Source:
Managing a
Small Business
Here is some
small business marketing concept help
for you. Unfortunately, there is still a misunderstanding about
the concept of Small Business Market Strategy. Many people,
including top executives, use it as a sophisticated term for
selling. Marketing representative is commonly used in ads to
recruit salespeople. Actually, marketing is a way of managing a
business so that each critical business decision is made with
full knowledge of the impact it will have on the customer.
In the context of
small business marketing concept,
Here are some specific ways in which the marketing concept
approach differs from the classic, or sales, approach to
managing a business.
1. In the classic approach, engineers and
designers create a product, which is then given to salespeople
who are told to find customers and sell the product. In the
marketing approach, the first step is to determine what the
customer needs or wants. That information is given to designers
who develop the product and finally to engineers who produce it.
Thus, the sales approach only ends with the customer, while the
marketing approach begins and ends with the customer.
2. The second major difference between the sales
and marketing approaches is the focus of management. The sales
approach almost always focuses on volume while the marketing
approach focuses on profit.
In short, under the classic (sales) approach the
customer exists for the business, while under the marketing
approach the business exists for the customer.
To Developing Your Small Business Marketing
Concept - Top
The market strategy concept is a
management plan that views all marketing components as part of a
total system that requires effective planning, organization,
leadership and control. It is based on the importance of
customers to a firm, and states that:
In order to conduct a successful marketing
concept program you must be able to answer the following
questions:
1. What type of business are you in
(manufacturing, merchandising or service)?
2. What is the nature of your product(s) or
service(s)?
3. What market segments do you intend to serve?
(Describe the age, sex, income level and life-style
characteristics of each market segment.)
4. What strategies will you use to attract and
keep customers?
5. What is your unique selling proposition
(USP)?
6. Who is your competition, and what will you do
to control your share of the market?
To Developing Your Small Business
Marketing Concept - Top
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