Marketing

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Basic Marketing Strategies for Improving Business
Performance in the Turf and Lawncare Industry1
John J. Haydu and Alan W. Hodges2
1. This is EDIS document FE709, a publication of the Food and Resource Economics Department, Florida Cooperative Extension Service, Institute of Food
and Agricultural Sciences, University of Florida, Gainesville, FL. Published March 2008. Reviewed February 2011.Please visit the EDIS website at
http://edis.ifas.ufl.edu.
2. John J. Haydu, Professor and Associate Extension Specialist, Food and Resource Economics Department, University of Florida, Mid-Florida Research and
Education Center, Apopka, FL; and Alan W. Hodges, Associate Extension Specialist, Food and Resource Economics Department, Florida Cooperative
Extension Service, Institute of Food andAgricultural Sciences, University of Florida, Gainesville, FL.
The Institute of Food and Agricultural Sciences (IFAS) is an Equal Opportunity Institution authorized to provide research, educational information and
other services only to individuals and institutions that function with non-discrimination with respect to race, creed, color, religion, age, disability, sex,
sexual orientation, maritalstatus, national origin, political opinions or affiliations. U.S. Department of Agriculture, Cooperative Extension Service,
University of Florida, IFAS, Florida A. & M. University Cooperative Extension Program, and Boards of County Commissioners Cooperating. Millie
Ferrer-Chancy, Interim Dean
Introduction
Marketing can make a difference! Whether
selling sod, irrigation or drainage supplies,horticultural chemicals and fertilizers, or lawncare
maintenance services, the difference between
profitability and bankruptcy could be the presence or
absence of a well-defined marketing plan. Numerous
studies have firmly established the relationship
between marketing and business profitability (Kotler
1999; Cespedes 1995; Wayland 1997). Marketing has
broad applications, regardless of thetype of business
or the type of problems. In this article we discuss five
simple marketing strategies that can improve the
bottom line performance of your turf or lawncare
business.
Five Simple Strategies
Marketing helps you to understand your present
customers better and to uncover innovative ways for
reaching new customers. Remember, the customer
base is the hub of your business becausewithout
customers there simply would be no business.
Consequently, you should do everything possible to
determine who your customers are and what products
and services they want and expect. Successful
businesses carry this philosophy to its logical
conclusion by striving to go beyond customer
satisfaction to customer delight. Exceeding customer
expectations is the catalyst that creates alasting bond
between your business and the people you serve.
Customer loyalty has many benefits. Philip Kotler
(1988), author of Marketing Management, reminds
us that loyal customers are satisfied customers and
that satisfied customers: (1) are your least expensive
customers; (2) buy again and again; (3) talk
favorably about your business, which means free
advertising; (4) pay lessattention to competitors; and
(5) tend to buy new products or equipment lines you
may add later. The following discussion briefly
outlines five marketing management strategies you
can employ to satisfy customers while
simultaneously improving business performance.
Strategy 1: Monitor Your Inventory
Perhaps the most basic step in achieving
customer satisfaction is to survey items that yourcurrent customers are purchasing. Which items are
Basic Marketing Strategies for Improving Business Performance in the Turf and Lawncare.... 2
purchased most frequently, or only occasionally? Do
you have enough of the most popular items on hand?
Are there other products, supplies, or equipment that
you should have in stock? The message is
simple—find out! From a customer's point of view,
there...
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