Small companies need niche, fancy footwork to outmarket their '600-pound gorilla' competitors

March 1982
Marketing News;3/19/1982, Vol. 15 Issue 19, p16
Trade Publication
The article focuses on small companies' requirements to outmarket their competitors. According to John Murray, director of marketing in Elkhart, Indiana-based Geocel, marketing principles applied by small and large companies are the same but, marketing executions are different. Marketing managers of small companies need to scratch harder because of companies' smallness. A small firm must understand consumers clearly and determine which of their needs are not fulfilled. Smaller companies have an advantage to correct their mistakes quickly.


Related Articles

  • Marketing To Minipreneurs. Westphal, Laura // NZ Marketing Magazine;Feb2006, Vol. 25 Issue 1, p26 

    The article focuses on how marketers are maximizing opportunities from the rising trend of small and micro businesses in New Zealand. This entrepreneurialism encompasses exciting ventures that can be accessed and marketed through online tools around the world. Consumers in New Zealand and...

  • Effective Management Of Marketing Strategies In Small Firms. Torlak, Gökhan N. // Journal of Academic Studies;Feb-Apr2005, Vol. 6 Issue 24, p41 

    Small firms have an increasing need for effective marketing prescriptions that lead to performance improvement and viability during recession, recovery, and peak periods of business cycles. The owner/manager has to pave the way for understanding the essential properties in the effective...

  • All kinds of marketing. Gray, Andi // Westchester County Business Journal;3/15/2010, Vol. 49 Issue 11, p12 

    The article presents the author's insights on the implications of marketing for small businesses in Westchester County, New York. She recommends that companies can manage their marketing initiatives by putting together a list of big projects. She cites marketing assignments that must be...

  • THE IMPACT OF SMALL BUSINESS MANAGEMENT ON SOCIETAL MARKETING PRACTICES IN LAGOS MEGA CITY, NIGERIA. Bala, Haliru // International Journal of Research in Commerce, IT & Management;2012, Vol. 2 Issue 3, p11 

    This paper examined the Impact of small business management on societal marketing practices in Lagos Mega City, Nigeria. The study was conducted in Badagry Division, Ikeja Division and Ikorodu Division of Lagos State, Nigeria. Multi-stage and random sampling techniques were used in selecting...

  • 11 small business trends for 2012. De Raffele, Frank // Hudson Valley Business Journal;9/26/2011, Vol. 22 Issue 39, p7 

    In this article the author discusses several trends for small businesses in 2012. He says that value proposition should be larger than ever. He suggests listening to consumers in creative and new ways, making quality content online, and creating stronger relationships with stakeholders. He...

  • HOT PROSPECTS. Gray, Lynda // NZ Business;Jul2002, Vol. 16 Issue 6, p10 

    Examines the emerging trend in consumer behavior in New Zealand. Influence of demographics on demand for products and services; Reliability of Market research on consumer behavior; Importance of market research on small businesses. INSETS: Opportunities for business: Or how not to drive a car...

  • GROUP BUYING: THE MERCHANTS STRIKE BACK. Gardner, Jessica // BRW;7/12/2012, Vol. 34 Issue 27, p22 

    The article reports on the growth of the group buying sector as customers and merchants including small- and medium-sized businesses (SMB) benefit from online marketing activity. It highlights the willingness of web sites to structure deals for merchants. It recommends group buying sites to...

  • Critics cite too much hype, lack of product information as main flaws in industrial ads.  // Marketing News;5/29/1981, Vol. 14 Issue 29, p14 

    The article reports that industrial advertising has too much hype, fails to communicate clearly and has lack of information about the product according to critics of the "Copy Chasers" periodical. Company image is one of criteria used by the periodical in evaluating an advertising campaign. The...

  • briefly.  // Builders Merchants Journal;May2008, p48 

    The article reports on the addition of two new arbours by the Rowlinson Garden Products in Great Britain. The author stated that the addition include the Canterbury Arbour, which features lattice sides and the Sheraton Corner Arbour. Meanwhile, Geocel has put together a package of promotions on...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics