Bloomberg the Company & Products

Bloomberg Anywhere Login

Bloomberg

Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.

Company

Financial Products

Enterprise Products

Media

Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000

Communications

Industry Products

Media Services

Follow Us

Businessweek Archives

The Key to Marketing Any Product


Whether you are marketing an existing product or introducing a new product into an existing space, you need to present the "whole product." Not just the primary product offering, but all of the secondary services and offerings that a buyer may look at when considering your offering.

Marketing the whole product is not just about creating a new gadget, technology, or service and then getting into your space, but it is about presenting everything to the buyer that is necessary to define, support, and drive them to take action.

The concept of presenting the whole product is sometimes overlooked when trying to get to market quickly or when presenting a new offering in an established space. You are well on your way to delivering the whole product to buyers if you can answer the basics to some of these questions:

Who is your primary buyer and why?

What are the top three "Why to buy?" messages that you want to deliver to the market?

What are the top three to five features you want to emphasize and why?

What is the differentiation positioning of your offering?

How does your product compete and compare against other offerings in the marketplace?

How is your company going to support the product?

What is your company’s discount structure for multiple purchases?

What is your return or cancellation policy?

Is the offering itself or the services around the offering more important?

Finally, if you were to buy this offering from a competitor, what questions would you want to have answered before you paid good money for it?

R. Dean Taylor

Vice-President for Marketing & Channel Development

COMPLETExRM

Salt Lake City


LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus