marketing strategies - score chapter 114营销策略分114章

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1、MarketingStrategiesKnowYourMarketYourbusinesswillnotsucceedjustbecauseyouwantittosucceed. Determiningifthereisamarketforyourproductsorservicesisthemostcriticalitemofplanning.Onceyoudecideonyourproductorservice,youmustanalyzeyourmarket--aprocessinvolvinginterviewingcompetitors,suppliersandne

2、wcustomers.However,beforeyoubeginresearchingyourmarket,youshouldtakeabrief,butclose,lookatyourproductorservicefromanobjectivestandpoint.Intermsofachecklist,youshouldaskyourselfthefollowingquestions:-Isthisproductorserviceinconstantdemand?-Howmanycompetitorsprovidethesameserviceorproduct?-Ca

3、nIcreateademandformyproductorservice?-CanIeffectivelycompeteinprice,qualityanddelivery?-CanIpricemyproductorservicetogivemetheprojectedprofit?Onceyouaresatisfiedthatthesequestionsareanswered,moveontoperformingyourresearch.Marketresearchisextremelybeneficial;theinformationgatheredcanincrease

4、yourprofitpotential.MarketResearch-Showsalternativeapproachestoyourmarket.-Providesamoreaccuratebaseformakingprofitassumptions.-Aidsintheorganizationofmarketingplans.-Assistsinthedevelopmentofcriticalshort/mid-termgoals.-Breaksdownyourmarket'sprofitboundaries.Unfortunately,manyentrepreneurs

5、failtocompletethiscriticalsectionoftheirbusinessplan.Collectingresearchdatacanbefrustratingunlessyouhavedefinedyourgoalsandorganizedthecollectionandanalysisprocess.Topreventthisfromhappening,youmustplanhowyouwillcollect,sortandanalyzetheinformation.Maintainanotebookandfileinwhichtostore,org

6、anizeandretrievedataasneeded.QuestionsToAskYourresearchshouldaskthesequestions:-Whoareyourcustomers?-Wherearetheylocated?-Whataretheirneedsandresources?-Isyourserviceorproductessentialintheirday-to-dayactivity?-Canthecustomeraffordyourserviceorproduct?-Wherecanyoucreateademandforyourservice

7、orproduct?-Whatareaswithinyourmarketaredecliningorgrowing?-Whatisthegeneraleconomyofyourserviceorproductarea?MarketDataKnowingyourmarketnotonlyrequiresanunderstandingofyourproduct,butalsoanunderstandingofyourcustomers'socio-economicconditions.Thisinforma