Market-Based Management, 4th edition

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Presentation transcript:

Market-Based Management, 4th edition Market Potential, Market Demand, and Market Share Chapter Three

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

Narrow vs. Broad Market Focus Market Definition Narrow vs. Broad Market Focus

Market Opportunities Vertical vs. Lateral Market Demand

Market Potential Market Penetration vs. Market Demand = Current Market Demand Market Development Index (MDI) = Maximum Market Demand

Five Forces of Market Potential Awareness Availability Affordability Ability to Use Benefit Deficiency

Market Growth Three Forces of Market Growth 1. Market Potential 2. Market Penetration 3. Rate of Entry

Accelerating Market Growth

Product Life Cycle and Marketing Profitability

The Marketing Mix Product Awareness Product Attractiveness Promotion and Advertising Channels Product Attractiveness Effect of Substitutes Price Acceptability Product Availability Distribution and Location Service Experience

Market Share Development Tree

Market Share Metrics Market Share Market Share Index (MSI) Market share = Sale Volume / Market Demand 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 (31, 72)

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 Market Demand and Unit Sales Volume

Marketing Performance Tools Customer Adoption and Product Adoption

Marketing Performance Tools Customer Adoption and Product Adoption Forces

Marketing Performance Tools Market Share Index and Share Development Index

Marketing Performance Tools Market Share Index and Share Development Index