Aggressive and intelligent marketing determines the sales upon which the survival of a business depends. Business owners and managers are asked to make decisions on an array of product or services offered, pricing these products/services, and how to communicate or advertise product and pricing decisions to their customer base. Amen to product/service and pricing decisions, the basis of profitability. Business owners and managers are asked to make marketing decisions based upon many marketing variables and cyclical or seasonal sales. Retailers are also concerned with image and location. Retail owners have to assess the volumes of traffic, and determine who is the consumer passing by.

Should the business owner be a retailer, the products sold from their retailing establishment forms a major component of their business image. The traffic must reflect the proper recognition/segmentation of customers needed to promote and successfully complete sales. The issues addressed in this publication should assist business owners to define for himself or herself specific marketing tactics from which to implement a sound marketing plan. It is from a marketing plan that the financial status of the business will define the marketing tactics.