1、【市场营销英文版】【市场营销英文版】04Demand2022-11-8【市场营销英文版】04DemandDemandMeasuring and forecasting market demand is probably the first major task of a marketer.Needed information for market opportunities:Size Growth Profit potentialSales forecasts are based on estimates of demand.【市场营销英文版】04DemandDemand:MarketsWay
2、s 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.Pe
3、netrated market:set of consumers who are buying the companys product or service.【市场营销英文版】04DemandDemand: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 unde
4、r 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
5、 environment.【市场营销英文版】04DemandDemand: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 m
6、arketing 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.【市场营销英文版】04DemandDemand:Estimating Current DemandImportant Areas of Focus:Total Market Potential(TMP):the maximum
7、 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.【市场营销英文版】04Dem
8、andDemand: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 Index【市场营销英文版】04DemandDemand:Estimating Cur
9、rent 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
10、arbitrary nature could cause inaccurate total estimates.【市场营销英文版】04DemandDemand: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 t
11、he 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 act
12、ual market size.【市场营销英文版】04DemandDemand: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 foreca
13、sting methodology.【市场营销英文版】04DemandDemand:ForecastingMost companies follow a three step process when developing a sales forecast.Macroeconomic forecast Industry forecast Company sales forecast【市场营销英文版】04DemandDemand:ForecastingMethods for sales forecasting:Survey of buyers intentions Composite of sales force opinions Expert opinions Past Sales analysis Market test method【市场营销英文版】04Demand2022-11-8【市场营销英文版】04Demand
