The usefulness of marketing is well renowned and appreciated world wide. However, a large number of small companies do not wish to have a strong marketing policy owing to its excessive cost. Its mode of functioning also seems to be difficult to master. Hence some feel that the ?real marketing approach' has not been adopted by the SME and is inclined to a more commercial approach. This is executed rarely by communication, nearly never by tools that evaluate the customers needs and requirements (except for companies accredited ISO, which have the authority to carry out a survey to determine their client satisfaction). But there is no doubt that most of the small companies have the capability to establish a communication network, CRM, or one to one policy. People have the capability to achieve the former but are apprehensive because of the lack of confidence. They need to learn to face loss if they want to climb the ladder of success. The SME, however, has not to go too far in self-confidence and budget.
[...] Conferences The Operational Marketing in Pro Direct Marketing, Christophe Arata Explain how to speak to potential clients, and the intellectual capabilities of reading. Interview Marlène Soulier, head of S.E.P.T Formation, Blagnac. During this interview, I let Marlène Soulier speak on her company, on a B2B field, and which tools are used in marketing and communication field. She also explained why they are efficient. Most of the tools are described in my article. Jean-Luc Delcamp, Head of Les cuisines Jean-Luc Delcamp, Jean-Luc Delcamp has explained how his SME communicate in B2C field. [...]
[...] We advise here to not write anything. • The commercial board (€ 3000 for 1500 units (creation + printing)) In just two minutes reading it, your potential customer does have the opportunity to understand exactly what the culture of company is, what it offers and how to contact. The commercial board does not have to be too big; otherwise, your prospect could be bored. You must prefer a small presentation, and give the possibility to obtain more information, with a web site. [...]
[...] Conclusion The matter of SME is that they mix three notions, commercial, marketing and communication. It can be used because of resources, financial or human. But they all do a minimum, and it is important to understand it, so as to organize it better. Everything is possible, because adapting the mix to the budget uses a large number of tools. We saw that most of the communication tools described are used by SMEs. They have to accept it, and respect the rules of use of these tools, to be efficient. [...]
[...] Then call five of your best clients and ask them to say the three words that define the Company. In just one afternoon, you will know what is the internal culture of the company, which is generally what you want to be (if you master well your employees), and what is the image outside. If the result inside and outside are the same, you do not have to change. If not make a plan of what you want to be, and brief your contact personal. [...]
[...] Example of one dimension: Adaptability of I totally I mostly Nor agree, I mostly I totally personal disagree disagree nor agree agree disagree answer well your requests answer your needs works to your best important that the personal adapt itself to you Here are some proposals for items: Precise answer to your needs Prices Price variation Welcoming Security of transactions Capability to adapt This kind of questionnaire is easy to analyze with means. A really low knowledge in Excel gives good results. To sum up, you will have to measure your performance, and if this performance is important or not. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
