小企业管理第5讲.ppt

SmallBusinessManagementProfessorHornaday,Lecture5,SMALLBUSINESSMANAGEMENTTYPESOFCOMPETITION,1.Monopoly2.Oligopoly3.MonopolisticCompetition4.PureCompetition,Overhead50B,SMALLBUSINESSMANAGEMENTTHEMARKETINGDISTRIBUTIONCHANNEL,PRODUCER,PROCESSOR,MANUFACTURER,DISTRIBUTOR,RETAILER,CONSUMER,LOWVALUE,HIGHVALUE,SMALLBUSINESSMANAGEMENTMARKETNICHE,1.GroupofCustomerswithSimilarPurchasingPatterns2.RelevantPriceRangeProducesProfit3.DefensibleagainstAllComers,Overhead50A,SMALLBUSINESSMANAGEMENTSEGMENTINGTHEMARKET,1.Demographics:Age,Sex,Race,Income,Location,Transportation,Etc.2.ShoppingHabits:When,Where,Impulse,PlannedPurchases,Etc.3.MethodofPayment:CashorCharge.,Overhead50C,SMALLBUSINESSMANAGEMENTMARKETINGRESEARCH,1.SecondarySources:Library,SBA,TradeAssociations,ChamberofCommerce,Suppliers,Banks,Etc.2.PrimarySources:Interviews,Questionnaires,MailandTelephone,Demonstrations,Etc.3.CollectandCollatetheInformation.WhatistheDataTellingYou?4.NeedtoKnow:HowManyUnitscanYouSellatWhatPrice?,Overhead51,SmallBusinessManagementTheFourPs,1.Product2.Place3.Price4.Promotion,SMALLBUSINESSMANAGEMENTPRICING,1.Strategy:SkimorLongTerm?2.CoverCosts3.MeetCompetition4.SatisfyDemandCurve5.RelevantRange,Overhead52,RelevantPriceRange,A,B,Relevant,PriceRange,LowestPrice,toCoverCosts,$350,$275,$200,0,PricetooHigh,forCustomers,PricetooLow,forCustomers,SMALLBUSINESSMANAGEMENTSETTINGTHEPRICE,1.Markup=GrossMarginPercentageofCost2.Markon=IncreaseoverMarkuptoallowforMarkdown3.MultiplierApproachforServiceFirms4.JobCostEstimates,Overhead52A,SMALLBUSINESSMANAGEMENTADVERTISING,1.ProductorInstitutional2.TheMessage3.TheMedia4.GettingAssistance5.TheCostversustheBenefit,Overhead53,SMALLBUSINESSMANAGEMENTSELLING,1.GetOrganizedtoSell2.TheFourPs3.SalesPeople,Overhead54,SMALLBUSINESSMANAGEMENTSALESTRAINING,1.KnowYourself2.KnowYourCompany3.KnowYourProduct4.KnowYourCustomer,Overhead54A,SMALLBUSINESSMANAGEMENTBUYINGMOTIVES,1.Packaging&Image2.BrandName3.StoreLocation4.Price5.TreatmentbySalespeople,Overhead54B,SMALLBUSINESSMANAGEMENTCUSTOMERCREDIT,1.RetailersuseCash&CarryorCreditCards2.ServiceFirmssometimesmustOfferCredittoMajorCustomers3.Distributors,Wholesalers,andManufacturersuseCreditasaSalesTool4.LargeCustomersareSometimesDifficult,SlowPayers,Overhead55,SMALLBUSINESSMANAGEMENTLOCATIONSELECTION,1.GeneralFactorsa.Personalb.Economicsc.Competitiond.Geographice.LocalLaws2.RetailLocationsa.ConsumerDrivenb.CostversusFootTraffic3.WholesaleLocationsa.Accessb.ZoningandSpace4.ServiceLocationsa.CustomersCometoYoub.YougototheCustomer5.ManufacturingLocationsa.Accessb.LaborForcec.Utilitiesd.Zoning,SMALLBUSINESSMANAGEMENTOTHERCONSIDERATIONS,1.LeaseBuildings&Equipmenta.LowInitialInvestmentb.LeasePaymentsTaxDeductible2.BuyBuildings&Equipmenta.CapitalAppreciationb.CreatesAssets3.FixturesandFacilitiesa.Retailb.Wholesalec.Serviced.Manufacturing,SmallBusinessManagementCustomerDraw,1.TrafficStudy2.TransportationMethods3.LicensePlateCheck4.Interviews,SmallBusinessManagementServiceBusinesses,1.ServicesIntangible2.BuyersandSellersInterdependent3.ServiceandSellerInseparable4.ServicesarePerishable5.QualityStandardizationDifficult,SmallBusinessManagementServiceBuyers,1.PersonalAttention2.SubjectiveImpressions3.MarketingTimeSaving4.CustomerWantsIncrease5.SmallThingsCount,SmallBusinessManagementValuingService,1.LifeStyle