小企业管理知识讲义之五(英文版)(ppt 22页)
小企业管理知识讲义之五(英文版)(ppt 22页)内容简介
小企业管理知识讲义之五内容摘要:
SMALL BUSINESS MANAGEMENT MARKET NICHE:
1. Group of Customers with SimilarPurchasing Patterns
2. Relevant Price Range ProducesProfit
3. Defensible against All Comers
SEGMENTING THE MARKET:
1. Demographics: Age, Sex, Race, Income,Location, Transportation, Etc.
2. Shopping Habits: When, Where, Impulse,Planned Purchases, Etc.
3. Method of Payment: Cash or Charge.
MARKETING RESEARCH:
1. Secondary Sources: Library, SBA,
Trade Associations, Chamber of
Commerce, Suppliers, Banks, Etc.
2. Primary Sources: Interviews, Questionnaires,
Mail and Telephone, Demonstrations, Etc.
3. Collect and Collate the Information.
What is the Data Telling You?
4. Need to Know: How Many Units can
You Sell at What Price?
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