Chapter 10
Marketing and Selling Your Wares
IN THIS CHAPTER
Understanding the marketing mix and how to use it
Deciding the advertising message
Choosing the media
Reviewing selling options
Entering the market with your product or service involves deciding on what mix of marketing ingredients to use. In cooking, the same ingredients used in different ways can result in really different products. The same is true in business, where the ‘ingredients’ are product (or service), price, place and promotion. A change in the way you put these elements together can produce an offering tailored to meet the needs of a specific market. For example, a hardback book isn’t much more expensive to produce than a paperback. However, with a bit of clever publicity, bringing the hardback out a few months before the paperback edition with a higher price tag, the publisher can create an air of exclusivity that satisfies a particular group of customers.
In this chapter, you find out how to get news about your business to all the people who can help you achieve sales, how to set the right selling price and ...
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