【市场营销英文版】04Demand课件.pptx

DemandForecasting and MeasurementDemandMeasuring and forecasting market demand is probably the first major task of a marketer.Needed information for market opportunities:SizeGrowthProfit potentialSales forecasts are based on estimates of demand.Demand:MarketsWays to classify markets:Potential market:set of consumers who possess a sufficient level of interest in a product or service.Available market:set of consumers who have interest,income,and access to a product or service.Target market:part of the qualified available market a company decides to pursue.Penetrated market:set of consumers who are buying the companys product or service.Demand:MeasurementKey Terms:Market demand:the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.Market demand is not a fixed number,but a function of the stated conditions.Market forecast:market demand estimate when using a specified marketing effort.Market potential:the limit approached by market demand as marketing efforts approach infinity for a given marketing environment.Demand:MeasurementCompany demand and Sales forecastsCompany demand is the companys estimated share of market demand at alternative levels of company marketing effort in a given time period.Company sales forecast is the expected level of company sales based on a chosen marketing plan and an assumed marketing environment.Company sales potential is the sale limit approached by the company demand as company marketing effort increase relative to competitors.Demand:Estimating Current DemandImportant Areas of Focus:Total Market Potential(TMP):the maximum number of sales that might be available to all firms in an industry during a given period,under a given level of industry marketing effort,and environmental conditions.Area Market Potential(AMP):the definition is the same as“Total Market Potential”,except area or region is considered.Demand:Estimating Current DemandMethods Used to create estimatesTMP:potential number of buyers x the average quantity purchased by a buyer x price(most common method used)AMP:Market Build-Up Method (B2B)Multiple Factor Index Method(B2C)Brand Development IndexDemand:Estimating Current DemandMarket Build-Up Method:identify all potential buyers and estimate their potential purchases.Multiple Factor Index Method:identify all potential factors that could create sales,assign a weight measure to each,then create a function/model.One problem is that weight assignments due to their arbitrary nature could cause inaccurate total estimates.Demand:Estimating Current DemandBrand Development Index:index/comparison of brand sales to product category salesApplication(two different beliefs)Lower the BDI,the greater the market opportunity(due to low penetration)Higher the BDI,the greater the market opportunity(due to existing customers,a chance to reinforce customer loyalty is present or more easily capture a greater market share)Lastly,knowing actual industry sales is important:identifying competitors and estimates of their sales.This information can indicate actual market size.Demand:Estimating Future DemandEstimating future demand is called forecasting,the art of anticipating what buyers are likely to do under a given set of conditions.The more unstable the demand,the more critical is forecasting accuracy and the more elaborate the forecasting methodology.Demand:ForecastingMost companies follow a three step process when developing a sales forecast.Macroeconomic forecastIndustry forecastCompany sales forecastDemand:ForecastingMethods for sales forecasting:Survey of buyers intentionsComposite of sales force opinionsExpert opinionsPast Sales analysisMarket test methodDemand:Market EvolutionChange is the only constant.(by unknown)New needs,competitors,technology,channels,and other factors always affect markets.This situation in turn cause markets to evolve.The four step process of market evolution:EmergenceGrowthMaturityDecline1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Sunday,April 23,20232、阅读一切好书如同和过去最杰出的人谈话。11:15:5811:15:5811:154/23/2023 11:15:58 AM3、越是没有本领的就越加自命不凡。4月-2311:15:5811:15Apr-2323-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。11:15:5811:15:5811:15Sunday,April 23,20235、知人者智，自知者明。胜人者有力，自胜者强。4月-234月-2311:15:5811:15:58April 23,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。23四月202311:15:58上午11:15:584月-237、最具挑战性的挑战莫过于提升自我。四月2311:15上午4月-2311:15April 23,20238、业余生活要有意义，不要越轨。2023/4/2311:15:5811:15:5823 April 20239、一个人即使已登上顶峰，也仍要自强不息。11:15:58上午11:15上午11:15:584月-2310、你要做多大的事情，就该承受多大的压力。4/23/2023 11:15:58 AM11:15:5823-4月-2311、自己要先看得起自己，别人才会看得起你。4/23/2023 11:15 AM4/23/2023 11:15 AM4月-234月-2312、这一秒不放弃，下一秒就会有希望。23-Apr-2323 April 20234月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Sunday,April 23,202323-Apr-234月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。4月-2311:15:5823 April 202311:15谢谢大家谢谢大家