"Marketing" eBook by Brian Tracy
This eBook states that marketing professionals should not guess or use their personal feelings to know what customers will buy or how they will buy it. These marketing professionals should use market research to figure out what customers want. For example, Survey Monkey.com, a free service, allows marketing professionals to create a surveys for customers with questions related to marketing. Market research involves asking the right questions, like “who is your customer? Where is your customer? How does your customer buy? What does it do (what is the product being used for”?” “Does a market exist? What is the size of the market?” This eBook also states that customers buy products based on solving solutions, their goals, needs, and injuries, “saving time and energy,” and “the fear of loss.” Marketing professionals must also identify competitors. This eBook also discusses other marketing strategies, like differentiation and segmentation. Differentiation is when marketing professionals discover why their product is different from other products (like discovering competitive advantage on the speed, usability, color, and size of the marketable products). Segmentation is when marketing professionals identify demographics of customers like age, job, the amount of money they make in their jobs, location, and goals. Marketing professionals also use the toll gate niche strategy where they use a product that is needed by everyone in their industry (like a diamond drill bit). In conclusion, there are lots of ways to increase marketing efforts. Marketing professionals can create surveys or analyze what customers need from their products.