... Your Business with Google ForDummies didn’t
think twice before responding to my call for help. The same is doubly true for
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Since Small Business ... also discover areas for potential market expansion.
22
Part I: Getting Started in Marketing
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Praise for “Small Business
Marketing ForDummies
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Part I: Sustainability: The Visionary
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Green Business Practices For Dummies
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senting “marketing issues as real-world problems with real-world solutions.”
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Your career, ... PM
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... Small Business Marketing For Dummies,
updated for faster and easier use by the millions of small businesses
that comprise the vast heart and soul of today’s business world.
Since Small Business ... solu-
tions for small business owners.”
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“Besides serving as a powerful motivator, Small Business Marketing For
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tomer (every tenth one, for example), ... between. If your business offers, for example, a product for
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Small Business Marketing For Dummies, 2nd Edition
03_578391 intro.qxd...
... feasible for
success?
ߜ Can you find a unique niche in the marketplace for it? The topic of
positioning and branding products is a chapter unto itself, so turn to
Chapter 7 for more information.
As ... currently opting for alternatives rather than purchasing
cola products.
Find a “stomach share” analogy for your business. What satisfaction does
your product address? What solution does your business ... spur-of-the-moment stays.
Conduct a similar analysis for your own business:
ߜ How do your products break down into product lines? (See Chapter 3 for
more information about this important topic.)
ߜ What...
... Penalties for nonperformance: State that you will pay less if the firm
doesn’t meet the deadlines or the expectations.
ߜ Performance milestones: Include a timeline that sets dates for major
steps ... communication projects. For
example, if you’re asking for speechwriting assistance, know the length
of time allocated for your presentation. If you’re requesting materials for
a sales presentation, ... media bills promptly in order to qualify for the commission.
Businesses flirt with the idea of forming an in-house agency because they
want to qualify for media commissions. But in order to earn...
... viewers to your business. If you go
this route, consider the following:
ߜ Run manufacturer ads only for products with major sales potential for
your business and for which your business is the ... support in the form of
shared costs for the media placements.
ߜ Ask your station to add your logo and tag line. In return for your ad buy,
they will probably perform the service for free or close ... tag team
effort: You use mass media advertising to build awareness, desire, and per-
ceived value for your products and then use one-to-one marketing to call for
the order and to form the basis...