John Kao Quotes About Decisions

• Every day, there are 770 million Cokes consumed, which means that there are 770 million purchasing decisions made each day regarding the product. To support those decisions, the company must constantly reinvest in its marketing links to its customers. As a result, a high level of creativity must go into everything the company does, from cause-related campaigns - Coca-Cola and its sponsorship of the Olympic Village in Atlanta, for example - to new catch phrases, commercials, marketing slogans, advertising campaigns and promotional tie-ins.

  John Kao

  Creativity, Mean, Atlanta

  Interview with Joel Kurtzman, www.strategy-business.com. October 1,1996.

• All of these creative ideas and decisions about new ways to reach the consumer can be tracked with regard to how well they are working, whether and how they are building awareness for the product, how well they motivate the consumption of the product, and so on.

  John Kao

  Ideas, Creative, Decision

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

• En una gran empresa farmacéutica, donde se trata de una gran apuesta, vas a necesitar personal financiero que participe en la toma de decisiones porque la inversión puede ascender a cientos de millones de dólares. Tendrás que elaborar escenarios. Puede que incluso necesites el acuerdo del director general para tomar ese tipo de decisión. Si se trata de una decisión incremental, de bajo coste, en una empresa orientada al marketing, puede ser un conjunto muy diferente de partes interesadas mucho más abajo en la organización.

  John Kao

  Running, Organization, Agreement

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

• Cuanto mayor es el precio, más hay que adoptar lo que yo llamo el enfoque de gestión posmoderno. Lo que quiero decir con esto es que hay que utilizarlo todo a la hora de tomar una decisión.

  John Kao

  Mean, Price Tag, Decision

  Interview with Joel Kurtzman, www.strategy-business.com. October 1, 1996.

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