Small Business Must Develop a Marketing Concept

In college classrooms business students are being taught marketing concepts. To develop the same for your business owners need to analyze what their customers needs. Take those needs and fulfill them better than their competition. This simple statement can get very complicated today. Find the answer and you have developed your very own marketing concept.

Companies have the ability to find out what their customers are thinking easily these days with the internet at their fingertips. Remember your competition has access to the same information. This gives small business the ability to compete with the corporations on a local level.

Companies can find out the competitions weak spots by going to sites like yelp. Yelp gives customers the ability to tell the world about their experience with any business. Larger companies can no longer hide behind their automated customer service procedures.

Customers need to remain a small business’ focus at all times. We have all had the customer that no matter what you do they are unhappy. Through developing a good internal marketing concept keeping the customer as the main focus. Most of these situations can be avoided. Corporations tend to watch their balance sheets and do not have a good understanding of customer service. The internet has empowered customers to get satisfaction.

The very best place to start is to ask what do customers want? The answer may not be as simple as you think. Once you have the answer you need to find a way to build your business with this end result in mind. You are developing a marketing concept that will keep your business thriving. Unhappy customers can bankrupt a business. Happy customers will make it thrive. You will realize a greater profit over time.

Everything and everyone in your company should keep customer satisfaction as part of their responsibilities as an employee of your business. This is where your company can really shine in the market place.

Customer issues should never be passed over by an employee as some other persons responsibility. Your entire company exists for one reason your customer. Customer satisfaction should appear seamless and a company standard to your customer.

When you are developing your marketing concept the main focus should be on the customer. The other factors that you should take into consideration are product decisions. Ask yourself if the product is what your customer wants? Is the price within the price range of your customer? How will the customer receive the product? How will I promote the product to my customers?

When you know the answers you have developed a marketing concept that will work for your business for many years. If you find a problem fix it and your business will thrive.

The Marketing Concept

During the 1960s, the term ‘marketing concept’ emerged. It was a ‘revolution’ because what can be considered as modern businesses have changed their strategies and the total activities of their businesses. William J. Stanton, Professor of Marketing at the University of Colorado stated:

“The marketing concept is based on two fundamental beliefs. First, all company planning, policies and operations should be oriented toward the customer; second, profitable sales volume should be the goal of a firm. In its fullest sense, the marketing concept is a philosophy of business which states that the customer’s want satisfaction is the economic and social justification of a company’s existence. Consequently, all company activities in production, engineering, and finance, as well as in marketing, must be devoted first to determining what the customer’s wants are and then to satisfying those wants while still making a reasonable profit.”

A marketing executive at the General Electric Company, one of the first companies formally to recognize and implement the marketing concept, emphasized the important role of marketing in a nice way when he said: “We feel that marketing is a fundamental business philosophy.” It is obvious that this definition recognizes the importance of implementing the philosophy of marketing’s functions and methods of organizational structuring. Although it must be realized that marketing’s functions and methods are not, in themselves, the philosophy.

But the best-known writer on the subject at that time was Professor Theodore Levitt of Harvard. He had this to say: “Every major industry was once a growth industry. But some that are not riding a wave of growth enthusiasm are very much in the shadow of decline. Others which are thought of as seasoned growth industries have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management. The failure is at the top. The executives responsible for it in the last analysis are those who deal with broad aims and policies.”

The excuses used for declining growth of the railroads, for example, were not because the need for passenger and freight transportation declined. That grew. The railroads were in trouble not because the need was filled by others like cars, trucks, airplanes, even telephones, but because it was not filled by the railroads themselves. The railroads companies let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry wrong was because they were product-oriented instead of customer-oriented.

Peter Drucker, the world’s leading writer on the whole field of management, says: “It is the customer who determines what a business is. It is the customer alone whose willingness to pay for a good or service converts economic resources into wealth, things into goods. What the business thinks it produces is not of first importance-especially not to the future of the business and to its success… What the customer thinks he is buying, what he considers value, is decisive-it determines what a business is, what it produces and whether it will prosper. And what the customer buys and considers value is never a product. It is always utility, that is, what a product or service does for him…. Because its purpose is to create a customer, the business enterprise has two-and only these two-basic functions; marketing and innovation. Marketing and innovation produce results; all the rest are ‘cost’. It is vital for every company regularly to ask this question ‘what business are we in?’ and to answer it in terms of what its customers buy not in terms of what it produces.”

More recently, Professor Peter Doyle has said that “Marketing-the task of seeing to provide customers with superior value-is so central that it cannot be seen as just another function alongside production, finance or personnel. The central task of management is to find better ways of meeting the needs of customers.”

source: http://en.articlesgratuits.com/the-marketing-concept-id1429.php

The Importance of Marketing is Outlined in the Staircase Marketing Concept

The power of the internet is the ability to communicate across multiple boundaries to individuals anywhere. The real question then as a marketer is, what is your message and how to structure it effectively to be heard? Sure you can offer an ethical bribe, providing free stuff on your site to gather names, an effective way to get people to opt-in to your list, but after awhile, free stuff has the value of – well free. Many people have multiples of free stuff on their hard-drives getting used sparingly, or most likely, forgotten.

Aren’t you glad to have the free stuff on yours?

To better understand laying out your marketing plan, define it with a unique marketing term, one that can be very identifiable and understandable. “Staircase Marketing Concept” is an effective marketing term that is simple to understand. To follow, think of a staircase, a few steps to a landing area and then slightly changes direction, a few more steps to another landing area and so forth. Ultimately there is a top landing area which is the ‘WHY’, your final business goal.

Each landing area represents an intermediate goal needing to be reached within your marketing strategy to move your Network Marketing business forward. The steps are individual tasks that you must accomplish to reach each intermediate goal.

Internet marketing terms are plentiful and the Staircase Marketing Concept is one that can be easily comprehended, implemented and passed on to group members. Even if you are a beginning marketer, you can conceive of a plan to get from one point to the next.

Your marketing plan requires certain elements be accomplished no matter your location; a brick and mortar building located on a street corner or an internet business. You need 3 basics; a message, an effective communication channel, and hungry traffic.

The key to preparing a Staircase Marketing Concept is identifying the early landing areas to reach and each step to reach them. Organize them based on importance and take action. As you reach each one, celebrate the achievement. Working on your own out of your house can be lonely. Celebrating the small victories you reach along the way helps with motivating yourself on to the next landing area.

Each celebration could be a stand up and yell or walk around the block or just get away from the computer for 5 minutes.

Allow yourself a victory dance.

When you reach a larger landing area (goal), celebrate on a slightly larger scale. Remember what it took to get there, the milestone you have reached, and provide a relative celebration. This is a powerful motivator, one you can teach to your group so they get the same feelings of accomplishment.

Remember that Network Marketing is about communication. Building a successful Network Marketing business requires work, a structured plan such as the Staircase Marketing Concept, and a group that can celebrate their accomplishments together, no matter how big or small, will create a strong group. You want a strong group for retention purposes so celebrate their victories.

Allow them to celebrate yours. The trust you need will be returned stronger and your assistance to them will be gladly accepted, assisting in the growth of the group. Everybody wins within the group and each member passes along these positive encouragements to their group, on down the line.

What a positive way to better yourself and reach that top landing on the Staircase Marketing Concept path to financial freedom.