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UPC notes


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UPC notes

  1. 1. Marketing Lesson 1 Blue Ocean & Canvas Model Sunday, November 10, 2013
  2. 2. BLUE OCEANS Leave aside competition Leave aside competition Create value through innovation RED OCEANS No innovation,do the same things Sunday, November 10, 2013 All that competes against each other Go beyond everything known Blue oceans develop form read oceans
  3. 3. Blue Ocean ‧unknown business ideas Red Ocean: ‧boundaries are defined and accepted as they are ‧creation of markets in areas that are not currently exploited ‧rules of competitive game known to all ‧create opportunities fore profitable growth and sustainable term ‧more competitors, therefore less chance to become more profitable Profit is what makes your business grows, or what kills your business. Blue oceans give a lot more profit than red oceans. Sunday, November 10, 2013
  4. 4. Canvas model 9. Cost Structure ◦ ◦ ◦ 9 building blocks 1. Customer segments ◦ ◦ ◦ fix cost variable cost economy 8. Network Partners (strategic partners) who am I going to target, who is my customer? diversified market? multisided ◦ ◦ suppliers partners to help out with specific sections 7. Key Activities 2. Value proposition (unique selling propositions) ◦ ◦ ◦ ◦ ◦ ◦ ◦ what value do I want to sell to my customers something new performance customize (specifications) design brand and status price (similar or different prices for products) ◦ ◦ ◦ 5. Inflows ◦ ◦ ◦ ◦ ◦ ◦ physical (facilities) intellectual (compromise) human Sunday, November 10, 2013 what I want to get, what will make your business grow and develop revenues know where to focus and how to build it 3. Distribution channels and communication ◦ 6. Key resources what are you doing with your resources production problem solving ◦ ◦ ◦ ◦ how are you letting them know about your product selling through partners or having your won channels web sales (partner sales) stores (own channels) the value proposition delivers to customers through communication, distribution and sales channels 4. Customer Relationship ◦ ◦ build a relationship what relationship does you product need ■ personal assistance ■ dedicated ■ self service ■ assistance
  5. 5. Marketing Lesson 2 Sunday, November 10, 2013
  6. 6. 4 patterns Separation Long Tail Multiple Platform Free Sunday, November 10, 2013
  7. 7. Labeling: -Provides consumer with information -Warnings Marketing mix:  product price promotion place Aesthetics Basic product concepts: -a product is a good, service -tangible attributes -intangible attitude Sunday, November 10, 2013 -global marketers must understand the importance of visual aesthetics -Aesthetic Styles differ around the world
  8. 8. Stamp of ownership Goes beyond name or service: relationship of company with customer A brand is the identity of the company Sentimental value behind a company, a logo Brands are big business Brands are yours, you make them, you unmake them, you decide what they mean Sunday, November 10, 2013
  9. 9. Finance Lesson 1 Entrepreneurship Sunday, November 10, 2013
  10. 10. Total cost: Average cost: FC + VC FC / quality + VC / quality IMPORTANT TERMS Opportunity cost Economy's of scale Fixed cost Variable cost Marginal cost Sunday, November 10, 2013 Economic cost
  11. 11. Key do's know your business in depth The Entrepreneurship Process understand financial statements develop a solid business plan manage financial resources learn to manage people effectively Sunday, November 10, 2013
  12. 12. Finance Lesson 2 Sunday, November 10, 2013
  13. 13. Resources used to produce goods and services: Elastic vs. Inelastic: -the more important the product the more inelastic SUPPLY & DEMAND Sunday, November 10, 2013 labor land capital entrepreneurship Concavity: increase of opportunity cost Utility: satisfaction when consuming something