What is marketing?

Marketing is many things and has many purposes and, therefore, many definitions. Succinctly, marketing can be defined as, according to Kenneth D. Weiss, "the composite of functions needed to move goods from the producers to consumers to satisfy consumers’ wants and needs."

All marketing approaches should generally aim to:

1. Provide satisfaction and value to existing customers
2. Provide the promise of value to potential customers

You should look at marketing as everything you produce, from communications (including emails) to your products to your advertising and promotions. In every task or business decision, you are directly or indirectly delivering your company's offerings, image and reputation to the market for its continuing evaluation. Your business image and your results are always on the line. Marketing is important because it can directly affect a business' performance and, particularly for small to medium enterprises engaged in global trade, its livelihood.

Planning your promotion and market presence

One of the most cost-effective and immediate ways to get responses to your offerings is to take advantage of the variety of online promotion options available, including registering as a seller on certain B2B sites which offer space (your own mini-website) for you to place your product catalog. Such sites also offer communication tools that enable you to be in direct contact with potential buyers.

You can also: 

• Search online for companies looking to source products as well as their buying leads
• Attend trade shows in your own country or overseas and talk to buyers directly
  
  
  

Differentiation through service

One important part of ongoing marketing efforts is your company's perceived level of service in the eyes of your customers and partners. A high level of service is hard to maintain but invaluable in setting your company apart from your competitors. Some tips include:

• Return phone calls and respond to emails within 24 hours. 
• Set up regular tours of your factory or premises as well as demonstrations of your products. 
• Ask clients what you can do to help them achieve success in their business. 
• Hold a seminars and trainings at your office (or online) for clients and prospects. 
• Create an area on your website specifically for your customers. A testimonial or success story area, or even a discussion board, draws customers to you. 

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