Marketing for dummies:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester
Wiley
2006
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 358 S. Ill., graph. Darst. |
| ISBN: | 0764570560 9780764570568 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804135694774304768 |
|---|---|
| adam_text | Contents at a Glance
Introduction /
Part 1: Where lou Are, Where lou re Going 7
Chapter 1: Making the Most of Your Marketing 9
Chapter 2: Clarifying Your Marketing Strategy 27
Chapter 3: Writing a Marketing Plan 47
Part 11: Creative Thinking, Powerful Marketing 67
Chapter 4: Researching Your Customers, Competitors, and Industry 69
Chapter 5: Harnessing Creativity in Your Business 87
Chapter 6: Making Your Marketing Communications More Powerful 103
Part HI: Advertising Everyone Can bo /13
Chapter 7: Brochures, Press Ads, and Print 115
Chapter 8: Signs, Posters, and More 137
Chapter 9: TV and Radio Ads (Or Your Own Show!) 155
Part IV: Powerful Alternatives to Advertising 169
Chapter 10: E Marketing 171
Chapter 11: Direct Marketing and Telemarketing 193
Chapter 12: Public Relations and Word of Mouth 217
Chapter 13: Face to Face Marketing 229
Part V: Connecting With I/our Customers ..245
Chapter 14: Branding, Managing, and Packaging a Product 247
Chapter 15: Using Price and Promotions 267
Chapter 16: Distribution, Retail, and Point of Purchase 285
Chapter 17: Sales and Service Essentials 305
Part VI: The Part of Tens 325
Chapter 18: Ten Common Marketing Mistakes to Avoid 327
Chapter 19: Ten (Or So) Ways to Save Money in Marketing 331
Chapter 20: Ten (Or So) Ideas for Lower Cost Advertising 339
Index 343
Table of Contents
Introduction 7
About This Book 1
Conventions Used in This Book 2
Foolish Assumptions 2
How This Book Is Organised 3
Part I: Where You Are, Where You re Going 3
Part II: Creative Thinking, Powerful Marketing 3
Part HI: Advertising Everyone Can Do 4
Part IV: Powerful Alternatives to Advertising 4
Part V: Connecting with Your Customers 5
Part VI: The Part of Tens 5
Icons Used in This Book 5
Where to Go from Here 6
Parti: Where you Are, Where lou re Goinq. ........7
Chapter 1: Making the Most of Your Marketing 9
Your Marketing Strategy: A Map to Success 10
Knowing Your Customer 11
Getting focused 12
Finding out why customers like you 13
Working out the best way to find customers 14
Defining Your Marketing Methods 15
Finding your customer touchpoints 16
Analysing your seven Ps 16
Adding to your list 19
Determining what works best for each P 19
Deciding which P is most important 20
Catching the uncontrolled Ps 21
Clarifying Your Marketing Expectations 22
Projecting improvements above base sales 23
Planning to fail, understanding why, and trying again 23
Finding More Ways to Maximise Your Marketing Impact 24
Chapter 2: Clarifying Your Marketing Strategy 27
The Beauty of Having a Core Strategy 27
Expanding with a Market Expansion Strategy 28
Specialising with a Market Segmentation Strategy 30
Specialising to outdo the competition 30
Adding a segment to expand your market 30
Developing a Market Share Strategy 31
Calculating your share of the market 31
Setting market share goals 33
Should you invest in growing your share? 34
Achieving your market share goals 35
Revising Your Strategy over the Life of the Product Category 36
Interpreting and predicting market growth 36
Choosing your life cycle strategy 39
Designing a Positioning Strategy 41
Considering Other Core Strategies 42
Simplicity marketing 42
Quality strategies 43
Reminder strategies 43
Writing Down Your Strategy 44
Looking at an example 44
Dusting it off and reading it, for goodness sake 44
Chapter 3: Writing a Marketing Plan 47
Identifying Some Planning Rules and Tips 48
Avoiding common mistakes 49
Breaking down your plan into simple sub plans 50
Writing a Powerful Executive Summary 51
Clarifying and Quantifying Your Objectives 52
Preparing a Situation Analysis 53
Seeing trends more clearly than others do 53
Using a structured approach to competitor analysis 54
Building a competitor analysis table 54
Explaining Your Marketing Strategy 55
Combining strategies and objectives 56
Giving your strategy common sense 56
Summarising Your Marketing Mix 57
Prioritising your touchpoints and determining cost 57
Marketing plans for multiple groups 58
Exploring Your Marketing Components 60
Managing Your Marketing 61
Projecting Expenses and Revenues 61
Build up forecasts 62
Indicator forecasts 62
Multiple scenario forecasts 63
Time period projections 63
Creating Your Controls 64
Using Planning Templates and Aids 64
Part 11: Creative Thinking, Powerful Marketing 67
Chapter 4: Researching Your Customers, Competitors,
and Industry 69
Why Research Matters and What to Focus On 70
Research for better ideas 70
Research for better decisions 71
Research for your strengths and weaknesses 71
Planning Your Research 74
Carrying Out Primary Research 76
Observing customers 76
Asking questions 77
Using the answers 79
A Dozen Ideas for Low Cost Research 80
Watching what your competitors do 80
Creating a customer profile 80
Entertaining customers to get their input 81
Using e mail for single question surveys 81
Watching people use your product 81
Establishing a trend report 81
Researching your strengths 82
Analysing customer records 82
Surveying your own customers 83
Testing your marketing materials 83
Interviewing defectors 83
Asking your kids 84
Finding Free Data 84
Getting info off the Web 85
Hooking up with a librarian 85
Tapping into government resources 86
Getting media data 86
Chapter 5: Harnessing Creativity in Your Business 87
The Creative Process at a Glance 87
Finding Out What You Need to Change 88
The marketing audit: More fun than it sounds 89
Picking your creative role 90
Generating Great Ideas 91
Finding the time to think 92
Becoming an ideas factory 92
Group creativity 94
Applying Your Creativity 98
Writing a creative brief 99
Creativity and brand image 100
Part U: Creative Thinking, Powerful Marketing 67
Chapter 4: Researching Your Customers, Competitors,
and Industry 69
Why Research Matters and What to Focus On 70
Research for better ideas 70
Research for better decisions 71
Research for your strengths and weaknesses 71
Planning Your Research 74
Carrying Out Primary Research 76
Observing customers 76
Asking questions 77
Using the answers 79
A Dozen Ideas for Low Cost Research 80
Watching what your competitors do 80
Creating a customer profile 80
Entertaining customers to get their input 81
Using e mail for single question surveys 81
Watching people use your product 81
Establishing a trend report 81
Researching your strengths 82
Analysing customer records 82
Surveying your own customers 83
Testing your marketing materials 83
Interviewing defectors 83
Asking your kids 84
Finding Free Data 84
Getting info off the Web 85
Hooking up with a librarian 85
Tapping into government resources 86
Getting media data 86
Chapter 5: Harnessing Creativity in Your Business 87
The Creative Process at a Glance 87
Finding Out What You Need to Change 88
The marketing audit: More fun than it sounds 89
Picking your creative role 90
Generating Great Ideas 91
Finding the time to think 92
Becoming an ideas factory 92
Group creativity 94
Applying Your Creativity 98
Writing a creative brief 99
Creativity and brand image 100
Chapter 6: Making Your Marketing Communications
More Powerful 103
Establishing Communications Priorities 104
Strengthening your marketing communications 104
Deciding whether to appeal to logic or emotions 106
Four Easy Strategies to Strengthen Your Appeal 108
Image strategy 108
Information strategy 108
Motivational strategy 109
Demonstration strategy 109
Catching Your Customers Eyes and Pulling Them In 109
Stopping power 110
Pulling power: Building customer traffic 112
Part 111: Advertising Everyone Can Do /13
Chapter 7: Brochures, Press Ads, and Print 115
Designing Printed Marketing Materials 116
Dissecting the anatomy of printed materials 116
Putting the parts together: Design and layout 118
Understanding the stages in design 119
Finding your font 121
Producing Brochures, Fliers, and More 126
Listing your top three uses 127
Writing about strengths and weaknesses 127
Incorporating a clear, compelling appeal 128
Putting it all together 128
Placing a Print Ad 130
Can you afford to advertise? 130
Finding inexpensive places to advertise 131
Selecting the ad size 132
Testing and improving your print ad 133
Chapter 8: Signs, Posters, and More 137
The Essential Sign 138
What your sign can do 139
Writing good signs 139
Discovering Flags, Banners, and Awnings 142
Flagging down your customers 142
Canopies and awnings 143
Posters: Why Size Matters 144
Deciding on outdoor ad formats 145
Maximising your returns 146
f» ^
Messages on the Move: Transport Advertising 147
Bus shelter panels 148
Taxi advertising 148
Airport advertising 148
A note about your own vehicles 150
Ambient Media Your Ad in Unusual Places 150
Small but Effective from T shirts to Shopping Bags 152
T shirts, umbrellas, and bumper stickers, anyone? 152
It s in the bag 153
A Few Commonsense Rules for Outdoor Advertising 154
Chapter 9: TV and Radio Ads (Or Your Own Show!) 155
Creating Ads for Radio 156
Buying airtime on radio 156
Targeted advertising via radio 158
Cheaper Ways to Use the Power of Video 159
Designing Ads for TV 160
Getting emotional 161
Look, Mum 162
A question of style 163
Buying airtime on TV 164
Working out the cost of a TV ad 165
Making your own TV (or radio) programme 167
Part IV: Powerful Alternatives to Advertising 169
Chapter 10: E Marketing 171
Reaching Out with a Web Site 172
Choosing a Web address 172
Checking your name s availability 174
Registering your site name 175
Creating a Compelling Web Site 175
Finding resources to help with design 176
Hiring a professional designer 177
Developing a registration based site 178
Getting Your Site Noticed 179
Buying visibility on search engines 179
Content as a traffic driver 181
Tracking Your Site s Traffic 182
Interpreting click statistics 182
Paying attention to your site s visitors 183
Designing and Placing a Banner Ad 183
Hiring a Web media service 185
Creating your own banner ad 185
Placing your banner ads 187
Using E Mail for Marketing 187
The only e mail to send: Good e mail 187
Understanding e mail etiquette 188
Spreading your message virally 190
Getting Mobile with Your Marketing 190
Knowing How Much to Budget for the Web 192
One Final but Important! Thought 192
Chapter 11: Direct Marketing and Telemarketing 193
Beating the Odds with Your Direct Marketing 193
Practice makes perfect 194
Developing benchmarks for your campaign 195
Boosting sales from your offers 195
Designing Direct Response Ads 198
Delivering Direct Mail 200
Unlocking the secrets of great direct mail 201
Getting your letter mailed 203
Purchasing mailing lists 204
Establishing and Running a Call Centre 205
Being accessible to desirable customers when they want
to call you 206
Capturing useful information about each call and caller 206
Recognising and taking care of repeat customers 207
Gathering data on the effectiveness of direct response ads
and direct mail 207
Tuning in to Telemarketing 208
Inbound and outbound telemarketing 208
Truth and decency in telemarketing 210
Keeping It Legal (And Decent) 212
Data Protection Act 212
Preference services 214
Consumer Protection Distance Selling Regulations 215
Chapter 12: Public Relations and Word of Mouth 217
Using Publicity to Your Advantage 218
Tackling public relations 219
Creating a good story 219
Communicating your story to the media: Press releases 221
Considering video and electronic releases 224
Being interviewed for TV and radio 224
Making the Most of Word of Mouth 225
Do good deeds 226
Spice up your sales promotions 226
Identify and cultivate decision influencers 226
Seize control of the Internet 227
Chapter 13: Face to Face Marketing 229
Harnessing the Power of Face to Face Marketing 230
Planning it yourself or piggybacking 231
Business and industry opportunities 231
Sponsoring a Special Event 232
Finding cause related events 232
Running the numbers on an event 233
Evaluating the options for sponsorship 234
Putting on a Public Event 236
Selling sponsorship rights 236
Getting help managing your event 236
Exhibiting at Trade Shows and Exhibitions 237
Knowing what trade shows can accomplish for you 237
Building the foundations for a good stand 238
Attractive company seeks compatible trade show
for romantic weekend 239
Renting the perfect stand 239
Setting up other kinds of displays 240
Doing Demonstrations 240
Giving Gifts 241
Part V: Connecting urith your Customers 2U5
Chapter 14: Branding, Managing, and Packaging a Product 247
Finding Simple Ways to Leverage Your Product 248
Identifying When and How to Introduce a New Product 249
Coming up with the next great thing 250
Using the significant difference strategy 252
Branding and Naming Your Product 253
Designing a product line 253
Maintaining your product line: When to change 254
Naming a product or product line 255
Legally protecting your product s name and identity 256
Packaging and Labelling: Dressing Products for Success 257
The importance of packaging 258
Can your packaging make the sale? 259
Modifying an Existing Product: When and How 261
When it s no longer special 261
When it lacks champions 262
Killing a Product 263
When to kill a product 263
How to kill or replace a product 265
Chapter 15: Using Price and Promotions 267
Understanding the Facts of Pricing 267
Avoiding underpricing 268
Exploring the impact of pricing on customers purchases 268
Finding profits without raising prices 270
Five Easy Steps to Setting Prices 271
Step 1: Find out who really sets the price 272
Step 2: Examine all your costs 272
Step 3: Evaluate customer perception of price 274
Step 4: Examine secondary influences 275
Step 5: Set your strategic objectives 276
Understanding how customers perceive
and remember prices 276
Discounts and Other Special Offers 278
Designing coupons and figuring out how much to offer 280
Forecasting redemption rates (good luck you ll need it!) 281
Forecasting the cost of special offers 282
Staying Out of Trouble with the Law 282
Chapter 16: Distribution, Retail, and Point of Purchase 285
Distributing Advice 285
Getting Distributors on Your Side 287
Understanding Marketing Channel Structure and Design 288
What do intermediaries do to earn their cut? 290
Channel design considerations 291
Reviewing Retail Strategies and Tactics 293
Developing merchandising strategies 294
Creating atmosphere 296
Building price and quality strategies 297
Pursuing retail sales 298
POP! Stimulating Sales at Point of Purchase 299
Designing POP displays 301
Answering questions about POP 302
Chapter 17: Sales and Service Essentials 305
Providing Strategic Leadership in Sales 305
Sales strategies in a nutshell 306
Following up with customer support 308
Knowing When to Emphasise Personal Selling 308
Figuring Out Whether You Have What It Takes 309
Making the Sale 312
Generating sales leads 314
Purchasing lists for lead generation 315
Forgetting cold calling on households 316
Developing great sales presentations and consultations 317
Organising Your Sales Force 318
Determining how many salespeople you need 318
Hiring your own or using reps? 319
Renting a salesperson 321
Compensating Your Sales Force 321
Retaining Customers through Great Service 322
Measuring the quality of customer service 322
Delivering service recovery 323
Part VI: The Part of Tens 325
Chapter 18: Ten Common Marketing Mistakes to Avoid 327
Don t Sell to the Wrong People 327
Don t Give Away Money 328
Don t Forget to Edit Before You Print 328
Don t Keep Repeating Yourself 328
Avoid the Wish We Could Trap 328
Watch Out for Impersonal Treatment 329
Don t Blame the Customer 329
Don t Avoid Upset Customers 329
Don t Forget to Change 330
Don t Stop Marketing 330
Chapter 19: Ten (Or So) Ways to Save Money in Marketing 331
Planning on Planning 331
Thinking Small in a Big Way 332
Integrating Your Efforts 333
Spending Money Wisely and Cutting Judiciously 334
Focusing on Your Bottleneck 335
Giving Your Product or Service Away 335
Rewarding Your Customers 336
Using New Channels and Media 336
Giving Solid Guarantees 337
Recognising Your Own Excellence 337
Being Creative 337
Joining and Participating 338
Chapter 20: Ten (Or So) Ideas for Lower Cost Advertising 339
Creating Billboards on Wheels 339
Using Free Placement for Your Name, Logo, and Tag Line 340
Getting Others to Advertise for You 340
Inviting a Customer to Lunch 340
Taking Liberties with Launches 341
Marketing For Dummies Ignoring the Ratecard 341
Getting Publicity for Nothing 341
Standing Up and Saying Something 341
Running a Training Course 342
Borrowing Good Ad Ideas 342
Creating Your Own Network 342
Index 363
|
| adam_txt |
Contents at a Glance
Introduction /
Part 1: Where \lou Are, Where \lou're Going 7
Chapter 1: Making the Most of Your Marketing 9
Chapter 2: Clarifying Your Marketing Strategy 27
Chapter 3: Writing a Marketing Plan 47
Part 11: Creative Thinking, Powerful Marketing 67
Chapter 4: Researching Your Customers, Competitors, and Industry 69
Chapter 5: Harnessing Creativity in Your Business 87
Chapter 6: Making Your Marketing Communications More Powerful 103
Part HI: Advertising Everyone Can bo /13
Chapter 7: Brochures, Press Ads, and Print 115
Chapter 8: Signs, Posters, and More 137
Chapter 9: TV and Radio Ads (Or Your Own Show!) 155
Part IV: Powerful Alternatives to Advertising 169
Chapter 10: E Marketing 171
Chapter 11: Direct Marketing and Telemarketing 193
Chapter 12: Public Relations and Word of Mouth 217
Chapter 13: Face to Face Marketing 229
Part V: Connecting With I/our Customers .245
Chapter 14: Branding, Managing, and Packaging a Product 247
Chapter 15: Using Price and Promotions 267
Chapter 16: Distribution, Retail, and Point of Purchase 285
Chapter 17: Sales and Service Essentials 305
Part VI: The Part of Tens 325
Chapter 18: Ten Common Marketing Mistakes to Avoid 327
Chapter 19: Ten (Or So) Ways to Save Money in Marketing 331
Chapter 20: Ten (Or So) Ideas for Lower Cost Advertising 339
Index 343
Table of Contents
Introduction 7
About This Book 1
Conventions Used in This Book 2
Foolish Assumptions 2
How This Book Is Organised 3
Part I: Where You Are, Where You're Going 3
Part II: Creative Thinking, Powerful Marketing 3
Part HI: Advertising Everyone Can Do 4
Part IV: Powerful Alternatives to Advertising 4
Part V: Connecting with Your Customers 5
Part VI: The Part of Tens 5
Icons Used in This Book 5
Where to Go from Here 6
Parti: Where you Are, Where \lou're Goinq. .7
Chapter 1: Making the Most of Your Marketing 9
Your Marketing Strategy: A Map to Success 10
Knowing Your Customer 11
Getting focused 12
Finding out why customers like you 13
Working out the best way to find customers 14
Defining Your Marketing Methods 15
Finding your customer touchpoints 16
Analysing your seven Ps 16
Adding to your list 19
Determining what works best for each P 19
Deciding which P is most important 20
Catching the uncontrolled Ps 21
Clarifying Your Marketing Expectations 22
Projecting improvements above base sales 23
Planning to fail, understanding why, and trying again 23
Finding More Ways to Maximise Your Marketing Impact 24
Chapter 2: Clarifying Your Marketing Strategy 27
The Beauty of Having a Core Strategy 27
Expanding with a Market Expansion Strategy 28
Specialising with a Market Segmentation Strategy 30
Specialising to outdo the competition 30
Adding a segment to expand your market 30
Developing a Market Share Strategy 31
Calculating your share of the market 31
Setting market share goals 33
Should you invest in growing your share? 34
Achieving your market share goals 35
Revising Your Strategy over the Life of the Product Category 36
Interpreting and predicting market growth 36
Choosing your life cycle strategy 39
Designing a Positioning Strategy 41
Considering Other Core Strategies 42
Simplicity marketing 42
Quality strategies 43
Reminder strategies 43
Writing Down Your Strategy 44
Looking at an example 44
Dusting it off and reading it, for goodness sake 44
Chapter 3: Writing a Marketing Plan 47
Identifying Some Planning Rules and Tips 48
Avoiding common mistakes 49
Breaking down your plan into simple sub plans 50
Writing a Powerful Executive Summary 51
Clarifying and Quantifying Your Objectives 52
Preparing a Situation Analysis 53
Seeing trends more clearly than others do 53
Using a structured approach to competitor analysis 54
Building a competitor analysis table 54
Explaining Your Marketing Strategy 55
Combining strategies and objectives 56
Giving your strategy common sense 56
Summarising Your Marketing Mix 57
Prioritising your touchpoints and determining cost 57
Marketing plans for multiple groups 58
Exploring Your Marketing Components 60
Managing Your Marketing 61
Projecting Expenses and Revenues 61
Build up forecasts 62
Indicator forecasts 62
Multiple scenario forecasts 63
Time period projections 63
Creating Your Controls 64
Using Planning Templates and Aids 64
Part 11: Creative Thinking, Powerful Marketing 67
Chapter 4: Researching Your Customers, Competitors,
and Industry 69
Why Research Matters and What to Focus On 70
Research for better ideas 70
Research for better decisions 71
Research for your strengths and weaknesses 71
Planning Your Research 74
Carrying Out Primary Research 76
Observing customers 76
Asking questions 77
Using the answers 79
A Dozen Ideas for Low Cost Research 80
Watching what your competitors do 80
Creating a customer profile 80
Entertaining customers to get their input 81
Using e mail for single question surveys 81
Watching people use your product 81
Establishing a trend report 81
Researching your strengths 82
Analysing customer records 82
Surveying your own customers 83
Testing your marketing materials 83
Interviewing defectors 83
Asking your kids 84
Finding Free Data 84
Getting info off the Web 85
Hooking up with a librarian 85
Tapping into government resources 86
Getting media data 86
Chapter 5: Harnessing Creativity in Your Business 87
The Creative Process at a Glance 87
Finding Out What You Need to Change 88
The marketing audit: More fun than it sounds 89
Picking your creative role 90
Generating Great Ideas 91
Finding the time to think 92
Becoming an ideas factory 92
Group creativity 94
Applying Your Creativity 98
Writing a creative brief 99
Creativity and brand image 100
Part U: Creative Thinking, Powerful Marketing 67
Chapter 4: Researching Your Customers, Competitors,
and Industry 69
Why Research Matters and What to Focus On 70
Research for better ideas 70
Research for better decisions 71
Research for your strengths and weaknesses 71
Planning Your Research 74
Carrying Out Primary Research 76
Observing customers 76
Asking questions 77
Using the answers 79
A Dozen Ideas for Low Cost Research 80
Watching what your competitors do 80
Creating a customer profile 80
Entertaining customers to get their input 81
Using e mail for single question surveys 81
Watching people use your product 81
Establishing a trend report 81
Researching your strengths 82
Analysing customer records 82
Surveying your own customers 83
Testing your marketing materials 83
Interviewing defectors 83
Asking your kids 84
Finding Free Data 84
Getting info off the Web 85
Hooking up with a librarian 85
Tapping into government resources 86
Getting media data 86
Chapter 5: Harnessing Creativity in Your Business 87
The Creative Process at a Glance 87
Finding Out What You Need to Change 88
The marketing audit: More fun than it sounds 89
Picking your creative role 90
Generating Great Ideas 91
Finding the time to think 92
Becoming an ideas factory 92
Group creativity 94
Applying Your Creativity 98
Writing a creative brief 99
Creativity and brand image 100
Chapter 6: Making Your Marketing Communications
More Powerful 103
Establishing Communications Priorities 104
Strengthening your marketing communications 104
Deciding whether to appeal to logic or emotions 106
Four Easy Strategies to Strengthen Your Appeal 108
Image strategy 108
Information strategy 108
Motivational strategy 109
Demonstration strategy 109
Catching Your Customers' Eyes and Pulling Them In 109
Stopping power 110
Pulling power: Building customer traffic 112
Part 111: Advertising Everyone Can Do /13
Chapter 7: Brochures, Press Ads, and Print 115
Designing Printed Marketing Materials 116
Dissecting the anatomy of printed materials 116
Putting the parts together: Design and layout 118
Understanding the stages in design 119
Finding your font 121
Producing Brochures, Fliers, and More 126
Listing your top three uses 127
Writing about strengths and weaknesses 127
Incorporating a clear, compelling appeal 128
Putting it all together 128
Placing a Print Ad 130
Can you afford to advertise? 130
Finding inexpensive places to advertise 131
Selecting the ad size 132
Testing and improving your print ad 133
Chapter 8: Signs, Posters, and More 137
The Essential Sign 138
What your sign can do 139
Writing good signs 139
Discovering Flags, Banners, and Awnings 142
Flagging down your customers 142
Canopies and awnings 143
Posters: Why Size Matters 144
Deciding on outdoor ad formats 145
Maximising your returns 146
f» ^
Messages on the Move: Transport Advertising 147
Bus shelter panels 148
Taxi advertising 148
Airport advertising 148
A note about your own vehicles 150
Ambient Media Your Ad in Unusual Places 150
Small but Effective from T shirts to Shopping Bags 152
T shirts, umbrellas, and bumper stickers, anyone? 152
It's in the bag 153
A Few Commonsense Rules for Outdoor Advertising 154
Chapter 9: TV and Radio Ads (Or Your Own Show!) 155
Creating Ads for Radio 156
Buying airtime on radio 156
Targeted advertising via radio 158
Cheaper Ways to Use the Power of Video 159
Designing Ads for TV 160
Getting emotional 161
Look, Mum 162
A question of style 163
Buying airtime on TV 164
Working out the cost of a TV ad 165
Making your own TV (or radio) programme 167
Part IV: Powerful Alternatives to Advertising 169
Chapter 10: E Marketing 171
Reaching Out with a Web Site 172
Choosing a Web address 172
Checking your name's availability 174
Registering your site name 175
Creating a Compelling Web Site 175
Finding resources to help with design 176
Hiring a professional designer 177
Developing a registration based site 178
Getting Your Site Noticed 179
Buying visibility on search engines 179
Content as a traffic driver 181
Tracking Your Site's Traffic 182
Interpreting click statistics 182
Paying attention to your site's visitors 183
Designing and Placing a Banner Ad 183
Hiring a Web media service 185
Creating your own banner ad 185
Placing your banner ads 187
Using E Mail for Marketing 187
The only e mail to send: Good e mail 187
Understanding e mail etiquette 188
Spreading your message virally 190
Getting Mobile with Your Marketing 190
Knowing How Much to Budget for the Web 192
One Final but Important! Thought 192
Chapter 11: Direct Marketing and Telemarketing 193
Beating the Odds with Your Direct Marketing 193
Practice makes perfect 194
Developing benchmarks for your campaign 195
Boosting sales from your offers 195
Designing Direct Response Ads 198
Delivering Direct Mail 200
Unlocking the secrets of great direct mail 201
Getting your letter mailed 203
Purchasing mailing lists 204
Establishing and Running a Call Centre 205
Being accessible to desirable customers when they want
to call you 206
Capturing useful information about each call and caller 206
Recognising and taking care of repeat customers 207
Gathering data on the effectiveness of direct response ads
and direct mail 207
Tuning in to Telemarketing 208
Inbound and outbound telemarketing 208
Truth and decency in telemarketing 210
Keeping It Legal (And Decent) 212
Data Protection Act 212
Preference services 214
Consumer Protection Distance Selling Regulations 215
Chapter 12: Public Relations and Word of Mouth 217
Using Publicity to Your Advantage 218
Tackling public relations 219
Creating a good story 219
Communicating your story to the media: Press releases 221
Considering video and electronic releases 224
Being interviewed for TV and radio 224
Making the Most of Word of Mouth 225
Do good deeds 226
Spice up your sales promotions 226
Identify and cultivate decision influencers 226
Seize control of the Internet 227
Chapter 13: Face to Face Marketing 229
Harnessing the Power of Face to Face Marketing 230
Planning it yourself or piggybacking 231
Business and industry opportunities 231
Sponsoring a Special Event 232
Finding cause related events 232
Running the numbers on an event 233
Evaluating the options for sponsorship 234
Putting on a Public Event 236
Selling sponsorship rights 236
Getting help managing your event 236
Exhibiting at Trade Shows and Exhibitions 237
Knowing what trade shows can accomplish for you 237
Building the foundations for a good stand 238
Attractive company seeks compatible trade show
for romantic weekend 239
Renting the perfect stand 239
Setting up other kinds of displays 240
Doing Demonstrations 240
Giving Gifts 241
Part V: Connecting urith your Customers 2U5
Chapter 14: Branding, Managing, and Packaging a Product 247
Finding Simple Ways to Leverage Your Product 248
Identifying When and How to Introduce a New Product 249
Coming up with the next great thing 250
Using the significant difference strategy 252
Branding and Naming Your Product 253
Designing a product line 253
Maintaining your product line: When to change 254
Naming a product or product line 255
Legally protecting your product's name and identity 256
Packaging and Labelling: Dressing Products for Success 257
The importance of packaging 258
Can your packaging make the sale? 259
Modifying an Existing Product: When and How 261
When it's no longer special 261
When it lacks champions 262
Killing a Product 263
When to kill a product 263
How to kill or replace a product 265
Chapter 15: Using Price and Promotions 267
Understanding the Facts of Pricing 267
Avoiding underpricing 268
Exploring the impact of pricing on customers' purchases 268
Finding profits without raising prices 270
Five Easy Steps to Setting Prices 271
Step 1: Find out who really sets the price 272
Step 2: Examine all your costs 272
Step 3: Evaluate customer perception of price 274
Step 4: Examine secondary influences 275
Step 5: Set your strategic objectives 276
Understanding how customers perceive
and remember prices 276
Discounts and Other Special Offers 278
Designing coupons and figuring out how much to offer 280
Forecasting redemption rates (good luck you'll need it!) 281
Forecasting the cost of special offers 282
Staying Out of Trouble with the Law 282
Chapter 16: Distribution, Retail, and Point of Purchase 285
Distributing Advice 285
Getting Distributors on Your Side 287
Understanding Marketing Channel Structure and Design 288
What do intermediaries do to earn their cut? 290
Channel design considerations 291
Reviewing Retail Strategies and Tactics 293
Developing merchandising strategies 294
Creating atmosphere 296
Building price and quality strategies 297
Pursuing retail sales 298
POP! Stimulating Sales at Point of Purchase 299
Designing POP displays 301
Answering questions about POP 302
Chapter 17: Sales and Service Essentials 305
Providing Strategic Leadership in Sales 305
Sales strategies in a nutshell 306
Following up with customer support 308
Knowing When to Emphasise Personal Selling 308
Figuring Out Whether You Have What It Takes 309
Making the Sale 312
Generating sales leads 314
Purchasing lists for lead generation 315
Forgetting cold calling on households 316
Developing great sales presentations and consultations 317
Organising Your Sales Force 318
Determining how many salespeople you need 318
Hiring your own or using reps? 319
Renting a salesperson 321
Compensating Your Sales Force 321
Retaining Customers through Great Service 322
Measuring the quality of customer service 322
Delivering service recovery 323
Part VI: The Part of Tens 325
Chapter 18: Ten Common Marketing Mistakes to Avoid 327
Don't Sell to the Wrong People 327
Don't Give Away Money 328
Don't Forget to Edit Before You Print 328
Don't Keep Repeating Yourself 328
Avoid the Wish We Could Trap 328
Watch Out for Impersonal Treatment 329
Don't Blame the Customer 329
Don't Avoid Upset Customers 329
Don't Forget to Change 330
Don't Stop Marketing 330
Chapter 19: Ten (Or So) Ways to Save Money in Marketing 331
Planning on Planning 331
Thinking Small in a Big Way 332
Integrating Your Efforts 333
Spending Money Wisely and Cutting Judiciously 334
Focusing on Your Bottleneck 335
Giving Your Product or Service Away 335
Rewarding Your Customers 336
Using New Channels and Media 336
Giving Solid Guarantees 337
Recognising Your Own Excellence 337
Being Creative 337
Joining and Participating 338
Chapter 20: Ten (Or So) Ideas for Lower Cost Advertising 339
Creating Billboards on Wheels 339
Using Free Placement for Your Name, Logo, and Tag Line 340
Getting Others to Advertise for You 340
Inviting a Customer to Lunch 340
Taking Liberties with Launches 341
' Marketing For Dummies Ignoring the Ratecard 341
Getting Publicity for Nothing 341
Standing Up and Saying Something 341
Running a Training Course 342
Borrowing Good Ad Ideas 342
Creating Your Own Network 342
Index 363 |
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| discipline | Wirtschaftswissenschaften |
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| index_date | 2024-07-02T15:43:24Z |
| indexdate | 2024-07-09T20:44:35Z |
| institution | BVB |
| isbn | 0764570560 9780764570568 |
| language | English |
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| spelling | Smith, Craig Verfasser aut Marketing for dummies by Craig Smith and Alexander Hiam Chichester Wiley 2006 XX, 358 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s DE-604 Hiam, Alexander 1957- Verfasser (DE-588)112829309 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015000164&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Smith, Craig Hiam, Alexander 1957- Marketing for dummies Marketing Management Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Marketing for dummies |
| title_auth | Marketing for dummies |
| title_exact_search | Marketing for dummies |
| title_exact_search_txtP | Marketing for dummies |
| title_full | Marketing for dummies by Craig Smith and Alexander Hiam |
| title_fullStr | Marketing for dummies by Craig Smith and Alexander Hiam |
| title_full_unstemmed | Marketing for dummies by Craig Smith and Alexander Hiam |
| title_short | Marketing for dummies |
| title_sort | marketing for dummies |
| topic | Marketing Management Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Management Marketing Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015000164&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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