Marketing

[pic]

____________________

Support Programme for Enterprise Empowerment and Development

SPEED Training Module for Business Development

Marketing

your Business

Accra 2006

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GTZ DANIDA | |

[pic]

_____________________________________

Support Programme for Enterprise Empowerment and Development

SPEED Training Module for Business Development

Marketing

your Business

Accra, Ghana

May 2006

Published by:

[pic] www.speedghana.org

- GTZ, German Technical Cooperation and

- DANIDA, Danish International Development Assistance

Project Implementation:

[pic] GFA Consulting Group, Germany www.gfa-group.de

Table of contents

1. Marketing 4

• Marketing Functions 5

• Development of a Marketing Strategy 5

• Marketing Concept 8

• Market Segmentation 10

• Market Research 11

• Product Decisions 13

• Branding and Packaging 13

• Pricing 15

• Distribution Channels 15

• Promotion and Advertising 17

2. Mini-Market 19

3. Theory of Marketing Plan 25

4. Marketing Guide 30

5. Marketing Channels for Small Enterprises 44

6. Marketing Field Study 48

7. Marketing Plan 53

8. The Basket Market 58

9. Marketing Plan Review 70

• 1. MARKETING[1]

Marketing is an important operating arm of a business enterprise. Its activities begin even before the product or service is produced and continue after the sale is made. This paper will provide an overview of the marketing function. Starting with basic definitions of marketing and market and discussing marketing functions and the role of marketing in the economy, the paper proceeds to cover the development of marketing strategy, consumer...