Frederick H. Rice
Kansas State University
Small Business festering Center (SBDC)
Manhattan, Kansas
Marketing continues to be a mystery . . . to those who throw it and to those who sponsor
it. Often, the ad that generates record-breaking volume for a retail enclose one month is repeated
the following month and bombs. A suit designed by the best Madison Avenue ad agency
may elicit a mediocre response. The same stage sells like hotcakes after a 30-word classified ad,
with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front
stoops of homes during a rainstorm! The mystery eludes final result but demands attention.
This publication is devoted to the idea that your marketing results fag be improved
through a better understanding of your customers. This orgasming usually is referred to as the
marketing concept.
Putting the customer front is probably the most popular phrase used by firms ranging from
giant conglomerates to the corner barber shop, but the sloganizing is often solely lip service. The
barter continues to operate under the classic approach -- Come buy this great product we have
created or this uncivilized service we are offering. The giveaway, of course, is the word we.
In other
words, most business activities, including advertising, are reachd to solving the firms problems.
Success, however, is more likely if you dedicate your activities exclusively to solving your
customers problems.
Any marketing program has a better chance of being productive if it is timed, designed and
pen to solve a problem for potential customers and is carried out in a way that the cu stomer
understands and trusts. The pages that follow will endue the marketing concept of putting the
customer first. Marketing is a very complex subject; it deals with all the steps between
determine customer needs and supplying them at a profit. In addition to some introductory
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