Actual competitiveness is a process rather than a static state. Staying competitive requires an organization to not rest on one's laurels but to continue seeking strategic advantage. In order to stay competitive an organization must actively promote and market the particular goods or services offered. Increasingly that requires a broad spectrum of both domestic and international marketing. Even if your organization is not engaged in marketing goods or services abroad you will still be affected by the marketing activities of foreign entities including your suppliers or competitors.
The American Marketing Association continues to revise the definition with the most recent change coming in early 2008. Back almost 25 years ago the American Marketing Association defined marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives." This in theory defines the entire process of the marketing manager circa 1990. It is interesting that the newest definitions have diverged significantly from the earlier held idea that marketing was more of a creative process than organizational. With the actual definition aside it's important to understand that potential customers should be viewed as information seekers who evaluate your efforts in terms of their own motivations and needs. When your offering is consistent with their needs they tend to choose your product or service, if it is not they choose alternatives. Your key task in order to remain competitive is to recognize the ever changing nature of needs and wants in addition to take into consideration the long term needs of society. Increasingly the long term needs of society are being served by eco-initiatives and green marketing programs.
There are many things working against the small business owner as we approach 2009. Consumer spending has collapsed, the equity markets have shed almost 30% of their value since 2007, the unemployment rate is up and we have the uncertainty of oil prices and domestic politics to further destabalize the situation. The National Debt continues to spiral skyward while actual savings continues to nosedive. Businesses have been feeling the pinch of higher fuel costs and the crashing fuel prices are indicative of the tremendous problems our economy faces as transportation has fallen off so quickly demand dove driving prices into the floor. With all of this said there is no better time for the successful small business owner to gain market share as competitors stumble over themselves trying to cut costs by cutting service. They key to remaining competitive is not only a successful marketing plan but precise execution of that plan which we'll discuss over the coming days.
