Personally Im finding it unbelievable how many people think that marketing equals promotion. Everyone should know that Promotion is only a part of marketing as a whole. Just to make sure that that you know, marketing consists of a few basic ingredients, the number of ingredients is always under debate, but the following four are not debated:
Price is what generates your income but is at the same time a powerfull marketing instrument. For example you can choose to be the cheapest provider. But that has it's effects on your image with your target audience and the other ingredients.
This is what you deliver to your target audience. But always keep in mind: "What is this worth to my audience?"
Your personel is the face of your business and therefor unbelievably important to your business. If you choose for a low price then wont need the best qualified personel. But again keep in mind what your Target Audience expects.
The following questions have to be asked: "How do present myself to my target audience?" "How do I simulate my target audience?" and the most important one "How do I make my target audience buy from me?"
Something that strikes me as strange nowadays is that a lot of businesses are being lead by accountants. The problem with accounts is that they are lead by numbers. And if something is clear when we look at history, then its the fact that numbers arent always right!
So read the instruction manual before you use an accountant to formulate your business policy. Past results, do not give any garantees for the future!
To have a good and healthy business you need a good and healthy mix of ingredients. A nose for business, creativity and the right numbers (no, the accountant isnt evil) but also a good marketing mix!
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