From Business Development: A Guide To Small Business Strategy
The first part of this chapter is concerned with the tactical aspects of the marketing plan for the business. The Product, Price and Place aspects of the marketing mix are essentially the policy decisions covered in the previous chapter, but the Promotion aspects (achieving the sales) are more tactical in that they relate to the methods that will be used to project and present the other three aspects to the market and the customers. In particular, there is a need to distinguish the marketing aspects of promotion from the sales aspects. Advertising and promotion create interest in a business or its products and services, and in the case of direct sales organizations, it is also the sales mechanism that takes the orders. However, for the majority of businesses, the marketing and promotion activities alone do not always generate sales orders. There needs to be a supporting mechanism in the form of staff who are actively selling to customers, or an order-taking and processing system, to convert interest and enquiries into actual orders.
The chapter will also examine some of the issues associated with exporting and e-commerce, two increasingly overlapping areas. The first of these is an obvious potential opportunity for any firm considering expansion. The second is a subject that no modern business can afford to ignore, as Internet marketing offers small firms the opportunity to break into wider geographical and export markets hitherto inaccessible to them. This chapter relates to Units A2, B1, B2, B3, B4 and B5 of...
Products & Services
Topics of Interest
Back in the mid-1980s, it was common to see in the reception areas of businesses a large poster depicting a magnificent male lion with the declaration beneath The Customer is King . Many employees...
3.1 Introduction In Chapter 1, marketing was described as a concept-based business philosophy that has as its primary objective the realisation of profit through customer satisfaction. This...
Timeshare Market Segmentation Much marketing effort can be wasted by attracting interest from people who for one reason or another are unsuitable potential customers. Either they have insufficient...
Chapter List Chapter 10: How People Buy Chapter 11: Marketing Communications The Role and Workings of Different Methods Chapter 12: Additional Persuasive Influences Afterword...
A account management 184 5 advertising 146 54 approaches 152 4 definition 146 forms of 146 institutional advertising 148 media and methods 148 51 primary advertising 148 product...
