Okay, so we have all learned about the 4P’s of marketing in undergrad: Product, Place, Price and Promotion. If not, you can open up one of your old marketing text books, blow off the dust and read about it there. The 6 C’s, however, is a not a concept that replaces the 4′Ps; rather, it just expands on the promotion element and provides a more granular approach to consumer marketing.
CUSTOMER
In this day and age, a company’s marketing strategy needs to be customer focused. It’s about understanding the target consumer; their wants, needs and motivations. Not as demographics, psychographics or any other graphics, but as real people. Its understanding why customers do what they do (or do),when they do it and why they do it. Such knowledge is critical in marketing since having a strong understanding of buyer behavior will help shed on what is important to the customer. It’s about focusing on the target customer first and then working back to the brand. It’s imperative that companies have mindshare before focusing on market share.
CONSISTENCY
Companies need to maintain consistency in their message; a practice called integrated marketing communications – from packaging and advertising to sales promotion and publicity. This will maintain and reinforce a brand’s personality and image in a real life context and avoid doing something brainless like changing the distinctive color of the UPS truck to orange. I am sure it’s been talked about.
CREATIVITY
Creativity is imperative to attract attention in a world cluttered with thousands of messages. Creativity means laying aside the rules, and engages in out-of-box thinking so that marketers can reach beyond logic and structure and tap into their imaginations.
• Creativity Informs: Marketing’s responsibility to inform is greatly enhanced by creativity. Creativity makes marketing more vivid, and many checkers believe vividness attracts attention, maintains interest, and stimulates consumers’ thinking.
• Creativity Persuades: The ancients Greeks created legends and myths about gods and heroes -symbols for humankind’s instinctive longings and fears – to influence human behavior and thought. Today’s marketers are doing the same thing; they are creating new myths, heroes and symbols like Ronald McDonald, the “Can You Hear Me Now” guy from Verizon, and more recently the Gecko from Geico Insurance.
• Creativity Reminds: Imagine using the same invitation, without any creativity, to remind people to try a particular product each day for a month. The invitation would become stale very quickly. Only creativity can transform boring reminders into interesting, pleasing marketing communications. Nike is proof. Several commercials in a Nike campaign never mention the company name or even spelled it out on the screen. Each communication told a story. And, the only on-screen cue identifying the sponsor was a single “swoosh” logo inscribed on the final scene.
CULTURE
All marketing communications needs cross-cultural research to be able to succeed. It’s to see things from your own perspective, assuming that everyone else in the world thinks exactly like you and should understand what is so great about your product or service. Just reading about all the mistakes made by massive corporations proves that even the most sizable and experienced marketers have made errors time and again.
One of the most famous examples is Coca Cola translating the name into Chinese without back-translating it (“bite the wax tadpole”), ultimately resulting in a horrible response from an insulted society. Marketing books are full of examples like these. As David Ogilvy, known as the Father of Advertising, states, “If you are trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think”.
COMMUNICATION
This one is basic. Consumers don’t want to be “marketed to”. Rather, they want to be “communicated with”. Good marketing communication creates value with target customers, talks in their language and tells your story. It’s about building long term, trustworthy, and profitable relationships with your customers. As Seth Godin states, it’s about reinforcing the lies that consumers tell themselves (i.e. I look much superior in these jeans from Abercrombie; they make me look sexy).
CHANGE
Marketing is not just a business function, but a process. There is a beginning, middle, but there is never an end. Marketers must constantly CHANGE as society changes. They should never be afraid to try something new. Marketing today is not what it was 2 – 5 – or even 20 years ago. Marketing needs to be an evolving process that thinks about change in the world, economy, market, consumers; as well as internal change within the organization.
CONCLUSION (not the 7th C)
So there it is; the 6 C’s of marketing – Customer, Consistency – Creativity – Culture – Communication and Change. I am sure that these will be published in every text book in the country within the next ten years and I will be a rich, well known author. Yeah right!
Offshore banking gives retirees many reasons for utilizing it as a component in their investment strategies. There are a number of reasons why choosing offshore banking could be considered as a strategic decision. Being a retiree, perhaps you just cashed in on your entire pension fund as a lump sum, or perhaps you decided to liquidate the whole of your stock investments, or even perhaps you just sold out your company as part of your retirement. Whatever reasons you have, there are many aspects that must be thought out and carefully considered.
Dome of the considerations you may want to take into account include tax and legal considerations. You will need to consider whether the service provider your are looking at fully understands all the legal and financial requirements when using offshore accounts such as the reporting requirements of the the governments where the businesses operate. In the United States in particular there are specific requirements, and the US Patriot Act requires or rather demands the certain types of information for any business operating in the United States including all fund transfers to offshore banking accounts. These are important aspects that need to be considered.
Making the Choice of the Ideal Offshore Bank and Country
Before you start any transfers, you must consider if you are choosing the offshore banking provider that is right for you. You will have to consider the country of where the offshore banking service is and their governments relationship to the US and other governments. You must also ensure that all the tax implications are fully understood and detailed out, and that the services have the capacity and depth to service your specific needs. For Americans some the best countries that provide ideal offshore banking services may include Panama and other Caribbean countries.
Many Offshore investors, offshore holding companies and offshore financiers have found these small countries to be ideal for worldwide corporate bases and offshore banking services. This in addition to being stable and viable offshore incorporation of offshore companies, offshore trusts and offshore foundations. This would be evident from the number of such institutions that have set up shop and the number and quality of clients that they have.
The next consideration you will need to take up is finding fiduciary services that will be able to provide you with trusted service. It is critical that when you are transferring funds to your offshore account(s) that there is someone that you can trust and rely on to handle and invest your funds. This is so important that virtually all International corporate offshore consultants or consulting institutions make it their priority to be very diligent in handling such matters.
Good offshore service institutions provide professional administration of the offshore company legal affairs and formation which are connected with your offshore banking, continuously. The personnel in these firms should be very business savvy, technically skilled, knowledgeable and more importantly discreet since they will be assisting you to represent huge sums of of money and their character, integrity and work ethic should stand to reflect it.
Conclusion
In offshore banking, finding the right offshore service(s) that will allow you achieve your objectives at a reasonable cost and within the shortest possible time frame is paramount and should be considered with the utmost importance. Considering that the stock markets are continuously changing, the way that your offshore banking is handled must be in the best order, if not perfect.
The bottom line is for you to find an offshore services firm that can service your needs and, has your interests and objectives at heart since it is your retirement benefits you are most likely to use. If you are able to find this type of institution then you can rest assured that your offshore account will grow successfully and will provide your needs well into the twilight of your life.
