A true marketing mission includes non-traditional
marketing. Some of the areas are philosophical and some
have scientific under pinning to launching a marketing
crusade.
You must include the attitude toward customers, product
and/or service. You must put your mission into the research
of new products and services.
Your marketing mission needs to be included in what kind of
profit you want to make and into how you're going to
handle. credit, packaging, inventory selection,
transportation, advertising, sales force, your image, your
prices, your location, and your incentives.
Customers- Customers need to be treated as the most
valuable asset they are. One must never forget how
difficult or how expensive it was to put someone in contact
with that customer or the potential customer, the prospect.
Each customer or client contact must be treated as the
marketing opportunity that it really represents.
You've got to reverse the greed that wants you to make the
sale and see everyone with a dollar sign on their forehead,
and start thinking of how you can fulfill that customer's
need.
Product or service- How do you weave your marketing mission
into our product or service? Rather than offering a sale or
a product line or a mix that really reflects your
impression of what your business should offer it's clients
or it's potential customers, you need to select the right
mix of services and products based on research that you do
with your potential prospects and give them specifically
what they've identified as their needs and wants.
In other words, test marketing to find out what they want.
The easiest way to do this is to ask what them what they
want. Then you select your products and services based on
your business' ability to sell them and service them to
your customer's or potential client's satisfaction.
You must weave your marketing mission into your research.
Any time your research and development efforts involve any
new products or services, they should be directed toward a
customer based study of proven customer needs and wants.
You go out and ask them what they need and want, and then
research and put together products and services that will
fulfill those needs and wants. No other research is as
important as trying to determine what the desires are of
your customer, prospect or client.
You should weave your mission into your innovation in your
company. Any changes and improvements are always welcome in
business.
Before you make any changes to any of the characteristics
of your business, products or services, you really need to
first consider how these changes will be viewed and
accepted by your customer base. That's what you're in
business for. You're not in business for yourself.
If the innovation passes the test of the customer, then
it's logical to pursue it from other points of view. How
much will this change cost? Will it save time? Will the
reliability improve? Will there be added features?
About
The Author
Abe Cherian is the founder
of Multiple Stream Media,
a company that helps online
businesses find new
prospects and clients, who
are anxious to grow
their business fast, and
without spending a fortune
in marketing and automation. http://www.multiplestreammktg.com
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