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... find a cow! ' The purpose of marketing is best explained by this story: A rookie producer went on her first sales call. She'd researched carefully and was certain she had the best product at the best price. Soon she came back dejected. When the sales manager asked her about the call, she answered, I had the best product and the best price-I guess you can lead a horse to water, but you can't make it drink. The sales manager corrected, Your job isn't to make the horse drink. Your job is to make the horse thirsty! ' This idea is the foundation of the Michael G. Manes (MGM) Marketing Process. The following steps in the process are based on that foundation: Where/who are the prospects? Consider banks, agents, ... use the MGM Marketing Process to market your products and services to, say, an independent agency you need to ask yourself these questions: Who is your customer? Banks, agents working with banks, joint ventures, vendors and suppliers to these new systems. What kind of information do they want or need? Distinguish between the external customer and the internal customer, such as an employee or the board. What products do you offer that meet these wants and needs? At what price will this product or service sell? This is the most important step! Henry Ford's genius lay not in the creation of the assembly line, but in his discovery that at $500 he could sell an unlimited number of cars. The assembly line evolved as the only way to build a $500 car ...

... best price-I guess you can lead a horse to water, but you can't make it drink...orrected, 'Your job isn't to make the horse drink. Your job is to make the horse thirsty!' This idea is the founda...

... the right words search engine lingo (pluses and minuses) to find what you're looking for. Now that I've provided a few tips, let's put your new knowledge to work. Here's a Web "scavenger hunt " to illustrate how to search for stuff on the Internet: How tall was President George Washington? What is the capital of Nigeria? Protoceratops was about the size of: elephant, horse, pig, or ostrich? Who is Shorty LeFeuw? On what date did president Abraham Lincoln die? What is the name of the largest asteroid in the Solar System? How tall (to the nearest 1,000 feet) is Mount Everest? In what year will Halley's Comet return? Bill Wilson is a "big, BIG fan" of what rock band? What's the secret ... search even more by looking for the following: "george washington" -university + height With this convention, Google should list any page with the phrase "george washington" and the word "height," but not the word "university." Bingo! The first Web page I found says "George Washington's height and weight." However, when I go there, it's just a message board where people are discussing this issue. Just because you find information on the Net, doesn't mean that it's accurate. The listings I got also included the height of the George Washington Bridge, a statue, and some other stuff. So, let's try: "george washington" -university + tall Now I'm down to 17,800 Web pages and I see several that mention his height. ...

... the right words search engine lingo (pluses and minuses) to find what you're looking for. Now that I've provided a few tips, let's put your new knowledge to work. Here's a Web "scavenger hunt " to illustrate how to search for stuff on the Internet: How tall was President George Washington? What is the capital of Nigeria? Protoceratops was about the size of: elephant, horse, pig, or ostrich? Who is Shorty LeFeuw? On what date did president Abraham Lincoln die? What is the name of the largest asteroid in the Solar System? How tall (to the nearest 1,000 feet) is Mount Everest? In what year will Halley's Comet return? Bill Wilson is a "big, BIG fan" of what rock band? What's the secret ... search even more by looking for the following: "george washington" -university + height With this convention, Google should list any page with the phrase "george washington" and the word "height," but not the word "university." Bingo! The first Web page I found says "George Washington's height and weight." However, when I go there, it's just a message board where people are discussing this issue. Just because you find information on the Net, doesn't mean that it's accurate. The listings I got also included the height of the George Washington Bridge, a statue, and some other stuff. So, let's try: "george washington" -university + tall Now I'm down to 17,800 Web pages and I see several that mention his height. ...

... Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in this system. When reality intrudes and business success doesn't track a high Web-site ranking, the solution might seem to do more of the same - which means throwing good money ... a need to be high on the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in ...

... Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in this system. When reality intrudes and business success doesn't track a high Web-site ranking, the solution might seem to do more of the same - which means throwing good money ... a need to be high on the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in ...

... Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in this system. When reality intrudes and business success doesn't track a high Web-site ranking, the solution might seem to do more of the same - which means throwing good money ... a need to be high on the list, and (if you're a big company) at the top. Ranking creates the anxiety that motivates action and funds budgets. Who wins? The ranking services conduct studies and make recommendations. Then consulting groups receive contracts to bring the sites up to high-rank specs. Or carrier Web site departments find themselves with substantially higher budgets. And CEOs can tell their boards about their high rankings or concerted efforts to achieve them. Everyone wins - well, not everyone. The stockholders lose because the corporation is betting resources on the wrong horse. Agents lose because their carrier partners are working to weaken agents' local brands. Consumers lose because carrier-centered Web strategies will make their lives more complicated, not more convenient. It's all too easy to get caught up in ...

... is betting resources on the wrong horse. Agents lose because their carrier pa...

...s was about the size of: elephant, horse, pig, or ostrich? Who is Shorty L...

...s like putting the cart before the horse. Not only will the cart not move much...ts and their customers describe the boarding process as being loaded like catt...