Public Relation
The very best marketing you can get is a presentation in a newspaper,
magazine, radio or television. It makes your company very trustworthy that
a journalist has interviewed you and written about your product or service.
Or about you as a person.

It is rather difficult to catch the eye of a journalist. You need to deliver
something special that will interest the newspaper's readers.
If you live in an area where people know each other the local newspaper
might find it interesting that 'The son of Mr. Wu takes over the restaurant'.

National papers want bigger news or news that is in line with an official
policy. If you after two years of study in Denmark start exporting
merchandise from the Beijing Opera, a headline for a national newspaper
could be “Scholarship in Scandinavia opens new ground for export to
Europe”

Reception at business start
It can be a good idea to gather friends, former colleagues, family, business
associates, the press and other to an opening ceremony. You can make a
small event at your new premises or make it into a big bang at the local
stadium. It all depends on you as a person and in what line of trade you are
in.

A reception is a way of telling the world that you are around and that you
have started a new life as a businessman. Your time as a student,
employee - or unemployed is over. A new chapter in your life has started.

Influence on Sales
There is no one recipe marketing experts can give you to make your
products or services a great sales success. Various business operation
parameters must be utilised to influence sales. And you and your helpers
will be the ones who decide which parameters to use.

Ideally, a total optimisation of sales would be to add the necessary
resources to each parameter at the right time. The big questions are: What
are the necessary resources? When is the right time?

1) Fundamental sales affecting parameters:
• Product design - product/service quality
• Packaging - design, homogeneity, signalling environmental
friendliness, recyclability, usefulness
• Product range - wide, deep, trade specific
• Price - pricing, psychological prices, sale, market-based price, etc.
• Payment terms - cash, credit, discounts, etc.
• Service - obligations to buyer, right of return, e-services, pre-
delivery, after-sales

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