Download 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