Introduction to Marketing - Small Business Marketing Management
Guides to Small Business Marketing Management
 

 

 

 

 

 

 

 

One great need of small business marketing management is to understand and develop marketing programs for their products and services. Long term small business success depends on your ability to maintain a strong body of satisfied customers while continually increasing this body with new customers. Introduction to small business marketing programs build around the marketing concept, which directs managers to focus their efforts on identifying, satisfying, and following up the customer's needs - all at a profit. Marketing plays an important role (some say the most important role) in the success of your small business. This section features numerous guides to help you succeed in your marketing operations.

doc.gif (38 bytes) Guide to Small Business Marketing Strategies
Small Business Marketing Management, Sales Marketing Solutions
doc.gif (38 bytes) Guide to Small Business Marketing Ideas
Small Business Marketing Tools, Marketing Your Business
doc.gif (38 bytes) Retail Marketing Management Checklist
Guide To Marketing in Retail Strategies
doc.gif (38 bytes) Developing Your Small Business Market Strategy
Small Business Marketing Help
doc.gif (38 bytes) Collecting and Analyzing Market Research Analysis Data
Small Business Market Research Tips
doc.gif (38 bytes) Performing Low Cost Small Business Marketing Research
Marketing Market Research, Marketing And Research
doc.gif (38 bytes) Small Business Customer Relationship Management
Customer Satisfaction Loyalty
doc.gif (38 bytes) How to write a Business Marketing Plan
Marketing Planning - Example Marketing Plan
doc.gif (38 bytes) Creating a Small Business Marketing Budget
Sample Marketing Budget
Advertising:
     doc.gif (38 bytes) Planning Your Advertising Budget
Small Business Advertising Budget
     doc.gif (38 bytes) Planning a Retail Advertising Program
Small Business Retail Advertising Sales
     doc.gif (38 bytes) Writing Advertising Copy
Small Business Advertising Copywriting
     doc.gif (38 bytes) Advertising Media and Marketing Media Planning
Small Business Advertising Marketing Media
     doc.gif (38 bytes) Developing Cost Effective Advertising Campaign
Small Business Effective Advertising Sales
     doc.gif (38 bytes) Evaluating Your Advertising Results
doc.gif (38 bytes) Small Business Promotion Strategies (Idea List)
Business Advertising Promotion Research, Business Promotional Ideas
doc.gif (38 bytes) How To Get New Customers
New Customer Management, New Customers Service
doc.gif (38 bytes) How to Expand Market Share
Expanding Market Size Business
doc.gif (38 bytes) Taking Advantage of a Market Switch
Switch Market Share
doc.gif (38 bytes) Sales Forecasting Methods
How To Conduct a Sales Forecast
doc.gif (38 bytes) The art of selling:
     doc.gif (38 bytes) Improving Your Sales Skills
Sales Techniques That Work

     doc.gif (38 bytes) Business Selling Tips
Guide to Boosting Selling Techniques

     doc.gif (38 bytes) Retail Sales Training Tips
Sales Management Retail Advise
doc.gif (38 bytes) Business Marketing Public Relations
Guide to Public Relations PR Campaign, Small Business Marketing Publicity
doc.gif (38 bytes) Guide to Using Advertising Specialties and Promotional Products
doc.gif (38 bytes) Business Signs and Advertising Signs as Marketing Tools
doc.gif (38 bytes) Guide to Consignment Sales
How to Sell on Consignment
doc.gif (38 bytes) How To Sell By Mail Order
Guide to Mail Order Business
doc.gif (38 bytes) Selling By Independent Sales Agent
Using Independent Sales Representative to sell your Products
doc.gif (38 bytes) Pricing:
     doc.gif (38 bytes) How To Set Prices in a Manufacturing Firm
Setting Prices in a Manufacturing Firm
     doc.gif (38 bytes) How To Set Prices in a Service Firm
Setting Prices in a Service Firm
     doc.gif (38 bytes) How To Set Prices in a Retail Store
Setting Prices in a Retail Store
doc.gif (38 bytes) Measuring Sales Force Performance
Sales Force Management Tips
doc.gif (38 bytes) Improving Your Product Management and Channels of Distribution

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Empowerment Tip
Be an Effective Listener and Flatter People Sensibly

A multipurpose tactic for gaining the edge is to listen intently. In review, the central skill in listening is to concentrate intently on what the other person is saying and not saying. If you listen carefully, you will often gather solid clues as to the other person's interests and motives. You can then modify your tactics to gain advantage. Sales trainers, for example, often tell their clients, "selling is listening."

An example of the power of listening took place at a firm that provides maintenance services to office buildings and free-standing companies. The president of the company had returned from a Total Quality Management training program. Enamored by the teamwork ideas in TQM, he spoke to his top staff about the importance of teamwork. Jerry Landau, the sales manager, listened intently. He observed that although the president waxed ecstatic about teamwork, he still kept referring to impressive individual performances. Other staff members did not listen carefully enough (or lacked the insight) to observe this discrepancy.

In the ensuing weeks, several members approached the president with proposals for more teamwork in the company. The president nodded in agreement but made no commitments. Jerry, in contrast, proposed a new contest for the "maintenance technician of the month." The president bought the idea and complimented Jerry on his ability to find a sensible way to motivate workers. Ironically, Jerry' s acceptable proposal focused on individual rather than on team effort. Jerry had gained the edge by listening to what the president was really saying.

Flatter People Sensibly
One of the least expensive, and most effective, tactics for gaining the edge is to flatter people sensibly and credibly. Despite the risk of being called obsequious, a cheap office politician, or a sycophant, the flatterer wins. An intelligent, perceptive person like yourself can probably see my point. Just the fact that you are reading this book is a credit to your professionalism and your quest for valid information. As reported in a management newsletter, "There is virtually no limit to the amount of praise that most people can swallow, provided that a spoonful of credibility is added."

An effective, general-purpose piece of flattery is to tell another person that you are impressed by something he or she accomplished. A management trainee at a General Electric business unit told the purchasing manager that she was impressed with his modern operation. "It's very similar to the ideal materials management system described in my productions and operations management course," said the trainee. Her flattery appeared to be instrumental in her being asked to become a permanent member of the purchasing department after her training period ended.

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