Field notes from Eightception
Long-form arguments, company teardowns and practical notes from the seam between strategy, product and go-to-market.
IFeatured post
Understand the six external forces that shape businesses: demographics, economics, politics, ecology, socio-cultural trends, and technology. Learn how these factors create opportunities and challenges, and how to adapt your strategies.
IIThe archive
Some companies will swoop into a market with radically low prices as a strategy for attracting new clients. This is called a penetration pricing strategy. We’ll explore what penetration pricing is, how it works, how it compares to other pricing strategies, when it should be used and also look at…
Price skimming means setting a high initial price for a new product, then gradually lowering it to capture more price-sensitive customers. Learn when it works and the risks to consider.
Your Idea to Market Success: The Roadmap to New Product Development Got a brilliant product idea? Understand the steps to turning it into a profitable reality. Learn about idea generation, market research, concept testing, and the critical launch phase.
The marketing funnel is a visual representation of the steps a customer takes from first finding out about a brand to conversion.
Tangible or intangible? Consumer or industrial? Core or augmented? Your product is much more than “something to sell”…
One of the key steps to grow your sales is to understand the different types of shoppers there are. With this knowledge as a base, you should then start to target them with dedicated strategies. They have differing needs and wants, and most importantly, they are coming to you with differing…
Uncover Your Brand’s Potential: Master the Fundamentals of Branding Define your brand’s true identity and resonate with the right people. This guide explores the core principles that bring clarity to your brand and create a strong foundation for success.
Many products aren’t on consumers’ radar initially – these are called unsought products. Learn effective marketing strategies specifically designed to create demand for products that people don’t realize they need.
The Profit Maximizer Discover how to optimize pricing for your entire product mix. Learn strategies for product lines, bundles, and essential add-ons.
Discover the top 10 marketing pitfalls that can sabotage your business. Learn how to recognize and correct them for greater success.
Master Your Marketing with the STP Model. Want your marketing efforts to hit the mark? The STP Model is your guide! Learn how to break down your market, laser-focus on the right customers, and create a brand image that stands out.
Crossing Borders: Navigate Cultural Differences for Global Success Expanding your business internationally? Understanding cultural differences is key! Learn how language, religion, buying habits, and more can make or break your marketing strategy in foreign markets.
The Profitability Perspective Discover pricing strategies focused on costs, target returns, and the experience curve. Learn how to ensure your pricing covers expenses and generates the desired profit.
The concept of product as a bundle of benefits is a theory which seeks to explain a product from the viewpoint of a consumer… Since marketing involves seeing everything the firm does from the viewpoint of the customer, marketers define products as a bundle of benefits.
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