06Measuring and forecasting Market Demand.pdf

Principles of Marketing
66--11
Session 6
MeasuringMeasuring andand forecastingforecasting
MarketMarket DemandDemand
Text: Chapter 4 ,Appendix 1
国际商学院市场营销学系
Outline
66--22
. LevelsLevels && StructureStructure ofof DemandDemand
. MeasuringMeasuring CurrentCurrent Demand,Demand,
AreaArea Demand,Demand, FutureFuture DemandDemand
. SalesSales ForecastingForecasting TechniquesTechniques
国际商学院市场营销学系
. LevelsLevels && StructureStructure ofof DemandDemand
国际商学院市场营销学系
I. Levels of Demand
6-4
l 6-4
Customer e
v
Territory e
L
Region ic Industry
h
Country p
ra
World g
o
pany
G
Product Category
Product line
Product Level
Product item
Time Level
Short- Medium- Long-
range range range
国际商学院市场营销学系
Structure of the Market Demand
66--55
Total Market
=Actual Market
(shared petitive brands within this category of product)
+Potential Market
(those who will probably e actual users of this product)
+No Market
(those who have no knowledge, no desire for this product )
国际商学院市场营销学系
. MeasuringMeasuring CurrentCurrent Demand,Demand,
AreaArea Demand,Demand, FutureFuture
DemandDemand
国际商学院市场营销学系
. MeasuringMeasuring CurrentCurrent Demand,Demand, AreaArea
Demand,Demand, FutureFuture DemandDemand
66--77
Current Demand
Market Area Demand
Future Demand
国际商学院市场营销学系
1. Measuring Current Demand
66--88
Market Demand
in the Specified
Market Time Period
Potential
Market
Forecast
Market Planned
Minimum Expenditure
Industry Marketing Expenditures
Market Demand
in the Specified
Market
Potential Time Period
(prosperity) Prosperity
Market
Potential Recession
(recession)
Industry Marketing Expenditures
国际商学院市场营销学系
Market Area Demand
66--99
Market-Buildup Method
IdentifyIdentify allall EstimateEstimate
ForecastForecast
potentialpotential purchasespurchases byby