中小企业管理-营销管理.pptVIP

* 4) Markup One technique of establishing price is to mark up goods sold by adding a percentage to the total cost of the goods. E.g. Cost of shoes per pair =$25 Markup percentage=60% Markup amount per pair=$15 Selling price per pair=$40 MARKETING ADVERTIZING IN SME * I. Defining MARKETING 1. Market A body of existing or potential buyers for specific goods or services. It is the demand for a product. 2. Marketing The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer. * 3. Marketing Activities Buying Storing Selling Advertising Pricing Promoting products Managing the business * II. Marketing Before Opening Is the product or service to be offered one that people want? How do you know this? How many people want it? Who are the potential customers? Do they live or shop near the place of business? * 5. Can a demand be created for the product or service? 6. Will it be the right business, at the right time, at the right place? 7. How many competitors offer the same product or service? 8. How will the new business effectively compete in price and quality? 9. Who will the suppliers be and how good are their services? * III. Marketing for an Existing Business Focuses on efforts to identify, satisfy and follow up on customer needs at a satisfactory profit Includes market research market strategy target marketing managing the market mix * 1. Market Research Definition determines what people want by systematically gathering, recording and analyzing information related to marketing goods and services * Market Research of Small Businesses talking to customers talking to employees reading newspapers and trade journals looking at competitors and noncompetitors advertisements and promotional activities looking for information about trends in the marketing area served gathering financial and economic information from bankers, suppliers and trade associations * Logical Steps i