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Marketing Strategy
Measuring Market Oportunities
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Systematic Market Knowledge Systems
Source of the market knowledge to assess markets and
industries, understand buyer behavior, and prepare forecasts
Four key kinds of systematic market knowledge systems
•Internal records: examples?
•Marketing databases: examples?
•Competitive intelligence systems: examples?
•Client contact systems: examples?
• Plus marketing research targeted at particular marketing challenges
1-2
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Two Main Approaches For Sales Forecasting
Two Main Approaches For Sales Forecasting
• Top-down
• Bottom-up
• Which Is Better?
Both approaches have merits:
• Each process typically has access to different information,
and will likely result in different forecasts
• Using both methods concurrently adds confidence to the
forecast, if both methods produce similar results
• If the results of the two approaches differ, useful discussions
of the underlying assumptions will be surfaced
1-3
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
The Six Evidence-Based Forecasting Methods
• Statistical and other quantitative methods
• Observation
• Surveys or focus groups
• Analogy
• Judgment
• Market tests
1-4
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
 Thank You 
1-5

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3.2. measuring market opportunities

  • 2. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Systematic Market Knowledge Systems Source of the market knowledge to assess markets and industries, understand buyer behavior, and prepare forecasts Four key kinds of systematic market knowledge systems •Internal records: examples? •Marketing databases: examples? •Competitive intelligence systems: examples? •Client contact systems: examples? • Plus marketing research targeted at particular marketing challenges 1-2
  • 3. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. Two Main Approaches For Sales Forecasting Two Main Approaches For Sales Forecasting • Top-down • Bottom-up • Which Is Better? Both approaches have merits: • Each process typically has access to different information, and will likely result in different forecasts • Using both methods concurrently adds confidence to the forecast, if both methods produce similar results • If the results of the two approaches differ, useful discussions of the underlying assumptions will be surfaced 1-3
  • 4. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. The Six Evidence-Based Forecasting Methods • Statistical and other quantitative methods • Observation • Surveys or focus groups • Analogy • Judgment • Market tests 1-4
  • 5. McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.  Thank You  1-5