Một trong những nhu cầu lớn nhất của người quản lý của các doanh nghiệp nhỏ là để hiểu và phát triển thị chương trình cho các sản phẩm và dịch vụ của họ. Kinh doanh nhỏ thành công dựa trên khả năng xây dựng một phát triển cơ thể của khách hàng hài lòng. Các chương trình tiếp thị hiện đại được xây dựng xung quanh việc tiếp thị " khái niệm "và thực hiện, trong đó chỉ đạo quản lý để tập trung nỗ lực vào việc xác định, đáp ứng và theo dõi nhu cầu của khách. | . Small Business Administration MT-2 MARKETING FOR SMALL BUSINESS AN OVERVIEW Marketing Series This publication was edited by SBA staff members. Contributors to the text were James L. Brock College of Business Montana State University Bozeman Montana Keith K. Cox and James E. Stafford Professors of Marketing University of Houston Houston Texas and Art Palmer Doctoral Student University of Houston Houston Texas. While we consider the contents of this publication to be of general merit its sponsorship by the . Small Business Administration does not necessarily constitute an endorsement of the views and opinions of the authors or the products and services of the companies with which they are affiliated. All of SBA s programs and services are extended to the public on a nondiscriminatory basis. TABLE OF CONTENTS INTRODUCTION THE MARKETING CONCEPT MARKET RESEARCH MARKETING STRATEGY MANAGING THE MARKET MIX MARKETING PERFORMANCE BIBLIOGRAPHY . Government Publications . Small Business Administration Bureau of the Census Other Agencies APPENDIX INFORMATION RESOURCES INTRODUCTION One of the greatest needs of managers of small businesses is to understand and develop marketing programs for their products and services. Small Business success is based on the ability to build a growing body of satisfied customers. Modern marketing programs are built around the marketing concept and performance which directs managers to focus their efforts on identifying satisfying and following up the customer s needs all at a profit. The Marketing Concept The marketing concept rests on the importance of customers to a firm and states that 1. ALL company policies and activities should be aimed at satisfying customer needs and 2. PROFITABLE sales volume is a better company goal than maximum sales volume. To use the marketing concept a small business should Determine the needs of their customers Market Research Analyze their competitive advantages Market Strategy Select specific markets
