小企业管理第5讲英文
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LOW VALUE PRODUCER PROCESSOR MANUFACTURER DISTRIBUTOR
HIGH VALUE RETAILER
SMALL BUSINESS MANAGEMENT
MARKET NICHE
1. Group of Customers with Similar Purchasing Patterns
- PRICING
1. Strategy: Skim or Long Term? 2. Cover Costs
3. Meet Competition 4- Satisfy Demand Curve
5. Relevant Range
Relevant Price Range
Price too High for Customers
3. Wholesale Locations a. Access b. Zoning and Space
4. Service Locations a. Customers Come to You b. You go to the Customer
5. Manufacturing Locations a. Access b. Labor Force c. Utilities
4- Need to Know: How Many Units can You Sell at What Price?
Small Business Management
The Four ”Ps”
1. Product 2. Place 3. Price
4. Promotion
SMALL BUSINESS MANAGEMENT
1. Get Organized to Sell 2. The Four
3. Sales People
SMALL BUSINESS MANAGEMENT
SALES TRAINING
1- Know Yourself 2. Know Your Company 3- Know Your Product 4- Know Your Customer
3. Distributors, Wholesalers, and Manufacturers use Credit as a Sales Tool
4- Large Customers are Sometimes Difficult, Slow Payers
SMALL BUSINESS MANAGEMENT
1. Packaging & Image 2. Brand Name
3- Store Location 4. Price
5- Treatment by Salespeople
Biblioteka Baidu
1. Retailers use Cash & Carry or Credit Cards
2. Service Firms sometimes must Offer Credit to Major Customers
$35 0
$27 5
$20
0
Price too Low
for Customers
0
Relevant Price Range
Lowest Price to Cover Costs
1- Markup=Gross Margin Percentage of Cost
2. Markon=lncrease over Markup to allow for Markdown
2. Relevant Price Range Produces Profit
3- Defensible against All Comers
Overhead 50A
SMALL BUSINESS MANAGEMENT
SEGMENTING THE MARKET
1. Demographics: Age, Sex, Race, Income, Location, Transportation, Etc.
LOCATION SELECTION
1. General Factors a. Personal b. Economics c. Competition d. Geographic e. Local Laws
2. Retail Locations a. Consumer Driven b. Cost versus Foot Traffic
3- Multiplier Approach for Service Firms
4- Job Cost Estimates
1- Product or Institutional 2. The Message 3. The Media
4. Getting Assistance 5- The Cost versus the Benefit
2. Shopping Habits: When, Where, Impulse, Planned Purchases, Etc.
3. Method of Payment: Cash or Charge.
SMALL BUSINESS MANAGEMENT
—MARKETING 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?
SMALL BUSINESS MANAGEMENT
TYPES OF COMPETITION
1- Monopoly 2- Oligopoly 3- Monopolistic Competition 4- Pure Competition
Overhead 50B
T_HE MARKETSIMNALGL BUDSINISESTS MRAINBAGUEMTENIOT N CHANNEL
HIGH VALUE RETAILER
SMALL BUSINESS MANAGEMENT
MARKET NICHE
1. Group of Customers with Similar Purchasing Patterns
- PRICING
1. Strategy: Skim or Long Term? 2. Cover Costs
3. Meet Competition 4- Satisfy Demand Curve
5. Relevant Range
Relevant Price Range
Price too High for Customers
3. Wholesale Locations a. Access b. Zoning and Space
4. Service Locations a. Customers Come to You b. You go to the Customer
5. Manufacturing Locations a. Access b. Labor Force c. Utilities
4- Need to Know: How Many Units can You Sell at What Price?
Small Business Management
The Four ”Ps”
1. Product 2. Place 3. Price
4. Promotion
SMALL BUSINESS MANAGEMENT
1. Get Organized to Sell 2. The Four
3. Sales People
SMALL BUSINESS MANAGEMENT
SALES TRAINING
1- Know Yourself 2. Know Your Company 3- Know Your Product 4- Know Your Customer
3. Distributors, Wholesalers, and Manufacturers use Credit as a Sales Tool
4- Large Customers are Sometimes Difficult, Slow Payers
SMALL BUSINESS MANAGEMENT
1. Packaging & Image 2. Brand Name
3- Store Location 4. Price
5- Treatment by Salespeople
Biblioteka Baidu
1. Retailers use Cash & Carry or Credit Cards
2. Service Firms sometimes must Offer Credit to Major Customers
$35 0
$27 5
$20
0
Price too Low
for Customers
0
Relevant Price Range
Lowest Price to Cover Costs
1- Markup=Gross Margin Percentage of Cost
2. Markon=lncrease over Markup to allow for Markdown
2. Relevant Price Range Produces Profit
3- Defensible against All Comers
Overhead 50A
SMALL BUSINESS MANAGEMENT
SEGMENTING THE MARKET
1. Demographics: Age, Sex, Race, Income, Location, Transportation, Etc.
LOCATION SELECTION
1. General Factors a. Personal b. Economics c. Competition d. Geographic e. Local Laws
2. Retail Locations a. Consumer Driven b. Cost versus Foot Traffic
3- Multiplier Approach for Service Firms
4- Job Cost Estimates
1- Product or Institutional 2. The Message 3. The Media
4. Getting Assistance 5- The Cost versus the Benefit
2. Shopping Habits: When, Where, Impulse, Planned Purchases, Etc.
3. Method of Payment: Cash or Charge.
SMALL BUSINESS MANAGEMENT
—MARKETING 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?
SMALL BUSINESS MANAGEMENT
TYPES OF COMPETITION
1- Monopoly 2- Oligopoly 3- Monopolistic Competition 4- Pure Competition
Overhead 50B
T_HE MARKETSIMNALGL BUDSINISESTS MRAINBAGUEMTENIOT N CHANNEL