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Collection: Directories and Documents > Pamphlets

Business to Business - November 1991 (PH 13-19)(11-15-1991) (20 pages)

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NAarketing.. It Works “Marketing” is a term fraught with mysterious meaning, connoting such daunting concepts as image advertising, statistical market research and segmentation analysis. But to Theodore Levitt, Harvard Business School’s renowned “guru of marketing,” successful marketing could not be simpler it is “creating and keeping a customer.” For Levitt, the traditional definition of marketing “the act or process of buying and selling in a market” is not the crux of the issue. “Customers don’t buy things,” he emphasizes. “They buy solutions to problems. The surviving and thriving business is one that constantly seeks better ways to help people solve their problems.” Sounds basic enough, but failure rate statistics, especially pertaining to small business, would indicate that an alarming number of entrepreneurs are not able to accomplish this often enough or successfully enough to survive. Companies without an effective program for creating and keeping a customer may well find themselves: *Crisis-driven, reacting impulsively when they lose a key customer or when there’s a change in the marketplace; *Competitor-driven, always looking to see what other companies are doing and then frantically trying to emulate or outdo them; or *Price-driven, getting and keeping business by constantly cutting prices and profit margins. Hart & Renfro LAW CORPORATION for Chamber members Quality legal services for the business community..serving all the needs of business entities and the individuals who create, support, and operate them. Free 1/2 hour consultation 10563 Brunswick Road, Suite 7 Grass Valley, California 95945 (916) 272-9600 FAX (916) 272-7115 November 1991 Ted West, Vice President and General Manager of Pacific Market Access, has this advice to offer about finding and retaining customers, which he agrees is key to business success: “The tools and techniques of ‘marketing,’ long developed and implemented by America’s largest corporations, are not as sophisticated or complex or unattainable to small business as it may seem.” “Creating and keeping a ‘customer is a way of thinking of doing business that is close to the heart of every successful small business person,” West continues. “It involves knowing and reaching out to customers, listening very carefully to their needs and preferences and complaints and acting to service them better and better every time. The tools and techniques of marketing can be very helpful to small businesses, but they’re never a substitute for personal commitment to creating and keeping a customer.” For assistance with the tools and techniques of marketing, contact the Sierra College Small Business Development Center, where free or lowcost assistance with marketing or other business related issues is available to any small business owner or potential owner. Call 916-885-5488 Monday through Friday, during business hours. Classics For Casual And.