Marketing and Promoting Your Business 3E (eBook)

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Authors: Ian Birt

$42.50
GST: $3.86 included

Marketing and Promoting Your Business, Third Edition describes the marketing process for small businesses 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.

  • Stock : in stock
  • SKU : 002
  • ISBN : 978-1-925716-38-2

Description

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.

This Third Edition of Marketing and Promoting Your Business describes the marketing process for 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.

Additional information

AUTHORS
Authors

Ian Birt

ABOUT THE BOOK
Edition

3

eISBN

978-1-925716-39-9

ISBN

978-1-925716-38-2

Educational Outcomes

BSBSBM403 – Market the small business
BSBMGK413 – Promote products and services

Pages

240

Publish Date

2017

Table of Contents

Marketing and Promoting Your Business – Table of Contents

  • Chapter 1:Marketing Generally
    • The Business Idea
    • What is Marketing?
    • Customer-Oriented Marketing
    • The Business Offer
    • The Marketing Process
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 2: Environmental Analysis
    • Research Methods
    • Research Methods
    • Situation Analysis
    • Internal Operation
    • General Trends
    • Industry Conditions
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 3: Marketing Objectives
    • Sales Objectives
    • Profit Targets
    • Break-Even Analysis
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 4: Target Customers
    • Customer Strategies
    • Customer Segmentation
    • Choosing Target Customers
    • Customer Profiling
    • Existing Customers
    • Overseas Customers
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 5: Product Strategies
    • Products Generally
    • Product/Service Mix
    • Product Decisions
    • Service Decisions
    • Trademarks
    • Product/Service Life Cycle
    • Product Strategies for Growth
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 6: Pricing Strategies
    • Pricing Generally
    • Approaches to Pricing
    • Price-Setting Guidelines
    • Pricing Strategies
    • Payment Terms
    • Pricing Regulation
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 7: Distribution (Place) Strategies
    • Distribution Generally
    • Suppliers
    • Importing Supplies
    • Business Location
    • Home Location
    • Availability Times
    • Deliveries
    • Distribution Methods
    • Exporting
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 8: Advertising Promotion Strategies
    • Promotions Generally
    • Business Image
    • Advertising Forms
    • Specific Advertising
    • Planning Advertising
    • Advertising Regulation
    • Quick Quiz
    • Discussion Items
    • Research Report
  • 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
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 10: Competitive Strategies
    • Types of Competition
    • Competitor Analysis
    • Competitive Advantages
    • Competitive Responses
    • Quick Quiz
    • Discussion Items
    • Research Report
  • Chapter 11: The Marketing Plan
    • The Role of the Marketing Plan
    • Marketing Plan Presentation
    • Marketing Plan Guidelines
    • Evaluating the Plan
    • Marketing Plan Example
    • Assessment Activity 1: Written Marketing Plan (Compulsory)
    • Assessment Activity 2: Verbal Presentation Of Marketing Plan (Compulsory)
  • Chapter 12: Evaluating Marketing Results
    • Marketing Controls
    • Sales Performance Analysis
    • Marketing Expenses Analysis
    • Profit Results Analysis
    • Customer Feedback
    • Marketing Review
    • Quick Quiz
    • Discussion Items
    • Research Report
    • Answers to Quick Quizzes
    • Glossary of Marketing Terms

About the authors
Author 1

Ian Birt is an accountant who 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 a

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SKU

002

Subtitle

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Marketing and Promoting Your Business (Third Edition)

Marketing and Promoting Your Business 3E (eBook)

$42.50
GST: $3.86 included