The Profit Trinity - Customer, Competency and Competition

Successfully campaigning for customers is contingent upon continually reconciling my competency, with the competency of my competition and the needs of my customer. We call this the profit trinity - customer, competency and competition. It is the interplay of my competencies relative to my competitors competencies, as perceived by a customer, that determines my profitability and ultimate success.

Center of gravity analysis allows us to detetermine which of our competencies will have the best effect against our competition - effect as determined by customers. There are typically three competitve situations that will be encountered when executing a marketing campaign. They are:

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