Marketing is the engine that runs your business. Make no mistake about it.
Try to visualize your business as a car.
The engine represents your marketing.
Oil is advertising.
Antifreeze is promotion/public relations.
Gasoline is cash; the life blood of your car.
You ignition & spark plugs are ideas.
The battery is your reserve/leverage (to be used judisiously).
The exhaust is your product.
The car body represents your business structure.
The air/heating system and radio represents the customer experience
(internally percieved).
The driver side of the car is the owner/operator.
The front passenger is the internal support mechanism
(ex. assistants, secretary, mua, etc).
The rear right passenger is your potential customer who can create
word of mouth advertising (And the external perception).
The rear left passenger is your customer.
The wheels represent your external support mechanism. (ex: photofinishers)
The road is the economy.
Your goal is to keep that car running and well maintained plus
negotiate that road with all it's signs, roadblocks, other cars (competition), trends,
fads, in a direction that will keep your business strong.
Just so you understand this analogy.
No gas (cash)? The engine will not run.
No oil? (advertising) the engine will only run for a short time.
Antifreeze is needed to keep the engine running at a constant
temperature (your name needs to be out there regularly).
The battery (ie: cash reserve)will only allow you to get started
for a very short period of time.
Everything needed for this car is basically a marketing decision.
Your mission statement is a brief outline of where you want to go.
The company name is representing your missiont statement
(ie: Ford, Honda), and your logo is the signature/brand/mark
of your car.
If you keep your car running well, and negotiate the roads well
you create what is called "goodwill" which is represented by the
major three decisions you started with.
Goodwill creates value, and great goodwill creates great value.
Value always translates into CASH...
And in business, CASH IS KING.
NO CASH=NO BUSINESS.
TIMES IS MONEY AND MONEY IS TIME.
YOU MAY BE ABLE TO MAKE UP LOSS OF
MONEY, BUT YOU CAN NEVER MAKE UP
FOR THE LOSS OF TIME.
AND TIME IS NEVER CHEAP.
===============================================
It is now time for you "students" to ask questions before we move on.
I will use the car analogy to answer the questions.
|
Google
IP: 66.82.9.38
Linear Mode
