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Success In Business Is Underpinned By Marketing Basics.

By Kathy Baka

Marketing basics are essential for good marketing. Marketing is all about letting your potential customers know about your product or service and turning that potential customer into a purchaser.

Everybody is not your potential customer, so an understanding of exactly what your ideal customer thinks and does will help you to target that person.

Although all marketing will not cost you money, you may have a marketing budget, and if so, make sure you spend it in line with your marketing plan. Avoid depleting your budget on sporadic advertisements without an overall plan. When you have planned properly, you will be spending money exactly where it will yield the best marketing result.

Customers will know what alternative products or services they could buy, and so should you. Keep an eye on your competitors marketing, so that you know what you have to beat. Your own product or service will have to provide a better value proposition to the customer, and your marketing will need to get this message across.

Be aware of what your competitors are doing. You do not have to copy their marketing strategy, but it may inform your own. You will need to differentiate your product or service from the competition. Customers should be clear on the value you are offering when compared to competitors. Value is not related entirely to price – only one producer can achieve the lowest price product, but many producers can differentiate because of benefits to the customer like speedy delivery times, good aftercare or some other special aspect.

When the customer is buying, they may not be overly concerned with the specification of the product. They will certainly want to know if it fulfils their needs. Their needs will not be in their minds as technical specifications, but more intangibly as a solution to a problem, or a lifestyle enhancer.

The changing nature of the world means that customers preferences are changing all the time. You need to be conscious of these changes, so as to maintain successful marketing practices.

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Article Citation
MLA Style Citation:
Baka, Kathy "Success In Business Is Underpinned By Marketing Basics.." Success In Business Is Underpinned By Marketing Basics.. 10 Jul. 2010. 25 Dec 2014 <>.

APA Style Citation:
Baka, K (2010, July 10). Success In Business Is Underpinned By Marketing Basics.. Retrieved December 25, 2014, from

Chicago Style Citation:
Baka, Kathy "Success In Business Is Underpinned By Marketing Basics."

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