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1、中小企业管理中小企业管理-营销管营销管理理I. Defining MARKETING1. MarketA body of existing or potential buyers forspecificgoodsorservices.Itisthedemandforaproduct.2. MarketingThetotalofactivitiesinvolvedinthetransferofgoods from the producer or seller to theconsumerorbuyer.23.MarketingActivitiesBuyingStoringSellingAdver
2、tisingPricingPromotingproductsManagingthebusiness3II.MarketingBeforeOpening1.Istheproductorservicetobeofferedonethatpeoplewant?Howdoyouknowthis?2.Howmanypeoplewantit?3.Whoarethepotentialcustomers?4.Dotheyliveorshopneartheplaceofbusiness?45.Canademandbecreatedfortheproductorservice?6.Willitbetheright
3、business,attherighttime,attherightplace?7.Howmanycompetitorsofferthesameproductorservice?8.Howwillthenewbusinesseffectivelycompeteinpriceandquality?9.Whowillthesuppliersbeandhowgoodaretheirservices?5III. Marketing for an Existing BusinessFocusesoneffortstoidentify,satisfyandfollowuponcustomerneedsat
4、asatisfactoryprofitIncludesmarketresearchmarketstrategytargetmarketingmanagingthemarketmix61.MarketResearchDefinitiondetermineswhatpeoplewantbysystematicallygathering,recordingandanalyzinginformationrelatedtomarketinggoodsandservices7MarketResearchofSmallBusinessestalkingtocustomerstalkingtoemployee
5、sreadingnewspapersandtradejournalslookingatcompetitorsandnoncompetitorsadvertisementsandpromotionalactivitieslookingforinformationabouttrendsinthemarketingareaservedgatheringfinancialandeconomicinformationfrombankers,suppliersandtradeassociations8LogicalStepsinFormalMarketResearchDefinetheproblemora
6、reatobeinvestigated.Assessallavailableinformation.AssessadditionalinformationifrequiredbyReviewinginternalfilesandrecords.Interviewingemployees.Interviewingcustomersandsuppliers.Organizeandinterpretinformation.Makedecisions.Observeandevaluateresultsofthedecision.92.MarketStrategyIdentifyingcustomerg
7、roupsthatsmallbusinessescanservebetterthanlargercompetitorscanTailoringproducts,servicesandpromotionaleffortstothatparticularmarketsegment103.TargetMarketingsmallbusinessownersmayhavelimitedfundstospendonmarketingactivitiesrestrictingeffortstooneortwokeymarketsegmentsbyGeographic targetingCustomer t
8、argeting114.MarketMixProduct and ServicesPromotionLocation and Product Distribution12Marketing:togivetheconsumerreasonstobuyyourproductsorservices13IV.Advertising1.DefinitionInformingpotentialcustomersaboutyourproduct,serviceorbusinessiscalledadvertisingderivedfromtheLatinad,meaningtoward,andverture
9、,meaningtoturn.Together,themeaningistoturntowardaproductorbusiness.142. Reasons for AdvertisingTopromoteconsumerawarenessofthebusinessanditsproductsandservicesTostimulatesalesToestablishorchangeafirmsimageintheeyesoftheconsumer153. Objectives of Advertising(2-1)EmphasizequalityofproductandservicesAc
10、quaintcustomerswithnewproductsPromotespecialevents,suchasaclearancesale,anewlocationortheopeningofanewbusinessChangethecompanyimageKeepthebusinessnameandlocationbeforethepublic16Objectives of Advertising(2-2)Informcustomersofspecialservicesavailable,suchasdeliveryservice,alterationsorcreditplansIntr
11、oducenewemployeestothepublicTieinwithasuppliersnationalpromotionsCapitalizeontheseasonalnatureofaproductOfferget-acquaintedincentives174.BudgetMoneyforAdvertisingAnewbusiness5%ofprojectedgrossrevenueonadvertising.Anestablishedbusiness2-3%ofgrossrevenue.Advertising is not merely an item of business e
12、xpense; Advertising is not merely an item of business expense; rather, it is an investment in building your businessrather, it is an investment in building your business 185. Advertising Media1)Selectioncriteriacosteffectivenessschedulingtradingareacustomertypefrequencyofmessage192)TypesofMediaAvail
13、ableTelephone solicitationBusiness cardWord of mouthBusiness stationery20Business signsStorefrontInterior or point of purchase displayVehicles21Shopping bagsYellow PagesDirect mailLocal newspapersLocal radioTelevision22OtherMeansofAdvertisingCalendarspens,skywritingpointofpresentation(flyers,brochur
14、es,samples)advertisingshouldberepeated-yes,repeatedasoftenaspossible.23V. Pricing1.TypesofCostsFixed costsCoststhatremainthesameinanytimeperioddespitechangesinbusinessactivity.overhead.Variable costsCoststhatusuallyvaryinproportionwithbusinessactivity.242.CalculatingtheCostofaServicethechargeforaser
15、viceequalsmaterialspluslaborplusoverhead,withaprofitbuiltintoeachcomponentdeterminingthenumberofhoursavailableforbillinginayearcalculatethebreak-evenpointbydividingtheoverheadandlaborchargesbythebillablehoursandaddingthecostofanymaterialsuseddesiredprofitaddedtothebreak-evenpoint25ExampleDWARepairSe
16、rviceemploystenrepairtechnicians,whoarepaid$18,000each.SocialSecuritytax,unemploymenttax,workerscompensationinsurance,healthinsuranceandretirementbenefitscostanadditional$5,400each,foratotalcostof$23,400.Becausetherearetentechnicians,theyearlylaborchargeis$234,000.26DWARepairServicesoverheadexpenses
17、Expense Amount per year Salaries(includingowner)$60,000Payrolltaxesandcosts3,700Insurance13,000Utilities2,600Rent10,000Telephone1,200Depreciation5,000Miscellaneous2,500Total $98,00027TobreakevenDWARepairmusthaveatotalrevenueof$234,000(labor)plus$98,000(overhead)=$332,000calculatingthebillablehoursWo
18、rkdaysperyear=52weeksx5days=260days.Subtracting15vacationdays,7sickdaysand8holidaysleaves230workdays. Workhours=230workdaysx8hours=1,840peryearforeachrepairtechnician.losttimebetweenjobsdeducts 10 percentof thehours as nonbillable,leaving1,840 - 184 = 1,656 billable hours per technician.Because ther
19、e are 10 technicians, the total billablehours=1,656x10=16,560peryear28hourlylaborcostdividesthelaborcostperyear($234,000)bythebillablehours(16,560).Theresultis$14.13perhourtotalcostTotaloverheadperyearis$98,000dividedbybillablelaborhoursof16,560,overheadequals$5.92perhour.Thetotalhourlycostoflaborpl
20、usoverheadis$14.13+$5.92=$20.05.29Calculation of final hourly rate(Profitablepricing)Laborcostperhour$14.13Profitonlabor(25%)3.53Overheadcostperhour5.92Overheadprofit(30%)1.78Total $25.36303. Pricing Products Profitably1)Profithasjustthreeingredients:costs,sellingpriceandsalesvolume2)CompetitionPric
21、ingBelowCompetitionPricingAboveCompetitors3)MarkdownsAmarkdownisareductioninthepriceofanyitembroughtaboutbyoverbuying,overstockingseasonalmerchandise,misjudgingcustomerresponse,poorpersonalsellingorcompetition.314) MarkupOnetechniqueofestablishingpriceistomarkupgoodssoldbyaddingapercentagetothetotalcostofthegoods.E.g.Costofshoesperpair=$25Markuppercentage=60%Markupamountperpair=$15Sellingpriceperpair=$4032
