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instead doing what he wants with some agenda he probably believes is God's will. Do what you can and then jump ship because you'll never be happy, revenue will slowly dwindle along with the Marketing budget until you can barely afford to sit at your cubicle, let alone pay for a shitty ad in a shitty paper somewhere.

4. Segmentation - In spite of the abundance in resources and consulting services aimed at researching the consumers base, segmentation is still done intuitively at least at small-business level. Large companies might have whole departments assigned to work on segmentation research and strategy, and still not be fully failure-proof.

REPLY : Nothing is failure proof, but that doesn't mean segmentation hasn't worked, or made things better that they would have been without it. I'm a bit confused - what is the misconception here? That segmentation is done intuitively? To a certain degree there has to be intuition, otherwise all you are left with is maths. Unfortunately consumer wants can not be defined as constants and so formulas are never going to work... entirely. This is why you do research and surveys, or even better, have every employee connecting with your customers so that you are in the best position with the most reliable information to segment in the first place.

5. Marketing for the sake of it - This is an attitude I have met in too many occasions not to mention it. People (and again, small-business owners are the usual culprits) do marketing because everyone else does it, because they heard they should do it, because it is a fashionable thing to do.

REPLY : Oh yes, every small business owner wants to spend money on useless and ineffective advertisements. If the people advising them about Marketing knew enough to say say, "Don't place the ad in the same place as you competitor because ...." I can guarantee you that the small business owner would not place the ad. The important part is the "because..." followed by "The better solution is..."As long as you provide a solution, which you should be able to do because you are a Marketing Guru, not some person masquerading as a Marketing person who in fact doesn't know much outside what you read in another person's blog and the Marketing 101 exercise book you have from your university degree in something else - probably Creative Writing or Physiotherapy.

That's my thoughts for what it's worth. I have more of them at my blog site www.osuchamarketingblog.blogsp ot.com but I'm sure I'm probably not meant to mention that here and it will be deleted before the message goes live.

Learn more about this author, Paul Osuch.
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