Review the priorities. Segment the market. Understand the market. Identify the opportunities. Review the mindset.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than trying to convince a human being they should buy something they […]

  Review the priorities. Segment the market. Understand the market. Identify the opportunities. Review the mindset.   CUSTOMER-CENTRIC MARKETING To be ethical, marketing must be customer-centric. For a business to be ethical, the marketing must be customer-centric. There are few things more unethical than trying to convince a human being they should buy something they neither need nor want.   Marketing must be customer-centric to maximise its contribution to profitability and performance. Customer-centric marketing is the key to maximising sales, margins, the average sale per customer, repeat business rates and referral rates. TARGET MARKETING Nothing is more central to effective customer-centric marketing and marketing, more generally, than identifying, understanding, and fully leveraging the optimum target market. A scientific, as opposed to intuitive, approach to identifying and understanding the optimum target market is central to reducing costs and maximising sales. My philosophy on target marketing can be summarised as follows: Leaving the…