Marketing hiệu quả không phụ thuộc vào quảng cáo.Marketing Without Advertising has been updated to provide a new generation of entrepreneurs with the essential philosophical under-pinnings for the development of a successful, low-cost marketing plan not based on advertising.
6th edition Marketing Without Advertising by Michael Phillips & Salli Rasberry Dear friends, Since 1971, Nolo has worked hard to help Americans get a fair shake from the legal system. How? By producing books, software, forms and a website that translate legal jargon into plain English, off er clear instructions for routine tasks and break down complex systems into easy-to-understand components. All of our publications are relentlessly researched and tested by a dedicated group of in-house legal editors. And when we come out with a new edition, you’ll know that it’s been thoroughly updated. ere’s a reason why Nolo is not only the nation’s oldest, but also the most respected provider of legal information. Our mission, refl ected in everything we publish, is to give consumers and small businesses the best information available. We’re proud that tens of millions of Americans have looked to Nolo to help them solve their problems and achieve their goals. 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If you want the help of a trained professional—and we’ll always point out situations in which we think that’s a good idea— consult an attorney licensed to practice in your state. Please note 6th edition Marketing Without Advertising by Michael Phillips & Salli Rasberry Sixth Edition MAY 2008 Editor CATHERINE CAPUTO Cover Design SUSAN PUTNEY Production SARAH HINMAN Proofreading ROBERT WELLS Index BAYSIDE INDEXING SERVICE Printing CONSOLIDATED PRINTERS, INC. Phillips, Michael, 1938- Marketing without advertising / by Michael Phillips & Salli Rasberry ; edited by Catherine Caputo. -- 6th ed. p. cm. Includes index. ISBN-13: 978-1-4133-0632-3 (pbk.) ISBN-10: 1-4133-0632-2 (pbk.) 1. Marketing 2. Small business--Management. I. Rasberry, Salli. II. Caputo, Catherine. III. Title. HF5415.P484 2008 658.8--dc22 2007051620 Copyright © 1986, 1997, 2001, 2003, 2005, and 2008 by Michael Phillips and Salli Rasberry. ALL RIGHTS RESERVED. PRINTED IN THE U.S.A. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without prior written permission. Reproduction prohibitions do not apply to the forms contained in this product when reproduced for personal use. For information on bulk purchases or corporate premium sales, please contact the Special Sales Department. For academic sales or textbook adoptions, ask for Academic Sales. Call 800-955-4775 or write to Nolo at 950 Parker Street, Berkeley, CA 94710. Acknowledgments With special thanks to Soni Richardson and Michael Eschenbach. Full Disclosure Note All the businesses and business owners mentioned in the book are real. e great majority operate under their own names in the cities indicated. However, because some of our examples are less than flattering, and for other reasons, including privacy, we have changed the names and locations of businesses in a few cases. In some cases, the businesses used as examples in the book do advertise—their marketing ideas are so good we included them anyway. In most cases, if a business used as an example does advertise, it is a small part of their marketing mix. Table of Contents Your Marketing Companion 1 1 Advertising: e Last Choice in Marketing .3 e Myth of Advertising’s Effectiveness .5 Why Customers Lured by Ads Are Often Not Loyal 13 Why Dependence on Advertising Is Harmful 14 Advertisers: Poor Company to Keep . 16 Honest Ads 21 Branding . 23 Listings: “Advertising” at Works . 24 2 Personal Recommendations: e First Choice in Marketing . 31 Cost-Effectiveness 33 Overcoming Established Buying Habits 38 Basing Your Marketing Plan on Personal Recommendations . 39 When Not to Rely on Word of Mouth for Marketing . 42 3 e Physical Appearance of Your Business 47 Conform to Industry Norms 49 Your Business’s Appearance 52 Fantasy: A Growing Part of Retail Marketing . 60 e Test of Time . 64 4 Pricing . 67 Easy-to-Understand Prices . 68 Complete Prices . 70 Giving Customers Choice About Price 74 Internet Pricing . 77 5 How You Treat the People Around You . 81 Tracking Reputations via the Grapevine . 82 How Employees Spread the Word . 84 Common Employee Complaints 88 Handling Employee Complaints . 91 Finding Out What Employees Are inking . 93 Suppliers . 97 Business Friends and Acquaintances 102 Individuals Who Spread Negative Word of Mouth About Your Business .106 Your Behavior in Public 108 6 Openness: e Basis of Trust 111 Financial Openness .113 Physical Openness .117 Openness in Management .119 Openness With Information .120 Openness With Ideas 123 7 Deciding How to Educate Potential Customers 127 What Does Your Business Do? .128 Defining the Domains in Which Your Business Operates .136 Providing Information on Businesses in Established Fields 139 Businesses in New or Obscure Fields 143 Whom to Educate .152