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Certain diamonds have become famous through association with rulers and adventurers. The violet-colored, 112-carat Hope diamond was supposedly plucked from the eye of an Indian god and linked to a malevolent curse. The Koh-I-Noor diamond, discovered in India before the thirteenth century, changed hands time and again as warring rulers seized it among the spoils of war. It now sits among the British crown jewels on display at the Tower of London. Another famous diamond, the Orlov, once belonged to the Romanov family and is now set in a scepter and kept at the Kremlin. . | Marketing Guide Small Business BC 601 West Cordova Street Vancouver BC V6B 1G1 Phone 604-775-5525 In BC 1- 800- 667-2272 Fax 604-775-5520 http www.smallbusinessbc.ca Reviewed October 2004 1 Introduction to Marketing 3 Developing a Marketing Strategy 4 Market Research 9 The Marketing Mix 12 Sales Forecasting 28 Marketing Services 31 Marketing on the Internet 33 Small Business BC 2 601 West Cordova Street Vancouver BC V6B 1G1 Phone 604-775-5525 In BC 1- 800- 667-2272 Fax 604-775-5520 http www.smallbusinessbc.ca Reviewed October 2004 Introduction to Marketing This handbook is intended to be a tool for entrepreneurs to assist them with their marketing efforts. It is a general overview of the marketing function which is a very complex activity. This information should assist entrepreneurs in understanding the marketing function and its role in business. Additional sources of information are listed at the end of this handbook which should be consulted for a more in-depth understanding of marketing. Marketing Many think of marketing as promotion advertising or sales. Whey they see television advertisements or newspaper advertisements they view this as marketing. Others use the term in place of the word sales. How often have you heard a company or individual say they are selling a product or service But using the term in this way is only partially correct. Marketing is much more than simply promotion or selling. A marketing approach to business begins with understanding you customers and their needs. It involves designing the entire company around fulfilling those needs beginning with the product or service. Decisions that involve pricing services advertising and even sales are developed with the customer s needs and desires. Simplified marketing starts with the customer. You work backwards from there. Needs Wants and Demand Without a basic human need there would not be a desire to purchase products or services. It is a need or a state of desire that drives marketing. .
