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This document discusses understanding the target market, which is an essential aspect of forecasting and demand measurement. It defines key market terms like potential market, available market, target market, and penetrated market. Understanding the target market involves analyzing the total market potential, current demand, and future demand for the area or segment the company wants to serve.
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This slideshare network of RECONNECT will provide all the presentation related to case studies, project presentations, educational, motivational slides & much more.
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Official fb group: facebook.com/groups/reconnecting.tech/
Rights are reserved for this presentation. Please inbox 1st to get permission to use this
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Market demand analysis helps companies understand consumer demand for products and services. This allows management to determine if they can successfully enter a market and generate profits. The first step is identifying the target market through surveys. Companies also assess what stage the business cycle is in - emerging, plateau, or declining. They develop products that meet specific consumer needs. Competition levels are analyzed to determine potential market share and profits.
Market planning industry and competition
Market planning: industry and competition ,
market planning: industry and competition
,
developing the marketing plan
,
distribution channel
,
analyzing the competition
,
swot analysis
Market feasibility
This document discusses the importance of conducting market research before launching a new product or service. It outlines several key objectives of market research, including understanding the target market and customers' needs and perspectives. The document then provides guidance on assessing the relevant market, identifying competitors and their offerings, determining the target audience, and understanding what customers want and how they will perceive the new offering. A variety of qualitative and quantitative primary and secondary research methods are described to help gather customer insights and competitive intelligence needed to ensure market feasibility and success.
Chap 5, forecasting demand
The document discusses different types of market demand analysis used by companies:
1) Market demand refers to the total volume that would be bought by customers in a defined area under certain conditions.
2) Market forecast estimates the demand that will actually occur based on current market conditions.
3) Market potential is the theoretical limit of demand in a given market.
It also discusses company-based demand analysis:
4) Company demand is a company's estimated share of the total market demand based on its products, prices, and marketing.
5) Company sales forecast estimates the sales a company expects to achieve in a given period.
6) Company sales potential is the theoretical limit of sales
Competitor Analysis
This document discusses competitor analysis for a hospitality marketing organization. It defines direct and indirect competitors and lists forces that can drive down prices. It also outlines the steps for conducting a competitor analysis, including identifying competitors, profiling them, understanding their strategies, and assessing strengths/weaknesses. Additionally, it describes different types of market-based competition and bases of competition between organizations. Finally, it lists factors to consider when analyzing competition within a category.
market anlysis SOFTware.pptx
The document discusses the importance of conducting a market analysis before launching a new business venture or product. It defines key aspects of a market that should be analyzed, including market size, segments, trends, growth rate, profitability, industry cost structure, distribution channels, and key success factors. Understanding these dimensions through primary and secondary research helps determine customer needs and identify business opportunities to effectively target the market.
marketanlysisfinal-150315090523-conversion-gate01.pptx
This document provides an overview of market analysis, including definitions of key terms like market size, segments, trends, and growth rate. It discusses the objectives of market analysis such as determining market attractiveness and identifying business opportunities. Important dimensions that are analyzed include market size, segments, trends, growth rate, profitability, distribution channels, and key success factors. The document also covers how to perform market analysis through primary and secondary research and how it can help answer questions about customers and inform strategic business decisions.
Chap012
This document discusses various methods for assessing international markets. It covers topics like market screening, environmental scanning, and different types of market screening including country and segment screening. It also discusses factors to consider in market screening like basic needs potential, financial/economic forces, political/legal forces, sociocultural forces, and competitive forces. The document then covers methods for collecting market data through surveys, trade missions/fairs, and the internet. It contrasts country screening with segment screening and provides criteria for identifying market segments.
Bmgt 311 chapter_2
This chapter discusses the marketing research industry. It provides a brief history of the industry beginning in the early 1900s. There are two main types of marketing research firms - internal suppliers that conduct research for their own organizations, and external suppliers that are hired by other companies. External suppliers can be full-service firms that handle entire projects or limited-service specialists. The industry aims to improve ethical standards and practices through initiatives like best practice guidelines and certification.
Market analysis
A presentation about the Market analysis done when opening a new business venture, also including the dimensions of Market/Sub-Market analysis.
Export management
This document provides an overview of export management. It aims to gain knowledge about international trade and the import/export process. It defines key terms like exports and importers. It discusses the scope and functions of exports, including improving standards of living and opportunities for economic growth. Factors that influence export marketing are explored, including controllable factors like resources and uncontrollable factors like policies and exchange rates. Market analysis, intelligence, research and selection processes are outlined. Finally, it discusses export planning, marketing, development and various entry strategies into foreign markets.
Bmgt 311 chapter_2
The document summarizes the marketing research industry, including its history and structure. It discusses how the industry has evolved from early studies conducted in the 1900s to address the needs of large manufacturers. Today, marketing research is conducted by both internal company teams and external supplier firms of various sizes. The industry faces criticisms around ethical issues and an overemphasis on techniques rather than understanding client businesses, though professional associations work to address these concerns and improve standards.
Demand analysis ed
demand analysis meaning, objectives, steps in market demand analysis,collection of information. characterization of market, methods of demand forecasting, market planning
MARKETING FUNCTION
The document discusses different forms of business organization and their key characteristics. It covers sole proprietorship, partnership, joint stock company (private and public limited), cooperative society, and joint Hindu family business.
The three main forms discussed are:
1) Sole proprietorship where one individual owns and manages the business.
2) Partnership where two or more individuals jointly own and operate a business.
3) Joint stock company where a company is formed by shareholders with transferable shares and limited liability. Private and public limited companies are discussed.
The document compares advantages and disadvantages of each form and their legal registration requirements.
Saratoga marketing talk
This document provides information on marketing a product. It discusses defining the customer need, going through the marketing cycle of delivering the product and communications, and checking customer satisfaction. It also outlines three generic marketing strategies - cost leadership, differentiation, and focus or niche strategy. The fundamentals of marketing - the six P's of product, place, price, promotion, people and producer - are explained. The document stresses the importance of understanding customers, competitors and production potential when developing an effective marketing strategy.
Opportunity Analysis, Market Segmentation, and Market Targeting by Mostafa E...
This document discusses opportunity analysis, market segmentation, and market targeting. It defines key terms like market, market segmentation, and market targeting. It also describes how to analyze opportunities, segment markets, target specific segments, and estimate market sales potential and forecasts. The key steps in opportunity analysis, segmentation, targeting, and sales estimation are outlined.
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Marketing notes (1)
This document discusses strategic planning for small businesses. It explains that strategic planning involves defining a business strategy and allocating resources to pursue that strategy. For small businesses, strategic planning should focus on dominating niche markets rather than having a small share of broad markets. The strategic plan needs to be changed when warning signs emerge, such as declining sales from core customers or changes in the competitive landscape. The strategic planning process is important for small business success and survival.
Marketing notes (1)
This document discusses several marketing challenges faced by business organizations and ways to overcome them. The key marketing challenges mentioned are rapidly changing customer needs and expectations, increasing domestic and global competition, the rising popularity of the internet, and having too many options to choose from. The document recommends ways for organizations to overcome these challenges, including becoming a learning organization through training, conducting market research, reevaluating the traditional 4Ps marketing mix framework, and adopting a marketing concept focused on customer satisfaction rather than sales. It also discusses different marketing philosophies and concepts as well as an overview of services marketing.
Ch 13
Pricing is a key decision for any business. Companies must carefully consider factors like costs, competition, perceived value and demand to determine the right price point. An optimal price balances making a profit with attracting customers and market share. Firms also adjust prices over time based on sales performance and changing market conditions.
Ch 12
The marketing environment consists of internal and external forces that influence a company's ability to transact business. The microenvironment includes forces close to the company like customers, suppliers, competitors, and publics. The macroenvironment comprises larger societal forces like demographic, economic, natural, technological, political, and cultural factors. Marketers must monitor these forces and take a proactive approach to managing the environments to create favorable conditions.
Ch 9
This document discusses service marketing and defines key characteristics of services. It notes that the service sector has grown significantly and now accounts for 60-75% of output in developed economies. Services are defined as activities that are intangible and don't result in ownership. Services have unique characteristics compared to products, including intangibility, inseparability, variability, perishability, and lack of ownership. A service continuum is used to categorize different types of offerings based on their tangible and intangible components. The key is that for services, production and consumption occur simultaneously and quality may vary between instances.
Ch 8
Marketing programs require careful planning to be effective. A marketing plan outlines the target audience, goals, budget, timeline, and tactics. It guides the implementation of promotional activities, messaging, and campaigns to attract customers and drive sales.
Ch 5
Developing and positioning your brand is crucial. You must define what makes your brand unique and how it can solve customer problems better than competitors. Researching target audiences and crafting a clear brand message that resonates with them will help you effectively position your brand in the marketplace.
Ch 3
This document defines and discusses key concepts for conducting an internal analysis of an organization, including organizational resources, capabilities, core competencies, and distinctive capabilities. It explains that an internal analysis identifies an organization's strengths and weaknesses by evaluating its vision, missions, strategies, resources, capabilities, and competencies. Conducting an internal analysis enables a firm to better understand itself and make strategic decisions.
Ch 2
Consumer behavior refers to the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. It analyzes how emotions, attitudes and preferences affect buying behavior. Understanding consumer behavior is crucial for businesses to develop effective marketing strategies.
Ch 1
The document discusses market opportunities in 1 paragraph. It likely focuses on identifying potential areas for business growth or new product lines based on current market conditions and trends. In a concise yet informative manner, it outlines some key opportunities the company could pursue to expand its customer base and increase profits.
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Ch 4
- 1. 4. Understanding of target market
- 2. Forecasting and Demand Measurement Essential Aspects • The market • Market demand • Company demand and sales forecasts • Current demand • Future demand • Market • Potential market • Available market • Target market (served market) • Qualified available market • Penetrated market
- 3. Forecasting and Demand Measurement Essential Aspects • The market • Measuring demand • Company demand and sales forecasts • Current demand • Future demand • Market demand – Market minimum – Market forecast – Market potential – Nonexpansible vs. expansible markets – Primary vs. secondary demand • Market forecast • Market potential
- 4. To accompany A Framework for Marketing Management, 2nd Edition Forecasting and Demand Measurement Essential Aspects • The market • Measuring demand • Company demand and sales forecasts • Current demand • Future demand • Company demand • Company sales forecast • Sales quota • Sales budget • Company sales potential
- 5. Forecasting and Demand Measurement Essential Aspects • The market • Measuring demand • Company demand and sales forecasts • Current demand • Future demand • Total market potential • Area market potential – Market-buildup method
- 6. Forecasting and Demand Measurement Essential Aspects • The market • Measuring demand • Company demand and sales forecasts • Current demand • Future demand • Many Forecasting Methods: – Buyer intentions survey – Composite of sales force opinions – Expert opinion – Past-sales analysis – Market-test method