Advice


Marketing

Peter Johns, Publisher of Waterways World

Going Promo

The fourth P of marketing – Promotion – is the one that most people think is Marketing. The term promotion covers any form of communication that is designed to inform the target audience of the merits of your product or service, and to persuade them to buy it from you. The principle is to make people: (a) aware of you and your products or services; and (b) attract and persuade them to buy from you in preference to your competitors.

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Marketing

Peter Johns, Publisher of Waterways World

Importance of Place

Place in marketing traditionally looks at the distribution channels you use to get your Product to the final consumer. Do you sell direct to the consumer? Or to a retailer who sells to the consumer? Or perhaps to a wholesaler who sells to a retailer who sells to the consumer?

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Marketing

Peter Johns, Publisher of Waterways World

Price Matters

In my last column, I introduced the four Ps of marketing – Product, Price, Place and Promotion – and argued that the single most important P is Product. Knowing what your product is, where it is positioned and that there is a market for it is crucial.

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Marketing

Peter Johns, Publisher of Waterways World

Q: What is marketing? A: It’s all about the carrots

For many people marketing equates to advertising. But it is much more complicated than that. My first exposure to the concept of marketing was my university course on agricultural marketing. In the very first class the lecturer posed the question “What is the first marketing decision a carrot farmer makes?”. We were pretty flummoxed. His answer was “To grow carrots”.

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