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U.S. Small Business Administration EB-2  
MARKETING STRATEGIES FOR THE GROWINGBUSINESS
  
  Frederick H. RiceDirectorKansas State UniversitySmall Business Development Center (SBDC)Manhattan, Kansas  
Emerging Business Series
  _________________________________________________________________________________  Copyright 1991, Frederick H. Rice. All rights reserved.  No part may be reproduced, transmitted ortranscribed 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 andopinions 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 SegmentationMarket Positioning 
THE MARKETING BUDGET
 The Product (or Service)PricePlacePromotionPersuasion 
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' NeedsTechniques in Presenting the Advertising MessageStrengthening the Elements of Your Advertisement 
MEDIA AVAILABLE TO ADVERTISERS
 Paid-circulation NewspapersFree-distribution NewspapersDirect MailMagazinesBrochuresOther Local Print MediaRadioTelevisionOutdoor MediaOther Media for Advertising 
REFINING YOUR ADVERTISING FOR GREATER RESULTS
 Timing Each Ad For ImpactUsing ColorCritiquing Your Ads 
REFERENCES APPENDIXES
 A. Customer SurveyB. Annual Sales by Store TypeC. Share of Annual Sales by MonthD. Projected Sales and Planned Ad Volume -- Worksheet
 
E. Average Advertising Investments of Retail StoresF. Determination of Advertising Media Budget -- WorksheetG. Media Budget Allocation Form -- WorksheetH. Advertising Layout GuideI. Type StylesJ. Information Resources_________________________________________________________________________________ 
INTRODUCTION
  Marketing continues to be a mystery . . . to those who create it and to those who sponsor it. Often,the ad that generates record-breaking volume for a retail store one month is repeated the followingmonth and bombs. A campaign designed by the best Madison Avenue ad agency may elicit amediocre response. The same item sells like hotcakes after a 30-word classified ad, with abominablegrammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homesduring a rainstorm! The mystery eludes solution but demands attention. This publication is devoted to the idea that your marketing results can be improved through a betterunderstanding of your customers. This approach usually is referred to as the marketing concept. Putting the customer first is probably the most popular phrase used by firms ranging from giantconglomerates to the corner barber shop, but the sloganizing is often just lip service. The businesscontinues to operate under the classic approach -- "Come buy this great product we have created orthis fantastic service we are offering." The giveaway, of course, is the word we. In other words, mostbusiness activities, including advertising, are dedicated to solving the firm's problems. Success,however, is more likely if you dedicate your activities exclusively tosolving your customer's problems. Any marketing program has a better chance of being productive if it is timed, designed and writtento solve a problem for potential customers and is carried out in a way that the customer understandsand trusts. The pages that follow will present the marketing concept of putting the customer first.Marketing is a very complex subject; it deals with all the steps between determining customer needsand supplying them at a profit. In addition to some introductory material on marketing, thispublication includes practical material on the marketing approaches to budgeting, layout design,headline writing, copywriting and media analysis. You have to spend money on marketing; thepurpose of this publication is to help you get the most for your money, or the most bang for the buck.   
THE MARKETING CONCEPT
  Unfortunately, there is still a misunderstanding about the word marketing. Many people, includingtop executives, use it as a sophisticated term for selling. Marketing representative is commonly usedin ads to recruit salespeople. Actually, marketing is a way of managing a business so that eachcritical business decision is made with full knowledge of the impact it will have on the customer.
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