My Definition of Marketing is the process by which information about a product or service designed to meet a need - real or otherwise - is presented or communicated to those who have the need.

The process can take place in the spur of the moment or be planned. However, the goal is always the same. To get people to consider the merits of whatever is being marketed.

When done well they will want to investigate further or acquire the item or service.

Marketing Is Also Communication

In order for your marketing to be successful the message has to be seen, heard or read by those you are trying to communicate with. You have to get your message in front of them -- where they live or work.

When targeting your advertising and communications - think about where your customers hang out. Where do they live, work, eat, drink or party? Look for advertising opportunities that you know will reach your audience. Be selective and test. If your test is successful then roll out a larger and more sustained campaign.

Sample of Marketing Tools

In order to reach your audience you will need to use a combination of tools. Some examples include:

• Brochure
• Post Card
• Business Card
• Newsletter
• Web Site
• telemarketing Campaign
• Direct Mail
• Advertising
• Networking
• Press Release
• Book
• E-Zine

This by no means, is an exhaustive list. The key is to get your message to where the customer is. Depending upon your customer demographic, psychographics and lifestyle will dictate the tools you use in your marketing program. You want to use as many different tools as your budget will allow. Go for tools that provide the longest shelf life and value.