first i would like to think a little about what and why more and more people become so interested in marketing some say that marketing is the identification and profitable satisfaction of customers needs. it is true in a way, but still, why should we adopt a marketing orientation simply, because it makes firms more profitable.
my recepy for success is actually made out of a marketing plan which helped a company be successful in the ceramics business. as all firms do, they established a target, the segment markets they wanted to cover, the needsdesires of their potential customers, the benefits, the competition, pricing, distribution, promotion and so on.
one of the most important things they did was to make a list of objectives so that strategy could be drafted to achieve them. the companys objectives were to return on the investment in 12 months and so their targets were sales of 10,000m2 per month to have also an honourable profit.
their strength i...
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