Effective marketing is essential for small business success. Marketing, simply defined, is ‘giving people what they want profitably’. This means designing a business offer that satisfies your customers to make sales. Satisfied customers return and refer others to your business.
Marketing and Promoting Your Business, Second Edition, describes the marketing process for a small business and how to prepare a marketing plan for your operation. A separate chapter covers evaluating marketing results, including getting customer feedback, and business responses to unsatisfactory results.
Exercises are located throughout each chapter. End-of-chapter quizzes, discussion items and case studies are also included. Research assignments then help students learn more about the practical applications of marketing.
A glossary of marketing terms and answers to the quick quizzes are found at the end of the book.
After reading this book, you should be able to plan and implement marketing activities for your small business, create sales, and achieve a reasonable profit. You will also know how to analyse results and feedback to evaluate marketing success.
Chapter 1: Marketing generally; The business idea, What is marketing?, Customer-oriented marketing, The business offer, The marketing process.
Chapter 2: Environmental analysis; Research methods, Situation analysis, Internal operation, General trends, Industry conditions,
Chapter 3: Marketing objectives; Sales objectives, Profit targets, Break-even analysis,
Chapter 4: Target customers; Customer strategies, Customer segmentation, Choosing target customers, Customer profiling, Existing customers, Overseas customers.
Chapter 5: Product strategies; Products generally, Product/service mix, Product decisions, Service decisions, Trademarks, Product/service life cycle, Product strategies for growth,
Chapter 6: Pricing strategies; Pricing generally, Approaches to pricing, Price-setting guidelines, Pricing strategies, Payment terms, Pricing regulation.
Chapter 7: Distribution (place) strategies; Distribution generally, Suppliers, Importing supplies, Business location, Home location, Availability times, Deliveries, Distribution methods, Exporting.
Chapter 8: Advertising promotion strategies; Promotions generally, Business image, Advertising forms, Specific advertising, Planning advertising, Advertising regulation.
Chapter 9: Other promotions strategies; Other promotions, Sales promotions, Publicity, Public relations, Personal selling, Customer relations , Stock displays, Direct response marketing, Social networking online, The promotional plan.
Chapter 10: Competitive strategies; Types of competition, Competitor analysis, Competitive advantages, Competitive responses,
Chapter 11: The marketing plan; The role of the marketing plan, Marketing plan presentation, Marketing plan guidelines, Evaluating the plan , Marketing plan example,
Chapter 12: Evaluating marketing results, Marketing controls, Sales performance analysis, Marketing expenses analysis, Profit results analysis, Customer feedback, Marketing review.
190 x 245
BSBSBM403A – Market the small business; BSBMGK413A – Promote products and services; BSBMGK414A – Undertake marketing activities
About the authors
Ian Birt is an accountant and registered tax agent. He has degrees in accounting and law, as well as postgraduate diplomas in education and psychology. He has worked extensively in small business, at every level, and for an accounting firm specialising in small business clients.
an has taught small business financial management and taxation over many years in the vocational training system, and has written several successful books covering all aspects of small business management. The following books by Ian Birt are published by Tilde Publishing: Manage Finances and Develop Financial Plans: Running Your Business Better, Fifth Edition; and Marketing and Promoting Your Business: Products and Services, Second Edition; and Be Your Own Boss: The Practical Self-Employment Handbook.