小企业管理知识讲义之五(英文版)(ppt 22页)

资料简介：

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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