tailieunhanh - The ABC's of Marketing & Advertising

To some businesses - - small businesses, in particular, - - marketing and advertising seems like a lot of senseless hocus pocus. In reality, however, there is nothing at all magical about either one. Both marketing and advertising are, in fact, based on a very logical premises Before a consumer can buy a product or service - - no matter how well designed or efficiently produced it is - - he or she must first know that it exists. That, in a nut shell, is the purpose of marketing. Advertising, on the other hand, is simply one of several different methods used | The ABC's Of MARKETINGMARKETING && ADVERTISINGADVERTISING written by Bill Gregory and copyright, 1999 Charlotte Kuchinsky This handbook has been prepared by the Oklahoma Small Business Development Center (OSBDC) and the Service Corps of Retired Executives (SCORE) in a partnership program with the . Small Business Administration. The purpose of this book is to provide you with a good basic knowledge of sound marketing principles as well as sufficient information to make informed advertising decisions. The handbook is specifically designed to help you understand: o What your business product or service has to offer potential customers; o Who your customer is; o How to make customers want to buy what you have to offer; and o Why they will want to buy from you rather than your competition. No handbook, used in isolation, is likely to answer all of your marketing and advertising questions. We have, therefore, included an additional list of valuable resources in the appendix. Also, keep in mind that your Oklahoma Small Business Development Center (OSBDC) and Service Corps of Retired Executives (SCORE) provide "FREE" one-on-one counseling in these - - and a myriad of other - - subjects. Additionally, we will periodically sponsor workshops in both basic and advanced marketing and advertising. For additional information on any of the services provided by OSBDC and SCORE, contact: OSBDC/SCORE c/o Northwestern Oklahoma State University 2929 E. Randolph Enid, Oklahoma 73701 Phone: (580) 213-3197 - Fax: (580) 213-3196 - E-Mail: cakuchinsky@ Table of Contents Marketing Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 What Is Marketing?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Why Market?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .