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Diana Ben-Avides, based in Maimi, Florida is a contributing writer for NRIinternet.com

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Business’s Mountaintop Approach

“A business exists to create a customer”
Mr. Peter F. Drucker

Business is increasingly global in scope today. There are several reasons for this. One significant reason is technological. The internet has changed the way in which the world conducts business. Business owners around the world are increasingly turning to the internet to increase their efficiency and profitability. Lower purchasing costs; reduced inventory; lower cycle times; more efficient and effective customer service; lower overhead, lower sales and marketing costs; increased awareness and competition; new sales opportunities and a global customer base are only some of the benefits enjoyed by using the internet, not only as a tool for conducting business, but as a source of business in itself.

“No culture can live, if it attempts to be exclusive”
Mr. Mahatma Ghandi

Business is not conducted in an identical fashion from culture to culture. Consequently, business relations are enhanced when managerial, sales, and technical support personnel are trained to be aware of areas likely to create communication difficulties and conflict across cultures. Similarly, international communication is strengthened when business people can anticipate areas of commonality. Opening this channel of communication between cultures will encourage people and businesses to new approaches to old and potential problems, creating solutions by combining culture perspectives and learning to see issues from the viewpoint of others. After all, like Mr. Stephen Roberts states “Culture is a frame work in which we communicate”.

“Business has only two functions-marketing and innovation”
Mr. Milan Kundera

The only way to open a channel of communication when conducting business is by marketing. Contrary to what most people think; marketing is not about tactics. People associate marketing with tactics, partly because they are fun. Advertising is fun, promotions are fun, and so are other similar tactics. I am not saying that marketing tactics are not important. I am saying that they are meaningless if you do not have a sound basis of knowledge about your customer. Marketing is about your customer. Yes! I am talking about analyzing your customer’s behavior, wants, needs, attitude, drives, knowledge, emotions, preferences and perceptions. If you do not know all of these factors about your customer; you are just wasting all of your resources. Remember, people don’t care to know who you are or how much you have; they care to know what you can do for them.

“You must mindshare before you can marketshare”
Mr. Christopher Knight

Marketing is also about understanding your competition. Not just listing them. But, thinking about their competitive reactions, their objectives and capabilities. It means understanding competitive forces in an industry as well. In order to benefit from today’s technology and the internet when conducting business; you have to understand the foundation of marketing. Marketing’s foundation rests with marketing research; since all tactical decisions require some amount of research. However, research doesn’t have to be elaborated to be effective. Sometimes, small efforts, such as doing quick research on the internet will provide you with needed information. It is important to always keep in mind the words of Mr. Ray Wilson “Customers buy for their reasons, not yours”.

Marketing research will help your business to make more informed decisions. Market research does this by giving you a broad picture of what is occurring or about to occur and offering alternatives from which choices can be made. In most cases your business decisions will be less risky when you can select from an informative source. Remember the words of Mr. Leo Burnett “What helps people, helps business”.

Whether you are a small business or a large corporation, NRI INTERNET and NRI PRESS provides a valid, ethical, and powerful source of information to conduct business, thinking about the customer who lives down the street or across the ocean.

Why do I believe in my work with NRI? I (www.nriinternet.com/Diana ) am conscious of the necessity for basic tangibles to meet man’s material wants and needs. Nevertheless, money in itself does not make a difference. The difference can only come from people’s use of money. NRI empowers the vision of my work by maximizing the benefits of Cause Marketing. At the most basic, Cause Marketing is about making a living while making a life worth living. Whether an individual or a business entity; the most noble aim of all people and businesses should be to find a way to do something good, by making money at the same time. It is more than simple charity; it is pairing the charity with a product or service and making them work together for a great cause. In this way, the possibilities are endless because everyone wins (Customers, companies, non-profits and the people that benefit from the cause). The cause moves forward by gaining awareness, support and financing.

It is not easy to walk the talk. Nobody said it would be. When it comes to having a vision, being devoted to a cause or conducting a business; any hard beginning will just make life easier at the end. The opposite, can just bring hardship. In life, there is not an easy way out. Life is challenging. But it is worth living! The words of Mr. Richard Nixon inspire my work “A man who has never lost himself in a cause, bigger than himself has missed one of life’s mountaintop experiences. Only in losing himself does he find himself. Only then does he discover all the latent strengths he never knew he had and which otherwise would have remained dormant”


By Diana Benavides

This writing is patented and property of its author…Diana BenAvides.

 

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