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Marketing

Before you learn more about marketing, you should have an idea of what marketing is. Basically, you may want to look at marketing as the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting appropriate value in return. You may find it helpful to think about marketing as "input" and "output" marketing.

Input Marketing Includes Market Research to Find Out:

  1. What specific needs potential customers/clients (markets) might have that your company can fulfill.
  2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet those needs
  3. How each of the target markets might choose to access the product, etc. (its "packaging")
  4. How much the customers/clients might be willing pay and how (pricing analysis)
  5. Who the competitors are (competitor analysis)
  6. How to design and describe the product such that customers/clients will buy from you, rather than from your competitors (its unique value proposition)
  7. How the product should be identified -- its personality -- to be most identifiable (its naming and branding)

Output Marketing Includes:

  1. Advertising and promotions (focused on your products and services)
  2. Sales
  3. Public and media relations (focused on the entire organization)
  4. Customer service
  5. Customer satisfaction

We often see businesses jump right to the output marketing. As a result, they often end up trying to push products onto people who really don't want the products at all. Effective input marketing often results in much more effective output marketing and sales strategy.



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The information provided in this article is general information only and is not intended as legal advice. DO NOT use this information as a substitute for obtaining qualified legal advice or other professional help.
  
         
         
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