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MARKETING STRATEGIES FOR THE GROWING BUSINESS

Source: www.sba.gov
Topic: Marketing Strategy

Sort Desciption: Learning the relative success of different marketing strategies thus improving return. on investment. . Learning how not to repeat your mistakes. ...

Content Inside: U.S. Small Business Administration EB-2 MARKETING STRATEGIES FOR THE GROWING BUSINESS Frederick H. Rice Director Kansas State University Small Business Development Center (SBDC) Manhattan Kansas Emerging Business Series __________________________________________ ______________________________________ _ Copyright 1991 Frederick H. Rice. All rights reserved. No part may be reproduced transmitted or transcribed without the permission of the author. SBA retains an irrevocable worldwide nonexclusive royalty-free unlimited license to use this copyrighted material. While we consider the contents of this publication to be of general merit its sponsorship by the U.S. Small Business Administration does not necessarily constitute an endorsement of the views and opinions of the authors or the products and services of the companies with which they are affiliated. All of SBA's programs and services are extended to the public on a nondiscriminatory basis. __________________________________________ ______________________________________ _ TABLE OF CONTENTS INTRODUCTION THE MARKETING CONCEPT SELF-ASSESSMENT QUESTIONNAIRE MARKET RESEARCH EXPANDING YOUR MARKET THE MARKETING PLAN Market Segmentation Market Positioning THE MARKETING BUDGET The Product (or Service) Price Place Promotion Persuasion THE ADVERTISING BUDGET How Much Should I Spend? When Should I Spend It? Where Should I Spend It? What Media Should I Use? MAKING ADVERTISING WORK FOR YOU Appeal to Consumers' Needs Techniques in Presenting the Advertising Message Strengthening the Elements of Your Advertisement MEDIA AVAILABLE TO ADVERTISERS Paid-circulation Newspapers Free-distribution Newspapers Direct Mail Magazines Brochures Other Local Print Media Radio Television Outdoor Media Other Media for Advertising REFINING YOUR ADVERTISING FOR GREATER RESULTS Timing Each Ad For Impact Using Color Critiquing Your Ads REFERENCES APPENDIXES A. Customer Survey B. Annual Sales by Store Type C. Share of Annual Sales by Mo ...

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