Center of Gravity

We act as though these marketing assumptions are laws of nature:

• The public is a passing parade, not a standing army (so repeat your message)

• Marketing is a never-ending process, not an event

• Marketing (or its absence) reflects a client's organization-wide attitude toward its customers

• Pull interest, don't push product

• There are now 8 P's: Product (service), Positioning (key favorable difference), People (employee understanding of the need the product--and what it stands for--fills), Price, Placement (channels of distribution), Promotion, Personalization (focusing each client's full attention, capabilities and power on the interests and needs of each customer, one at a time, at the same time) and Performance

• Control the competition by forcing it to respond to each client's initiatives

• Long-term marketing success occurs when customers defend a client against its competition

• Excellent marketing communications, especially public relations, integrates with each client's organizational purposes and functions so that virtually no distinction among them can be seen, because there is none

• The microchip is the godparent of consumer impatience for instant, constant, customized satisfaction in the purchase, use and service experience

• No matter what: Find the need and fill it