Doing it Right
is a general term used to describe all the steps that lead to final sales.
It is the process of planning and executing pricing, promotion and
distribution to satisfy individual and organizational needs. From this
definition it is easy to see that marketing is more than just the process of
selling a product or service. Marketing is an essential part of business,
and without marketing, even the best products and services fail. Companies
constantly fail because they do not know what is happening in the
marketplace and as a result, they are not fully meeting their customer’s
needs. They mistakenly believe that with the proper amount of advertising,
customers will buy whatever they are offered.
Marketing consists of making decisions on the four P’s:
Before a business owner can make decisions on the four P’s, he/she must
devise a plan. A plan provides a
busines s with guidance on making decisions. This chapter includes directions
on how to devise a plan that
will assist in making decisions about the four P’s. This type of plan is a
sixstage process that is commonly referred to as strategic marketing; a
strategic marketing plan is an important part of a business plan.