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

2. 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

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

4. Market Opportunities
Vertical vs. Lateral Market Demand

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

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

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

8. Accelerating Market Growth

9. Product Life Cycle and Marketing Profitability

10. 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

11. Market Share Development Tree

12. 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

13. Market Development vs. Market Share
(31, 72)

14. 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

15. Marketing Performance Tools
Market Demand and Unit Sales Volume

16. Marketing Performance Tools
Customer Adoption and Product Adoption

17. Marketing Performance Tools
Customer Adoption and Product Adoption Forces

18. Marketing Performance Tools
Market Share Index and Share Development Index

19. Marketing Performance Tools
Market Share Index and Share Development Index