year many businesses are bought and sold. The decision to buy a small
business should not be made lightly. A lot of key issues must be
considered before you complete the final purchase. Before you sign on
the doted line, make sure that you know what is included in the terms
of sale. You would be wise to consult a lawyer with experience in this
field before making any purchase decisions.
You should find out the answers to the
Are you just
buying the business or does the purchase price include the land and the
If the purchase is
for business only, what type of lease exist?
What are the
seller's future plans? Perhaps you should include a clause in the
contract to prohibit the seller from opening a similar business during
the next five years in the same community.
day-to-day operation of the business depend on the presence of the
Is the equipment
owned or rented?
What is the
reputation of the business in the community?
Why is the
business for sale?
How much you
If there are
employees, are they properly trained?
Are all present
How much are
Is there a union
How Customers Think: Essential Insights
into the Mind of the Market - Building on research from
diverse as neurology, sociology, literary analysis, and cognitive
science, Zaltman offers rich insights into what happens within the
complex system of mind, brain, body, and society as consumers
contemplate their needs and evaluate products. Zaltman illustrates how
leading companies are "mining the unconscious" - with remarkable
results, and introduces innovative tools & techniques that help
Tested Advertising Methods - A
legend in advertising for more than 60 years, John Caples still serves
as a guide to generations of creative marketing people. Now his classic
work on how to create successful advertising has been updated by
respected advertising consultant Fred Hahn. It retains all the clarity,
candid analysis, time-tested experience and invaluable award-winning
ideas from the original, while bringing it right up-to-the-minute on
the many new changes in the field.
* Develop research questions that speak to the unconscious brain.
* Evoke valuable meaning through a customer's metaphors and instill
those images in brand communications.
* Measure consumer reactions to marketing stimuli and alter advertising
or positioning strategies accordingly.
* Build "consensus maps" that reflect a market segment's universal
thinking-and reengineer them to boost customer satisfaction, loyalty,
* Understand how their own minds work-and how they can think in
creative new ways. The mind of the market is waiting to be explored.
Make sure your competitors don't get there first.