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Terry Doland, Owner
Traditionally, marketing activities have included advertising, distribution and selling. However, with the shift in emphasis from products to customers, marketing now includes insight gained from the study of customer behavior (incorporating the disciplines of social science, psychology and sociology) as well as input from hard science (economics and mathematics). Thus relationship marketing and social marketing are now being added to traditional marketing activities.
In the sixth edition of his book Marketing Plans: How to Prepare Them, How to Use Them, Professor Malcolm McDonald of Cranfield University School of Management in the United Kingdom suggests that marketing consists of three types of activities:
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Keeping readers interested in what you send to them may not be as hard as you think. Here are a few tips to help you:
Be passionate about your subject. Passion, which can take the form of expertise and knowledge, will be evident to your readers and will reinforce that they are making the right choice to buy from you. Show that you know your products and services inside and out by presenting interesting performance facts and features. Discuss the superior beauty or design of your product and prove it with pictures. Give examples of your amazing customer service with customer testimonials
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4 Ps: the parameters that define the choices that must be made to bring a product or service to market. First described by E.J. McCarthy in 1960, they are: product (or service); placement; price; promotion.
7 Ps: an expansion of the four Ps to include people, positioning and packaging.
4 Ps of social marketing: publics, partnership, policy, purse strings.
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In a relevant demonstration that everything old is new again, there is renewed interest in loyalty marketing. Loyalty marketing is the process of retaining customers and growing sales from them by offering incentives to purchase. Some of the oldest loyalty marketing programs are Betty Crocker coupons (initiated in 1929, discontinued in 2006), S&H Green Stamps (initiated in the 1930s and discontinued in the 1960s) and American Airlines AAdvantage frequent flyer program (initiated in 1981 and still ongoing).
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The way we introduce ourselves to prospects and engage our customers is undergoing a profound transformation – a sea change if you will. The Internet has made the amount of information about products and services readily available to buyers, while opinion and rating web sites simultaneously provide prospective buyers with collective knowledge about how those products perform. It’s a wonderful world of buyer empowerment that will benefit strong businesses.
Whether you are using print-and-mail or e-mail to distribute your company’s newsletter, there are three main styles: B2C, B2B and membership. Each one has different characteristics, and the one you use will depend on your target audience.
B2C: The B2C newsletter style is for businesses that sell mainly to consumers. The content is transactional, meaning it features products and services and information about them. Readers of these newsletters expect straightforward information about products and services to help them make the buying decision. To allow for display of a number of products or services, construct the newsletter so it is a series of summaries with continuation to an inside page (printed newsletter) or link to a full article (eletter).
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