Titlebook: Marketing for the Small Business; Derek Waterworth Textbook 1987Latest edition Macmillan Publishers Limited 1987 market research.marketing

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Introduction,This addition to the Macmillan Small Business Series is written with four audiences in mind:.An important aspect of ‘marketing’ is ‘selling’ and one of the things which salespeople over the years have believed is that, if you are making a sales presentation, you should:

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Selection of a Customer Mix,In Chapter 6 we will note how Neil Borden heard, in a colleague’s lecture, a description of a businessman as ‘a(chǎn) mixer of ingredients’. This led him to coin the phrase ‘marketing mix’ which he applied to the variables which a businessman controls and can use to cause people to buy his products and services.

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Determination of a Marketing Mix,We have now got to the bit in the book where we actually talk about actually doing something that will cause people to buy what we are selling. As we know, it is called the ‘marketing mix’. Quite a few.generations of students have found the concept useful and we hope that you also will be able to adopt its ideas to your business.

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Pricing,‘There ain’t no brand loyalty that two cents off can’t overcome’, said an untraceable American.

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The Marketing Plan,In this chapter, we bring together all the separate elements which have been discussed so far.

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https://doi.org/10.1007/978-1-349-18881-9market research; marketing; marketing management; pricing; Promotion; small business; success