Category Archives: Marketing

MARKETING
“Marketing deals with identifying and meeting human and social needs” – Kotler

Choosing Direct Marketing Channels for Agricultural Products

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This publication provides information and tools to help producers evaluate how different direct marketing channels may fit into their operation. Overviews of common direct marketing channels, including definitions, advantages and disadvantages, are provided. Considerations for choosing a marketing channel are then discussed: production experience, customer characteristics, product characteristics, resources, opportunities and threats, and financial analysis.

Authors: Megan L. Bruch and Matthew D. Ernst
Publisher: University of Tennessee Institute of Agriculture
Year: 2,010

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Social Marketing for Small Businesses

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The publication explaining how social media are profoundly transforming marketing practices and why this matters for Small and medium-sized enterprises (SMEs) in developing countries – provides background information on the origins of social media; reviews main tools and methods such as blogging, social networks including Facebook, LinkedIn, Twitter and Google+, and content sharing methods; discusses importance and benefits of using social media by exporting SMEs; suggests that strategies need to be developed to take advantage of social media in the export-marketing context and describes how to design such strategies; discusses how to measure the impact that investment in social media has on the business, offers a set of indicators and targets, and the ways to measure performance; includes examples from various social media platforms and case studies from selected developing countries.

Authors: Mark Hillary, Thomas Hess
Publisher: International Trade Centre (ITC)
Year: 2,014

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Customer Service Strategies That Work

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Customer service is an organization’s ability to meet its customers’ needs and desires, while consistently exceeding their expectations.

To ensure that your business is customer-focused, it is important to create a comprehensive customer service plan. Writing down this plan will help ensure that providing consistently strong customer service becomes a habit.

A customer service plan should have five key components:

  1. Customer Needs, Wants and Expectations
  2. Customer Service Goals and Objectives
  3. Customer Service Policies
  4. Employee Training Policies
  5. Customer Service Evaluation

Authors: J. Kelly
Publisher: Ontario Ministry of Agriculture, Food and Rural Affairs
Year: 2,016

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