a simple and short guide to marketing for non marketing people and small businesses

1. Mastering marketing in 40 mins or there about James Pinchbeck Marketing Partner President Lincolnshire Branch of the Chartered Institute of Marketing

4. Marketing is more than just advertising.

5. Marketing ‘ The process of identifying customer needs and then bringing together business resources to satisfy those needs and provide an opportunity for optimising returns’.

7. What does your market really look like? Where’s your Wally? ‘ A market is an aggregation of all the alternative goods or services which customers regard as being capable of satisfying the same customer need ’

19. Measuring the return on your marketing 50% of my advertising/ marketing activity works But I am not sure which 50% Marketing activity is and should be measurable – if you set objectives and defined outcomes

20. Using the marketing tool kit Maximum return for minimum investment : Inexpensive Staff time/CRM Direct sales activity Tele Marketing Media Relations Networking Literature Newsletters New-media Corporate Identity Branding Corporate Hospitality Exhibitions Advertising Expensive Highly targeted and measurable Hit and miss and less measurable

24. Looking ahead embracing marketing to stimulate enterprise and prevent us becoming a nation of bonsai growers

25. Mastering marketing in 40 mins or there about James Pinchbeck Marketing Partner President Lincolnshire Branch of the Chartered Institute of Marketing Telephone 07710 525746 Email jpinchbeck@streetsweb.co.uk