Marketing Made Simple From Needs to Strategy

,Naked Marketing
The Bare Essentials

Robert Grede




Marquette University Press

,Library of Congress Cataloging-in-Publication Data

Grede, Robert.
Naked marketing : the bare essentials / Robert
Grede.—2nd ed.
p. cm.
Includes index.
ISBN-13: 978-0-87462-019-1 (pbk. : alk. paper)
ISBN-10: 0-87462-019-8 (pbk. : alk. paper)
1. Marketing. I. Title.
HF5415.G657 2005
658.8—dc22
2005037584

© 2005 by Robert Grede
Milwaukee, Wisconsin
www.thegredecompany.com




The paper used in this publication meets the minimum requirements of the
American National Standard for Information Sciences—
Permanence of Paper for Printed Library Materials, ANSI Z39.48-1992.



Marquette University Press
Milwaukee, Wisconsin 53201-3141
All rights reserved.
www.marquette.edu/mupress/

, Outline

Preface to the Second Edition...9

Introduction................................. 11
Why this book was written and what it can do for
you, the small business operator

1 ¿Que Es Marketing?................... 13
The purpose of marketing is to satisfy needs and
wants

2 Knowing Your Market........... 17
Using inexpensive research to know who your cus-
tomers are and what they want
• Primary vs. Secondary Research ~17
• Advertising Research ~21
• Media Research ~21

3 Long-Term Planning................ 23
• A look into the future ~23
• The Market Share Matrix ~26
• The Four P’s of Marketing ~28

4 Defining Your Market............ 31
Who are your customers and why should they want
to buy your products?
• The Buying Process ~31
• Maslow’s Hierarchy of Needs ~32
• Finding Your Market Niche ~33
• Demographics and Psychographics ~34