ARTICLES

Get a handle on customers, competition:

To succeed, small businesses must attract and retain a growing base of satisfied customers. This activity is called marketing. There are two overriding principles: Company policies should be directed toward satisfying customer needs. And profitable sales volume is more important than maximum sales volume. To best use these principles, smallbusiness owners should: Determine the needs of their customers through market research. Analyze the company's competitive advantages to develop a market strategy. Select specific markets to serve by targeted marketing. Determine...
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