marketing instruments: product, prijs entrepreneurship 2010
TRANSCRIPT
MARKETING INSTRUMENTS: PRODUCT, PRIJS
Entrepreneurship 2010
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 productExtended productPerceived product
Product mix
BrandServiceQualityWarrantyAssortmentDesignAccessoriesPackaging
Product-life cycle
growth
introduction
maturitysaturation
decline
Market size
time
Quality
Perception-Expectation = QualityP - E = QZone 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 Logistics2 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?
Based on competition
Based on production cost
Based on what the consumer wants to pay for it
All 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 costsExample: organize a concert, and give away a free
cup of coffee during the intermissionFixed costs: hall, piano, publicity, flowersVariable costs: coffee, fee per visitor imposed by management of
hallPrice: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
AdvertisingFree PublicityDirect MarketingWord of MouthPersonal selling
Handige hulpmiddelen
Handboek Pers en PubliciteitKamervraag (adressen podia):
www.kamervraag.nlwww.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