Make It Real

Matrix Reality

© Warner Bros.

One of the things I loved about graduate school was the opportunity to apply what I was learning to real-world situations.  There’s no better way to learn how to make a marketing plan than to do a real one for a real business. Continue reading

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Who Is Your Customer?

Before answering this question, let’s take a look at a typical (yet highly simplified) supply chain:

From the perspective of the manufacturer, who are the customers in this diagram?  Many people go for the obvious answer:  the end users.  Indeed, down the line, they are customers that need to be served and satisfied.  Don’t forget, however, the manufacturer also has more immediate customers: the retailers.  They, after all, are buying products directly from the manufacturer to be resold to customers. Continue reading