 |
| |
 |
|
|
|||||
|
Marketing is one of the hardest tasks facing any business enterprise. I hope this marketing howto can help a bit. If a definite demand and an extensive sale can be developed for the goods or services offered by a company, or an individual, usually money can be secured to finance the business and suitable and efficient means can be devised to produce or furnish what the buyers want. Production is an internal problem and the men, methods and equipment employed are under a central, executive authority. Financial administration of plant operations is, likewise, an inside matter requiring, of course, able officials and carefully worked out programs. But in marketing the dealings are with the outside world. Innumerable uncontrollable factors enter to complicate the situation. Only by a thorough and constant study of the entire marketing problem can adequate and effective plans be developed and carried continuously to profitable conclusions. The so-called "buyers' market" is not a modern development. It has existed practically at all times, except during periods of war. But in recent years it has become greatly intensified due to the vast improvements in production facilities that have increased the quantity and variety of goods available on the market at popular prices, changes occurring in the general business situation, and the facilities that existed to found new companies or merge existing organizations. Competition between businesses in similar fields, and often between those in quite unrelated fields, has vastly intensified the struggle for the consumer's dollar. The spread between the cost of doing business and the price received for the commodities or services furnished to the consumer by the business is the factor determining the margin of profit. An equally important factor is the volume of transactions completed, because this determines the number of times the margin is earned. A satisfactory amount of total profits, continuously realized, not necessarily a big margin of profit, assures success in business. It is the function of marketing to move or dispose of commodities or services to earn these profits.
|
|
|
Marketing howto Channel policies Distribution problem Function Market efficiency Market forecasting Market forecast methods Market price policies Market research Market research definition Marketing campaign Marketing trends Price discounts Product identification Product marketing plan Product marketing research Product packaging Retail middlemen Sale policies Trade channels Wholesale middlemen Public
Relations |
* Some older info, but still very interesting.
