tailieunhanh - “Marketing is the whole business, taken from the customer’s point of view.” - Peter Drucker

Most markets have preciously few advertising and promotion dollars and therefore need to seek the biggest bang for their bucks. Even if your market is blessed with a large ad budget, you will want to spend it effectively. The following general principles of marketing can be helpful in guiding your market in getting the most from your money. 80/20 rule Keep the 80/20 rule in mind: 80% of your business comes from 20% of your customers. (Koch, 1998). Getting to know the names and preferences of this core group solidifies their commitment to your market and helps to ensure they keep coming back week after week. Word-of-mouth Word-of-mouth is far more effective than paid advertising. If a market is well organized, customers will perform. | KRC Sustainable Agriculture Management Guide CcrCfe V SUSTAINABLE AGRICULTURE ALằnagement Guides Marketing the Market Marketing is the whole business taken from the customer s point of view. - Peter Drucker Coming Together How can the market vendors media local business and the community collaborate to create a thriving vibrant marketplace each week Page 2 Market Newsletters Maximize Your Business Focus on the Market Experience Are you doing all you can to make your market a welcoming lively and convenient place to shop Getting the Word Out What are the best methods to get the buzz going about your market Page 5 Paper or e-mail which is right for your market and what do shoppers want you to include Page 6 What factors draw shop pers in and which can send them running Page 3 Page 4 Connecting with Your Community Much can be gained through partnerships with your community. What might work for your market Page 6 Marketing Principles Most markets have preciously few advertising and promotion dollars and therefore need to seek the biggest bang for their bucks. Even if your market is blessed with a large ad budget you will want to spend it effectively. The following general principles of marketing can be helpful in guiding your market in getting the most from your money. 80 20 rule Keep the 80 20 rule in mind 80 of your business comes from 20 of your customers. Koch 1998 . Getting to know the names and preferences of this core group solidifies their commitment to your market and helps to ensure they keep coming back week after week. Word-of-mouth Word-of-mouth is far more effective than paid advertising. If a market is well organized customers will perform the bulk of advertising and marketing in their conversations with friends and acquaintances Corum 1999 . Encourage frequent shoppers to bring their friends and family and offer them flyers to share. Get Covered An industry rule-of-thumb is that editorial coverage is seven times as valuable as paid coverage .