2014 to Present

Actionable Market Insights Are Critical in Making Changes in the Home Service Industry

By Kelsey Shaun, M.Sc., MCInst.M

Guided by the theory which I learnt from my previous employer TBWA, an International Advertising Agency, actionable insights rest in the disconnections between companies (service providers) and consumers. To identify insights, I collected and analyzed crucial data and found 58% of urban 4-2-1 structure families in the province were craving for nannies. The 4-2-1 family structure is a result of China's one-child policy since 1979, where almost every couple reaching their 30s or 40s has to take care of one child and four older parents. This is a huge burden with a lot of unsolved problems, but actually creates a big growing market for home service companies.

By James R. ‘Doc’ Halliday MBA., FCIinst.M., RPM., CMC
Business Improvement Advocate - Strategic Imagineer

Today, a team orientation is essential to organizational structure planning and strategy. Calling a group of people a ‘team’, does not make it so. Much has been written about how to create team spirit. But, it’s more than words of encouragement. Genuine leaders must walk the walk and talk the talk.

Email marketing the untapped potential

By Nader Sadek, MBA, CTDP, MCInst.M, PMI

We all receive emails daily; sometimes we might be eager to click, open and read while majority of times might just transfer directly to the junk folder!
Nowadays, with the high technology tools, fast pace and time constraint consumers’ expectations and needs are higher than ever. In this essence, they expect a holistic and individualized approach from the corporations and products they deal with, through every stage of their business. On the other hand, companies are utilizing the targeted direct to customer emails, which is considered a trending marketing tool across several industries. Consequently, the more those consumers feel satisfied with email messaging and its value proposition, the more likely they are to engage and optimistically purchase.

Positioning and Re-positioning

By Dr. Ranjan Madanayake, DBA, MBA, MCInstM, RPM, MIM (SL), MSLIM, FCPM, CPM

The heart of marketing as we know is positioning. Kotler (2013) asserts that Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. As a result of effective positioning, certain brands associate with certain words present in the mind.

Are Marketers Ready for Gen Y?

By Lubaina Galely, MCInst.M., RPM, DipM, MBA, PMP, CPM, PCS, MHP, HIA, ACG,

Do you remember the time when marketing seemed simpler and easier to achieve? Most large organizations had big budgets and somewhat finite number of options to select from – I am referring to the time when television, radio and newspaper/magazine advertisements were effective. There were ad agencies that marketers would often work with, and the advertisement was usually repeated for a set number of times to have the retention effect.

Then came social media, which was immensely popular with youth, and this sparked the growth in online advertising. Now, with twitter, blogs and the enormous appetite and consumer expectation for new content, the repetition of advertisements seems passé. No longer can marketers now focus on plans which are often set and approved a few months in advance.

A Public Private Partnership (PPP) through inclusive marketing that supports women empowerment and conservation of Bangladesh

By Mahmud Hossain (MBA, CPM), MCInst.M

Private Sector Engagement and Livelihood Program Manager 
Winrock International

Natural disasters, climate change, poverty, subsistence are all in one basket for many rural areas of Bangladesh. Rural women have the most vulnerable and disadvantaged situation. Families living in the coastal areas are chasing their survival every day to bring subsistence to their family.

Winrock International, under their United States Agency for International Development  (USAID)- funded Climate Resilient Ecosystems and Livelihoods (CREL) project, works with PPP approaches to more equitably engage natural resource dependent people in market opportunities.

Integral ingredients to becoming a leader

By James R. ‘Doc’ Halliday MBA., FCIinst.M., RPM., CMC
Business Improvement Advocate - Strategic Imagineer

“When people talk, listen completely. Most people never listen.” - Ernest Hemingway - Listening is the foundation of any good relationship. Great leaders listen to what their customers and prospects want and need, and they listen to the challenges those customers face. They listen to colleagues and are open to new ideas. They listen to shareholders, investors, and competitors. 

“Storytelling is the most powerful way to put ideas into the world today.” -Robert McAfee Brown - After listening, leaders need to tell great stories to sell their products, but more important, to sell their ideas. Storytelling is what captivates people and drives them to take action. Whether you’re telling a story to one prospect over lunch, a boardroom full of people, or thousands of people through an online video - storytelling wins customers.

From newbie to novice

By Wayne Shillum, MCInst.M
WES Marketing

In 2011, I left the world of traditional sales and marketing in my manufacturing business and entered the world of social media and online marketing. I began writing my books on sales and marketing.

In the beginning I was a true newbie in every sense of the word. I was a follower and easy prey for those waiting for my entry into their world. It has been a challenging experience and one of indecision and confusion. It was a journey of hopes and dreams, failures and despair. This experience was my entry fee to online marketing.

Stones, Caves and Smoke - Steve, Pablo and Mark

By Eric Doubt, MCInst.M
Communication Associates

When the most modern artistic communicator, Pablo Picasso, first saw the famous primitive cave art in the Lascaux Cave in southwestern France, he exclaimed: “We have learned nothing in 20,000 years.” Not even with Adobe as the Illustrator.

Messaging ideas on walls can be traced back 40,000 years to the oldest cave paintings discovered in Indonesia. They were created by Homo Sapiens, who have extended the concept to diverse canvases and forms, from signs, billboards, graffiti art, and the TV screen, to today’s ubiquitous, mobile digital surfaces. 

By Emmanuel Martel, MCInst.M., RPM
Digital Analytics Specialist

The purpose of this article is to show how a marketing model can expedite the evaluation of social media efforts. This article speaks to two problematic approaches in the assessment of such efforts. A first approach consists of looking at a few basic metrics (e.g. # of followers). Such metrics, commonly available, offer a quick and simple approach. However, it provides few clues on how to improve or optimize social media efforts. In addition, it gives little or no context for determining the success of such efforts. A second approach consists of looking at a confusing morass of metrics which end up giving very few insights, if any. Even worse, each one of these metrics can be the starting point of a particular analysis, thereby leaving marketers with many paths to explore. In such cases, it is easy to get lost, or be inefficient about assessing the success of social media efforts.

The need for greater accountability

By Prasanna Perera, F.C.I.M. (UK), FCInst.M., M.S.L.I.M.,
Marketing and Management Consultant, Chartered Marketer—CIM (UK)

he common complaint against marketers is that they are not accountable for their expenditure and do not pay attention to this aspect. Hence, in this brief article I will endeavour to address the issue and offer advice to both marketers and non-marketers.

He, she and, the two birds

By Dr. Abdul Hamad, MCInst.M
Consultant Health and Rehabilitation Care

A short story
In a beautiful garden in a beautiful area in the Eastern Asia, she was leaning on a tree. At the same time and on the other side there was a gentleman sitting alone on a wooden bench. 

An exciting and attracting event occurred. One bird with a worm in his beak landed at a nest and fed another bird. The surprise was - the bird in the nest was sick and unable to fly due to its broken wing, which made it a warm and passionate moment. 

The gentleman and the girl both saw what happened; they looked at each other and smiled. 
What made it fabulous was that the gentleman was a retired man from Europe, while the girl was around 10 years old and she was born in the Far East and knew only her mother language. Nevertheless, they understood what happened and communicated to each other successfully by a smile.

Sponsorships – How to get the most benefits

By Prasanna Perera, MCInst.M
Marketing and Management Consultant, Chartered Marketer (CIM UK)

In the world of business, many requests are received to grant sponsorships. Various events are promoted as ideal opportunities for sponsorship. Hence, the challenge to marketers is two-fold; to select the correct event for sponsorship and to maximise the benefits of same.

How to Improve the Stickiness of a Website

By Emmanuel Martel, MCInst.M., RPM
Digital Analytics Specialist

The purpose of this article is to outline a few strategies to turn the home page of a website into a portal that entices visitors to go deeper into the site. This refers to the stickiness of a site.

Just my two bits… visionary - synergists

By Ron (Doc) Halliday, MBA, FCInst.M., RPM, CMC
Strategic Imagineer & Business Improvement Advocate

As anybody who has been through a team-building exercise would know, what tends to happen is that most attempts to work with teams work on the noticeable signs of team dysfunction. They don't work with the root causes. For example, trust is one of the things that we see teams working on quite a lot, but distrust doesn't just pop up from nowhere. It's got a root cause somewhere or other. It's the same thing with communication problems. A company doesn't have communication problems because people have suddenly become poor communicators. There's a reason why someone is sitting in the corner with his or her arms crossed or refuses to share. At the root of all team dysfunction, is one core dynamic. That dynamic involves the three natural styles in which we all operate.

Register for eTail Canada May 11 to 14

“What I think is great about [eTail Canada] is that big players respect this conference, and big names from Canadian retailers attend. There were great speakers and great networking. It was the best eTail I have attended. eCommerce is touching more industries than it did before… It’s exciting for Canada-- brands need to know you have to be in in eCommerce if you want to succeed in Canada. “ - Josh Johnston, Director, Customer Experience,

Canadian Institute of Marketing establishes Bureaus to improve member services

Canadian Institute of Marketing "Bureaus" are knowledge exchange places where members can build their networks, hone skills and influence change. They are pages on the Institute's website where members can create virtual special interest spaces to enhance and protect their professional marketer credentials by getting involved in the affairs of the Canadian Institute of Marketing. Bureaus may include regional alignments, market sector interests, cultural sectors and so on, but all are accessible for any member no matter where located on the planet.

34th Annual Meeting

The Old Mill
June 13, 2015

Enjoy the ambiance of the Old Mill and meet with professional marketers who are taking the time to build our Institute. Our mission for the remainder of 2015 and 2016 is about growth. We have an accreditation program for forging strong relationships with Canadian colleges and universities to encourage student membership and ensure strong academic programs that deliver the academic requirements for membership. We have a structure and organization based on a new bylaw to guide our actions. We have a program of continuous professional development through the Certificate of Registration and the Registered Professional Marketer designation. And, we have strategic partnerships that build our credentials in industry and academia. Now we need to build our profile with governments. The tasks ahead are formidable. You can make a difference on June 13 by sending your proxy to participate in the business meetings, or attending, if you are visiting Toronto or residing in the Greater Toronto Area.

New International Member Category - ICInst.M

The Canadian Institute of Marketing received its Certificate of Continuance in July, 2014. To secure the documentation from Industry Canada, the Canadian Institute of Marketing adopted the model bylaw provided by Industry Canada and updated the Institute's bylaw. Included in the update is a new membership category - International Associate.

C of R Study Guide updated

The Study Guide for challenging the oral and written exams for the Certificate of Registration and privilege to use the post nominal RPM (Registered Professional Marketer) has been updated.

Institute members reaching out to internationally-trained marketers

By Eric Doubt, MCInst.M
Communication Associates

Canadian Institute of Marketing members support people who are developing careers in marketing. There are several outreach and strategic partnership opportunities for members to get involved and help build a culture of professionalism in marketing. Registered Professional Marketers are bound by a mandate of continuous professional development in their Certificate of Registration. There are many ways to accumulate the points required for renewal of the certificate. One way is to reach out and help internationally-trained marketers.

New members of the Canadian Institute of Marketing

Book Review - Contemporary Marketing, Fourth Canadian Edition

By Taiwo Soetan, MCInst.M
School of Business & Applied Arts
Red River College of Applied Arts, Science and Technology

Tai Soetan, MCInst.M, Vice Chair of the Canadian Institute of marketing was acknowledged as one of the reviewers of Contemporary Marketing, Fourth Canadian Edition authored by Boone, Kurtz, Mackenzie and Snow in the preface section on page xxvii of the textbook.

Cheeze! No more Cash Cow for the Canadian dairy industry

The term “Cash Cow”, largely used in business portfolio management, was initially introduced by Boston Consulting Group. The term was probably derived from the dairy farms where “milch cow” was kept for its steady milk supply. The same role is being played by the Cheese for Canadian Dairy industry, but after the implementation of the Economic & Trade Agreement with European Union (CETA) business scenario will not be the same. The European dairy industry already has a significant presence in Canadian markets, and have been given deeper access through this agreement.

Evolving from IQ to EQ to CQ in Recruitment

Have you ever been confused or discouraged when you’ve discovered that a new hire isn’t fitting in, is not performing as expected or is not who you thought they were? What happened? Their resume showed they had the IQ and technical skills. They displayed the emotional intelligence (EQ) we were testing for in the interview. Where did they fall off the rails?

Communication in Prospecting

Many people do not give the area of communication much thought in their day-to-day lives, so it is very understandable why its importance is often overlooked in the prospecting part of marketing/sales.

We have three levels of communicating available. Studies show that 100% of successful communicating is made up of all three of these areas. This article will list them in order of how most people place their importance and use them when they convey their messages to one another. This article will also indicate by percentage how these studies view their effectiveness.

Volunteer – it’s human to be good

Over the course of your career you have probably volunteered. More than 45% of Canadians have and Canada ranks #8 in the world for time given to volunteering and money donated to non-profits. That’s a big investment in non-profitable activity. What’s the personal ROI from volunteering?

Register for eTail Canada May 11 to 14

Launched in 1999, eTail is the premiere multi-channel retail conference dedicated to supporting the growth of the retail industry through high-level networking and extensive thought leadership. eTail Canada was launched as part of the eTail Conference series to speak to the unique challenges facing Canadian retailers and US retailers looking to expand into this market. The Canadian Institute of Marketing is a sponsor of the conference.

New members of the Canadian Institute of Marketing

Mohawk College wins first place Gold at the 2015 Vanier College BDC Case Challenge

The 10th annual 2015 Vanier College BDC Case Challenge on February 7 and 8 was won by Mohawk College represented by students Matt Brown, Alex Hurley and Scott Merwin and their coaches Drew McTear, Mark Valvasori and Deborah Weston. Mohawk College from Hamilton, Ontario, is the only college to have won first place gold three times in the ten years of the competition.

Cégep régional de Lanaudière à Joliette won silver and George Brown College, bronze.

International student seeking summer internship – Claudio Keller

Claudio Gerhard Keller (20) is a German-born 2nd-year Bachelor of Science in Business Administration student at the International University of Monaco looking for an international internship for a 3-month period during the summer of 2015.

Lessons learned from 40 years in corporate and agency marketing

The most significant lessons I have learned from my 40-year career in corporate and agency marketing are that sustainable results  cannot be attained unless: business leadership is passionate about continual improvement that is embraced and lived by a motivated workforce; and employees who are well-trained and rewarded for achieving excellence.

Canadian Institute of Marketing partners with The Strategy Institute to sponsor Customer Experience Strategies Summit in Toronto

The Canadian Institute of Marketing is partnering with The Strategy Institute to sponsor the Customer Experience Strategies Summit in Toronto.

Implementing your idea(s) to business

Believe in your business idea to make it a reality. Adopting the attitude of positive thinking is key to success in everything we do. To live a creative life, we must lose our fear of being wrong. So how do we implement ideas into a business?

Marketing and Sales – different departments – combined efforts

When the word prospecting is mentioned in general conversation many immediately think of the act of panning for gold.  We see a person hunched over at the river’s edge washing away the debris to find glittering pieces. When the word prospecting is mentioned while discussing marketing or sales, some marketers think of making countless telephone calls, knocking on doors, and sending large quantities of mailers. Here too we are searching for the glittering pieces of gold

Companion member Prof. Chawla’s Golden Year of CIM Membership

CIM Companion member Prof. Subash Chawla has completed 50 years of membership at Chartered Institute of Marketing (CIM),UK. Prof. Chawla, MCInst.M., is an Honorary Member of the Canadian Institute of Marketing.

Halton Hills businesses team with local non-profits to provide aid

As an example of synergistic partnerships between business and philanthropy, Eric Doubt, MCInst.M of Communication Associates (a Halton Hills marketing and communications firm) and Canadian Institute of marketing council member, has teamed with local non- profits.

New members of the Canadian Institute of Marketing

As of January 30, 2015.

Greentailing (A new revolution in retailing)

The planet is at stake. In the recent past, we have experienced natural disasters like never before (i.e. earthquakes in New Zealand, China and the deadly tsunami in the Northeast of Japan). Even in Sri Lanka, weather patterns have changed dramatically, with un-seasonal heavy rainfall and rising temperatures, coupled with cold spells.
What is Greentailing?
Greentailing not only involves contributing to saving the environment, but places “conscience retailing” at the forefront of all business activities.

Re-positioning Competition

The heart of marketing, as we know is positioning. Kotler (2013) asserts that positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. As a result of effective positioning certain brands associate with certain words present in the human mind. In the automobile sector for example:
  • Safety is associated with Volvo – safest car to drive
  • Prestige is associated with Benz – prestigious car to own
  • Driving is associated with BMW – sheer driving pleasure
The value propositions that have distinctive positioning as seen from above perform well above their counterparts.

Planning and Strategizing - Simplified

Strategizing and planning are flip sides of the same coin. Simplified, Planning is the book and strategy the contents.
Hence, strategy is a MUST for any organization (big or small) to provide a clear long path for now and the future. This strategy directs the decision makers to make the right decisions. Strategy is a problem solver.

Members Survey 2014

Did you take a little time to help the Institute a lot?

Council of the Canadian Institute of Marketing distributed a members survey on December 27 through Survey Monkey. The survey is designed to gauge the activities of the Institute and to determine the level of interest in creating dedicate bureaus to connect members with similar career/specialization interests. The survey will be closed on January 7. There is still a little time for you to help a lot. The link follows.

New members of the Canadian Institute of Marketing

On December 15, Eric Doubt, MCInst.M, Councilor (left) and John Jackson, MCInst.M., Chair of the Canadian Institute of Marketing (centre) welcomed the latest cohort of new members who joined the Institute following completion of their ACCES Sales and Marketing Connections program in Mississauga.

Strategy Institute Customer Experience Strategies Summit March 2015

The 4th Annual Customer Experience Strategies Summit being held at The Westin Harbour Castle Toronto features customer service innovators at top organizations across North America and the globe. Filled with practical implementation insights, this event provides decision-makers with essential CX tools to exceed customer/client expectations and unlock hidden revenues. In an intimate setting, senior executives have the rare opportunity to exchange peer best practices. Attendees will gain the ability to elevate customer experience to the next level for their unique brands.

The Canadian Institute of Marketing is a sponsor of the summit. See comments by the Institute’s executive director, Grant Lee, FCInst.M., RPM on customer experience management following the summit hosted by the Strategy Institute in March, 2014. Lee’s comments start at the at the 3:48 mark.

This is an event that is worth the investment. Register at:

Communication Associates Helping Native Language Revitalization

Communication Associates has been recently contracted by SayITFirst Inc. for marketing and communication services in a ground-breaking native language revitalization project. SayITFirst was founded in 2009 by Mike Parkhill, former Director of Education for Microsoft Canada, to revitalize Native Languages through the innovative use of computer and learning technologies.

Reverse Positioning

The heart of marketing is positioning. Kotler (2013) asserts that positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market. Positioning ultimately is about how the market positions the value proposition in their minds. Therefore, the outcome of positioning is market positioning. But to achieve market positioning a company must address three important considerations as to how it can influence a market position. They are: Product positioning – unique value the product provides; Corporate positioning – unique personality the company sustains; and Competitive positioning – unique difference the value proposition offers. Click here to read more.

Doing Business in China “The Cultural Dimension” you MUST know

If you are thinking of expanding your business, investing or seeking partnership in this region, there are some international marketing strategies to consider.  The most effective is the “Cultural dimension of the Chinese market”. Click here to read more.

Institute member’s book on markets for renewable energy technology

Renewable energies are part of a sector that has been developing greatly towards the end of the 90s, but most of all in the last few years in a practical sense, all over Europe, and right now in most of the emerging countries. In renewable energy, solar, wind, and geo-thermal energy among others have been in a process of increasing industrialization and marketing in recent years. Logically, not until there is a sufficiently consolidated market volume in those emerging countries, these types of energies will not be able to compete in the same conditions with the so-called conventional ones. However, social awareness of these new energy forms, as well as their diffusion and establishment in the energy market is still in full growth. This book will therefore contribute towards the consolidation of the market for renewable energy in the coming years. Click here to read more.

Institute's E.D. comments on customer experience management

Grant Lee, FCInst.M., RPM commented on customer experience management following a summit hosted by the Strategy Institute in March, 2014. See the Institute’s YouTube channel at Click here to read more.

Marketing for Non Profits (with a passion)

'Non-profits’ are a different breed of client or company to work with as a marketer and communicator, whether from inside or outside the organization. Some are small and have lower budgets, less experience and fewer staff. Some are larger, with bureaucracies that are slower and challenging to deal with. But they all have a common goal – to do good things better. And helping them offers opportunity for exceptional rewards. Click here to read more.

Mobile offices – business-on-the-fly

If you are healthy and looking for excitement and a lifestyle that blends business and the pleasures of life on your one trip through this existence, a mobile office may be what is missing from your business experience. Having a mobile office is a full-time job and a career choice that demands life style changes with family and friends. Click here to read more.

Membership certificates presented to new members

New members of the Canadian Institute of Marketing were presented with membership certificates on November 10. Read more...

New Members Elected to the Canadian Institute of Marketing

To November 30, 2014

Specialized program for sales and marketing professionals

Are you new to Canada with a background in Sales and Marketing? Are you looking for a job in your field? ACCES Employment’s Sales and Marketing Connections program will help you find a job that maximizes your international experience and expertise. The program includes academic courses that will orient you to Sales and Marketing practices in Canada and a team of job search professionals that will help you to target your resume and prepare for interviews. ACCES Employment has connections to a number of employers hiring in the sector. Click here for more information.

How social media has affected sales and marketing roles

Social media web sites have experienced significant growth in the last ten years affecting the world of the salesperson/marketer by modifying some of their long-established combined responsibilities. Social media has created an expanded role for company-generated marketing in many cases, and shortened the role of the sales representative who traditionally was responsible for fulfilling these informative tasks. Social media helps with branding and creating trust before a sales call is made.

Click here to read more

Georgian College marketing programs re-accredited

The Canadian Institute of Marketing re-accredited the Business-Marketing Two-Year Co-op Diploma program and Business – Marketing (Two - year Diploma) program of Georgian College, effective October 1, 2014. The programs will be open for re-accreditation once again in 2017.

Click here to read more

Canadian Institute of Marketing and Canadian Association of Marketing Professionals enter into strategic partnership

The Canadian Institute of Marketing and Canadian Association of Marketing Professionals have entered into a memorandum of understanding to form a strategic partnership. The purpose of the alliance is to strengthen professional development.

Click here to read more.

Ethical marketing for competitive advantage

In today’s fast-paced and changing business environment, the competitive pressures are intense. Business organizations are tempted to resort to unethical marketing practises for short-term competitive advantage. This article addresses the need for ethical marketing at all times, even at the expense of short-term profitability.

Click here or on the title to read more.

Canadian Institute of Marketing Council adopts new Code of Professional Conduct

Council of the Canadian Institute of Marketing has adopted a new Code of Professional Conduct as of October 15, 2014. The code was drafted by long-time member and former director, Suzen Fromstein, MCInst.M., Hon

Click here or on the title to read more.

Bruce Hoggard, FCInst.M, appointed to visiting professor at the University of Budapest

Bruce Hoggard, the CEO and President of the Canadian-based international marketing company Hoggard International, has been appointed a Visiting Professor at the Faculty of Business Administration at Corvinus University of Budapest, Hungary.

Click here or on the title to read more.

Canadian Institute of Marketing Registrar invited to attend presentation hosted by CAMP

The Registrar of the Canadian Institute of Marketing, Shiv Seechurn, MCInst.M was invited to attend a presentation by Suresh Parmachand on September 17 on customer conversion, hosted by the Canadian Association of Marketing Professionals (CAMP). The Canadian Association of Marketing Professionals holds education events that are well attended and a resource for Canadian Institute of Marketing members wishing to, or obligated to, continue their marketing education. Following is the presentation by Mr. Parmachand.

Click here or on the title to read the essay

New Members Elected to the Canadian Institute of Marketing to September 30, 2014

Membership certificates presented to new members on September 9, 2014

Marketing and Business Strategies for the Modern World Seminar - Colombo, Sri Lanka

On 15th August 2014, one of the world’s authority in global marketing strategy and author of the no: 1 Global Marketing textbook - Prof. Svend Hollensen, long standing member of our Institute - Dr. Ranjan Madanayake and our Councillor - Anthony Raman delivered a sell-out seminar in Colombo, Sri Lanka. It was jointly organized by the Sri Lankan Institute of Marketing (SLIM) and the Canadian Institute of Marketing.

On the pricing policy in environments with unbalanced economies.

An approach to the Diffusion Law (PART ONE)

Vicente González-Prida, Department of Industrial Management, University of Seville, Spain
Anthony Raman, Councilor – Canadian Institute of Marketing, New Zealand

Usually, the selling price of a product is calcu-lated as the sum of the acquisition or creation cost plus a defined margin desired by the company (Figure 1). Such costs may include the costs of commercialization, distribution, manufacturing, administration etc. On the other hand, the margin usually makes reference to the final price of a product with respect to all variable costs. For a specific company and taking into account its entire product portfolio, the profit is then the    difference between the total contribution margin less its fixed costs. The margin therefore is a dif-ferent concept of profit, expressing a closely relat-ed idea of added value.

Click here or on the title to read the essay

On the pricing policy in environments with unbalanced economies

An approach to the Diffusion Law (PART TWO – Continued from September 2014 Issue of Marketing Canada)

Analyzing the price differences of some products in the Eurozone, we obtain the figures shown in Table 1. This table shows the highest and lowest prices for the same electronic product in the year 2001, considering 100 EUR as the EU average price.

Click here or on the title to read the essay


We all have opportunities in life, and it is up to us whether we do nothing or seize the moment and make the most of it.  Whether it be job related, family related or as part of an organization, team or social group, at some point we will have a choice of how we participate - or if we participate.  

We can stand on the sidelines and watch; we can be a back seat driver and hand out criticism, or we can step out of the crowd and take part in the play-by-play action of family, our job or other activity.  

Click here or on the title to read the essay

The Bottom of the Pyramid

By Dr. Ranjan Madanayake, DBA, MBA, MCInstM, RPM, MIM (SL), MSLIM, FCPM, CPM

One example of ‘bottom of the pyramid’ is the microcredit market in South Asia, in particular, Bangladesh. With technology being steadily cheaper and more ubiquitous, it is becoming economically efficient to ‘lend tiny amounts of money to people with even tinier assets’. An Indian banking report argues that the microfinance network in India helps the poor and allows banks to increase their business.

Dr. Madanayake explains how his team used a combination of soybean, corn, red rice and green gram that went through a process of extrusion cooking and produced a course powder which then was enriched with essential vitamins to create a product for low-end consumers that monopolized the market. The end product was a protein supplement higher than meat, eggs and dhal, and had the pluses of essential vitamins. 

Click here or on the title to read the essay

The Bottom of the Pyramid (Continued from September Issue of Marketing Canada)

Distribution / Placement
Being an innovative product, we didn’t want to risk a national launch hence we decided on a roll-out and selected accessible areas near our manufacturing facility which was located mid-country. Our placement plan was to enter all grocery retail outlets and partial chemists. Despite the integrated marketing communications support given mainly through BTL (below the line) activities, consumer off-take wasn’t adequate and we had to find means of how to promote the trial.

Click here or on the title to read the essay

First CRISP meeting held August 9

Report presented by Jocelyn Visco, MCInst.M., RPM, Councillor

On August 9, several members of the Canadian Institute of Marketing met at 7 West Café at the invitation of Chair John Jackson, MCInst.M. The Chair's Roundtable for the Institute's Special Projects (CRISP) was a very productive discussion on how members can improve the Institute’s market presence.

Click here or on the title to read the essay

Rubberneck Marketing Syndrome

By Wayne Shillum, MCInst.MPresident
WES Marketing

Rubberneck marketing syndrome happens when people are unfamiliar with new unproven marketing methods and jump into the middle of things. As they discover new ideas and methods it becomes very easy to get carried away with making the latest promises of results and rewards.

If your latest promise or method does not work, try a new one and just maybe, one will eventually click. After all, isn't marketing trial and error anyway? Certainly Rubberneck Marketing is! What I see is more like hit and run. No immediate results then “Move On.”

Click here or on the title to read the essay

Communicating using the inverted pyramid style

By A. Grant Lee, MCInst.M., RPM
Executive Director
Canadian Institute of Marketing

The inverted pyramid is a style of writing used by newspaper journalists at a time when editors would adjust copy to accommodate space on newspaper sheets. To make room for an article, editors would begin cutting information from the bottom up. I suggest that the style is relevant today, albeit in an expanded notion.

In a time when people claim that lifestyles have become more complicated, the art of marketing communications is changing. By means of graphics, video and copy, marketers are messaging audiences through traditional and new media introduced through television, radio and the ‘net. I believe that marketing communications can be more effective if the inverted pyramid is applied to verbal and non-verbal messaging.

Click here or on the title to read the essay

Growing value in association membership

By Grant Lee, FCInst.M., RPM
Executive Director
Canadian Institute of Marketing

The Canadian Institute of Marketing has value for each member, if you really want it and take the tame to see it for yourself. For those of us who want the Institute to succeed, we make our own value and build our careers on the benefits of being a member. Every member is an advocate of professional marketing, and every member can take comfort in the fact that credentials have been peer reviewed and certified. Now it is up to you to protect what you have earned.

Click here or on the title to read the essay.

How much to spend on marketing, and how to spend it

By A. Grant Lee, MCInst.M., RPM
Executive Director
Canadian Institute of Marketing

Small service businesses, which characterize many Canadian accounting firms, are staffed by less than 40 people. Observations suggest that small accounting firms with less than 10 staff are commonplace. With sales estimated to be less than $2 million, the question arises, how much should a small service business allocate to marketing professional services? In any business, bills must be paid, and payroll met before any other considerations. For a small business generating $1 million to $2 million in sales annually, a marketing program is more of a luxury and second thought than an obligation. And, it is usually carried out by one or two of the principals.

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