The 10 deadly sins of marketing
| # | Deadly sins of marketing | Possible effect / consequence |
| 1 | Internal processes, rules and habits are dominant |
Company is not market driven or customer oriented |
| 2 | Company does not understand their target customers |
Company tries to win the wrong customers |
| 3 | Information about competition are not systematically collected and presented |
Company underestimates competition |
| 4 | Company does not manage the relationship to the stake- and shareholders well |
Misunderstanding by stake holder and share holder – insecurity, unstableness |
| 5 | Company is not successful in identifying new business opportunities |
Company remains in existing segments and applications – competition catches up |
| 6 | Marketing planning is not done – plan does not fit |
Company is very much driven by ad hoc actions and customer specific requirements |
| 7 | Product- and services policy is not clear – policy does not fit |
Customer satisfaction low, image low, competitive disadvantage |
| 8 | Brand marketing and communication not clear and consistent |
Brand name not well known/ Image low, competition uses the gap |
| 9 | Company does not have a good organized marketing, marketing has low priority |
Advertising and PR, Marketing create high costs, but little results |
| 10 | Company does not review existing and new technologies frequently |
New relevant technologies are not used, competitive disadvantage |
