Wednesday, 19 January 2011

In praise of low-key marketing (Part 2 of 4)

Selling water to thirsty tourists in the desert would place you in the ideal marketing position. In that context, you would be able to charge a high price and hardly hear complaints from customers. The reality that most businesses face in our age is precisely the opposite. Large numbers of players compete in each market and customers have become increasingly difficult to reach.

If we try to apply the bottleneck principle to sales, we are going to face, first of all, the question of identifying the critical problem. In the example of furniture manufacturing, we were able to see the assembly difficulties. In contrast, when it comes to marketing, the primary obstacle frequently remains invisible and might consist of any of these cases:

To be continued in Part 3


[Image by sneakerdog under Creative Commons Attribution License. See the license terms under]