Marketing & Marketing Plans

Dear M & M:

How about some tips on marketing and marketing plans?


Dear James:

Marketing is all about attracting enough customers who are ready, willing, and able to buy your products and services at a price that will enable you to make a profit. I believe the best marketing plan is selling something people actually want.

How many times during the day are you confronted with a product or service you do not want? Think about this, wouldn’t it be easier to sell something people want rather than trying to cram something they are not ready, willing or able to buy?

People’s wants and needs are continually changing. New and better ways to everything are continually evolving. As the business climate changes new doors open and old doors close shut.  One of the keys to marketing is to know what you sell, to what market and how you will deliver.

David Bangs in his book The Market Planning Guide refers to the marketing process like concocting a stew. – “you need a few ingredients, some tools, and time to let the flavors blend.  Selectivity is important you can’t be everything to everyone. However, you need to be flexible to add small changes so your stew isn’t dull, bland, or useless.

When developing or carrying out a marketing plan the more experience or knowledge one has, the more likely your marketing efforts will be successful.”  Roger Babson the financier who predicted the 1929 stock market crash said this, “Experience has taught me there is one chief reason why some people fail and others succeed.  The difference is not one of knowing, but of doing.

A successful person is not so superior in ability as in action. Success is doing what you know you should do.”  Some of the ingredients and tools to make your stew or marketing plan successful starts with planning or thinking about your strategy before you allow others to taste what it is you are serving.

Before we start, let’s eliminate one word, “advertise”.  If I could change one word in everyone’s vocabulary this would be it.  Advertise = Communication. A great marketing plan communicates the products and services a company has available to a group of potential consumers that wants to and is able to make a purchase.

Like David Bangs states in his book, The Market Planning Guide “, this is all about doing the right things.  If you do the wrong things it does not matter how well you do them. You could be the best marketer in the world but if you aim for the wrong market or have the wrong products you’ll go broke. If you’re in the wrong industry at the wrong time guarantees you will not succeed.


To ask your questions: Call the Small Business Development Center(SBDC) at Cochise College (520)-515-5478 or email or contact the Sierra Vista Economic Development Foundation(EDF) at 520-458-6948 or email


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