Powerful Marketing Strategies That Produce Sales
by John Graham
The retail harvest of Thanksgiving week 2004 was less than bountiful for Wal-Mart. While other retailers were upbeat, Wal-Mart's sales were "disappointing" the last week of November and traffic was "low" on infamous Black Friday.
Uncharacteristically candid, the company quickly acknowledged it had dropped its deep discount strategy the day after Thanksgiving. Reacting predictably, value-minded customers headed straight to the arms of the competition where low pricing prevailed.
In Clued In, Lou Carbone writes, "With modern management fixated almost solely on the bottom line, the value proposition of far too many businesses has become increasingly one-sided; lots of emphasis on the company but little on enhancing customer value." And then he adds an ominous warning. "As a consequence, I believe today's organizations have become extraordinarily vulnerable."
The day after Thanksgiving 2004, consumers saw......
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Approximate Word Count: 1406
Approximate Pages: 6 (260 words per double-spaced page) |