Cover Story: The Big Qs of 2011
"Within the context of Kodak B-to-B marketing," says McGrew, "our forward plan is moving away from being product-focused and toward being focused on solving problems in specific market segments by linking the many tools in our portfolio together. ... As I look across the industry, I see more vendors are moving in the direction of promoting solutions to business problems, with their specific products taking the back seat."
"Marketers must understand where profits really come from," says Brayfield of J. Schmid. "It's critical that brands understand the reason why customers spend money with them and why they stay. Cookie cutter loyalty programs will not work in our changing social norms. We must understand what value really means; it's more than price plus quality. Value must be delivered as an emotional benefit. Research is critical."
"I think the key takeaway here is flexibility," concluded Goodman. "Business models in a recession change. There are opportunities in any economic climate, and you have to position yourself to maximize those opportunities."