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|English to English translations [PRO]|
Bus/Financial - Human Resources / High potentials, rising stars
|English term or phrase: upstream-marketing|
|The candidate's *** upstream-marketing *** skills were poor to nonexistent. The company's market share declined precipitously, and three years later the CEO was out on his ear.|
Can you please explain the meaning of "upstream-marketing"? TIA
|English translation:the strategic process of identifying and fulfilling consumer needs|
Essentially, downstream marketing is the APPLICATION of "traditional marketing" for EXISTING BRANDS/PRODUCTS using traditional media and traditional marketing activities (advertising, promotion, PR, etc.)
Upstream marketing refers to the strategic process of identifying and fulfilling consumer needs. It is done very early in the product development cycle (hence the term), and it requires the marketer to embrace the end-user and develop not only products but also the accompanying marketing approaches that can be customized to these strategic segments.
Author Ram Charan provides an excellent definition of upstream and downstream marketing in his book Profitable Growth Is Everone's Business.
BusinessWeek Online provides an excerpt at:
Selected response from:
Local time: 07:38
|Right, my sentence is drawn from a Ram Charan's article on HBR. I found the explanation on http://www.randomhouse.com/crown/catalog/display.pperl?isbn=9781400051526&view=excerpt: "Upstream marketing, on the other hand, takes place at a much earlier stage by identifying and precisely defining which customer segments to focus on. It analyzes how the end-user uses the product or service and what competitive advantage will be required to win the customer and at what price points."|
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