Marketing bán hàng - Chapter 12: Channels of distributionTaking possession vs. taking title (ownership) Compensation: profit/loss vs. fee/commission Employee vs. independent contractor
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Marketing bán hàng - Chapter 11: Reasons for sellingStrategic Buyers Competitors Related or Complementary Businesses Manufacturers of Related Products Companies with Announced Acquisition Plans Financial Buyers Management – ESOP Management Buy-out Firms Related Businesses High Net Worth Individuals
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Marketing bán hàng - Chapter 11: Product strategies: Branding & packaging decisionsSingle Brand - full attention for maximum impact - based on assumption of market homogeneity Multiple Brands - market segmentation - based on assumption of market heterogeneity
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Marketing bán hàng - Chapter 10: Attracting investorsInvestors are busy people, only contact those who are likely to be interested in the opportunity Look within the industry in which the business is focused Speak with other entrepreneurs in similar business fields who have successfully attracted investment Leverage the value of the internet – angel web-sites, crowd-funding (See Chapter 5) Networ...
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Marketing bán hàng - Chapter 10: Product strategies: basic decisions & product planningArguments for Standardization - simplicity and cost - consistent company or product image - musical recordings and works of art - industry specifications - cultural universals
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Marketing bán hàng - Chapter 9: Financial statementsEBITDA is the earnings before interest expense, interest income, income taxes, depreciation and amortization. It measures the profitability of a company’s operations without the impact of its debt, investments and long-term assets. It is the basic measurement of the day-to-day health of the company’s operations.
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Marketing bán hàng - Chapter 9: Foreign market entry strategiesAdvantages - quick expansion (entry) when capital is scarce - very low risk - allowing host country to gain technology and create jobs - allowing host country and licensee to keep most profit - circumventing trade barriers
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Marketing bán hàng - Chapter 8: Marketing research and information systemReliability - instrument yielding consistent results Internal Validity - instrument measuring what it is supposed to measure External Validity - ability to generalize research result to other populations
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Marketing bán hàng - Chương 8: Personal financingThe internet enables a new venture to develop without significant overhead costs Internet video conferencing for meetings Project management software such as Basecamp Outsourced HR software Locating experts who can work as “pay-as-you-go” consultants No need for offices, etc. etc. Use of MVP Use of Crowd-sourcing Such ventures can be much m...
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Marketing bán hàng - Chapter 7: Ownership questionsEstablish a procedure to fill vacancies on the board. Designate the executive officers of the company. Determine whether the officers should be elected by the stockholders or appointed by the board. Determine each officer’s title and responsibilities.
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