Top Ten Small Business Marketing Environments

Small business marketing environments can affect your business more than by what your do and say in your marketing.

If you, as a small business owner, only think of marketing as what you do to promote and advertise your product or service, you are missing many opportunities to improve your marketing.

This article covers the top ten small business marketing environments that you need to consider as you plan and market you business.

Small Business Marketing Environment 1: Your Business, Your Employees

Don't ever forget that each of your employees have interactions with many people outside of your business. If they are happy, feel good about your business, and believe in your product, they can be one of your greatest marketing assets.

Small Business Marketing Environment 2: The Businesses That Serve You

The businesses that you purchase from determine how efficiently you make your product and conduct your business. Some even provide cooperative advertising and promotion opportunities.

Small Business Marketing Environment 3: The People Who Distribute Your Products

Some distributors enhance your marketing by telling others they serve about your business. Because distribution is an important part of the marketing mix, how well they deliver your products also influences your marketing, your ability to get products to customers, and even your price.

Small Business Marketing Environment 4: People Who Sell Your Product In Their Stores

What people who sell your product think about it and say to their customers influences your marketing. It addition, they have the power to feature your product or put it on a back shelf. Their decisions have a direct influence on your sales.

Small Business Marketing Environment 5: Businesses That Sell Competing Products

Businesses that sell competitive products, unwillingly influence your marketing. They may not want to help you, but knowing their strengths and weaknesses can be a great asset to your marketing. When competitors are weak but you are strong, you have a distinguishing characteristic that you can market.

Small Business Marketing Environment 6: Other People

Many people, who are not customers and don't have a direct involvement with your business have an effect on it. For example, if a special interest group likes what you do, they may support you and enhance your marketing. If they don't like your product or business policies, they can create barriers to effective marketing.

Small Business Marketing Environment 7: Target Market

The more you know about the people who buy your product or are likely to, the better you can design your marketing to meet their emotional and rational needs, and thus to appeal to them effectively.

Small Business Marketing Environment 8: Firmographics and Demographics

Whether your customers are people or businesses, knowing facts about them can reveal many characteristics that helps your marketing. For businesses, these facts are called firmographics. For people, they're called demographics. Whatever, you call them they help you discover the best appeals to use in your marketing.

Small Business Marketing Environment 9: Economics

The present state of the economy influences how you must market your product because the economy affects people's income, their spending habits, their information needs, what appeals most influence them and what they can afford to buy.

Small Business Marketing Environment 10: Natural Resources

When resources are in short supply, prices go up on that resource and every product or service that uses that resource. Because price is such an important element in the marketing mix, it affects sales. Attitudes about the use of resources also influence marketing. Just consider the many businesses that are promoting their "green" resource use..

Small Business Marketing Environment: Summary

Each of the ten small business marketing environments influence your marketing by what is said and done within that environment. In addition, each has a direct or indirect influence on some aspect of the marketing mix which affects your business' success.

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