29. If it does not
sell, it is not
creative
- David Ogilvy
30. If it does not
sell, it is not
creative
- David Ogilvy4. Expense
31. If it does not
sell, it is not
creative
- David Ogilvy
No marketing this year,
no topline revenue this
year. No top line revenue
this year, no bottom line
profit this year. No bottom
line profit this year, no top
line revenue next year
- Jack Welch
37. NWE
Needs Basic, Acceptable, Non-
Motivating
Wants Motivating,
Differentiating
Expectations Wants that are INTANGIBLE
or not part of the PHYSICAL
ASPECT of the Product
39. BIDA
Barriers Anything that prevents your
customer from Buying
Irritants Anything that causes
discomforts to customer
Disappointments Failure of expectations to
manifest
Annoyances An unpleasant mental state,
characterized by irritation and
distraction
40. Form a group. Select
one company among
the members of your
group. Discuss the
NWE and BIDA of the
company’s customers.