The 7 Fundamental Principles of Marketing

Marketing involves a range of processes concerned with finding out what consumers want, and then providing it for them. This involves four key elements, which are referred to as the 4Ps. A useful starting point therefore is to carry out market research to find out about customer requirements in relation to the 4Ps.

There are two main types of market research - quantitative research involving collecting a lot of information by using techniques such as questionnaires and other forms of survey. Qualitative research involves working with smaller samples of consumers, often asking them to discuss products and services while researchers take notes about what they have to say. The marketing department will usually combine both forms of research.



The marketing department will seek to make sure that the company has a marketing focus in everything that it does. It will work very closely with production to make sure that new and existing product development is tied in closely with the needs and expectations of customers.

Modern market focused organizations will seek to find out what their customers want. For example, financial service organizations, will want to find out about what sort of accounts customers want to open and the standard of service they expect to get. Retailers like Argos and Homebase will seek to find out about customer preferences for store layouts and the range of goods on offer. Airlines will find out about the levels of comfort that customers desire and the special treatment that they prefer to receive.

A useful definition of marketing is the anticipation and identification of customer needs and requirements so as to be able to meet them, make a profit or other key organisational objectives.

Here are 7 Key Principles to Answer Questions like “How Do I Get More Customers?” and “What Can I Do to Grow My Business?”

We will help you implement these 7 Key Principles into a working system in your business to generate more leads, referrals, and sales. (Download our 7 steps business marketing report for a detailed explanation of each step)

Duct Tape Marketing - Business Marketing Systems1) Strategy before tactics - Create a marketing strategy first, and THEN build your marketing activities around this core strategy. Your marketing strategy must begin with a narrow definition of your perfect client and then communicating your key points of difference from your competitors. Stop trying to be all things to everyone. Concentrate your efforts on a small, niche market and with a focus on becoming the dominant player.  (read Strategy Before Tactics. Always!)

2) Narrow market focus – Stop trying to be all things to everyone. Focus your marketing strategy and tactics on a small, niche market and become the dominant player.

3) Differentiate - Find and communicate a hook that allows your prospects to easily see how your firm is different from everyone else in the industry.  (read The Form Factor)

marketing hourglass4) Marketing materials should educate - No one likes to be sold to. Create information products, websites and other forms of communications that allow your prospects to fully appreciate your expertise.

5) Orchestrate the lead generation trio - A comprehensive business marketing strategy will have a fully functioning lead generation system in place. A large portion of your leads can originate as referrals, but by adding advertising and public relations to your system, you amplify your efforts in each. When a prospect comes into contact with your advertising message, reads about your new product in a trade journal, and then gets invited to your educational workshop by their accountant, they’ve practically sold themselves.

Total online presence - business marketing consultants Create a total online presence - Since the majority of purchase decisions made today involve some amount of research online, it’s simply not enough to have just a website. Today’s business must be easily found online, easily engaged, and easy to communicate with. This requires a major focus on search engine optimization and social media participation.   (see How to Create a Total Online Presence)

7) Live by a business marketing calendar - The best way to move your marketing strategy forward is to create a calendar and schedule marketing activities every single day, week, and month.

Thanks a lot for reading The 7 Fundamental Principles of Marketing. Good Luck and God Bless You