IES Management College And Research Centre

Contents
Preface 00
1 What is marketing? 00
Service or product? 0; Who is the customer? 0; Parting people
from their money 0; Price is king? 0; Features and benefits 0;
Isolate the segment 0; Growth segments in the consumer
market 00; Growth segments in the business market 00; Make
your product different 00; Avoid lone products 00; Positioning 00;
Hunt for gaps 00; The distribution chain 00; Margins and
mark-ups 00; Brand identity 00; Pricing for profit 00; Pricing
policy 00; The special problems of marketing services 00;
The product life cycle 00; The marketing mix 00; Location 00;
Marketing plans 00; Summary 00
2 Market research? 00
Using the interet 00; The reference library 00; Marketing
information 00; Where to find specialist libraries 00; The trade
press 00; Trade fairs and exhibitions 00; Trade marks, patents
and registered designs 00; Assessing the competition 00;
Testing the idea 00; Spotting new markets 00; Market research
checklist 00
How to Market Your Business Prelims:Layout 1
14/9/07 14:32 Page vi
vi Contents
3 The Internet? 00
Objectives 64; The costs of setting up a website 00; Domain
names 00; What your website should include 00; Help the
search engine 00; Ad-words 00; Test the site 00; Help (and hook)
the visitor 00; Keeping customers coming back 00;
Branding 00; Monitoring visitors 00; Newgroups, blogs and
mailing lists 00; Trading on-line: e-commerce 00; Setting up
an e-commerce site 00; Summary 00
4. Advertising 00
Think of a customer 00; Setting objectives 00; Positioning 00;
Where to advertise 00; Which media to choose? 00; Some
advertising jargon 00; Using an advertising agency 00;
Designing your own ads 00; Some common mistakes 00; Some
advertisement techniques 000; Inserts can be the most effective
of all 000; Freephone 000; What to say 000; Cooperative
advertising 000; The Yellow Pages problem 000; Project a
corporate image 000; Buying print 000; Desktop
publishing 000; Some printing terms 000; Photography 000;
Product liability 000; Packaging and point of sale 000;
Franchising 000; Further sources 000; Summary 000
5. Direct response marketing 000
Where the profit lies 000; Off-the-page advertising 000; Why
direct mail can be so cost-effective 000; Lifestyle lists 000;
What do you send? 000; How to write effective sales letters 000;
Testing, testing 000; It all costs money 000; Growth areas 000;
Catalogue design 000; Door to door 000; Form a club 000;
Party plan 000; The Post Office 000; Useful addresses 000;
Telephone marketing 000; Network marketing 000; Summary 000
6. Public relations 000
PR objectives 000; Understanding the media industry 000;
Other PR techniques 000; Summary 000
How to Market Your Business Prelims:Layout 1
14/9/07 14:32 Page vii
Contents vii
7. Selling and sales promotion
000
People who buy people 000; Setting objectives 000; Know
your product 000; Planning saves time 000; How to get past
the personal assistant 000; The presentation 000; What the
buyer worries about 000; Learn to listen 000; Difficult
buyers 000; Buying indicators 000; Concessions 000;
Handling objections 000; Second sourcing 000; Closing
the sale 000; Other products and other customers 000; The
dangers of sale or return 000; The art of demonstrating 000;
Quotations, invoices and terms of trading 000; Using
agents 000; Telephone sales 000; Customer care 000;
Sales promotion 000; Price manipulation 000; Loyalty
schemes 000; Competitions 000; Promotional gifts 000;
Summary 000
8. Exhibitions and shows 000
How to choose the right show 000; Objectives 000; Cost 000;
Stand design 000; Pre-show publicity 000; Staff training and
selling 000; Showing the welcome mat 000; Sales literature 000;
Stay smart 000; After the show 000; Summary 000; Sources 000
9. Starting in exports 000
Staying in this country 000; Direct exporting 000; Freight
forwarders 000; Where to export 000; Getting paid 000;
Some export terminology 000; Reference sources 000
10. New products: innovation, patent, licensing and design 000
So what¿s the big idea? 000; Be realistic 000; Keep it
confidential 000; Intellectual property 000; Licensing 000;
What are the rewards? 000; Other help 000; Reference
sources 000; A moral tale 000; And finally ¿ my 12 golden
rules 000
Index 262

A guide that offers you tried and tested advice on constructing profitable marketing strategies for your business. Revealing how you can revitalise your products and services with some basic marketing know-how, it covers market research, advertising, promotion, selling techniques, product launches, and use of the internet.