Page 7 - Duct Tape Marketing

Table of Contents

Introduction ..................................................................1

How to Know That This Book Is for You ......................................................1
How to Use This Book ....................................................................................2
How This Book Is Organized ..........................................................................2

Part I: Getting Started in Marketing ....................................................2
Part II: Sharpening Your Marketing Focus ..........................................3
Part III: Creating and Placing Ads ........................................................3
Part IV: Getting the Word Out without Advertising ..........................3
Part V: Winning and Keeping Customers ...........................................3
Part VI: The Part of Tens ......................................................................4
Icons Used in This Book .................................................................................4
Ready, Set, Go! .................................................................................................4

Part I: Getting Started in Marketing ..............................5

Chapter 1: A Helicopter View of the Marketing Process . . . . . . . . . . .7

Seeing the Big Picture .....................................................................................8
The marketing wheel of fortune .........................................................8
Marketing and sales are not synonymous .........................................9

Jumpstarting Your Marketing Program ......................................................10
Marketing a start-up business ..........................................................11
Marketing to grow your business ......................................................12
Scaling your program to meet your goal ..........................................12

How Small Business Marketing Is Different ...............................................13
Dollar differences ................................................................................13
Staffing differences ..............................................................................13
Creative differences ............................................................................13
Strategic differences ...........................................................................14
The small business marketing advantage ........................................14

Making Marketing Your Key to Success .....................................................15

Chapter 2: All About Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17

Anatomy of a Customer ................................................................................18
Collecting information about your customer ..................................18
Geographics: Locating your market areas .......................................22
Demographics: Collecting data to define your market ...................23
Psychographics: Customer buying behaviors .................................24
Using customer profiles to guide marketing decisions ..................26

Determining Which Customers Buy What .................................................26
Viewing your sales by market segment ............................................27
Tracing your distribution channels ..................................................29