- Selection principle:
If a company promoter says that his target audience is the entire market, what he is saying is that he does not know who his target audience is and therefore his first task should be to determine it.
- Differentiation principle:
The consumer is nothing more than an expression without content, which must be qualified in groups of consumers / users or buyers homogeneous among themselves, and different between different groups. The differentiation of groups of clients with different needs is one of the supports on which new companies have to base their strategy.
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- Principle of joint application of measures:
No single measure is decisive. Only the joint application of measures and actions, under the established strategy, allows to achieve results. Isolated actions are in themselves ineffective. It is not possible to design isolated communication, price or distribution policies, but these policies must be coordinated.
- Principle of economy:
As resources are scarce, they must be used where they perform best.
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- Principle of adaptation to circumstances:
It is not possible to establish a pattern. If in the future it is desired to attack different geographical areas, this principle must be taken into account, that is, differences in habits and customs may require adaptation to circumstances. The passage of time will mean that what works now must be nuanced in the future, since the circumstances of the markets are extraordinarily changing in the environment in which we have lived.
