Sales and marketing

Zhang, Jingwei and Yeung , Deniss (2016) Sales and marketing. Applied Management Conference, Wintec, Hamilton, New Zealand, 27 May 2016.

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Abstract or Summary

Marketing is a crucial activity for the survival and success of a business (Cox, 2012). Yet “many small business owners do not give marketing the time, research and attention it deserves, assuming that they know their customer base and how to reach them” (Martin, 2016). Mument is a small owner/operated retail business located in Rototuna, Hamilton which offers baby-related products to a predominantly Asian target market. They have no formal written business plan or marketing plan. The purpose of this research project was to undertake a market analysis of Mument to help inform the business owner in developing a marketing plan. Primary data was collected using semi-structured interviews and observations. The key focus of the research was on gathering information about the business’s strategic/marketing objectives, brand awareness, target customers and buyer behaviour. Preliminary findings indicate that owner of “Munemnt” consider that mainly customer is Chinese customer, but she does not enough idea about Chinese customer’s buying behaviour. For instance: she just mentioned that customer’s pay way and what kind of products is most popular. Some of small business owners believe that they already know their customers, so that they do not need to consider having a marketing plan. Therefore, an effective marketing plan is a significant factor to all businesses no matter what size it is. This is because a marketing plan helps a business owner to know important aspects of their target market, their competitors and their current position. At the same time, having a marketing plan can also help business owners solve more complex situations/problems and can mean the difference between business success and failure.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:sales, marketing, small business, business plans
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:5880
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Deposited On:16 Apr 2018 22:23
Last Modified:16 Apr 2018 22:23

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