Key Ideas about Marketing, with John Wargo as seen of Small Business School, the series on PBS-member stations in the USA and the Voice of America around the world. The best little show on television today.

The eight functions of marketing

last update: August 2006

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With a focus on direct marketing

John Wargo, Wargo & Company, Washington, DC.

We were always delighted when John Wargo, our marketing advisor, could come out to see us when we were taping the story. He would see things that could have been overlooked. Within the "PS" of several episodes, he invites us all to focus on the marketing genius within the business that is being studied.

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Key case study guides

1.	The Art Store: Don't sell a product
2.	Boardroom: Cultivate Ideas
3.	Correa AGA: Target Your Direct Mail
4.	Country Supply: Targeting is tedious
5.	Cowgirl Enterprises: Post cards pay
6.	Fluker Farms: Target Your Marketing
7.	Midwest School of Music: Spend Pennies Not Dollars to Win Customers
8.	Modern Postcard: Achieve Digital Workflow Sooner than Later
9.	Orange Tree Imports: Build A Database
10.	International Wine Accessories: Direct marketing boils down to statistical analysis.
11.	Sundance Catalog: Live in the Business

Meet John Wargo, Our Marketing Advisor.

Review The four "P's" of Marketing: Product, Price, Place & Promotion

Small businesses, if they effectively use their marketing dollars, especially their direct marketing dollars, can out-smart and out-perform larger businesses all the time. Our markets are usually our neighbors and/or our industry trade groups. So, let's all out-think the competition, don't just try to out-spend them!

PS: All these pages are in the process of being updated. (August 2006)

The eight functions of marketing:
1. create awareness
2. build traffic
3. generate leads
4. qualify leads
5. sell directly
6. provide service
7. develop a customer dialogue
8. build loyalty

The Marketing Watchword: KISS everyone. Keep It Simply Simple (even if it is complex). Think of those four Ps. Although marketing seems to be mostly about promotion, you have to know your product, understand what is behind the price, and work with all the sales channels, or the places where the product is sold.

Go to the Overview of a Marketing Plan

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NORTH AMERICAN INDUSTRY CLASSIFICATION SYSTEM: NAICS

We invite your questions or comments.