Basic Marketing Strategies for Improving （改善的基本营销策略）.pdf

FE709 Basic Marketing Strategies for Improving Business Performance in the Turf and Lawncare Industry1 John J. Haydu and Alan W. Hodges2 Introduction Philip Kotler (1988), author of Marketing Management, reminds us that loyal customers are satisfied customers Marketing can make a difference! Whether selling sod, and that satisfied customers: (1) are your least expensive irrigation or drainage supplies, horticultural chemicals and customers; (2) buy again and again; (3) talk favorably about fertilizers, or lawncare maintenance services, the difference your business, which means free advertising; (4) pay less between profitability and bankruptcy could be the presence attention to competitors; and (5) tend to buy new products or absence of a well-defined marketing plan. Numerous or equipment lines you may add later. The following discus- studies have firmly established the relationship between sion briefly outlines five marketing management strategies marketing and business profitability (Kotler 1999; Cespedes you can employ to satisfy customers while simultaneously 1995; Wayland 1997). Marketing has broad applications,