- Menu of Tutorials

Now, what do you want to do?


I WANT TO:	WHAT YOU NEED TO KNOW:

Know What Marketing is About	Overview of Marketing Analysis

Segment My Market	First Read: What Do Customers Really Buy? How Customers Make Tradeoffs and Why They're Important Then read: How to Segment Markets Customer Segment Descriptors: Hone Your Strategy and Target Your Tactics

Understand Customers' Perceptions of the Market	Snakeplots: A Tool For Understanding Customer Perceptions What Customer Biases Should I Know About?

Better Understand Competition and My Company	How to Predict Competitive Reactions Does Every Company Have Competition? Is Competition a Good Thing for Your Company? Why You Need to Understand Barriers to Entry Testing Robustness: Is Your Foolproof Marketing Plan Really Foolproof? The Dangers of Synergy for Synergy's Sake


Learn About Targeting	Coverage Patterns: Deciding Which and How Many Customer Segments to Target Choosing Customer Segments to Target

Position My Product/Business	Positioning Statement: The Foundation for the Entire Marketing Effort What Do I Stand For?: Deterimining a Brand Platform

Think More Broadly About What I Sell	How to Get Your New Technology Quickly Adopted Do You Really Understand What You Are Selling? Getting New Product Ideas from Your Customers How Do You Increase Value? How to Sell Using "Hope"

Know More About Branding	Branding Basics What are Brand Extensions? Getting People to Like Your Brand How to Create a New Brand Name Brand Metrics How to Manage a Brand Portfolio

Know More About Advertising and Promotion	The Important Difference Between Advertising and Promotion The Hierarchy of Communication Effects: A Guide for Making Your Ads Work Does Advertising Lead to Higher Sales? Does Advertising Eve Work? Setting the Wrong Product Expectations in Advertising can Lead to Disaster! Rumor Has It That Word-of-Mouth Can Be Dangerous How to Conduct a Brainstorming Session

Know More About Email and Web Marketing	ROI for Newsletters - The Real Story How to Take the Junk out of Junk Mail The Psychology of Conversion I Heard It Through the Grapevine: How to Create Word of Mouth Marketing


Know More About Public Relations	How to Target Your Public Relations Toward the Press Is Bad Press a Good Thing for a Brand? How to Pitch an Idea

Attract Attention and Make My Communications Memorable	Attention Basics: Getting Your Web Site to Stand Out What Attracts and Sustains Attention Attracting Attention: Making Your Web Site Easy to Process How to Make a Web Site Memorable Dimensions of Color: When Seeing Red Isn't a Bad Thing Increase Sales with Color, Sound, Taste, Smell and Touch Laughing All the Way to the Bank?

Get Better at Providing Customer Service	The Usually Forgotten Basics of Good Service The Many Dimensions of Service Quality How to Perfect Your Service

Price My Product or Service	Five Things to Think About When Pricing Your Product Profitable Strategies For Presenting Products with Multiple Options The EVC Method: How to Price a Product from the Customer's Perspective

Relationship Marketing	How to Make Your Customers Become Dependent on You How Do I Love Thee? Building a B2B Relationship To Last a Lifetime A Match Made in Heaven: Make Your Business Relationships Last

Know More About Channels of Distribution	How to Design Targeted Distribution Channels Making the Most of Your Distribution Channel Gaining a Better Understanding of Internet Distribution Channels

Know More About Marketing Research	Uncovering Customers' Real Motivations How to Determine the Size of Your Market - Part 1 How to Determine the Size of Your Market - Part 2 What is Your Customer Really Worth? - A Calculator What is Your Newsletter ROI? - A Calculator Why Great Taste Beats Less Filling - The Laddering Technique The Basics of Questionnaire Design Techniques for Identifying What Customers Want How to Generate Effective New Product Ideas Conjoint Analysis: A Simple Way to Discover How Customers Make Product Choices Focus Groups, Schmocus Groups? "Usability" for Better Customer Relationships

Data and Analysis	Make Your Data More Valuable

Forecasting	The Crystal Ball: Understanding the Future of Your Market Hitchhiker's Guide to Forecasting

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