MARKETING IS FOR EVERYONE

Regardless of what your company produces, you need to be in the business of marketing. Big or small, young or old, you always need new business.

To get that new business, say consultants, every company needs a marketing plan. They suggest establishing your plan by going through four basic steps:

1 -- Define your product. The definition should include all products and services that you offer. Is the focus of your business convenience, quality merchandise and service, or affordable prices? Think about what you're offering your customers, and make sure that you can deliver these services and still be profitable.

2 -- Examine your company's identity. Do your logo and name exemplify what you do? Include a catch phrase so that potential customers can readily identify what you do. For instance, an architectural firm that specializes in wheelchair-accessible design might use the phrase "Erasing the barriers" after its name.

3 -- Determine your sales territory. Consider the size of your staff and the demand for your product. Are you serving a small geographic area or the entire country?

4 -- Develop marketing strategies. Review various marketing and advertising options such as brochure distribution, radio or newspaper advertising, or direct mail. Consider your budget and your target audience when developing your strategies.

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