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Being in business today means facing a never ending barrage of
challenges. It’s more than just keeping up with the deluge of new products and
services, suppliers and vendors, pricing structures, merchandising techniques and
competitive activity. It’s also dealing with issues like branding, limits of growth,
emerging channels of distribution, changing perception of value, time poverty,
generational marketing, and the list goes on and on! More than ever before your
business is faced with tough challenges. Your costs are increasing. Competition within the
marketplace is tightening. Profits are becoming more limited, and your vendors are
providing less and less marketing support. Customers have grown more cautious of how and
where they spend their money.
Then, of course, there are all the advertising issues. Do people read the newspaper
anymore? Which of your customers watch television? Is cable a wise investment? Should
radio be used as your advertising vehicle? Are the yellow pages an effective use of your
budget? Will anyone see your billboard– and act on it? Will people respond to your
direct mail campaign? |
