Exam 8: The Marketing Plan

When products cannot be easily differentiated:

Networking can be used as an informal method of gathering primary data.

Discuss the major factors that should be considered in setting a product/service price. A.Costs - One of the important initial considerations in any pricing decision is to ascertain the costs directly related to the product or service (material and labor costs or cost of product from producer).Whether a manufacturer,retailer,or service venture,the entrepreneur would need to ascertain the approximate costs for overhead (some examples would be utilities,rent,promotion,insurance,and salaries). B.Margins or Markups - In many industries the retailers of the products use a standard markup to price goods in their stores.Given that the retailer maintains costs equivalent to the industry standards,this markup would be expected to cover overhead costs and some profit.Standard markups can be ascertained from trade publications or by asking suppliers.A lower markup and hence lower profit can be accepted by the entrepreneur and is a strategy used to increase demand in the short term (market penetration strategy)but could influence the competition to also lower its price,thus eventually reducing the profit margins for everyone. C.Competition - When products cannot be easily differentiated,the entrepreneur is forced to charge the same price as the competition.A higher price may also be supported by market research data.Innovations such as technology products or new drug products may warrant a higher price or skimming strategy for the new venture to recover some of its high development costs.In a non-differentiated product market,marketing research may reveal that consumers are willing to pay more if you offer service benefits such as free home delivery,guarantees on the life of the item,or free long-term repair.Although these services would increase the costs to the entrepreneur,they would establish a distinctive image for the product in a non-differentiated product category,allowing a higher price and,potentially,a higher-quality image than that of the competition.

It is a good idea to have several marketing goals,since it provides better clarity to the entrepreneur.

Generally speaking,entrepreneurs see the external environment as:

Focus groups typically consist of 10-12 potential customers.

The management team and the venture's company mission are examples of external environmental factors.

A marketing strategy and action plan is defined as specific activities outlined to meet the venture's business plan goals and objectives.