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The eight functions of marketing
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Focus on marketing & direct marketing
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Overview Transcript Case Study Video
John Wargo, Wargo & Company, Washington, DC.
John is the kind of person who wants you to discover the right path. If he sees you going too far down the wrong one, he'll call you back to ask a few questions.
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WATCH TELEVISION THAT TEACHES
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Key case study guides
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1. The Art Store: communicate often
2. Boardroom: Cultivate Ideas
3. Correa AGA: Target Your Direct Mail
4. Country Supply: Pricing is an art
5. Cowgirl Enterprises: Post cards pay
6. Fluker Farms: Target Your Marketing
7. Midwest School of Music: Spend Pennies Not Dollars to Win Customers
8. Modern Postcard: Make Goals Fun
9. Orange Tree Imports: Be a team player
10. International Wine Accessories:
Know your demo (demographics)
11. Sundance Catalog: Put IT In Writing
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The Outline of Your Marketing Plan: If you cover all four areas, you have a marketing plan. Be sure you can sell the marketing plan, i.e. that your price adds value to your product; that the place you sell it is convenient; and your promotion tells the people what the value is. You don't have to make it complicated; but if you don't do a marketing plan, you aren't going to succeed unless it's pure luck. And if it's pure luck, you won't be able to repeat it because you will not be sure which part of what you did worked. in business, you always have to know whether you're winning or losing.

I. Product: What is your product? How does it compare?

Small Business SchoolKey Idea #1: Small Business SchoolPut a sample of your product in the hands of prospects


II. Price: What is your price? What are your costs? What are your projected campaign costs!

Small Business School Key Idea #2: Small Business SchoolSet aside for marketing
Small Business School Key Idea #3: Small Business SchoolSet aside for advice
Small Business School Key Idea #4: Small Business SchoolDevelop an annual communications plan
Small Business School Key Idea #5: Small Business SchoolStudy the miracles of digital imaging technology

III. Place: From where is the product being sold?

Small Business School Key Idea #6: Small Business SchoolConsider doing a catalog if you have more than one product
Small Business School Key Idea #7: Small Business SchoolConsider geographical targeting – it is cost effective

IV. Promotion: What's your offer? What is the pending event?

Small Business School Strategy:
Small Business School Key Idea #8: Small Business SchoolReward your customers for references
Small Business School Key Idea #9: Small Business SchoolTurn prospects into customers
Small Business School Key Idea #10: Consciously work to build your brand

Small Business School Database:
Small Business School Key Idea #11: Build a customer database
Small Business School Key Idea #12: Find a list broker to help
Small Business School Key Idea #13: Build your database – every name equals new business opportunities
Small Business School Key Idea #14: Lease the customer list of other companies

Small Business School Design:
Small Business School Key Idea #15: Work on Your Design – it increases the life and read rate
Small Business School Key Idea #16: Use Postcards; they have a very high read rate
Small Business School Key Idea #17: Put a call to action in the P.S.
Small Business School Key Idea #18: Use special stamps and handwritten notes

Small Business School Implementation:
Small Business School Key Idea #19: Consider a Multistage Marketing Campaign; it can build excitement
Small Business School Key Idea #20: Use priority; it gets opened
Small Business School Key Idea #21: Let a video do the selling for you
Small Business School Key Idea #22: Consider doing a newsletter – it can build customer loyalty


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