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Pricing for Profitability: Activity-Based Pricing for Competitive Advantage by John L. Daly
When pricing a product, you have to get it right. Overpricing will lead to lost sales that would have been profitable at a lower price, while underpricing leads to sales that bring revenue without profit. Activity-based pricing is a new paradigm for improving profitability by reducing the occurrence of pricing mistakes and placing less emphasis on increasing revenue and more on improving profits. Pricing for Profitability will help any company set prices that are both attractive to buyers and profitable for the company. 
High-Tech Ventures: The Guide for Entrepreneurial Success by C. Gordon Bell, John E. McNamara (Contributor)
This book is written primarily for people who are creating the future high-tech world by designing, building, and marketing innovative products. More specifically, it is for all engineers, engineering managers, entrepreneurs and intapreneurs. The book provides insight into the problems entrepreneurs face and gives a model for successful startup companies in a formal checklist. 
Tested Advertising Methods (Prentice Hall Business Classics) by John Caples, Fred E. Hahn
Tested Advertising Methods (Prentice Hall Business Classics)
A Must Have Marketing Book
Ogilvy on Advertising 
by DAVID OGILVY
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business".
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MARKET RESEARCH
Business is a very complex operation, hard work and your product or service aren't enough. Market is very important area where the trading of goods or services takes place. In order to succeed and correctly identify your target market, your product or service, you need to do careful market research. This is an organized study of the facts important to your business. These facts can be gathered from primary or secondary data.
PRIMARY DATA
 You could hire a market research firm to gather the primary data you need, or you could gather the information yourself. Primary data can be collected by observation, survey and experimentation.

OBSERVATION - People in the market place are observed, or watched, either directly or using hidden camera.

SURVEY - Survey is a list of questions that is prepared to find specific information. A survey can be conducted in person, by telephone or by mail.

EXPERIMENTATION - Experimentation involves testing the interest in a product or service by trying it out in a particular area. For example, a local flea market or craft show could help you determine the possible interest in a particular product. This type of research can be very costly because you have to develop your product or service before you can test it.

Marketing Management 
by Philip Kotler
Marketing Management
This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
How Customers Think: Essential Insights into the Mind of the Market
by Gerald Zaltman
Building on research from disciplines as diverse as neurology, sociology, literary analysis, and cognitive science, Zaltman offers rich insights into what happens within the complex system of mind, brain, body, and society as consumers contemplate their needs and evaluate products. Zaltman illustrates how leading companies are "mining the unconscious" "-with remarkable results, and introduces innovative tools and techniques that help marketers:
* Develop research questions that speak to the unconscious brain.
* Evoke valuable meaning through a customer's metaphors-and instill those images in brand communications. 
* Measure consumer reactions to marketing stimuli-and alter advertising or positioning strategies accordingly.
* Build "consensus maps" that reflect a market segment's universal thinking-and reengineer them to boost customer satisfaction, loyalty, and sales.
* Understand how their own minds work-and how they can think in creative new ways. The mind of the market is waiting to be explored. Make sure your competitors don't get there first. 
How to Really Create a Successful Business Plan: Step-by-Step Guide 
by David E. Gumpert
How to Really Create a Successful Business Plan: Step-by-Step Guide
This guide leads budding entrepreneurs through the process of creating effective and successful business plans. With detailed outlines and examples from thriving companies, new business owners are counseled to identify the strategic purpose for their plan, to determine the kind of plan they want to write, and to put their best ideas on paper. Step-by-step exercises at the end of each section enable entrepreneurs to develop the plan that is tailored to their needs. A financial roadmap breaks down the process for making accurate financial projections, and a follow-up section advises the new business owner on effective plan revision. Included are excerpts from plans of famous business moguls Frank Carney, founder of Pizza Hut, Mo Siegel, founder of Celestial Seasonings, and Ben Cohen, founder of Ben & Jerry's.
How to Really Start Your Own Business, Fourth Edition by David E. Gumpert
How to Really Start Your Own Business, Fourth Edition
W.D.Bygrave, professor of entrepreneurship, Babson College "Gumpert's how-to book is simply the best. No would-be entrepreneur should launch a business before reading this book." 
COMPETITIVE STRATEGY: TECHNIQUES FOR ANALYZING INDUSTRIES AND COMPETITORS by Michael E. Porter
More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors,, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. 
Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porter's rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.
Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know 
by Philip Kotler

 
SECONDARY DATA
Information collected by other people for some other purpose is known as secondary data. Secondary data is available from various government agencies, professional and trade associations, universities, libraries, and other businesses. Keep in mind that effective marketing needs up-to date market research. Sometimes the material you collect from secondary data is useful, but you may need to invest in primary data to ensure you have the most current information in your field.

It is very important to examine your product or service as it is to understand your target market. You need to learn all you can about your potential clientele and competition by acquiring as much accurate and specific information about them as possible. That, basically, is what market research is all about. In order to properly identify the market for your business, you need to consider a number of issues and questions, but market research basically breaks into three categories:

YOUR PRODUCT OR SERVICE
YOUR CUSTOMERS
YOUR COMPETITION
YOUR PRODUCT OR SERVICE
To increase your chances of product or service success, you must know many important things about your product or service. Visiting the competitors, testing  manufactured goods or the services of potential competitors is an informal and very valuable process. 
Keep a record of the answers to these questions:
1. Is there a need for your service or products? If yes, is that seasonal or year-long?
2. Do you know what to charge to cover your costs?
3. Are your prices competitive?
4. How important is low price?
5. Is service more important?
6. Must you include delivery cost in your price?
7. What will discounts do to your markup?
8. Must you give discounts for cash, volume, distributors, salespeople?
9. Are your products unique, eye appealing, higher quality or better designed?
10. Must you offer a guarantee?
11. What will be your return policy?
12. Must you stock parts for service?
13. How much is normal advertising costs for your products?
14. What media? How often? Seasonal?
15. Is any free publicity available?
16. Do you have a trademark or logo? Is it registered?
17. Will you need an advertising agency?
18. If you are buying how much of each (size, color ) will you buy? From whom?
19. Can you return unsold merchandise?
20. Have you stock control plan to avoid overstock, under stock and out of stocks?
21. Have you established a line of credit with your suppliers? How long?
22. If you are a manufacturer how will you sell - through dealers, distributors,  sales agents or  direct to the your consumer?
23. What type of distribution is common in the industry?
24. Do transportation costs dictate the best method of distribution?
25. What percentage of the market will you get?
YOUR CUSTOMERS
Experience has shown that the more focused you are about your target market, the greater your chances of success. You must identify as precisely as possible WHO will buy from you and WHY. Any target market is broken down into smaller groups or segments known as market segments. The most common market segments are based on age, income, ethnic background, geographic location and education.
AGE - Buying habits and tastes differ from one age group to another. Each of these age groups has different needs and wants. For example teenager will spend money on entertainment and clothing, people in family years will spend most of their money on shelter, food, clothing and education for their children. You need to know what age groups your product or service will appeal to. Use the following groups as a guide:
YOUTH (up to 13 years)
TEENAGERS (13 to 19 years)
YOUNG ADULTS (20 to 29 years)
FAMILY YEARS (30 to 50 years)
GOLDEN YEARS (50 to 65 years)
LEISURE YEARS (from 65 years on)
INCOME - The amount of money a person earns is an important factor in his or her spending patterns. Discretionary income is the amount of money left over after all necessities have been paid for, it is money available to spend on luxury items.

ETHNIC BACKGROUND - Our country is mosaic, made up of people from many cultural and religious backgrounds and they preserve their cultural heritage by maintaining the customs and traditions of their ancestors. It will be wise to investigate these customs and traditions if your market includes people from various ethnic background.

GEOGRAPHIC LOCATION - Geographic location also has a large influence on buying patterns. People living in rural area have different needs, and wants than people living in a large urban centers.

EDUCATION - Education gives people the knowledge to be selective. Today people achieving higher levels of education and becoming better-informed consumers. They know good value for their money and, as result, demand better quality products.
Market research helps you answer many questions:
1. Who are your customers? (age, sex, income bracket, level of education)
2. Where do potential customers live, play, shop?
3. What are their household compositions?
4. What are their current buying habits?
5. What motivates them to buy your products?
6. Do they have specific needs or wants that aren't being fulfilled?
7. How often do they buy? Seasonal?
8. What do they like and not like about the products/service of your potential competitors?
9. What price would they be willing to pay for your service?
10. What are the key criteria in making the buying decision?
11. Who makes the buying decisions?
12. How they will pay for your product or service? Cash or credit?
13. Can you afford to carry accounts receivable?
14. If you are selling to other businesses you need to know how many employees they have?
15. What are their main products or services?

YOUR COMPETITION
Analyze the market and accurate all information about your competition. The clearer you are at outset about the competition you'll face, the better your business will be and the greater your chances of success will be. Doing your own research is good way to start. 
Try to answer to these questions:
1. How big, how old, how strong they are?
2. What percentage of the market do they have?
3. What makes their product or service different from others?
4. Do they concentrate on quality or volume?
5. Are their prices perceived as low, medium or high?
6. Do they offer discounts? What kinds? How often?
7. Is their product or service known by name?
8. What kind of promotion do they use? Free samples? Giveaways?
9. How do they distribute their service or product?
10. Where are they located and is location important to their success?
11. Are they targeting specific customers?
12. What's good or bad about their product or service?
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