January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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I DON’T NEED MARKETING – MY COMPANY IS TOO SMALL AND BUSINESS COMES FROM WORD OF MOUTH
Consider a small business in its very early stages. The founder, or founders, of the company would start the business by deciding what products or services they were going to provide. They would determine the scope of the offering, how and where the product or service would be accessed, the way it would be delivered and the price they were going to charge.
In terms of the ‘marketing mix’, using the acronym CAVE – Communication, Access, Value and Experience – as established in Myth 2, our business founders have already considered:
Experience – the product or service on offer, the scope of the offering and how it is going to be delivered.
Access – in ...
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