Monthly Archives: July 2012

1977 Apple Marketing Philosophy

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In 1977 Mark Markkula wrote a one page marketing and strategy position statement for Apple Computers. It was written as part of the company incorporation on January 3, 1977.

Apple was less than a year old and had only released the hobbyist Apple I. It was yet to really make an impact. Mark Markkula wrote:

The Apple Marketing Philosophy

1. Empathy

We will truly understand their needs better than any other company.

2. Focus

In order to do a good job of those things we decide to do we must eliminate all other unimportant opportunities.

3. Impute

People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be percieved as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

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8 Factors of Low Price Sensitivity

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How sensitive to price are your customers? Should you make that price cut to keep up with new entrants to the market?

Whilst this is obviously a complex issue, there are a number of factors to search for in your customer base that may indicate they are less worried about the price of your goods or service than you think:

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Vinomofo: Marketing Ownership Change

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When a successful startup gets bought out how can you go about marketing ownership change so that the “sellout” label is avoided? By embracing it Vinomofo style!

Vinomofo, a daily wine deals startup from Adelaide was in this situation recently. They were bought out by a larger fish, Catchoftheday (COTD). It’s a great success story, something the founders can be very proud of. To give some context, I have taken some quotes from an AFR article that helps paint the scene:

They started out five years ago, driving a van around South Australia’s wine regions and filming their tasting experiences. That led to an award-winning online forum, qwoff.

They needed to come up with an idea to commercialise their work, and a wine daily deals concept was born:

When Mr Dry, 34, came up with the idea of an online daily deals site in early 2011, Mr Eikmeier was initially doubtful. Continue reading →

Best-Worst Survey in Qualtrics

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Can you do best-worst surveys in Qualtrics?

Not natively, but you can use existing question formats to achieve the same result.

How to do a Best-Worst Survey in Qualtrics

Option 1: Side by Side

This option gives the closest look and feel of a best-worst matrix, but has the negatives of repeated headers, and a non uniform screen width across the questions.

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