May 4 Recap

- Eric reported - Ch 12 - Setting Product Strategy

- Objective for the day: be able to discuss the following:
     - Understanding Customers
     - SPADER Approach
     - 13P Model
     - 20 year personal marketing plan

      ** case assignment


- Understanding, Communicating to Customers
       - stories of true marketing errors
       ** miscommunication can be embarassing & costly

       - local application:  Napoleon brandy "nakatikim ka na ba ng kinse/" commercial
       - intention to have double meaning to get the attention of men, but women also reacted negatively.

       - useless Japanese inventions - solutions were more complicated than the problems

       - longest line game

       - establish marketing budget - the best basis is objective task

- SPADER Approach on Case Analysis - simple, orderly & complete
      
      S - Situation - fact-based; most relevant
      P - Problem - the major one
      A - Alternatives - give choices
                             - provide at least 3
                                   - status quo
                                   - aggresive
                                   - expansion
                                   - focus, etc
                            - possible realistic answers
                            - "don't give questions, give answers"
      D - Decision - choosing the best
      E - Execution - is the key
      R - Review - putting checkpoints for choices