mktg 500 ch.3 market potential, market demand, and market share mktg 500: marketing concepts go...
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MKTG 500
Ch.3 Market Potential, Market Demand, and Market Share
MKTG 500: Marketing ConceptsGo Beach!
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MKTG 500
Strategic Market Definition of the Beverage Market
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MKTG 500
Broad Strategic Market Definition
“……..” provides three key benefits:
It opens the window of opportunity to a broader set of customer needs.It provides better understanding of potential substitutes and competitive threats.It helps a business better understand fundamental customer needs.
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MKTG 500
Market Potential
“……..” is the maximum potential for the market definition.
For instance, what is the market potential for disposable diapers?=> The number of babies between newborn and 2y. The market potential (maximum number) for personal computers is estimated to be 250 million per year.
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MKTG 500
Maximum Market Potential and Current Market Demand
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MKTG 500
Market Penetration and Market Development Index
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MKTG 500
Customer Adoption and Market Development
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MKTG 500
Market DemandAt any point in time, the market demand for a product is made up
of new customers to the market and existing customers who continue to purchase the product.
Example: Market demand for PCs Existing customers for PCs repurchase at an average rate of
every four to five years. Then, the market demand in 2005 can be written as:
Market demand in 2005= replacement purchases + New customer Purchase= Average 1999 and 2000 + entering market in 2005= 125 million + 75 million= 200 million
Question: What will be the market demand for PCs in 2010?
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MKTG 500
Product Life Cycle and Market Demand
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MKTG 500
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MKTG 500
PC Market Demand and Marketing Profitability
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MKTG 500
Sales Forecast
How much to produce?
Volume (Units) = Market Demand(Units)*Market Share
IF the unit volume forecast is correct, and a plant with the right level of capacity in built, total production volume will be near plant capacity, and the best production economies will be achieved.
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MKTG 500
Market Share Development Tree