marketing for small firms december 23, 2009
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Clifford E. Yong |
We are all looking for better ways to market our services. But do we really know what marketing is? Clifford E. Yong, a Professor of Marketing at the Business School, University of Colorado at Denver explain the essence of marketing.
Marketing, he says, is not just our glossy brochures and flashy animated websites. It is so much more than that. Firms have to define their products, services and companies as a whole. Promotion is another important element of marketing. Price is a leading determinant that people use when selecting a product or service. The relationship between price and quality is very strong. Placement or physical distribution is as important as other tree marketing elements. It determines by what channels and how you deliver your services. With new technologies entering in our life we have numerous new opportunities for distribution starting with 3D modeling and walk-throughs, to Twitter, Facebook, and Second Life demonstrations. Product, promotion, place and placement all have to be aligned through an integrated marketing communication campaign in order to deliver a unified message to customers about your services.
Look around at big corporations for a good example in marketing to follow. Some of these firms are McDonalds, Apple, and Neiman Marcus.
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