Traditional Perspective of the marketing function: Customer focus An integrated approach A formalised, rational planning process Utilises techniques such as: Controllable variables in the form of the marketing mix Market information and market research (4 Ps) Segmentation, targeting and positioning Market strategies Traditional rational marketing planning process (systematic step-process): Undertake an external audit of Operating Environment (reveal opportunities and threats) Complete an internal audit of the Organisation (identify strengths and weaknesses) SWOT analysis SME Marketing Approach Marketing within the Small Business The marketing approaches and styles of small business owner managers may be bas on a number of characteristics including: A lack of formal marketing experience Restricted resources, revenue and skills An emphasis on the product and price factors Significant use of word of mouth (social media, asking people to recommend) Entrepreneurial involvement Informal and often idiosyncratic management processes (no big departments, and longing departments)
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