Marketing was under used Mark’s initial meetings with his new marketing advisor from Bristol Business School confirmed a few things in his mind. These boiled down to the following: ● Dycem did not...

Marketing was under used Mark’s initial meetings with his new marketing advisor from Bristol Business School confirmed a few things in his mind. These boiled down to the following:

● Dycem did not really know much about who their customers were.

● It was not clear why customers bought the prod‑ ucts – what their motives were, or why they bought from Dycem rather than a cheaper competitor.

● There was little information about who bought and who did not buy, and even less about the decision maker unit within a typical buyer.

● The website was out of date, a bit tired and under used.

● The use of marketing communications was very light, being largely confined to trade press adverts that had cost thousands each year, were not monitored very well, and did not seem to be very successful.