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Marketing Your Product

Marketing Your Product

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Published by Richard Day
Do you make or trade in a product and want to improve your marketing? This book has become an essential reference for small business operators, explaining in simple language the differences between selling and marketing, and providing the tools and knowledge to build successful marketing campaigns.
Do you make or trade in a product and want to improve your marketing? This book has become an essential reference for small business operators, explaining in simple language the differences between selling and marketing, and providing the tools and knowledge to build successful marketing campaigns.

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Published by: Richard Day on Jun 13, 2009
Copyright:Attribution Non-commercial

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03/02/2013

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MARKETING YOUR PRODUCT
Donald Cyr,
MBA
Douglas Gray,
LLB
Self-Counsel Press
(a division of)
International Self-Counsel Press Ltd.USACanada
 
CONTENTS
 ACKNOWLEDGEMENTS
 xv
INTRODUCTION
 xvii
1WHAT IS MARKETING?
11.MARKETING 11.1Understanding customer needs and desires 11.2Selecting and developing a product 21.3Developing a communication program 21.4Getting your product to your customer 22.MARKETING MIX 22.1Product 22.2Price 22.3Place 22.4Promotion 23.SELLING VERSUS MARKETING 24.PRODUCT VERSUS SERVICE MARKETING 35.AVOIDING FAILURE; ENSURING SUCCESS 4
2MARKETING PLANNING, GOAL-SETTING, AND STRATEGY
61.UNDERSTANDING THE PLANNING PROCESS 71.1Situation analysis: “Where are we now?71.2Identifying problems and opportunities 82.FORMULATING GOALS 82.1What are goals, anyway? 82.2Clarifying goals 93.YOUR PERSONAL AND COMPANY GOALS 94.SETTING OBJECTIVES 104.1Why goals are never enough104.2The role of objectives 104.3What does a typical objective look like? 105.INTEGRATING GOALS AND OBJECTIVES 116.PLANNING YOUR SPECIFIC STRATEGY 116.1Evaluating alternatives 126.2Designing your action plan 12
v
 
6.3Monitoring system 12
3THE MARKETING ENVIRONMENT
241.DEMOGRAPHICS 242.TECHNOLOGY 253.CULTURE 263.1Baby boomers 263.2Baby busters 273.3Seniors 284.ECONOMY 285.POLITICS 29
4SEGMENTING YOUR MARKET AND IDENTIFYING CONSUMER BEHAVIOR
301.SEGMENTATION 302.SEGMENTING USING DEMOGRAPHICS AND PSYCHOGRAPHICS 312.1Benefits segmentation 312.2Gender 342.3Other variables 353.MARKET POSITIONING 354.UNDERSTANDING CUSTOMER BUYING BEHAVIOR 364.1Recognition of need 364.2Information search 374.3Evaluating the alternatives 374.4Choice 374.5Post-purchase feelings 38
5RESEARCHING YOUR MARKET
401.AREAS TO RESEARCH 401.1Who is your market? 401.2What products do they buy? 401.3When do they buy? 401.4Who is involved in the purchase decision? 401.5Where is your market? 411.6Where should you sell your product? 411.7Why does the market buy your product? 412.SECONDARY DATA 412.1Government 412.2Trade, professional, and business associations 41
vi
MARKETING YOUR PRODUCT

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