Presentation Transcript
Market-Based Management, 4th edition : Market Potential, Market Demand, and Market Share Chapter Three Market-Based Management, 4th edition
Market Potential, Market Demand, and Market Share: Market Potential, Market Demand, and Market Share Chapter Three
Various forms of Market Demand and Opportunities
Market Potential and Growth
Product Life Cycle
Marketing Mix and Market Share Performance
Market Share and Development Metrics
Market Definition: Market Definition Narrow vs. Broad Market Focus
Market Opportunities: Market Opportunities Vertical vs. Lateral Market Demand
Market Potential: Market Potential Market Penetration vs. Market Demand
= Current Market Demand Maximum Market Demand Market Development Index (MDI)
Five Forces of Market Potential: Five Forces of Market Potential Awareness
Availability
Affordability
Ability to Use
Benefit Deficiency
Market Growth: Market Growth Three Forces of Market Growth
1. Market Potential
2. Market Penetration
3. Rate of Entry
Accelerating Market Growth: Accelerating Market Growth
Product Life Cycle: Product Life Cycle Product Life Cycle and Marketing Profitability
The Marketing Mix: The Marketing Mix Product Awareness
Promotion and Advertising Channels
Product Attractiveness
Effect of Substitutes
Price Acceptability
Product Availability
Distribution and Location
Service Experience
Market Share Development Tree: Market Share Development Tree
Market Share Metrics: Market Share Metrics Market Share
Market Demand X Volume
Market Share Index (MSI)
Awareness X Preference X Intent to Buy X Availability X Purchase
Three Important Benefits of MSI
Share Development Index (SDI)
Actual Market Share/Potential Market Share
Market Development vs. Market Share: Market Development vs. Market Share
Takeaways/Review: Takeaways/Review Importance of Market Definition and Analysis
Encouraging Growth, PLC, and Hastening Adoption
Marketing Mix Performance
Market Share
Tree
Evaluation
Market Performance Metrics
Market Development Index
Market Share Index
Share Development Index
Marketing Performance Tools: Marketing Performance Tools Market Demand and Unit Sales Volume
Marketing Performance Tools: Marketing Performance Tools Customer Adoption and Product Adoption
Marketing Performance Tools: Marketing Performance Tools Customer Adoption and Product Adoption Forces
Marketing Performance Tools: Marketing Performance Tools Market Share Index and Share Development Index
Marketing Performance Tools: Marketing Performance Tools Market Share Index and Share Development Index