Examine the View That Marketing Theory and Concepts

2579 Words11 Pages
Examine the view that marketing theory and concepts portrayed in the traditional marketing literature have only limited applicant in guiding small business marketing practise. This essay will explore the different marketing concepts, traditional marketing theories and how they have limited relationships with the small businesses practice. I will be looking at different sources to gather up information to show that small businesses have limit to which they can use the same marketing strategies as larger businesses do. Many theorists have argued that only limited marketing theories actually apply to small business practice and that due to the lack of resources they can’t use certain marketing approaches that larger companies can use (Gilmore et al 2001). In the UK, sections 382 and 465 of the Companies Act 2006 define a SME for the purpose of accounting requirements. According to this a small company is one that has a turnover of not more than £6.5 million, a balance sheet total of not more than £3.26 million and not more than 50 employees. A medium-sized company has a turnover of not more than £25.9 million, a balance sheet total of not more than £12.9 million and not more than 250 employees (University of Strathclyde, 2010). Burns (2010, pp.18-19) states that there are various differences between small and large businesses. One main difference between small and large businesses is that small businesses circulate there social entities by having personal relationships. Small business normally have minimal amount of cash, which is why they cannot raise capital as fast as larger companies. This has implications on the type of strategies they can use that is why they must make sure they keep a strong relationship with customers. Being short of cash also means that small businesses is dictated by businesses decisions must have a quick pay off this means that when making
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