entrepreneurship_管理学_高等教育_教育专区.doc

Review Product Something we can sold A viable product needs to be profitable or in the case of a nonprofit at least sustainable including being producible and marketable Also the product should be related to the purpose or mission of your business Businesses can go bankrupt by trying to be too many things to too many customers rather than doing a few things very well Needs wants expectation Needs is what the consumer requires to solve the problem Wants is what the consumer say their desire Expectation is the consumer expect for what product demands supply demand as marketing and supply as production It is the job of marketing to create demand from their practices and programs Marketing must produce advertisement campaigns sales initiatives and motivation for the sales force to excel Supply is more of a manufacturing problem How much of your product do you offer your customers Is there any scarcity in these goods The first decision in determining supply should be the abilities of your production facilities and your lowest average total cost Then match this up with demand and decide how much of your product to produce Market Market share Marketing is the wide range of activities involved in making sure that you re continuing to meet the needs of your customers and are getting appropriate value in return Market share is the percentage of a market defined in terms of either units or revenue accounted for by a specific entity Market share is said to be a key indicator of market competitiveness that is how well a firm is doing against its competitors Customer Consumer Customer is the person who buy the product Consumer is the person who use the product Marketer and Sales what is the difference Marketer is the man who sold the product by thinking she or he need collection the date of the marketing make strategy about how to sold it Sales is the man who just do something automatic he or she may think little about the strategy What is an Entrepreneur Someone who exercises initiative by organizing a venture to take benefit of an opportunity and as the decision maker decides what how and how much of a good or service will be produced An entrepreneur supplies risk capital as a risk taker and monitors and controls the business activities The entrepreneur is usually a sole proprietor a partner or the one who owns the majority of shares in an incorporated venture According to economist Joseph Alois Schumpeter 1883 1950 entrepreneurs are not necessarily motivated by profit but regard it as a standard for measuring achievement or success Schumpeter discovered that they greatly value self reliance strive for distinction through excellence are highly optimistic otherwise nothing would be undertaken and always favor challenges of medium risk neither too easy nor ruinous Marketing Mix The marketing mix is the set of controllable tactical marketing tools that a company uses to produce a desired response from its target market It consists of everything that a company can do to influence demand for its product It is also a tool to help marketing planning and execution 1 Product As the product is the item being sold to the customer the thing that will bring in money its features and design need careful consideration Whether the firm is manufacturing the product or purchasing the product for resale they need to determine what product features will appeal to their target market When an organization is considering introducing a product into a market they should ask themselves the following questions Who is the product aimed at What benefit will customers expect from it What will be its advantage over competitor products Or its unique selling point How does the firm plan to Position the product within the market The answers to these questions will help a firm design package and add value to its products To learn more about product strategies within the marketing mix click on the following link Marketing Mix and Product strategies 2 Price There are lots of different pricing strategies but every strategy must cover at least your costs unless the price is being used to attract customers to the business loss leader pricing A product is only worth as much as people are prepared to pay for it The amout your target market are prepared to pay for your products services depends on product features and the target market s budget You will also need to consider competitor pricing and factors within your marketing environment Effective pricing involves balancing several factors to find out more about pricing including example pricing strategies click here 3 Place The Place element of the marketing place is about where the product is made where is it stored and how is it transported to the customer The place for each of these things should ensure that the product gets to the right place at the right time without damage or loss The ideal place will be Convenient for the customer and the business Accessible for the customer if it is the place where the product is sold Low cost or free for the customer if it is the place where the product is sold Reasonable cost to the business The following link provides further information on place Marketing Mix and Place Strategies 4 Promotion A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market Promotion is any activity to raise awareness of a product or to encourage customers to purchase a product Advertising is a form of promotion but not all promotions are advertisements Promotional activities for consumer sales will be different to promotional activities for business to business sales The following things will influence how a firm chooses to promote its product Promotional campaign purpose The budget for the promotional campaign Legal rules about what you can promote and how The target market for the product The marketing environment in which the firm operates Marketing Strategy The target is consumer If they want to get the company s target they must consider 4 P First they should consider what the product is Second they should consider how much the product s price Third they need choice a good place to sold them Finally they need to find the way to promotion their product to make it better If a company do want build up a company and produce product they need know more about the Marketing environment They need analysis the data of the marketing and then make marketing planning then they do it marketing implementation and then they need to control marketing But it is not Linear type they can circulate Each of the element has connection with others Before a company build up the related factor should be considered marketing intermediaries if it is convenient and advanced they need to know if the public will support it and how about the competitions and the suppliers is good or bad Besides the social environment should be considered also 1 the demographic economic environment 2technological natural environment 3 social culture environment 4 political legal environment The dark colored can control the light colored But the environment just have effect to them can not control them Marketing plus 2000 The 3C s Model is a business model which offers a strategic look at the factors needed for success It was developed by business and corporate strategist Kenichi Ohmae The 3C s model points out that a strategist should focus on three key factors for success In the construction of a business strategy three main players must be taken into account The Customer The Competitors The Corporation Only by integrating these three a sustained competitive advantage can exist Ohmae refers to these key factors as the three C s or strategic triangle There are certain needs that arise from the customer end They include core benefit or service and expected product Recognizing this need the corporation or company offers a basic product To cater to their expectations and also to differentiate from competitors who tend to morph their products corporations offer augmented products Also both the corporation and the competitors eventually tap the existence of potential products The idea behind the new 3 C s model revolves around the concept of shared value to the firm the environment and the community The change mean that the whole trade environment only the 3C smoothly work the change can active The strategic marketing plus 2000 concept framework C o m p e t i t i v e If there are only little companies little customers no competito r There are no change If there are some companies some customers little competitors The change start If there many companies many customers lo ts of competitors There change go on If there are many companies many customer many competitors The change are more If the companie s and customer and competito rs have reach a high level C u s t o m e r The customer will be very sad cause they have little choice of the product The customer will not very sad cause they could have other choice but they still sad cause the choice not enough The customer may feel good cause they have many product to choice and the price may not very high The customer will be very happy cause they are important in the marketing th eir demand will be considered The customer feel very happy th ey are partner in the market C o NoneMild Cause little Strong Many Wild Cause the Invisible The m p e t i t o r competitors have join in so it is mild competitors join in competitors more and influence the marketing competito rs exit in the market It s hard to feel C h a n g e None There are no competito rs so the whole circle can not work Gradual There are little competitors join in so the change begin but just start Continuous The competitors increase the change continuous Discontinuou s The circle work smooth Surprisin g We can see the arrows they are crash C o m p a n y The company will be very happy cause they have no competito r The company will be little sad cause the competitor has come up so the may feel pressure The company may feel little good although the competitor increase the y can pull the company make more good product The company feel happy The marketing work good