tailieunhanh - Small Business Marketing for Dummies Second Edition by Barbara Findlay Schenck_3

Tham khảo tài liệu 'small business marketing for dummies second edition by barbara findlay schenck_3', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 29 Chapter 2 All About Customers months. The motel would be wise to offer summer guests special incentives that encourage them to return in the spring and fall to build year-round business. National and international guests account for approximately one-quarter of the motel s business. Because these guests are a far-flung group the cost of trying to reach them in their home market areas via advertising would be staggering. Instead the motel managers might research how they found out about the motel in the first place. If they booked following advice from travel agents or tour group operators the managers might cultivate those sources for more bookings. Or if they made their decisions while driving through town the motel would benefit from a few well-placed billboard ads to inspire more such spur-of-the-moment stays. Conduct a similar analysis for your own business How do your products break down into product lines See Chapter 3 for more information about this important topic. What kind of customer is the most prevalent buyer for each line If you determine that one of your product lines attracts customers who are highly discerning and prestige-oriented you probably won t want to employ a strategy that relies on coupons for example. Likewise if you know that a certain product line appeals to a particularly athletic or health-conscious group you can forget about trying to prompt purchases by offering such things as all-you-can-eat dinners. Tracing ụour distribution channels Distribution is the means by which you get your product to the customer. A good distribution system blends knowledge about your customer from the first half of this chapter that part should be clear with knowledge of how that person ended up with your product that s what distribution is about . It s often a surprisingly roundabout route. To demonstrate take a look at how visitors might arrive at a local museum or cultural attraction. Say that 50 .