Marketing is everyone's business, regardless of title or position in the organization. Exaggerated claims can produce inflated expectations that the product or service cannot live up to, thereby resulting in dissatisfied customers. Telephone generated leads are likely to close four to six times greater than mail generated leads. The two ways to sustain superior performance are to take exceptional care of your customers through superior service and quality, and to constantly motivate your employees. Properly designed and used research efforts can significantly lower the risks of marketing failure.
None is complete without the other.
The key to maintenance of market share is pervasive and continuing commitment to customer satisfaction. Gaining the consumer's attention is possibly the most formidable challenge a marketer faces. The consumer's perception of price is usually more important than actual price. The customer is not dependent on you, you are dependent on the customer. Plan your business operations for the convenience of the customer.