Perfect competition is at one end of the competition spectrum, and one of the basis of the concept is that since firms produce undifferentiated products that any business in such an environment is a “price taker” or a firm that cannot affect the price of a good or service. Looked at another way, such commoditized products or services have many perfect substitutes. In theory, the better the substitutes for a product or service, the more elastic the demand for the product. So, how do your products and services stack up and what can you do to win in a commoditizing environment?
Showing posts with label Marketing. Show all posts
Showing posts with label Marketing. Show all posts
Monday, January 14, 2008
Staving off Commoditization: Practical Ideas to Create Value
By Ernie A. Cevallos
Perfect competition is at one end of the competition spectrum, and one of the basis of the concept is that since firms produce undifferentiated products that any business in such an environment is a “price taker” or a firm that cannot affect the price of a good or service. Looked at another way, such commoditized products or services have many perfect substitutes. In theory, the better the substitutes for a product or service, the more elastic the demand for the product. So, how do your products and services stack up and what can you do to win in a commoditizing environment?
Perfect competition is at one end of the competition spectrum, and one of the basis of the concept is that since firms produce undifferentiated products that any business in such an environment is a “price taker” or a firm that cannot affect the price of a good or service. Looked at another way, such commoditized products or services have many perfect substitutes. In theory, the better the substitutes for a product or service, the more elastic the demand for the product. So, how do your products and services stack up and what can you do to win in a commoditizing environment?
Thursday, March 16, 2006
Customer Value Propositions and Persuasion Effectiveness
By Ernie A. Cevallos
What is wrong with value propositions?
In today’s competitive environment creating and delivering winning value propositions is a fundamental expectation in the race to win more business and out perform rivals. It is evident that properly constructed and communicated value propositions make a powerful argument, and align the solution fit with the needs and buying criteria of customers. The goal is to persuade the customer by irrefutable proof that the value proposition represents a win-win business transaction.
What is wrong with value propositions?
In today’s competitive environment creating and delivering winning value propositions is a fundamental expectation in the race to win more business and out perform rivals. It is evident that properly constructed and communicated value propositions make a powerful argument, and align the solution fit with the needs and buying criteria of customers. The goal is to persuade the customer by irrefutable proof that the value proposition represents a win-win business transaction.
Monday, February 13, 2006
True Value Creation and your Customers
By Ernie A. Cevallos
This paper is based on personal experience with the larger or major sale, and insights from the research conducted by Huthwaite. Major sales are more complex, take longer to develop, and typically involve many decision makers and influencers. Knowing how to navigate these waters and creating value is key to the success of any sales force. Indeed, the customer decides if the value is real or not. Customers have different notions of value, which are based on their particular circumstances, culture, procurement policies, leadership style of decision makers, business objectives, and ROI expectations. Different customers even in the same industry have varying degrees of value notions.
Friday, January 06, 2006
Managing the Power of You as a Brand -- The Most Important Project You Will Ever Undertake!
By Ernie A. Cevallos
Fortune 500 firms appreciate the importance of brands. Today, in the age of Globalization where digitization, virtualization, and automation of almost everything is possible you have to manage brand You more than ever to survive in this competitive global environment. Is brand You representative of Google, American Express, Oprah Winfrey, or are you symbolic of Yugo car, Firestone tires, Hugo Rafael Chavez? As you know, brands stand for something, and it can go the full spectrum from great to mediocre to bad. What do you stand for?
Fortune 500 firms appreciate the importance of brands. Today, in the age of Globalization where digitization, virtualization, and automation of almost everything is possible you have to manage brand You more than ever to survive in this competitive global environment. Is brand You representative of Google, American Express, Oprah Winfrey, or are you symbolic of Yugo car, Firestone tires, Hugo Rafael Chavez? As you know, brands stand for something, and it can go the full spectrum from great to mediocre to bad. What do you stand for?
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