place, Price, 314 Technology is the great
Promotion Marketing mix growling engine of change
256 Expanding away from The right technology
your core has risks;
diversification doubles 316 Without big data, you are
them Ansoff’s matrix DELIVERING THE blind and deaf and in the
middle of a highway
258 If you’re different, you GOODS Benefitting from “big data”
will stand out
Creating a brand PRODUCTION AND 318 Put the product into
POSTPRODUCTION the customer’s hands—
264 There is only one boss: it will speak for itself
the customer Quality sells
Make your customers 288 See how much, not how
love you little, you can give for 324 The desire to own
a dollar something a little better,
268 Whitewashing, but with Maximize customer benefits a little sooner than
a green brush necessary
Greenwash 290 Costs do not exist to be Planned obsolescence
calculated. Costs exist to
270 People want companies be reduced 326 Time is money
to believe in something Lean production Time-based management
beyond maximizing
profits The appeal of ethics 294 If the pie’s not big enough, 328 A project without a
make a bigger pie critical path is like a ship
271 Everybody likes Fulfilling demand without a rudder
something extra for Critical path analysis
nothing 296 Eliminate unnecessary
Promotions and incentives steps Simplify processes 330 Taking the best from
the best Benchmarking
272 In good times people 300 Every gain through the
want to advertise; in bad elimination of waste is
times they have to gold in the mine
Why advertise? Juran’s production ideal
332 DIRECTORY
274 Make your thinking as 302 Machines, facilities,
funny as possible and people should work 340 GLOSSARY
Generating buzz together to add value
Kaizen
276 E-commerce is becoming 344 INDEX
mobile commerce 310 Learning and innovation
M-commerce go hand in hand
Applying and testing ideas 351 ACKNOWLEDGMENTS
