中小企业-营销.ppt

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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.MarketingActivitiesBuyingStoringSellingAdvertis

2、ingPricingPromotingproductsManagingthebusiness3II.MarketingBeforeOpening1.Istheproductorservicetobeofferedonethatpeoplewant?Howdoyouknowthis?2.Howmanypeoplewantit?3.Whoarethepotentialcustomers?4.Dotheyliveorshopneartheplaceofbusiness?45.Canademandbecreatedfortheproductorservice?6.Willitbetherightbus

3、iness,attherighttime,attherightplace?7.Howmanycompetitorsofferthesameproductorservice?8.Howwillthenewbusinesseffectivelycompeteinpriceandquality?9.Whowillthesuppliersbeandhowgoodaretheirservices?5III.Marketing for an Existing BusinessFocusesoneffortstoidentify,satisfyandfollowuponcustomerneedsatasat

4、isfactoryprofitIncludesmarketresearchmarketstrategytargetmarketingmanagingthemarketmix61.MarketResearchDefinitiondetermineswhatpeoplewantbysystematicallygathering,recordingandanalyzinginformationrelatedtomarketinggoodsandservices7MarketResearchofSmallBusinessestalkingtocustomerstalkingtoemployeesrea

5、dingnewspapersandtradejournalslookingatcompetitorsandnoncompetitorsadvertisementsandpromotionalactivitieslookingforinformationabouttrendsinthemarketingareaservedgatheringfinancialandeconomicinformationfrombankers,suppliersandtradeassociations8LogicalStepsinFormalMarketResearchDefinetheproblemorareat

6、obeinvestigated.Assessallavailableinformation.AssessadditionalinformationifrequiredbyReviewinginternalfilesandrecords.Interviewingemployees.Interviewingcustomersandsuppliers.Organizeandinterpretinformation.Makedecisions.Observeandevaluateresultsofthedecision.92.MarketStrategyIdentifyingcustomergroup

7、sthatsmallbusinessescanservebetterthanlargercompetitorscanTailoringproducts,servicesandpromotionaleffortstothatparticularmarketsegment103.TargetMarketingsmallbusinessownersmayhavelimitedfundstospendonmarketingactivitiesrestrictingeffortstooneortwokeymarketsegmentsbyGeographic targetingCustomer targe

8、ting114.MarketMixProduct and ServicesPromotionLocation and Product Distribution12Marketing:togivetheconsumerreasonstobuyyourproductsorservices13IV.Advertising1.DefinitionInformingpotentialcustomersaboutyourproduct,serviceorbusinessiscalledadvertisingderivedfromtheLatinad,meaningtoward,andverture,mea

9、ningtoturn.Together,themeaningistoturntowardaproductorbusiness.142.Reasons for AdvertisingTopromoteconsumerawarenessofthebusinessanditsproductsandservicesTostimulatesalesToestablishorchangeafirmsimageintheeyesoftheconsumer153.Objectives of Advertising(2-1)EmphasizequalityofproductandservicesAcquaint

10、customerswithnewproductsPromotespecialevents,suchasaclearancesale,anewlocationortheopeningofanewbusinessChangethecompanyimageKeepthebusinessnameandlocationbeforethepublic16Objectives of Advertising(2-2)Informcustomersofspecialservicesavailable,suchasdeliveryservice,alterationsorcreditplansIntroducen

11、ewemployeestothepublicTieinwithasuppliersnationalpromotionsCapitalizeontheseasonalnatureofaproductOfferget-acquaintedincentives174.BudgetMoneyforAdvertisingAnewbusiness5%ofprojectedgrossrevenueonadvertising.Anestablishedbusiness2-3%ofgrossrevenue.Advertising is not merely an item of business expense

12、;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)TypesofMediaAvailableTelepho

13、ne solicitationBusiness cardWord of mouthBusiness stationery20Business signsStorefrontInterior or point of purchase displayVehicles21Shopping bagsYellow PagesDirect mailLocal newspapersLocal radioTelevision22OtherMeansofAdvertisingCalendarspens,skywritingpointofpresentation(flyers,brochures,samples)

14、advertisingshouldberepeated-yes,repeatedasoftenaspossible.23V.Pricing1.TypesofCostsFixed costsCoststhatremainthesameinanytimeperioddespitechangesinbusinessactivity.overhead.Variable costsCoststhatusuallyvaryinproportionwithbusinessactivity.242.CalculatingtheCostofaServicethechargeforaserviceequalsma

15、terialspluslaborplusoverhead,withaprofitbuiltintoeachcomponentdeterminingthenumberofhoursavailableforbillinginayearcalculatethebreak-evenpointbydividingtheoverheadandlaborchargesbythebillablehoursandaddingthecostofanymaterialsuseddesiredprofitaddedtothebreak-evenpoint25ExampleDWARepairServiceemploys

16、tenrepairtechnicians,whoarepaid$18,000each.SocialSecuritytax,unemploymenttax,workerscompensationinsurance,healthinsuranceandretirementbenefitscostanadditional$5,400each,foratotalcostof$23,400.Becausetherearetentechnicians,theyearlylaborchargeis$234,000.26DWARepairServicesoverheadexpensesExpense Amou

17、nt per year Salaries(includingowner)$60,000Payrolltaxesandcosts3,700Insurance13,000Utilities2,600Rent10,000Telephone1,200Depreciation5,000Miscellaneous2,500Total$98,00027TobreakevenDWARepairmusthaveatotalrevenueof$234,000(labor)plus$98,000(overhead)=$332,000calculatingthebillablehoursWorkdaysperyear

18、=52weeksx5days=260days.Subtracting15vacationdays,7sickdaysand8holidaysleaves230workdays.Workhours=230workdaysx8hours=1,840peryearforeachrepairtechnician.losttimebetweenjobsdeducts 10 percentof thehours as nonbillable,leaving1,840-184=1,656 billable hours per technician.Because there are 10 technicia

19、ns,the total billablehours=1,656x10=16,560peryear28hourlylaborcostdividesthelaborcostperyear($234,000)bythebillablehours(16,560).Theresultis$14.13perhourtotalcostTotaloverheadperyearis$98,000dividedbybillablelaborhoursof16,560,overheadequals$5.92perhour.Thetotalhourlycostoflaborplusoverheadis$14.13+

20、$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)CompetitionPricingBelowCompetitionPr

21、icingAboveCompetitors3)MarkdownsAmarkdownisareductioninthepriceofanyitembroughtaboutbyoverbuying,overstockingseasonalmerchandise,misjudgingcustomerresponse,poorpersonalsellingorcompetition.314)MarkupOnetechniqueofestablishingpriceistomarkupgoodssoldbyaddingapercentagetothetotalcostofthegoods.E.g.Costofshoesperpair=$25Markuppercentage=60%Markupamountperpair=$15Sellingpriceperpair=$4032