Successful marketing is not the reserve of business-school trained experts. Anyone can master the marketing process. This straightforward, easy-to-use book presents a seven step marketing process that will lead your company into the 21st century. Your business cannot be without this guide to marketing success.
To master the marketing process, simply consider how you can capitalize at every opportunity on the customers' feeling of satisfaction with your product and your business. At each of the following critical steps, Marketing Mastery will help you acquire and keep satisfied customers:
Know Your Marketing Process
Identify Your Target Market
Determine Your Pricing Strategy
Develop Product Accessibility
Create Customer Awareness
Transfer Ownership
Obtain Follow-up and Feedback
Each of the more than 30 worksheets in this book help you apply the marketing process to your own business. By the end of the book, you will have developed an invaluable set of marketing tools, including radio announcements, press releases, marketing and sales goals, budgets, customer surveys, and product profiles.
Marketing Mastery is a must for entrepreneurs who want to successfully start and grow their own businesses. The following is a sampling of the more than 30 worksheets contained in the book:
* Target Market Analysis Questionnaire
* Direct Research Survey Techniques
* Customer Profile: Your Company Versus the Competition
* Business Location Evaluation
* Visual Imaging of Your Product or Service Package
* Radio Copy Format
* Write Your Own Press Release
* Identifying Appropriate Advertising Media
* Sales Call Planning Guide
* How to Maximize Customer Satisfaction
* Setting Your Sales and Marketing Goals
Harriet Stephenson is the founder of The Entrepreneurship Center at Seattle University where, as Professor of Management, she teaches entrepreneurship and small business management and runs the Small Business Institute program. She has served on several boards of directors and advisory boards. She has consulted on entrepreneurship curriculum and program evaluation nationally and internationally. She has owned her own businesses and has consulted with many profit and not-for-profit businesses and organizations.
Dorothy Otterson is a marketing and management consultant who works with small business owners, professionals, and educational resource clientele to effectively develop their organizations. Ms. Otterson offers workshops and personal effectiveness training through her own home-based business, Otterson Management Associates in Marin County, California. She currently manages various microbusiness projects, develops and teaches courses, and focuses clients on their own goals and how to achieve them, with an emphasis on healthy growth management.
