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The eight functions of marketing
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With a focus on direct marketing
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Overview Transcript Case Study Video
John Wargo, Wargo & Company, Washington, DC.
We were always delighted when John Wargo, our marketing advisor, could come out to see us when we were taping the story. He would see things that could have been overlooked. Within the "PS" of several episodes, he invites us all to focus on the marketing genius within the business that is being studied.
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WATCH TELEVISION THAT TEACHES
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Key case study guides
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1. The Art Store: Don't sell a product
2. Boardroom: Cultivate Ideas
3. Correa AGA: Target Your Direct Mail
4. Country Supply: Targeting is tedious
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: Achieve Digital Workflow Sooner than Later
9. Orange Tree Imports: Build A Database
10. International Wine Accessories: Direct marketing boils down to statistical analysis.
11. Sundance Catalog: Live in the Business
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Meet John Wargo, Our Marketing Advisor.

Review The four "P's" of Marketing: Product, Price, Place & Promotion

Small businesses, if they effectively use their marketing dollars, especially their direct marketing dollars, can out-smart and out-perform larger businesses all the time. Our markets are usually our neighbors and/or our industry trade groups. So, let's all out-think the competition, don't just try to out-spend them!

PS: All these pages are in the process of being updated. (August 2006)


The eight functions of marketing:
Small Business School1. create awareness
Small Business School2. build traffic
Small Business School3. generate leads
Small Business School4. qualify leads
Small Business School5. sell directly
Small Business School6. provide service
Small Business School7. develop a customer dialogue
Small Business School8. build loyalty

The Marketing Watchword: KISS everyone. Keep It Simply Simple (even if it is complex). Think of those four Ps. Although marketing seems to be mostly about promotion, you have to know your product, understand what is behind the price, and work with all the sales channels, or the places where the product is sold.

Go to the Overview of a Marketing Plan
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NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM: NAICS 

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