- Description
- Specifications
This paper poses the question - "Marketing - What Is It?" It is the process of finding out and obtaining the goods or services that customers want and presenting them at the right price, how, when and where they want it.
Marketing means choosing the right product or service in the first place and then selling it successfully by adopting the right pricing, promotion and distribution strategies.
To choose the "right" product/service you have to know what customers want. You have to find out all you can about your customers. Their ages, sex, incomes, likes, dislikes and habits. Many people could have saved themselves a lot of problems if they had taken the time to find out, through market research, that their business "brain wave" could never have worked. You therefore need to know the market for your product/service.
This paper analyses marketing for small business, under the following headings:
- Marketing - What Is It?
- Objectives
- Knowing Your Market
- Market Research
- Who Are Your Customers?
- Customer Profile
- Inside Information
- Competing: Be Different
- Cashing In: Developing Other People's Ideas
- The Right Place To Be: Location
- Selling Strategies
- Promotion
- Direct Selling
- Buying Motives
- Advertising
- Media Advertising
- Reach Your Market But Don't Stretch Your Pocket
- Which Advertising Medium?
- Advertising Agencies
- When To Advertise?
- Direct Advertising
- Success Story: Public Relations
- Advertising On Your Premises And Outdoors
- Potholes On The Road To Marketing