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By: afsoon (153 month(s) ago)

hi ,i think it is not compeleted for marketing mix!

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

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