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Three Phases of Marketing

by Ron Kurtus (revised 17 February 2016)

Marketing is the business activity that leads a product or service to the paying customer. There are three phases in the marketing process: defining, preparing and selling.

To effectively pursue the goal of selling your product, you need to first define your circumstances, such as what your core business is and who your customers are. Then you must make preparations for getting your customers to buy your product. Preparations include getting an appealing product, setting a good price and providing a place for them to buy.

Finally, you go into action, trying to reach your customers, letting them know about your product and telling how good it is. Once you can get them in the showroom, you can convince them to buy.

Questions you may have include:

This lesson will answer those questions.



Definition phase of marketing

In your business, you may get a great idea of a product or service to sell. This idea usually comes as a result of observation, research, and analysis.

You get a great idea of a product to sell. This often is a result of market research, where you study:

The next step is analyzing the competition to determine a the demand for the product as well as the supply.

Then you seek to position your new product or service by finding your market niche.

Preparation phase of marketing

Once you have defined your business or a new aspect of it, you need to make preparations for selling your product or service.

You do this by:

(Note: These are three items of the Marketing Mix.)

You can then obtain or manufacture the items you want to sell. You go into production.

Sales phase of marketing

Once you have obtained or manufactured your products, you enter the sales phase of marketing. This is where you let potential customers know what you have to offer to entice them to shop and buy.

Promotion

Promotion involves making potential customers aware of what you have to offer and where they can purchase it, as well as how much it costs. You can also promote your store as compared to your competition in advertisements or other means to tell your superior quality and prices.

Sometimes packaging is part of promotion, especially if it draws attention to the product display.

Advertising

Prominent signs outside your grocer store should attract attention, tell what type of store it is and include hours of business.

You can advertise in the local newspapers about what you have available, as well as specials you may have. Advertising also should include your address and hours of business.

Selling

Customers must be able to easily select items and purchase them at the checkout counter.

Summary

There are three phases in the marketing process. The first phase is define your circumstances, such as what your core business is and who your customers are. Then you must make preparations for getting your customers to buy your product, including setting a good price and providing a place for them to buy. Finally, you go into action, trying to reach your customers, letting them know about your product and telling how good it is. Once you can get them in the showroom, you can convince them to buy.


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