Which Ingredients to Choose
You can choose any of the ingredients listed under your chosen stage of the Universal Marketing Cycle, but you should look most closely at those designated for the marketing strategies you selected in Chapter 2.
Each ingredient shown in the Success Ingredient Shopping List in Figure 4-1 displays an icon to the left that indicates for which of the six marketing strategies that ingredient is typically used. (The icons are reviewed for your convenience below.) Some ingredients, such as “business cards” or “website,” have all of the icons because they are tools that can be used with any of the strategies. The others are marked with only those icons representing the strategies which each specific ingredient supports.
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