Marketing has multiple components and related disciplines. Advertising, Sales, Public Relations, Market Research and Social Media are included in this section because they normally are essential parts of the marketing plan. Essentially Marketing’s purpose is to “Find out what your customers want and give it to them.” (Marketing Rule #1, Murray Raphel, Marketing Guru). This could be amended to say “Find out what your customers want or need – whether or not they realize it at the time – and give it to them.” The internet and social media have introduced powerful rule changes to traditional marketing, but there are many resources to assist the entrepreneur and small business operator to understand and implement these new techniques and disciplines.
- One is a best-selling book, “The New Rules of Marketing & PR” 4th Edition, by David Meerman Scott (see Preview Here)
- Marketing Information from the SBA.
- SCORE (see various marketing and other info under “Templates and Tools,” “On-Line Workshops,” “Topics” and/or enter the topic in the “Search” box).
- Brief definitions and distinctions between marketing-advertising-sales.
"You can have everything in life you want, if you will just help other people get what they want" (Zig Ziglar). A requisite to a successful sale is to earn the awareness, trust and respect of those people who might buy. That is typically achieved through advertising and public relations. Informational articles may be found at:
- SCORE Resources (online workshops)
- INC.Com has much good advice.
- Entrepreneur.com also has good information.
- The Small Business Administration (SBA) has much useful information.
Social Media and The Internet
Social media or social networking has become an essential component of marketing. David Meerman Scott’s book “The New Rules of Marketing & PR” 4th Edition is an excellent resource (especially section on Web-Based Communications to Reach Buyers Directly). Other informational articles and on-line workshops can cab be found at:
- http://www.entrepreneur.com/article/218160Social Media Marketing
SCORE has extensive training and information about online marketing: Click Here.
Famous ad man David Ogilvy once said, "I do not regard advertising as entertainment or an art form, but as a medium of information." Whatever else advertising is trying to do, whether with words or pictures, its purpose always is to impart information. The information isn't always about a product or service, though. Advertising serves everything from politics to social consciousness to get across a message.” See this and other interesting information. “Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can’t.” See this and other interesting quotes by Bernard Bernbach, legendary Advertising Executive (Doyle Dane Bernbach Advertising Agency). Other informational advertising websites:
“Scientific discovery methods applied to marketing decision making. It generally comprises of (1) Market research: identification of a specific market and measurement of its size and other characteristics. (2) Product research: identification of a need or want and the characteristic of the good or service that will satisfy it. (3) Consumer research: identification of the preferences, motivations, and buying behavior of the targeted customer. Information for marketing research is collected from direct observation of the consumers (such as in retail stores), mail surveys, telephone or face-to-face interviews, and from published sources (such as demographic data). The main objective is to find a real need and fulfill it in a most cost effective and timely manner. Also called market research.
- Business dictionary.
- The Evansville Vanderburgh Public Library has excellent research sources needed for market research. Note that many of the resources available here require an EVPL Library Card. If you are a resident or have a business in Vanderburgh County you can get your card from any branch. If you live or work outside the county, contact your SCORE mentor for assistance.
Important differences between public relations and advertising are identified in This Article. The definition of public relations is most recently defined by the Public Relations Society of America as “… a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Click Here to see comprehensive website on the intricacies of PR.