24
Jan
2012

2011 წელს მარკეტერების მიერ გაკეთებული ყველაზე ცნობილი გამონათქვამები

24 Jan 2012

2011 წელს მარკეტერების მიერ გაკეთებული ყველაზე ცნობილი გამონათქვამები.

pasha-statiebi
pasha-statiebi

ნაიჯელ გილბერტი – მარკეტინგის დირექტორი, Virgin Media

“განვიხილავდი გადაწყვეტილებას სააგენტოს ინტეგრირების შესახებ. ჩვენ არ გვჭირდება ინტეგრირებული სააგენტო, ჩვენ თავად გავაკეთებთ ამას.”

დერილ ფილდინგი – მარკეტინგის ვიცე-პრეზიდენტი Europe, Kraft Foods

“არავინ იღებს ასეთ გადაწყვეტილებას ახირების გამო. თუმცა, ჩვენ უნდა დავაყენოთ წინ გრანდიოზული იდეა. ეს ძალიან მტკივნეულია ყოველ ეტაპზე, განსაკუთრებით, როცა საქმე გლობალურია და 30 სააგენტოსთან გიწევს ურთიერთობის ცვლილება.”

უილი უელში – გენერალური დირექტორი, British Airways (საუბრობს ეკონომიკური სირთულეების მიმართ პოზიტიურ მიდგომაზე)

“უნდა შევინარჩუნოთ ოპტიმიზმი და გვახსოვდეს, რომ ყოველი შიშის მიღმა იმალება შესაძლებლობა – უბრალოდ, უნდა მოძებნო. დიდ ბრიტანეთში ყველა გავაგრძელებთ შიშისა და ტერორის დანახვას მანამ, სანამ ნეგატიურად შევხედავთ სიტუაციას”.

ტეს ალპსი – Thinkbox-ის დირექტორი (ღია წერილით მიმართა Google-ის ხელმძღვანელს, ერიკ შმიდტს)

“Google-მა ხშირად განიცადა მარცხი სატელევიზიო ინდუსტრიასთან სწორად თანამშრომლობაში სანამ თავად არ შექმნა მისი ალტერნატივა Google TV-ის სახით. ვფიქრობ, მარტო ხართ ამ განვითარებაში.”

ჯონათან მილდენჰოლი – კოკა-კოლას გლობალური მარკეტინგული სტრატეგიის ვიცე-პრეზიდენტი (სლოგან “Open Happiness”-ის შესახებ)

“სააგენტომ მთხოვა, გამეხსნა კოკა-კოლას ბოთლი და აღმეწერა, რა გავაკეთე ამ ქმედებით. რა არის Coke-ის მთავარი ფასეულობა? ბედნიერება! და რა გავაკეთე მე? გავხსენი ბოთლი. ზოგჯერ, სრულიად მარტივ ჭეშმარიტებამდე რა ძვირი ფასის გადახდის შემდეგ მიდიხარ…”

სერ ტერი ლეჰი – Tesco, ყოფილი დირექტორი

“თავი უნდა დააღწიო გიჟის ხალათს, რომელიც თანდათან ეხვევა გარს შენს ორგანიზაციას, შეხედულებებს – როგორ ხედავ შენს თავს, სამყაროს, ბიზნესს, მომხმარებლებს. შენ შემოსაზღვრული ხარ ჩვევებით, ბიუჯეტით, შედარებებით (გასულ წელთან, გასულ თვესთან, გასულ კვირასთან), ჩანიშნული შეხვედრებით. ამ ყოველივეს შეუძლია შეუმჩნევლად გაგხადოს უუნარო – შექმნა რაღაც ახალი და სასარგებლო. აუცილებელია, რომ შეხედო სუფთა გონებით საკუთარ თავს, მომხმარებლებსა და შესაძლებლობებს.”

შერილ სენდბერგი – Facebook, ოპერაციული დირექტორი (ლონდონის ეკონომიკის სკოლაში გამოსვლისას)

“ჩვენ შეგვიძლია ვიხსნათ ადამიანების სიცოცხლე, შევცვალოთ ინდუსტრიები იმავე ტექნოლოგიით, რა მარტივადაც ვუგზავნით “poke”-ს ფეისბუკზე.”

 

სერ რიჩარდ ბრენსონი – Virgin Group, დამფუძნებელი (სანამ Virgin შეიძენდა Northern Rock-ს)

“ბანკებმა ლამის გაანადგურეს ფინანსური სამყარო, როგორსაც ვიცნობდით საზოგადოება ითხოვს ნამდვილად კარგ, გულწრფელ ბრენდს ამ სექტორში”.

ენტონი აირსონი – Ford of Britain, მარკეტინგის დირექტორი

“მე არ ვარ მარკეტინგში ჯილდოების მოსაგებად. ამ საქმით დაკავების ერთადერთი მიზეზია, გაზარდო Ford-ის “წონა” ბაზარზე, რაც, საბოლოო ჯამში, გაზრდის გაყიდვებს.”

ნიკ ფელი – SABMiller, მარკეტინგის დირექტორი (შეფასების აუცილებლობაზე)

“გაზომვა და შეფასება აუცილებელია, სხვა შემთხვევაში ჩათვალეთ, რომ უპასუხისმგებლოდ იქცევით. ჩვენ ეს ფული საზოგადოების გასართობად არ მოგვეცა. ის გვაქვს ძლიერი ბიზნესის ასაშენებლად, რაც მოუტანს უფრო მეტ შემოსავალს მფლობელებს, აისახება პენსიებზე, გაამსუყებს სახელმწიფო ბიუჯეტს  და თანამშრომელს უფრო უფრო დაცულ გარემოს შეუქმნის.”

 



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