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43121_Cover_Marketing_Your_Business

10/8/05

8:28 am

T: 01269 590219

Publication produced by:Carmarthenshire County Council
Economic Development Division
Business Resource Centre
Parc Amanwy, New Road
Ammanford
Carmarthenshire SA18 3EP
T: 01269 590200
E: economic@carmarthenshire.gov.uk
W: www.carmarthenshire.gov.uk

Publication funded under the Celtic Enterprise & Business Support Network, an Interreg IIIA funded project, in partnership with Waterford City Enterprise Board Ltd and South East Region
Enterprise Boards

Managing your business > Marketing your business

For all your business enquiries contact:-

Page 1

Managing your business >

Marketing your business

03

43121_Marketing_Your_Business

10/8/05

8:06 am

Page 1

Managing your business > Marketing your business

1. INTRODUCTION –
WHY YOU NEED MARKETING
In order to succeed, you need cashflow. To get cashflow, you need paying customers.
To get customers, you need marketing. As your own marketing director, you have to make decisions about:

3. PRICING
Every product or service has a price. In order to set a price, you need to consider:

Distribution



Advertising



PR



Selling

Your pricing strategy (Cost plus,
Market minus, Penetration,
Skimming, etc.)

Customer service levels



How much are your customers motivated/influenced by price?

Pricing





The product or service



Your cost price calculations (including pricing your time)







2. MARKET RESEARCH
The better your market research, the smarter your decisions, and the more profitable you will be. Market research will:

Whatever you decide, stick to it and do not be afraid to ask!

4. THE IMAGE YOU WANT TO
PROJECT
Your image determines how your customers perceive you. Does your image instil trust, is it helpful to your

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