With regard to external communication, ie the company to the market, can be done through four main activities:

- Advertising that through different means (cinema, direct mail, advertising in the place of sale, print, radio, television, etc..) Aims to:
- Assist in their duties by the sales force.
- To publicize products or services.
- To communicate a certain message.
- Create a corporate image.
- Etc.

And ultimately, provide information to help sell more or gain acceptance of a particular idea.

- Sales Promotion, which is to inform consumers and intermediaries special conditions at a given time, according to the offer of a business.

- Public Relations, with the aim of creating a climate of trust and closeness to the audience, using different media.

- Actions Sales Force, which although not very used by companies, its effectiveness, if the sales staff is ready and trained for it, is highly positive. Do not forget that the sellers are the people of the company that are closer to our customers and, therefore, continues to communicate with them.

Planning means defining goals, incentives and measurements, thus covering both how to achieve the objectives, the means to assess progress. Following John M. Brion, we can say that the fundamental objectives of planning are:

Direct: Identify business objectives, goals to be achieved by setting the time, people and specific strategies.
Integrate: Integrate knowledge and creativity of the management to take the best decisions.
Integrating all the objectives, plans and actions so that each function, department and responsible member serving as a unified team working towards achieving the objectives of the company.
Communicate: Provide effective formal communication of all relevant information to achieve the objectives through the organization, vertically from the market and departments, and horizontally across functions.

Control: Keep all parts of the business within the path indicated. Ensure that all decisions and actions are coordinated, situated in time and implemented as designed. Coordinate and manage a centralized manner all costs of production and execution. Set up a feed-back to achieve a better future performance.

To achieve the objectives set by the trade policy department of Marketing offers effective tools that are specified in the marketing mix. These instruments are:

- Product
- Price
- Distribution
- Service
- Communication: advertising, sales promotion, sales forces.

Examples of marketing objectives include: attract more customers, boost sales, to publicize new products, better coverage and display of products, etc.

The design of marketing strategies is one of the functions of marketing. In order to design strategies, first, we must analyze our target audience so that, based on this analysis, we can devise strategies that take care of their needs or wishes, or take advantage of its characteristics or customs.

But in designing marketing strategies, we must also take into account competition (for example, by designing strategies that take advantage of their weaknesses, or based on strategies that are working well), and other factors such as our ability and our investment .

For better management of marketing strategies, they are usually divided or classified into strategies to 4 aspects or elements of a business: strategies for the product, for the price, for the place (or distribution) and promotion strategies (or communication). Set of elements known as the 4 Ps or the mixture (or Mix) marketing (or marketing).

*Aggressive construction of facilities capable of producing large volumes in an efficient (see chart of economies of scale in different size plants)

*A vigorous effort to reduce costs, the effect of the experience curve (see graph of the experience curve)

*Rigid cost controls and indirect costs

*Cost minimization in R & D, services, sales force and advertising.

*The design of products that facilitate the production (product architecture)

*A heavy initial investment in technology equipment

*The placement of low prices for high participation ripidamente markets (including to initial losses) (see chart policy and penetration pricing strategy)

A large share of the market, allowing economies of scale that can push down costs further. Low costs, produce higher yields than the industrial sector. A low-cost position and high market share, provides high profits for reinvestment and maintenance of cost leadership. Only companies with high market share, can opt for this strategy.

Lower costs:

*

Imply that there will be returns even after the current competitors are not utilities, which are highly competitive.

*

Defend against powerful clients, since they can only exercise the power to bring down prices at the level of the next competitor in efficiency.

Having a partner in a company, plus the possibility of increasing the capital, has other advantages such as the ability to share responsibilities, risk sharing, resource sharing, etc.. However, having one or several partners is not easy because in a society is always present the possibility of a dispute, conflicts or disputes.

The following are some tips relating to companies, taken from one of the last printed editions of My Company, supplement of the newspaper El Comercio.

Where to find business partners
During his lifetime, a person gets to know people, you unwittingly arming personal networks: family, friends, coworkers, study center, etc.

Given the need for more capital, the first thing is to find the potential partner in one of these personal networks.

Although you should always keep in mind that, to poor management or poor results obtained in the company, is likely to reach to break the personal relationship that I had with the partner.

What happens when a couple, both partners of a company, decide to divorce
Such situations pose four scenarios:
partners continue as separate objects depend on the emotional aspects of the business.
that one company will buy the other, establishing an objective process of recovery.
that the two sold the company.
incorporating a partner to balance the property and decisions.

The final decision will depend on the motivations or causes of divorce and the degree of communication and coordination that exists between the former spouses, the corporate type and ownership of the company, and the marital regime.

The promotion is to communicate, inform, raise awareness or recall the existence of a product to consumers and persuade, encourage or induce the purchase or acquisition. Some strategies that we can apply, related to the promotion are:
develop new offerings such as 2 x1, or to acquire a second product at half price for the purchase of the former.
offering coupons or discount vouchers.
gift ideas for the purchase of certain products.
offer quantity discounts or seasonal discounts.
create sweepstakes or contests among our customers.
placing advertisements in newspapers, magazines or the Internet.
create traditional or electronic newsletters.
participate in fairs.
Tasting create jobs.
create activities and events.
sponsor someone, some institution or another company.
placing advertisements in company vehicles, or vehicles of public transport.
create posters, billboards, leaflets, panels, brochures and advertising calendars.

The square or distribution is the selection of sites or outlets where they sell or offer our products to consumers, and to determine how products will be transferred to these locations or outlets. Some strategies that we can apply, related to the square or distribution are:

• offer our products via Internet, phone calls, sending emails, view home.
• make use of intermediaries and thus provide better coverage of our product, or increase our points of sales.
• place our products in all outlets have or might have (intensive distribution strategy).
• locate our products only in outlets that are convenient for the type of product we sell (selective distribution strategy).

place our products only at a single point of sale that is exclusive (exclusive distribution strategy).

The price is the monetary value we attach to our products at these available to consumers. Some strategies that we can design, related to the price are:

• to launch a new product with a low price, so that, thus we can achieve rapid penetration, fast host, or we can do it quickly known.
• to launch a new product with a high price for that, thus we can build on purchases made as a result of novelty.
• to launch a new product with a high price for that, thus we can create a sense of quality.
• reduce the price of a product, so that, in this way, we can attract a larger clientele.
• reduce prices below the competition, so that, thus we can block it and beat the market.

The product is good or service we offer or sell to consumers. Some strategies that we can design, related to the product are:

• include new features to the product, for example, give further improvements, new utilities, new features, new uses.
• include new attributes to the product, for example, give a new package, a new design, new colors, new logo.
• launch a new product line, for example, if our product are the jeans for women, we can choose to launch a line of shoes for women.
• expand our product line, for example, increasing the menu of our restaurant, or take out a new type of shampoo for other types of hair.
• launch a new brand (no need to remove from the market we already have), for example, a new brand dedicated to another type of market, for example, a more affluent.
• include new customer services, customer to provide them with greater enjoyment of the product, for example, include home delivery, installation service, new securities, new credit facilities, greater assistance in the purchase.

Another common way to use email marketing involves sending emails to our customers, ie people who already have purchased or made us use our services (and that in doing this we have requested their email addresses) in order to maintain contact with them, and to achieve loyalty.

Usually, these emails are composed of letters of thanks (for example, the purchase made), or by notes of greetings (for example, birthday or holiday parties), but also, as in the case of newsletters can be comprised of news (eg, a next event), promotions of interest to the customer, new product launches, etc.

Like the newsletter, this way of doing email marketing is a good strategy for the promotion and loyalty, which allows us to reach our customers quickly and with minimal cost.

But unlike the electronic newsletter, we must avoid sending emails is so prevalent, as in this case is that emails have not been requested by the client (although it will have provided us by e-mail address ), so that misuse of this strategy may be frowned upon by customers and may even be considered spam.

Mass emails sent

This way of using email marketing involves sending bulk emails to an extensive list of persons, in order to promote a product or service.

Typically, email addresses of people to send them emails, have been achieved without their consent, or have been offered by these people, but not knowing the use to which they give.

This way of doing marketing email we have mentioned in this article to understand the concept of email marketing, but it is an activity to be avoided, it is considered spam, and possibly by making use of it, we may receive a penalty by authorities.