Aggressive Marketing: Methods and Examples

It is impossible to overestimate the role of marketing policy in all areas of the economy. It consists primarily in increasing its trade and operational efficiency. Today, marketing is a pronounced concept of a market-oriented managerial style of thinking, capable of sharply reacting to the development of the modern market environment. In addition, it is necessary to have certain abilities and to have professional knowledge in order to be able to influence changes in environmental parameters, providing access to the market, expanding this market and ensuring the security of market relations.

Some scholars believe that the birthplace of modern marketing is Japan. American researcher and economist Peter Drucker notes in his writings that the founder of the future eminent Mitsui settled in the Japanese city of Tokyo in 1690. He was the first to open a department store that offered goods that best meet the demands of the local population. He “anticipated” the time of active market relations by almost 250 years. His wise trade management policy in his store focused on what was most in demand. Also, the Japanese presented a guarantee on their goods and regularly expanded the range, which attracted a huge number of buyers. He became the best in his segment, and his store was the most competitive at that time.

The West started talking about marketing only from the middle of the 19th century. Cyrus McCormick, creator of the world's first combine harvester, drew attention to pricing, market research and after-sales service. It was he who introduced these areas of marketing, which are now fundamental. Cyrus stated that marketing should be the central focus of any business. And the task of the managers of these enterprises is that they must actively work with their own circle of consumers. Well, and, of course, how academic science marketing appeared in America. The University of Illinois and Michigan began teaching the first marketing courses in 1901. It is not surprising that America is still considered the progenitor of marketing.

Today, everyone understands without a word that marketing plays a very important role in commercial relations. This is now the "whale" on which any business rests. In the unprecedented chaos of a market economy, only well-constructed marketing is able to streamline everything and prevent it from drowning in the information stream. Therefore, in order for things to go, you must immediately choose the right marketing strategy. It is fair to say that marketing aggressiveness is welcome. She is always justified and gives the highest results. But you need to have certain character traits and be prepared for the most innovative solutions. Aggressive marketing is not just a tactical press machine. This is a whole philosophy.

Justified aggression

Gradual and soft "processing" of a potential client, favorable disposition of him in his direction - these are not aggressive marketing methods. Here the principle is perfect in another. Negotiations should not be delayed. Everything is done quickly and efficiently, on the principle of "come, see, win." And there is no difference in the extent to which aggressive marketing is applied (retail, wholesale or network), the principle of action is the same for everyone.

Not every ordinary marketer can master the techniques of aggressive marketing and achieve success in his business. In addition to assertiveness and courage, intuition is required. So to say, a special "scent", serious professional knowledge and frantic sociability. If a specialist in this field is not good enough, with an aggressive marketing method this will immediately appear. What can be hidden behind long negotiations, lasting long-term relationships, it is impossible to hide in the swift actions of aggressive marketing.

Aggressive Marketing Basis

This approach is based, first of all, on the initial unpreparedness of the client for a meeting with a marketer. This can also be called a "blind meeting." The effect of surprise works completely. The client in this situation is extremely manageable. And here it is important for the marketer to keep all the customer’s attention under tight control, actively dominate him, and not allow him to gather strength and withstand the onslaught. The main task is coveted consent. And when the client comes to his senses, it will be impossible to do anything already.

In this situation, it also works that sometimes the client is tuned in to long-term cooperation and long negotiations. But when he is faced with lightning speed and onslaught, he often makes a decision in favor of a marketer, thereby becoming a victim of aggressive marketing. Such marketing is distinguished by its activity, ambitiousness, unconventional thinking and strict dominance. Exactly the same qualities must have a professional. If any of these qualities fails, one does not become a specialist in this field. In aggressive marketing there is no place for pity, gentleness and indecision.

The use of aggressive marketing

It should be rightly noted that, as the results from the competent use of aggressive marketing methods are high, so is the risk of "breaking firewood" and leading to a deplorable result. Therefore, today these very radical methods are often used by very risky companies. And, as a rule, aggressive marketing is used in case of a decision to go all-in. The use of such drastic measures is generally justified in the field of sales. Aggressive marketing also works effectively in the areas of branding and advertising. It allows you to quite seriously affect the success of the business in these areas and often gives an almost instant result. It also works here that competitors are not "acquired", and therefore it is not necessary to lose time and resources on them. It is also worth noting another important point. Contacting a potential client, the marketer receives the result immediately. And even if it is negative, it is also not bad. Since later valuable time will not be spent on “processing” such a client, and you can find another more accommodating one instead.