People do not want the things they need and they mostly don’t need the things they
A properly structured marketing strategy will include how to:
identify your target market
identify the needs of that market
create needs if none appear to exist
satisfy those needs
Speaking generally, people do not get a buzz out of paying for things things they
need. Things which by and large they have little choice but to pay for.
The money that people have left over, including any credit facilities they can access,
is their fun money! It’s the money that they can decide how they spend. A good deal
of marketing effort goes into attracting this money and it is reasonably likely that
whatever your product, service or proposition that you are competing for this same
This section is by necessity only a brief overview of the role that marketing plays
in business today.
Hopefully we have given you sufficient insight to begin to ask yourself questions
about how you and your business, products and/or service can be marketed?