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With a Good Marketing Plan Your Business Will Get Market Orientation....As we develop a marketing plan we should consider the definition of marketing to be 'identification and profitable satisfaction of customers' needs' - which is broadly in line with my earlier suggestion. It then follows that the well being of a business depends on satisfaction of it's customers' wants, and the degree of this satisfaction is key to the success of the enterprise. There are three prime components. * Knowing what the customer wants. * Satisfying them * Making a profit. It is easy to get too academic about this but it is essential that for the business to be able to match the customers' wants it must have a marketing plan. Essential to this is a sound Press Release Program Matching customer needs is increasingly difficult when you consider the rate of change in modern business. A mis-understanding could lead to a mis-allocation of resources with a consequent negative effect on the business. Is this why many businesses fail to adopt a market orientation?
Look at it this way; if your production costs rise everyone knows that your profits are reduced. So we all try to avoid the 'negative effect' by controlling and reducing costs. Conversely if your marketing spend increases your profits will with out doubt improve provided the marketing spend is efficient and cost effective. Be careful not to fritter money away on needless advertising. We favour among other things well constructed, repeatable direct mail campaigns. But this is seen as an act of faith, even though you will get a positive result many businesses fail to develop a marketing plan and adopt a market orientation. That way lies potential long term disaster. Another way to relate this to your business situation is; a marketing orientation enhances profitability while a production orientation depresses it. This makes effective successful business marketing a fundamental objective because it directly links to profit. Effectively I am saying; business marketing is an essential no matter what the size of the business. So, we must learn to do it effectively and the great thing to me is that much of what I will be outlining over the next few issues applies to both on and offline business. I will be setting out some more helpful tips and suggestions for your business marketing. Tip Marketing is an art rather than a science. My wife does a lot of charity work and continues to come up with great ideas for marketing fund raising concepts. I describe her as a natural marketeer. My background is technical/scientific and I really have to work at marketing. I have to put my 'marketing hat on' while she is a natural - instinctive. In her head she seems to carry a marketing plan!
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