Newsflash

Marketing is a business process about which much is written, however is often not completely understood. Many think that "marketing" and "advertising" are interchange-able words. This is not the case. Marketing is really a complete, integrated approach to doing business.

Many businesses operate on the basis of a "product driven" approach. That is, the business has an ability to produce or provide a particular product and tries to find a market for that product. The enterprise is driven from the orientation of the business and its product.

A "marketing" approach however is based on customer needs. In a marketing approach, the business identifies a particular need that exists in the marketplace and endeavours to find a product or service that meets that need. Let me use a simple illustration. The local hamburger store sells hamburgers. But what do McDonalds sell? The sale of hamburgers is only a part of the McDonalds experience for the customer. The McDonalds' system provides the customer with much more than the hamburger. It provides a hamburger that the customer knows will be of the same quality time after time. The customer will experience prompt and friendly service, time after time. If you look at what McDonalds have done, you see that they have discovered many "needs" apart from the basic need of the customer to get a hamburger. There are many local shops that sell hamburgers, mostly run by very hard working owners, but their product driven approach limits their success. McDonalds' market driven approach has enabled them to become "the most successful small business in the world".

Now, you may not want your business to become another McDonalds, but there is much that can be learned by examining their approach. Adopting a marketing oriented outlook means that you look at the needs of your customers, beyond the physical need that your product or service meets. What are the other needs that your customers are looking to satisfy in their dealings with your business? What are they looking for in terms of the way they are treated in the purchasing process? Are your salespeople helpful and courteous? How is your telephone answered? What can customers expect about the quality of your products, delivery, installation, after sales service, warranties, etc?

The marketing approach sees every aspect of your business as being a tool to create more or higher value sales. The marketing approach enables you to differentiate your business from your competitors, not by selling a different product, but by providing customers with a different experience when they deal with your business. When you find the answers to the questions we have just asked and find ways to consistently provide quality in product and service aspects your business will attract more customers who are willing to pay more to have their needs met.

A recent PIMS survey (Profit Impact of Marketing Strategy) found that businesses who were perceived by their customers to provide better service could charge an average of 9- 10% more for the same basic product or service. It was also found that they grew twice as fast as competition and gained market share at an average of 6% per year while competitors lost ground.

The situation is clear. Becoming a marketing organisation, focussing on finding solutions to customer needs, is today's approach to achieving better results.

(c) 2003 Greg Roworth, Progressive Business Solutions

Greg Roworth is the Managing Director of Progressive Business Solutions Limited, a business development consultancy firm with branches in Wellington and Auckland, New Zealand. Greg has created a unique business development program that assists business owners transform their business from a state of total dependency on them to a state where the business works so well they don't have to.

 
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An Internet Marketing Master's Most Powerful Secret Revealed.
 Can you really make money... doing what you love... over the phone? The answer is yes. In fact marketing millionaires Harv Eker, Mark Victor Hansen, Bob Proctor, Jack Canfield, Harvey McKay and many others all use the telephone to rapidly build their businesses. When they want to bring a new product to market quickly, create a new product or build their e-mail list. they all use tele seminars. And when they need help... they all turn to the master of free teleseminars Alex Mandossian. In case you don't already know what a teleseminar is, let me start with a description and why so many of the Internet marketing gurus use them. A teleseminar is simply a conference call over a special conference call telephone line. There is usually a host/moderator who interviews an expert about a product, service or skill. And then, most importantly, there is a group of people who are on the conference call line in 'listen only' mode. There can anywhere from a few people to several thousand listening. The host will have control over whether or not, the listeners can ask questions during the call. Is my recommendation that on calls with over 20 people, the listeners be muted out. If the listeners want to ask questions, they either e-mail them in advance or use a specific teleseminar system that allows them to be sent to the moderator via instant message. One system I recommend is InstantTeleseminar.com. You can find out more about this system on my blog. This is a more advanced system and allows for about 200 people to listen over the phone lines and up to 2000 people to listen over the Web. If you are just beginning and don't have a very large group there are several good companies that offer conference lines for free. They even include recordings of the calls, which can then be turned into MP3 files and either sold or set up for free replay on your web site. Teleseminar are great for 1) doing a free introduction of a new product or service 2) interviewing an expert to create a product 3) introducing a joint venture partner's product to your list 4) introducing your product to a joint venture partner's list 5) doing a training for your affiliate team 6) presenting a one-time training that people pay for 7) presenting a series of trainings that people pay for There are many other creative and profitable ways to use teleseminars. The benefit of using teleseminars is how flexible they are, how interactive they are, and how personal they are -- and how easy they are to set up an inexpensive to use. You could decide to do a teleseminar in just a couple of days and have an e-mail out to your list and before you know it have a profitable and effective marketing campaign going. To set up a call 1) Decide the purpose of the call. 2) Decide what action you want the listeners to take at the end of the call, such as to sign up for emails or purchase a product. 3) Decide if you need a web sales page or just an email to announce the event. 4) Decide if you are going to be the expert or if you are going to interview someone else. 5) Write your emails - There are normally 3 emails - 1st sent out one week from event 2nd two days from event 3rd day of event 6) Layout a script of the call. Remember to give a reason why the listener should stay on until the end (for access to a free MP3? To ask their questions?) 7) Call in a few minutes in advance. (make sure to record the call) 8) Give it all you've got - and remember to give the call to action - what do you want them to sign up for, buy, etc. Take action today and set up your first teleseminar.
 

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