Part Two 9-18
Customers and buyers are the lifeblood of any business. The constant challenge is to first find your customers and then sell to them.
For business which are just starting up, marketing professionals suggest working out a SWOT analysis — a systematic review of your Strengths, Weakness, Opportunities and Threats — clarify your business thinking and (9)________ realistic sales targets.
Once you have gained customers it is important to remember that they can (10)__________ or break your business. After all, if you give excellent service, they will freely advertise your company to colleagues and friends, giving you a competitive (11)_________ over your rivals.
When you are planning to pay for advertising, business directories, local newspapers and the internet can be cost-effective. Trade exhibitions can also (12)______ you to a wide range of useful contacts and lucrative new markets.
You may also be able to (13)_____ company news into free PR by sending press (14)_______ to magazines and newspapers. But editors have very (15)_____space, so your story must be unusually interesting and entertaining to (16)______ in print.
At JS Bank we specialize in helping new business (17)_____off to a promising start. We can help you develop your business, and our free book How to (18)______ your business potential is a detailed, practical guide to advertising, endorsed by the Institute of Direct Marketing. Contact your local JS Bank for a copy.
9
A . formB . placeC . setD . shape
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