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A major challenge for any business is the identification of who their customers
are and the best way to reach them. While big businesses of the world spend large sums of money on market research, the micro business world is often forced to "market by the seat of their pants." While not doing solid market research might be a function of the bank account for smaller businesses, without knowing the who and how, a lot of marketing dollars
are going to be wasted.
In actuality, getting the answers to marketing questions is not that difficult -- if you know the questions to ask and understand how to develop a marketing plan. And, that is just what
Marketing Mastery by Harriet Stephenson and Dorothy Otterson
does in a well-laid-out walk-you-through format.
Successful marketing is not just for trained marketing experts. Anyone can master the process and this straightforward, easy-to-use book gives the marketing neophyte a seven step marketing process that will help you get an edge on the competition.
Mastering the marketing process starts with the simple process of considering how you can capitalize on the customers' feeling of satisfaction with your product and your business. With each critical step, Marketing Mastery helps you acquire … and keep … satisfied customers.
- Know your marketing process
- Identify your target market
- Determine your pricing strategy
- Develop product accessibility
- Create customer awareness
- Obtain feedback from your customers
Each of the over 30 worksheets in Marketing Mastery help you apply the marketing process to your own business. By the end of the book, you'll have put together a valuable set of marketing tools, including goals, budgets, customer surveys, and product profiles. A sample of some of the worksheets include:
- Target Market Analysis Questionnaire
- Direct Research Survey Techniques
- Customer Profile: Your Company Versus The Competition
- Business Location Evaluation
- Visual Imaging of Your Product or Service Package
- Press Releases
- Identifying Appropriate Advertising Media
- Sales Call Planning Guide
- Maximizing Customer Satisfaction
- Setting Sales and Marketing Goals
Getting a good return on your marketing dollar starts with having a good plan on who you want to reach and how you are going to reach them. Do your home work and you can dance around your competition. And,
Marketing Mastery is an excellent resource guide to help get you there.
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