Page 9 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 In the service business, about 90% of the employees are in direct contact with
customers in contrast to manufacturing industries, in which only about 10% are in
touch.
 Each of the elements in the marketing mix is important. Each has an influence on
the customer. None of them can be ignored.

2. Marketing implies exchange
 Marketing is a continuous activity, taking place in a dynamic situation.
 Marketing is relevant only when there is freedom of decision on the part of both
producers and cunsomers.
 The choice can be influenced more in the favoured of paying if the producers and
forms to fill in are simplified.
 Making collection arrangements easier is equivalent to the place in marketing.
Communicating penalties is part of the promotion and procedures are part of
process.

F. Market research
 The researches involve systematic collection of data, to be analyzed, evaluated, and
used for marketing decisions.
 The size and the spread of the market make it necessary to use sampling and other
statistical techniques to find out information about the whole.
 The response to questionnaires will depend on the way the questions are drafted as
well as they are administered.
 In the case of quantitative data, the numbers tend to provide an impression of
objectibvity and reliability.
 The number at the end of a research study, only point out apparantely significant
factors.

G. Marketing strategies

1. Planning
 Setting objectives, based on scanning the external environment for oppurtinities
and threats and the internal environment for strenghts and weakness, identifying
the target segment of the market.
 The environment consists of the market, the stakeholders and their interest, and
the society at large, including the political, legal, economic, social conditions and
trends.
 The planning process must also looka at the company’s strengths and weakness in
relation to the oppurtunities and threats emerging in the environment.
 Objectives are end results and proviide direction for decisions on control and
coordination. They should therefore, be specific, measurable and time bound.

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