Seminars and TeachingVideo |
DO YOU KNOW...
Get the answer!"It's very hard to establish distribution in retail if the retailers know the products are sold on television. It's a whole different marketing model," said Larry Steven Londre, president of Londre Marketing Consultants, LLC. "Retail is retail and direct is direct." Londre cites a letter that Home Depot sent to their suppliers in 1999 asking them not to sell directly to consumers or risk having their products pulled from the shelves. "A company that sells directly to consumers becomes a competitor, not a supplier." Looking forward to 2008, Londre predicts tough times for direct marketers. "Media costs are going to be more expensive with the Olympics and the elections," Londre said. — Los Angeles Business Journal Give people a taste of Coke, and tell them its Coke. Then give them another taste of Coke, but tell them its Pepsi. Ask them which they prefer. They'll think the two drinks are quite different. They are images you are tasting. — Larry Steven Londre, with input from David Ogilvy "The traditional ways of seeking competitive advantage are redundant and ...the company's future lies with the ability to analyze the very considerable volumes of data it amasses about itself." — The Financial Times "Obstacles are things an entrepreneur sees when he takes his eyes off the sales goal." — Larry Steven Londre '07 The group project has been such a great experience. I'm really learning a lot about marketing, advertising and the advertising process. I love your class. — Maxine Perkins, student "Problems are the price of progress. Don't bring me anything but trouble. Good news weakens me." — Charles F. Kettering |