The purpose of sophisticated marketing techniques is to make you buy using pull, rather than having a salesperson go knocking on doors to sell using push marketing techniques. Accomplishing this requires following the following four main activities: creating customer demand using innovation, winning a customer (competition), developing a sales funnel and a manufacturing process (make it more profitable) and holding on to the customer with service and communication.

The following paragraphs enunciate the four things you absolutely must do to get started on the path of good marketing:

1. Promote the brand rather than the product. You must push sales using constant promotions, but beware that without clear brand differentiation, you may eventually suffer from negative consequences: gradual erosion of margins, customers learning to buy your product only as conditional promotion-of-day good since they’ve come to accept discounts as an expected part of the buying experience.

2. The marketing blows that you will receive form the competition when you realize it takes it takes at least six months to copy you. A competitor will equal your price in minutes and copy as well as promotion in mere days. To avoid these blows, marketers need to develop and involve different areas of the business including sales, production, logistics, technology, communication, finance, legal and information systems. This is a complex construct, orchestrated within the whole value chain, and it is difficult to replicate and that, while easy for the market might make it difficult for your competitor.

3. You’ll need to focus both the present and the future. Of course business depends on the current flow of customers, but that corresponds to the operational and tactical marketing and sales, not strategic decisions pertaining to marketing. Marketing has two functions: operational sees everyday and strategic living in the future. I even dare say that marketing is usually the marketing tactics of the urgent, while the strategic marketing is important.

4. Promote the culture of gross profit. Selling a business can fail if the costing is wrong, so you should monitor the daily gross margin. Gross profit (marketing margin multiplied by sales volume) is the responsibility of the marketer. Do not be afraid to win over this, on the contrary, this is your domain, please targets to increase and leads the process in the company.

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