Marketing Business Plan
– Step by Step
Marketing is mostly confused with advertising, selling, public relations, packaging, market research, competition analysis, study of the consumer behavior or customer analysis, product design and development and so on. Well, Marketing is all this management concepts and beyond.
We can, safely, say that without marketing there will be no reason to produce something because it would be impossible to sell due to lack of customer’s awareness of the existence of the product or service it is produced.
It is said that Marketing is the strategy that sells ice-cream to the eschimos in a way that makes the eschimos feeling sweaty living in the iced land. Marketing is the science of convincing the consumer to feel the vital need to purchase the product or service promoted in order to realize a self-realization through product personification and identity.
For example, consumers used to buy Adidas shoes are found to be extremely unlikely to buy any other shoes from other brands even though their products may present better features and styles. The reason? Simply, for Adidas loyal customers nothing can replace their feeling of owning and feeling the brand they wear.
Do what we ought to give to marketing when we make our shopping? Well, it is said that our decision of purchasing a product or service instead of another product or service is based 70% on the marketing strategy and 30% on personal perception dictated by individual and social factors. We buy IPhone and not Samsung mostly for the brand’s reputation and product identification. It is said that if you cannot afford IPhone than by Samsung. Okay! We can, possibly, arguing about it on the technical details and differences of technology, product reliability or other non-marketing factors. However, it is a matter of fact that IPhone is unrivalled as the world’s leading top selling mobile phones. And yes, we may also arguing that other direct competitors are doing their best in closing the gaps but they are still on the chasing side (for the time being).
This Preface is the interlude of the introductive guide to basic marketing concepts exposed here as just an elementary yet clarifying simplification of otherwise complicated to understand key elements of marketing.
The present guide can be used as a tour guide towards preparing a simple marketing plan following the step by step approach and, in doing so diligently, the reader may be able to elaborate an initial marketing plan or strategy. This guide does not pretend to be exhaustive but just, as any guide, plays the role of opening the doors and show the ways towards a clearer comprehension of the challenging and professional field of study of marketing management. In doing so, this short and brief guide uses a very elementary marketing plan by illustrating also some other financial and business management areas to be considered.
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