MARKETING STRATEGIES TO ANTICIPATE FOR SUSTAINABLE BUSINSSES SMALL AND MEDIUM ENTERPRISES BEFORE AND DURING COVID-19
Market research is such a specialised part of marketing that it is usually done by specialists, within either a marketer’s organisation or an agency. The quality of the marketing decisions depends upon the quality of the marketing research on which they are based and its interpretation. It is, therefore, essential that marketers appreciate market research and what it can do. Markets are also busy so that competitors are also trying to find ways of capturing more customers or retaining their own. Marketing strategy, therefore, has three interdependent parts: segmenting markets into groups that can be served, ways of developing advantageous relations with those customers, and strategies to handle competitors. The study features an online survey and current scale sampling in the 250 respondents with data analyzed using structural equation modelling (SEM). Strategic marketing, the process of aligning the strengths of an organisation with groups of customers it can serve, it affects the whole direction and future of an organisation, so knowledge of the macro- and microenvironments and the markets served needs to inform the process. The paying attention to the spectacular aspect of the marketing strategy for SMEs, it is “Tangibles, Empathy, Reliability, Responsiveness, Assurance (TERRA)”.
Marketing Strategies, Sustainable Businesses, Terra, Before and During Covid-19.