by Bobby Keating
There are several concepts and misconceptions about marketing that need to be addressed before we get into the meat of this article. The basic concept of marketing is ‘the range of activities involved in assuring that you are meeting the needs of your customers and that you are getting a valuable response in return.’ One major misconceptions of marketing is that it is only ‘advertising your product or service.’ Even though advertising is important, it is only one component in the process of marketing.
We can define the essence of marketing as ‘understanding your customers’ needs and developing a plan that addresses those needs.’ By understanding marketing in this way, a business owner who has a desire to ‘grow’ his business can set the proper goals.
What is meant by ‘organic growth?’ This is a wonderful concept. Your business is a living organism and, as a living organism, it must be cultivated and nurtured. We can ignore its needs and let it fend for itself or we can determine those needs and do whatever is best to make it thrive.
We should look at two basic components of marketing in order to get a better idea of the things that we need to create a successful business. The first component of marketing that we need to consider is ‘developing a marketing plan.’ The second component is the ‘ongoing promotion.’ One mistake that many business owners make is to create a product or service and immediately jump into an advertising campaign. When we define these two basic components, you’ll understand why this mistake can be a disappointing and costly one.
Developing a ‘marketing plan’ or ‘marketing strategy’ is essential to the well being of a business. The first step in creating a marketing plan is to do a little research and analysis. Don’t slap yourself on the forehead in exasperation. This is not as difficult as the name implies. It may take a little time but is well worth every minute.
Let’s begin by looking at a simplified explanation of ‘marketing analysis.’ We can apply two of Solomon’s Keys to Success at this point.
Proverbs 1:5 (Amplified Bible) “The wise also will hear and increase in learning, and the person of understanding will acquire skill and attain to sound counsel [so that he may be able to steer his course rightly]” Wise counsel can be found in many forms. We should also remember, for those of us who think we understand better than others, “The way of a fool is right in his own eyes, but he who listens to counsel is wise.” Proverbs 12:15 (Amplified Bible)
What must we do in ‘marketing analysis’?
1.) Discovering our ‘market’ or the groups of potential customers that exist,
2.) Decide which of these groups of customers fit our marketing preference (target markets),
3.) Determine the needs that they have,
4.) Developing the best products or services that might meet the needs of our target market,
5.) Determining the uses our potential clients might have for our products and services,
6.) Understanding what our competitors are doing,
7.) Determine the pricing structure that best fits your product and/or service and
8.) Developing a plan for the distribution of our products and services to our target markets.
Various methods of ‘market research’ are used to gather information about markets, target markets and their needs, competitors, etc. A little Internet research will reveal many sources of specific information. We must remember to target our searches. We do this by beginning from a broad area of possibilities and with each subsequent search we can get more specific until we have discovered as much as possible about our market in general and our target market. The resulting information will become our ‘niche’ market, our specific area of a market that is best for our product or service.
After we have developed our marketing plan, we need to consider our plan for ‘ongoing promotions.’ Our ongoing promotion will include advertising, public relations, sales and client service to name a few. These terms (advertising, marketing, promotion, public relations and publicity, and sales) can easily become confusing. These terms are often used interchangeably. However, they refer to different but similar activities.
Let’s look at a list of definition of each term.
1.) Advertising — presenting a product (or service) to potential and current clients. Advertising needs to be focused on a particular product or service. We must understand that an advertising plan for one product will be different from that for another product. Advertising is usually done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, website banners, etc.
2.) Promotion — Promotion can be defined as the tasks that maintain the product in the minds of the customer (product recognition). The ongoing effort of advertising, sales and public relations are often considered aspects of promotions.
3.) Public Relations — ongoing activities to ensure the company has a strong and positive public image. This is often referred to as “PR.”
4.) Publicity — being mentioned in the media. This is always the opinion (good or bad) of someone else but can include news releases.
The health and well being of a business is determined by the extent of diligent study and the application of the success principles that you learn through study. To best become acquainted with your product or service or customers or competitors, a sincere determination to be as diligent as possible is essentail.
Remember these few examples of Solomon’s Proverbs to help you develop a growing and successful business.
Proverbs 10:4 (The Amplified Bible) “He becomes poor who works with a slack and idle hand, but the hand of the diligent makes rich.”
Proverbs 12:24 (The Amplified Bible) “The hand of the diligent will rule, but the slothful will be put to forced labor.”
Proverbs 13:4 (NASB) “The soul of the sluggard craves and gets nothing, but the soul of the diligent is made fat.”
Proverbs 21:5 (NLT) “Good planning and hard work lead to prosperity, but hasty shortcuts lead to poverty”
Commit this last Proverb to memory. It will serve you well.
About the Author:
Good marketing strategy is essential to a successful venture. Visit Rev. Bobby at
The Christian Success Institute to learn Solomon’s Keys to Success through an intense study of the Book of Proverbs. Earn a residual income while you learn Biblical Marketing Principles