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.
|e-Book version is also available >>||436|
|Subtitle||Products and Services|
|About the book|
|Cover Format||Soft cover|
|Educational Outcomes||BSBSBM403 – Market the small business BSBMGK413 – Promote products and services|
|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 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 Index|
|Trim||190 x 245|
|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 accounting firm specialising in small business clients. Ian 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.|