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Similaire à Practical Marketing Tips for the Small Business Owner
Similaire à Practical Marketing Tips for the Small Business Owner (20)
Practical Marketing Tips for the Small Business Owner
- 1. Kay Reisen, November, 2008
- 14. Product Continuum Source: Business Today, Ninth Edition, Mescon, Bovee Thill, Prentice Hall Publishers. Salt Shoes DVD Player Automobile Fast Food Cruise Consulting Insurance Education Tangible Dominant Intangible Dominant GOODS IDEAS SERVICES
- 15. Product Life Cycle Internet Cellular Phones VCRs Cassette Tapes Source: Business Today, Ninth Edition, Mescon, Bovee Thill, Prentice Hall Publishers. Time Sales Volume (units) + 0 ± Introduction Growth Maturity Decline Sales Profits
- 19. Product Perceptual Map for Different Brands of Bar Soap © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin—for use only with Essentials of Marketing
- 23. Reel 'Em In
- 32. Table 14.1: Product-Mix Width and Product-Line Length for Proctor& Gamble Products PRODUCT-LINE LENGTH Product-Mix Width Detergents Toothpaste Disposable Bar Soap Diapers Paper Tissue Ivory Snow (1930) Dreft (1933) Tide (1946) Cheer (1950) Gleem (1952) Crest (1955) Ivory (1879) Kirk’s (1885) Lava (1893) Camay (1926) Pampers (1961) Luvs (1976) Charmin (1928) Puffs (1960) Banner (1982) Summit (1992)
- 33. 10 - BREADTH (DIFFERENT LINES) Lawn mowers Gardening tools Lawn furniture Power rotary Power reel Hand-powered DEPTH (ASSORTMENT WITHIN A LINE) Rakes Hoes Shovels Chairs Chaise lounges Benches Each in various sizes and prices Each in various sizes and prices Various sizes and prices in redwood or aluminium with plastic webbing Product Mix - An Example
- 40. Pricing Strategies versus Price conveys image.
- 42. Cost-Based Pricing Break-Even Analysis Break-Even Point $$ Profits $$ More Than $$ Losses $$ Less Than Fixed costs Selling price per unit-Variable costs per unit
- 44. Price-Based Pricing Establish Optimal Price Based on Customer Perception/ Segment Characteristics Figure in Cost
- 48. Major Advertising Media MEDIUM ADVANTAGES DISADVANTAGES Newspapers Extensive market coverage; low cost; short lead time for placing ads; good local market coverage; geographic selectivity Poor graphic quality; short life span; cluttered pages; visual competition from other ads Television Great impact; broad reach; appealing to senses of sight, sound & motion; creative opportunities for demonstration; high attention; entertainment carryover High cost for production & air time; less audience selectivity; long preparation time; commercial clutter; short life for message; vulnerability to remote controls Direct Mail Can deliver large amounts of information to narrowly selected audiences; excellent control over quality of message; personalization High cost per contact; delivery delays; difficulty of obtaining desired mailing list; consumer resistance; generally poor image (junk mail) Radio Low cost; high frequency; immediacy; highly portable; high geographic & demographic selectivity No visual possibilities; short message life; commercial clutter; lower attention span than television; easy to switch stations Magazines Good reproduction; long life; local & regional market selectivity; authority & credibility; multiple readers Limited demonstration possibilities; long lead time (from placing to publishing ads); high cost; less compelling than other media Internet Growing reach; low cost; ability to personalize; can appeal to senses of sight, sound & motion Difficulty in measuring audiences; consumer resistance, increasing clutter
- 66. Strike Zone Promotional Strategy
- 73. Kay Reisen
Notes de l'éditeur
- And finally, the hero archetype.
- Or our friend, Apple: What’s this symbol?
- Many companies simplify the pricing task by using cost-based pricing (also known as cost plus pricing). They price by starting with the cost of producing a good or a service and then add a markup to the cost of the product to produce a profit. How does a company determine the amount of profit it will earn by selling a certain product? Break-even analysis is a tool companies use to determine the number of units of a product they must sell at a given price to cover all manufacturing and selling costs, or to break even. In break-even analysis, you consider two types of costs. Variable costs change with the level of production. These include raw materials, shipping costs, and supplies consumed during production. Fixed costs, by contrast, remain stable regardless of the number of products produced. These costs include rent payments, insurance premiums, and real estate taxes. The total cost of operating the business is the sum of a firm's variable and fixed costs. The break-even point is the minimum sales volume the company must achieve to avoid losing money. Sales volume beyond the break-even point will generate profits; sales volume below the break-even amount will result in losses.
- Strengths/weaknesses……….