Bulletin No. 5 | September – October 2001

MARKETING

Principles of New Marketing
Continuation to EGA briefings Issue No 4

• Raise question. You have to be alert, inquiring and creative. You will find new experience every day
• Similarity is not for sale. The value of a product depends on the dissimilarities from your competitors
• Establish a brand name with multiple images. Brand image, product image, consumer image, associative image
• Apply the right means of disseminating information. Focus on profit, rather than on sale ; on the real consumption, rather than market share ; and on future market, rather than brand awareness
• You must give more reasons for the consumers to buy. You need them to return to you to buy more frequently with more expensive price
• Market locally. You must give them personal interest. Global brand is resulted form many prominent local brands
• Define your market segment and identify the most profitable target market
• It is easier to improve rather than to widen and change the behaviour
• Make sure that each of your staff understand your strategy, direction and business goals and let them do in their own way
• Choose the best professional, rather than the best organization chart you have
• Apply reward and punishment system
• Choose the right advertising agency and pay according to the accountable business results
• You need to have a sense of urgency and work enthusiastically. If not what’s the use of getting up early?

(Source : Sergio Zyman, The End of Marketing as we know it)

HUMAN RESOURCE DEVELOPMENT

• To know how to do a work is the success of a worker. To tell others about anything is the success of a teacher. To inspire other people how to do the work is the success of management. But to do the three things together is the accomplishment of a true leader
• A successful human resource manager has to understand the simple fact of life that each person deserves respect. Each one of us is hungry – hungry for acknowledgement, friends, understanding and love, just to mention a few. People do not care how much he knows until they know how much he cares for others. 
• A successful human resource manager will have to answer the following :
  1. Do I develop others or I have my own dreams and exploit others to achieve my goal?
  2. Do I care for confrontation with people of different opinion?
  3. Do I listen with my ears and my heart?
  4. Do I know the potential strength of each individual person?
  5. Do I set high priority on my responsibility?
  6. Do I create the acceptable values in my organization?
  7. Do I have enough influence to make them they listen to me? Do they want me?

The success of human resource manager is indicated by the extent on how others have developed so far in time of his leadership.

(Source : J.C Maxwell, Developing the Leader within You)