Notes on Some Cooling Water Program Marketing

4 NOTES ON SOME COOLING WATER PROGRAM MARKETING STRATEGIES 

All commercial companies make use of a variety of sales techniques and implement predetermined marketing strategies to improve their market leadership position. Innovative vendors will strive to differentiate their products and services from their competitors, rather than adopting a me-too approach. When there are many competitors, those companies determined to succeed will attempt to create a particular leading market position for themselves in the minds of the buyer. If the buyer, consciously or subconsciously, identifies a particular company as occupying a top 

In the water treatment industry, the low entry-barriers and fragmentation and assimilation market forces (small, breakaway companies are regularly formed by ex-employees of large corporations, and some survive and flourish to eventually become targets for future acquisition by other large corporations) permit potentially large numbers of companies to compete within the various market sectors on a seemingly equal basis. 

As a result, various differentiation and positioning strategies are vigorously employed to focus the buyer s mind only on a limited number of vendors. The cooling water treatment sector, in particular, because of its relatively large size and the healthy profit margins available, attracts close attention. 

In the eyes of some marketers, the marketplace is akin to a war zone, where the competitor is the enemy and the buyer s business is the prize to be won. 

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