小企业管理第5讲.pptVIP

Small Business ManagementProfessor Hornaday Lecture 5 SMALL BUSINESS MANAGEMENTTYPES OF COMPETITION 1. Monopoly 2. Oligopoly 3. Monopolistic Competition 4. Pure Competition SMALL BUSINESS MANAGEMENTTHE MARKETING DISTRIBUTION CHANNEL SMALL BUSINESS MANAGEMENTMARKET NICHE 1. Group of Customers with Similar Purchasing Patterns 2. Relevant Price Range Produces Profit 3. Defensible against All Comers SMALL BUSINESS MANAGEMENTSEGMENTING THE MARKET 1. Demographics: Age, Sex, Race, Income, Location, Transportation, Etc. 2. Shopping Habits: When, Where, Impulse, Planned Purchases, Etc. 3. Method of Payment: Cash or Charge. SMALL BUSINESS MANAGEMENTMARKETING RESEARCH 1. Secondary Sources: Library, SBA, Trade Associations, Chamber of Commerce, Suppliers, Banks, Etc. 2. Primary Sources: Interviews, Questionnaires, Mail and Telephone, Demonstrations, Etc. 3. Collect and Collate the Information. What is the Data Telling You? 4. Need to Know: How Many Units can You Sell at What Price? Small Business ManagementThe Four Ps 1. Product 2. Place 3. Price 4. Promotion SMALL BUSINESS MANAGEMENTPRICING 1. Strategy: Skim or Long Term? 2. Cover Costs 3. Meet Competition 4. Satisfy Demand Curve 5. Relevant Range Relevant Price Range SMALL BUSINESS MANAGEMENTSETTING THE PRICE 1. Markup=Gross Margin Percentage of Cost 2. Markon=Increase over Markup to allow for Markdown 3. Multiplier Approach for Service Firms 4. Job Cost Estimates SMALL BUSINESS MANAGEMENTADVERTISING 1. Product or Institutional 2. The Message 3. The Media 4. Getting Assistance 5. The Cost versus the Benefit SMALL BUSINESS MANAGEMENTSELLING 1. Get Organized to Sell 2. The Four Ps 3. Sales People SMALL BUSINESS MANAGEMENTSALES TRAINING 1. Know Yourself 2. Know Your Company 3. Know Your Product 4. Know Your Customer SMALL BUSINESS MANAGEMENTBUYING MOTIVES 1. Packaging Image 2. Brand Name 3. Store