"In research conducted by the CFI Group, Ann Arbor, Mich., customers rated personal-computer support lines the least helpful of all call centers. "When customers call, marketers aren't doing a very good job addressing their concerns. That's the conclusion of a new call-center-satisfaction study, which found one-fifth of callers hang up with unresolved issues. Callers to personal-computer companies were most unhappy, with a satisfaction score of 64 out of a possible 100.
Today's Niche Marketing Is All About Narrow, Not Small
Written by Webmaster
Tuesday, 05 June 2007
"American Girl is one marketer that already gets that 'niching' is the competitive strategy of the day. Its business objectives: improved share, margins and profits; faster growth; and the higher turns demanded by investors." The evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self interest.
What makes somebody powerful? Why does one marketer hold more sway than their peers? These are questions Marketing revisits every year as we compile our Power 100, the definitive list of who is making waves within the marketing industry. Power is the ultimate intangible asset. It cannot be fed into a spreadsheet or plotted on a graph. Nor is it a case of ticking boxes. But that does not mean it is artificial. The people who appear on the following
Recently, the results of the 2007 Cone Consumer Environmental Survey were released. Brands would be interested in learning about how seriously Americans are now taking the environment, and the implications these feelings have on business practices. The survey found one-third of Americans (32 percent) report heightened interest in the environment compared to a year ago. This brings the total of Americans who claim to be interested in the environment to 88 percent.
"In research conducted by the CFI Group, Ann Arbor, Mich., customers rated personal-computer support lines the least helpful of all call centers. "When customers call, marketers aren't doing a very good job addressing their concerns. That's the conclusion of a new call-center-satisfaction study, which found one-fifth of callers hang up with unresolved issues. Callers to personal-computer companies were most unhappy, with a satisfaction score of 64 out of a possible 100.
"American Girl is one marketer that already gets that 'niching' is the competitive strategy of the day. Its business objectives: improved share, margins and profits; faster growth; and the higher turns demanded by investors." The evolution of our mature marketplace, along with the technology that allows consumers to be in control, has created a seismic shift from one-size-fits-all mass markets to millions of markets of self interest.
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What makes somebody powerful? Why does one marketer hold more sway than their peers? These are questions Marketing revisits every year as we compile our Power 100, the definitive list of who is making waves within the marketing industry. Power is the ultimate intangible asset. It cannot be fed into a spreadsheet or plotted on a graph. Nor is it a case of ticking boxes. But that does not mean it is artificial. The people who appear on the following
Recently, the results of the 2007 Cone Consumer Environmental Survey were released. Brands would be interested in learning about how seriously Americans are now taking the environment, and the implications these feelings have on business practices. The survey found one-third of Americans (32 percent) report heightened interest in the environment compared to a year ago. This brings the total of Americans who claim to be interested in the environment to 88 percent. 
