lessons.cgi - Start Your Own Small Business: Lesson 6...

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Start Your Own Small Business: Lesson 6 (printer-friendly version) Your Instructor: Kris Solie-Johnson INSTRUCTIONS: To print this page, wait for the page to fully load. Once the document is ready to print, simply click your browser's File menu and choose Print . To save this page, click your browser's File menu and choose Save As . Select a disk drive and folder to receive the file, and change the name of the file to less06.htm . To view the file while you are offline, just go to the drive and folder you selected when you saved the file and double-click the file named less06.htm . Your browser will start and you will have access to the file. Chapter 1 Introduction Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely. Jay Conrad Levinson, Guerilla Marketing No one characterizes marketing better than Jay Conrad Levinson. Marketing is not a one-time event, but a series of events that leads your customers from awareness to trial to loyalty. Today you will learn about marketing. You'll see how it's a system of making promises and then fulfilling those promises. You'll also discover what touch points are and how to maximize their effectiveness in making sales. In addition, we'll explore how sales and marketing plans are an integral part of your business now and in the future. Another area of marketing we'll examine is direct response marketing. With consumers receiving over 5,000 marketing messages a day, small businesses can no longer rely on basic advertising to create sales. Business owners must be creative in their marketing to get noticed in the clutter of everyday life. But they must also do it in a cost-effective manner. We will finish up the lesson with a discussion of testing and tracking your marketing messages. You'll create a system to monitor which methods of advertising are generating sales for you and which ones are merely costing you money without a return. Marketing is all about testing. You can't maximize your profits if you don't know which communication method will get your customers to vote with their wallets. Marketing is the tool that gets customers to come into your business, keeps them coming back, and persuades them to spend more with you over time. Marketing is like a game. You try something. And then you try something else. Whichever one does the best, you do again. Then you test a third marketing piece to see if it does even better. It's a constant game to see which program will win, measured by which one puts the most money in your pocket. Even if you don't think you have a marketing mind, you'll be surprised by how much fun marketing can be. So let's get the game started.
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Chapter 2 Why Is Marketing Important? Let's start with a definition of marketing for small business owners.
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This note was uploaded on 10/12/2009 for the course BUS Start Busi taught by Professor Solie-johnson during the Spring '09 term at Santa Monica.

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lessons.cgi - Start Your Own Small Business: Lesson 6...

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