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Trading Chanakya Group

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On This Journey . . . BETTER

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On This Journey . . . BETTER

On the other hand, if 'journey' refers to an actual, physical journey, at least in the singular 'on' will be the better choice, as it (loosely) describes an event, even if that event may stretch over a longer period of time.

This is the story of a journey, with each movement representing a phase of that journey. The first movement, Charmed with Possibilities, is a musical representation of Chicago. During the improvisation solos, the time moves fluidly between a measure of six and five. The meter and key change often, evoking a sense of the ever-changing city.

The experience of US automobile manufacturers shows why marketers must master these new touch points. Companies like Chrysler and GM have long focused on using strong sales incentives and in-dealer programs to win during the active-evaluation and moment-of-purchase phases. These companies have been fighting the wrong battle: the real challenges for them are the initial-consideration and postpurchase phases, which Asian brands such as Toyota Motor and Honda dominate with their brand strength and product quality. Positive experiences with Asian vehicles have made purchasers loyal to them, and that in turn generates positive word-of-mouth that increases the likelihood of their making it into the initial-consideration set. Not even constant sales incentives by US manufacturers can overcome this virtuous cycle.

For some companies, new messaging is required to win in whatever part of the consumer journey offers the greatest revenue opportunity. A general message cutting across all stages may have to be replaced by one addressing weaknesses at a specific point, such as initial consideration or active evaluation.

To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers as they learn about brands. The epicenter of consumer-driven marketing is the Internet, crucial during the active-evaluation phase as consumers seek information, reviews, and recommendations. Strong performance at this point in the decision journey requires a mind-set shift from buying media to developing properties that attract consumers: digital assets such as Web sites about products, programs to foster word-of-mouth, and systems that customize advertising by viewing the context and the consumer. Many organizations face the difficult and, at times, risky venture of shifting money to fundamentally new properties, much as P&G invested to gain radio exposure in the 1930s and television exposure in the 1950s.

Finally, content-management systems and online targeting engines let marketers create hundreds of variations on an advertisement, taking into account the context where it appears, the past behavior of viewers, and a real-time inventory of what an organization needs to promote. For instance, many airlines manage and relentlessly optimize thousands of combinations of offers, prices, creative content, and formats to ensure that potential travelers see the most relevant opportunities. Digital marketing has long promised this kind of targeting. Now we finally have the tools to make it more accurate and to manage it cost effectively.

Common usage would be in my ... life, and on my journey.... I guess, in the heat of the moment, one of the two had to take precedence. That he said 'in' suggests that he was thinking of more his life than of the journey, perhaps.

You can join us on this Road to Zero. Whether you drive to work, ride a bike or scooter to school, work as a local city official or are just a concerned community member, we can all take action to become safer road users and encourage our loved ones to do the same. We know what works. We just have to do it. Here are some ways you can get involved:

EPA continues to take actions as a direct result of conversations with communities on this tour, as we renew our focus on environmental justice while protecting human health and the environment of all people, no mat


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