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...season saw an astounding number of large specialty retailers lining up like le... to the contrary views? The head of a large organization called in a marketer ...

...service reseller contracted with a large business association to pr...

... so were the billboards. The money was wasted because the wrong tactic was selected. A more appropriate approach might've been to identify prospective customers and initiate a repetitive direct mail campaign to enroll users. The bank could've added print and radio advertising to support the direct mail by increasing awareness of the bank and its credit card. 5. Failure to be consistent A long-distance telephone service reseller contracted with a large business association to provide members with discounted rates. More than six months later, the sales manager reported that only 100 members had signed on. After one mailing and a little telemarketing, the recruitment effort was all but abandoned. If an association member happened to call, a sale was made. If location, location, and location are the keys to making a successful real estate purchase, ... edge. No business wants a Pentium IV chip when there's something faster. The technological bells and whistles often drive today's buying decisions. "State-of-the-art" disappeared because it describes what can be mistaken for a static situation, while "cutting-edge" conjures up an image of action, progress, and excitement. Cutting edge gets the purchase order. 9. Failure to do the research When Daimler Chrysler's PT Cruiser hit the showrooms in 2000, the funky little vehicle sold at above the sticker price. Why has it been such a niche marketing success? Luck? Not a chance. The company's market research people drew upon Dr. G. Clotaire Rapaille's psychoanalytic research on archetypes. Using hundreds of "childhood stories" written by participants while viewing a prototype of the vehicle, Chrysler implemented exterior design changes ...