ERIC Number: ED205679
Record Type: Non-Journal
Publication Date: 1981
Reference Count: N/A
The 1980 V-TECS Marketing Study.
Hattwick, Richard E.; And Others
The Vocational-Technical Education Consortium of States (V-TECS) conducted a marketing study that considered the implications of six options for the organization's future. The first option is continuation of the status quo, which is dangerous because existing members may leave the consortium. The second option is the status quo combined with an effort to sell occupational analysis catalogs at a high price. This is found to be feasible if catalog prices for nonmembers are raised above the implicit price paid by members. Prices would have to be set so that nonmembers would pay $80,000 or more in order to get all of the catalogs. Catalog sales at the high price would not generate a large amount of revenue, compared with other options. The third option is to sell the catalogs at a low price; this strategy might generate a substantial revenue, and prices to members could be reduced. The fourth option is to expand membership by creating multiple membership categories, thus facilitating catalog sales in nonmember states and increasing the visibility of V-TECS. The fifth option is to add new products or services, such as curriculum and testing materials. Although this option could produce substantial revenue, V-TECS's performance in producing quality catalogs could suffer. The sixth option is to sell catalogs from the current inventory and use the proceeds to create an endowment. The income so generated would be far less than that needed to run the consortium. In choosing an option, the V-TECS must formulate a marketing plan (identify the consortium's purpose, objectives, and goals), and then develop a strategy and a marketing program. (KC)
Descriptors: Competency Based Education, Consortia, Cooperative Planning, Curriculum Development, Educational Finance, Educational Needs, Financial Policy, Financial Support, Job Analysis, Marketing, Occupational Surveys, Postsecondary Education, Problem Solving, Program Development, Reference Materials, Secondary Education, Vocational Education
Publication Type: Opinion Papers; Reports - Research
Education Level: N/A
Authoring Institution: Vocational Technical Education Consortium of States, Atlanta, GA.