Episodes
Tuesday Sep 07, 2021
Tuesday Sep 07, 2021
UWP Professor George reviews the book How to Be a Rainmaker: The Rules for Getting and Keeping Customers and Clients.
Thursday Jun 24, 2021
Thursday Jun 24, 2021
Professor George discusses positioning and the failure of Coca-Cola Energy due to positioning issues.
Monday Apr 26, 2021
Monday Apr 26, 2021
Professor George presents how to build competitive advantage through marketing research. Topics covered are types of marketing research; the value of quantitative, qualitative and digital marketing research; secondary and primary marketing research; the marketing research process; and tips for successful marketing research to build competitive advantage.
Friday Apr 23, 2021
Friday Feb 05, 2021
Friday Feb 05, 2021
Professor George covers his outlook for 2021. A slowly improving business environment will create opportunities.
Friday Jan 29, 2021
Wednesday Sep 16, 2020
Wednesday Sep 16, 2020
Professor George outlines how to flex your selling style to adapt to different customers to increase communication effectiveness.
Wednesday Sep 02, 2020
Wednesday Sep 02, 2020
The value equation for customers is the product/service, the company and the salesperson (you!). To be successful, you need to figure out what is important and creates value for the customer. Depending on your business, these 3 aspects of the value equation will vary. For example, Apple has a great product, is a valued brand with a positive company image and the Apple salespeople are very good.
Wednesday Aug 19, 2020
Wednesday Aug 19, 2020
Funnel strategies are a valuable tool in marketing promotion. First, identify a target customer. The top of the funnel is the awareness of the target customer. The funnel then narrows as customers become interested, desire and then take action on the promotion resulting in a purchase. This podcast discusses how to use the funnel strategy to improve the marketing results and return-on-investment.
Thursday May 07, 2020
Thursday May 07, 2020
Professor George covers the concept of developing your product/service offering to enhance value to the customer. Customers buy on price because they perceive no difference in value. Marketing's job is to create value. Topics include how to overcome price objections, successful product strategy examples and target customer evaluation of value.