Chapter 3
Marketing and Selling Your Product or Service
IN THIS CHAPTER
Understanding what goes into the marketing mix
Deciding on your advertising message
Becoming newsworthy
Reviewing selling options and settling on a price
Examining legal issues
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), promotion, price, place, people, physical evidence and process. 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 ...
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