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What Marketing Is ?
I do not want to disappoint you, but I tell you from the very beginning:
MARKETING IS NOT TACTICS
When most people think of marketing, they think of marketing tactics. People associate marketing with tactics, partly because they're fun. Advertising is fun, promotions are fun, and so is sending out email campaigns and every other similar tactic. But tactics, while the most salient aspects of marketing, are similar to the tactics of sport. They're very important, but useless without having a sound basis of knowledge.
And so it is with marketing. Marketing is far more than tactics. Marketing is analysis, and a sound marketing strategy
is based on this analysis.
In fact, marketing is the analysis of market. If you have a product
you must analyze the market to know two fundamental things:
<> Can you sell the product ?
<> In what conditions ?
Marketing is not advertising or promotion, it is a complex
operation in order to find the answers to the above questions.
You may use advertising as a tool to collect some data for
a subsequently processing, but marketing means to analyze
customers needs, similar products, competitors and their
companies.
Combining all this information into an overall picture you should
find the right answers to the followings.
1. The Market Segments.
In different words, that means to know what kind of people need
your product, from what area they belong, why, when and where
they buy what you offer. You need this information to target all
your activity to those most profitable segments.
2. The Similar Products.
At this point you need to know what needs they cover, prices,
warranties, ways of selling, payment and delivery. Analyzing all
this data you will be able to find the right positioning for your
product and what is necessary to deliver on that positioning.
3. Competition.
Not only who they are is important, but especially what they do.
You must analyze their companies too. That means having a
profound understanding the forces of competitors in your industry,
their attitudes, objectives and capabilities.
4. Tactics and Strategies.
This point means to know how to advertise correctly, how to
communicate with the potential customers (via email, letters, etc)
how to sell your product.
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