Processes – One of the Seven Ps of Marketing

Processes in Marketing Not to be confused with the over-arching Marketing Process, here we are talking about one of the Seven Ps of the Marketing Mix for service businesses. We’re all familiar with the famous Four Ps, namely product, place, pricing and promotion. But this list can be expanded out to the Seven Ps for services […]

Target Marketing – Visualise that Persona

Your Target Marketing Personae In Target Marketing, for a business-to-consumer (B2C) enterprise, you should try to paint a picture of a persona that represents the actual real-life market you are hoping to develop. Taking into account factors like family status, number of children, age bracket, income level, motivations, behaviours, etc., you should try to build […]

Marketing Research – Step Two of the Marketing Process

The Vital Role of Marketing Research So you’ve carried out your Situation Analysis as the first step in the Marketing Process. Now it’s time for some Marketing Research. Marketing Research is about finding out what you feel you don’t know enough about. That might be competitive offers, potential distribution channels, consumer behaviour, and so on. […]

Situation Analysis : The ‘Now’ of Marketing

Situation Analysis – Where Are You At? One of the bigger challenges facing any marketing trainer, like myself, is holding participants’ attention while discussing the role played by what we call “Situation Analysis”. While carrying out a Situation Analysis should be the first step (and then regularly repeated), it can be so much more appealing […]

Marketing Process – The Structure Behind Ideas

The Marketing Process Play word association with ‘marketing’ and many will respond with ‘advertising’. Others might come up with ‘promoting’, or even offer up ‘Facebook‘ nowadays. Rarely will somebody utter ‘marketing process’. And yet, as small business owners and marketeers, we should be thinking more about the Marketing Process as a whole rather than simply […]