Date Approved

2005

Degree Type

Open Access Senior Honors Thesis

Department or School

Marketing

Abstract

For my thesis, I have examined the marketing logistics or for two small, family-owned business in Downtown Monroe. It is my belief that these businesses are very typical of other family-owned businesses is the service industry. The major problem facing the businesses is competition, although the market is continuing to grow.

After examining the marketing mix and supply chain of these businesses, it is my conclusion that the new market place, consumers with higher expectations and more knowledge, is affecting these businesses. The customers of today demand high quality and excellent service. In order for these businesses to survive, it is necessary to become experts in customer service.

With the decreasing effectiveness of advertising, these businesses are unable to compete with large chains and corporations; however, it is possible for small business to use customer and relationship marketing techniques to gain a competitive edge. These techniques include becoming close with suppliers, aiming to please current customers rather than attract new clientele, and increasing relative value in the customers mind.

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