Table of
Contents
Introduction
Chapter 1: Think Like A Marketing Guru
A BRIEF HISTORY OF MARKETING
MARKETING YOUR BUSINESS TODAY
THE LOGIC OF MARKETING: LOTS OF SIMPLE THOUGHTS
The Components Of Marketing
Your Business And The Four P’s
Your Business And The Four Utilities
The Customer Is Always Right, Right?
The Illogic Of Marketing: Making Sense Of Madness
BECOMING A MARKETING GURU
Chapter 2: On A Clear Day … You Can See The Market
SELF-DECEPTION: THE ENTREPRENEUR’S MOST DANGEROUS TRAP
LOOK THROUGH YOUR CUSTOMERS’ EYES
What Do Customers Want?
LET THE CUSTOMER TEACH YOU: GETTING FEEDBACK
AVOID FOUR COMMON -AND FATAL- MARKETING ASSUMPTIONS
HOW DOES YOUR PRODUCT FIT THE MARKET?
Product Appeal: Highest Quality
Place Appeal: Most Easily Available
Price Appeal: Cheapest
Promotional Appeal: Most Highly Visible
Chapter 3: Define Yourself And Your Customers
SEGMENTATION: SELECT YOUR BEST MARKETS
How To Identify A Market Segment
Segmenting For The General Consumer Market
Segmenting For Business Customers
THE POSITIONING STATEMENT: YOU IN A NUTSHELL
Your Company’s Market Personality
OVERLOOKED MARKETS
Niche Marketing
Chapter 4: How To Write (Yes, Write) Your Marketing Plan
MARKETING PLAN TRUMPS FINANCIAL PLAN
PREPARING TO WRITE
THE INGREDIENTS FOR A TASTY MARKETING PLAN
Market Situation
Threats And Opportunities
Marketing Objectives
Marketing Goals: Where The Details Start
Budgets
Controls: Tracking Effectiveness
Executive Summary
Chapter 5: The Basics Of Selling
FEATURES VS. BENEFITS: THE KEY TO MARKETING
Compiling A Key Benefit Inventory
KEY APPEAL, MARKET BY MARKET
What’s Your USP?
SELLING TO THE PUBLIC: THE FOUR PILLARS OF MARKETING
BUSINESS-TO-BUSINESS: GIVING AN EFFECTIVE SALES PRESENTATION
Get Informed: Know The Buyer
Rehearse Your Pitch
Get Some Sleep And Eat Your Wheaties
Sell The Benefits, Not The Features
Invite A Dialogue
Be Prepared For Any Objections
Talk Money And Ask For The Business
Fill Out A Call Report
OVERCOMING BUYING OBJECTIONS
GETTING TO THE DOTTED LINE
Chapter 6: Selling: Your Next Steps
SELLING SERVICES
The Difference Between Marketing Services And Products
PRICING: HOW MUCH SHOULD YOU CHARGE?
DISTRIBUTORS: FRIEND OR FOE?
Who Are These Distributors, And What Do They Do?
Finding A Distributor For Your Product
UNLEASHING YOUR SALES FORCE
Training Your Retail Sales Staff
On-Staff Sales Force
Contract Sales Force
TESTIMONIALS AND CASE HISTORIES
Chapter 7: Targeting Your Advertising To Your Business
THE BASICS OF A GOOD AD . . . IN ANY MEDIUM
What Makes A Good Ad?
Creating Good Ad Copy
Creating Clean Ad Design
DO YOU NEED AN AD AGENCY?
Freelancers Vs. Agencies
THE WONDERFUL WORLD OF MEDIA
Print Advertising
Broadcast Advertising: Radio And Television
MEASURING THE EFFECTIVENESS OF YOUR ADVERTISING
Chapter 8: Sales Promotions: The Turbocharger
THE TOOLS OF SALES PROMOTION
Coupons
Special Pricing
Point-Of-Purchase Promotion
Contests
Trade Incentives
Cooperative Advertising
TRADE SHOWS AND EXHIBITIONS
SPECIALTY ITEMS
Chapter 9: Public Relations: The Softest Sell
THE IMPORTANCE OF PUBLIC RELATIONS
How A Newsperson Thinks
Your Company As A News Resource
THE PRESS RELEASE
The Five W’s
How To Hook The Media On Your Story
Publicizing Special Events
PICK THE RIGHT MEDIA OUTLETS
TELL THE WHOLE STORY: THE PRESS KIT
Chapter 10: Be A Good Corporate Citizen
MAKE THE BUSINESS CONNECTION CLEAR
INVOLVE YOUR COMPANY AND ITS CUSTOMERS
Chapter 11: The Internet: Marketing At The Speed Of Light
THE INTERNET AND THE WORLD WIDE WEB
E-MAIL AND THE COMMUNICATIONS REVOLUTION
Some Tips On Communicating With E-mail
How To Set Up A Local Network
Listservs And Newsgroups
ESTABLISHING A WEB SITE: YOUR VIRTUAL BUSINESS ADDRESS
Locating And Building Your Web Site
HOW TO BUILD A WEB PRESENCE
Push Technology
Web Advertising
Linking Your Site
Chapter 12: Customer Service: The Soft Underbelly Of Marketing
ALL CUSTOMER SERVICE IS PERSONAL
DEALING WITH HOSTILE CUSTOMERS
FIRST-CLASS SERVICE MEANS REPEAT BUSINESS
SPOT-CHECK YOUR SERVICE: BE A CUSTOMER
SETTING SERVICE STANDARDS
Chapter 13: Stay Strong Through Training
TRAIN FOR GOOD SERVICE
TWO KINDS OF TRAINING
Training New Hires
Develop Your Employees
Chapter 14: Database Marketing Expands Your Horizons
GETTING NEW CUSTOMERS FROM EXISTING ONES
DIRECT MARKETING: PRECISION MESSAGE DELIVERY
WAGING A DIRECT-MAIL CAMPAIGN
CREATING YOUR DIRECT-MAIL MATERIALS
The Direct-Mail Package
The Self-Mailer
The Postcard
Your Other Printed Materials And Catalogs
Chapter 15: Keeping On Top
REGULAR MARKETING PLAN REVIEW
Glossary
Appendix
Marketing Resources
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