Management en Organisatie college 4
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Transcript Management en Organisatie college 4
Entrepreneurship 2010
MARKETING INSTRUMENTS:
PRODUCT, PRIJS
Next week:
Read up to page 165, make worksheet 6
Marketing decisions
Segmenting
Divide the market in different groups
Targetting
Choose the right target group
Positioning
Think of how your product fits the characteristics of your
targetgroup
Product
Core product
Extended product
Perceived product
Product mix
Brand
Service
Quality
Warranty
Assortment
Design
Accessories
Packaging
Product-life cycle
Market size
maturity
growth
introduction
time
saturation
decline
Quality
Perception-Expectation = Quality
P-E=Q
Zone of Tolerance
What is possible, what is acceptable, what is expected?
Low expectations, good service = ok
High expectations, good service = excellent
Satisfiers/Dissatisfiers
Place:
Place:
1 Logistics
2 Service scape
Reachability, equipment, imago
Where do you work/do you meet your customers
How can people reach you
What about atmosphere, safety
How does your place look
Facilities
Image
Marketinginstrument Price
How much do you want to earn?
How much would you want to earn?
How much do you earn at this moment?
What is your minimum you need?
How much do you expect to live in comfort?
How much do you expect to earn?
Bruto modal income NL is according to CPB in
2010 € 31.930, ca. € 2.660 per month. (2009
same)
This means netto± € 1613,96,--
How do you determine your price?
competition
Based on production cost
Based on
Based on what the
All
c
onsumer wants to pay for it
3 ways are important!
Price elasticity
Elasticity: difference in price causes change in
demand
Negative elasticity is normal: higher prices, lower
sales
When Elastic: demand changes more than price
In-elastic: demand changes less than price
Break Even Analyse
Fixed costs/
Price- variabele costs
Example: organize a concert, and give away a free
cup of coffee during the intermission
Fixed costs:
hall, piano, publicity, flowers
Variable costs:
coffee, fee per visitor imposed by management of hall
Price:
What´s the BE point?
What about promotion?
Who is you target group?
Where and how can you reach them?
How do you want to promote yourself? (Positioning)
Choose
the right medium!
Exercise:
You organize a concert:
What are you going to do?
Who is your targetgroup?
Where and how can you reach them?
How do you want to promote yourself?
Choose your medium-media
When: Timeline
Forms of promotion
Advertising
Free Publicity
Direct Marketing
Word of Mouth
Personal selling
Handige hulpmiddelen
Handboek Pers en Publiciteit
Kamervraag (adressen podia): www.kamervraag.nl
www.beroepkunstenaar.nl
Direct Marketing:
Waat is direct marketing?
Anybody of you already uses direct marketing?
Need for a database
How do you build a database?
Legal consequences