Lateral Marketing, Value Addition, New Products Innovations, Lateral Marketing Techniques - Marketing Crossing
What Does the Lateral Marketer Focus On?
The executive trying to implement lateral marketing focuses principally on:
* additional needs that can be satisfied by changing the existing product.
* additional customers who can be reached by incorporating changes into the existing product.
* additional values that can be offered to existing customers.
* additional functions that the product may perform if it is changed.
* features of competing products that target the same market segment.
* new products that can be derived from the current product.
* substitutes to beat a competing product.
How Does Lateral Marketing Differ from Conventional Marketing?
Lateral marketing diverges from conventional marketing by focusing primarily on an existing product
instead of focusing primarily on the consumer. This happens because the process of creative thinking is
based on induction and not on deduction.
hat Does the Lateral Marketer Focus On?
The executive trying to implement lateral marketing focuses principally on:
* additional needs that can be satisfied by changing the existing product.
* additional customers who can be reached by incorporating changes into the existing product.
* additional values that can be offered to existing customers.
* additional functions that the product may perform if it is changed.
* features of competing products that target the same market segment.
* new products that can be derived from the current product.
* substitutes to beat a competing product.
How Does Lateral Marketing Differ from Conventional Marketing?
Lateral marketing diverges from conventional marketing by focusing primarily on an existing product
instead of focusing primarily on the consumer. This happens because the process of creative thinking is
based on induction and not on deduction.
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