how can companies accurately measure and forecast demand
TRANSCRIPT
HOW CAN COMPANIES ACCURATELYMEASURE ANDFORECAST DEMAND ?
UNDERSTANDING THE MARKETING ENVIRONMENT AND CONDUCTING MARKETINGRESEARCH CAN HELP TO IDENTIFY MARKETING
SALES FORECAST PREPARED
BY MARKETING
FINANCE
PURCHASE
HR
MANUFACTURING
MEASURES OF MARKET DEMANDPOTENTIAL MARKET IS THE SET OF COMSUMER WITH A SUFFICIENT LEVEL OF INTREST IN A MARKET OFFER.
AVAILABLE MARKET IS THE SET OF COMSUMER WHO HAVE INTREST, INCOME, AND ACCESS TO PARTICULAR OFFER.
TARGET MARKET IS THE PART OF QUALIFIED AVAILABLE MARKET THE COMPANY DECIDES TO PURSUE.
PENTRATED MARKET IS THE SET OF COMSUMER WHO ARE BUYING THE COMPANY PRODUCT.
MAJOR CONCEPT IN DEMAND MEASUREMENT
MARKET DEMAND FOR A PRODUCT IS THE TOTAL VOLUME THAT WOULD BE BOUGHT BY DEFINED CUSTOMER.
MARKET FORECAST THE MARKET DEMAND CORRESPONDING TO THE LEVEL OF INDUSTRY MARKETINGEXPENDITURE.
COMPANY DEMAND IS THE COMPANY 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 CHOSEN MARKETINGPLAN.
COMPANY SALES POTENTIAL IS THE SALES LIMITAPPROACHED BY COMPANY DEMAND AS COMPANY MARKETING EFFORT INCREASE RELATIVE TO THAT OF COMPETITORS.
ESTIMATING CURRENT DEMAND
TOTAL MARKET POTENTIAL
AREA MARKET POTENTIALMARKET BUILDUP METHOD
MULTIPLE FACTOR INDEX METHOD
INDUSTRY SALES AND MARKET SHARES
ESTIMATING FUTURE DEMAND
SURVEY OF BUYERS INTENTIONS
COMPOSIT OF SALES FORCE OPINIONSEXPERT OPINION
PAST SALES ANALYSIS
MARKET TEST METHOD
Measures of market demandMajor concept in demand measurementEstimating current demandEstimating future demand
CREDIT
Philips kotler
Marketing Management : a south Asian perspective
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Prof. Sameer Mathur IIM-LMarketing Management : DR. Ajeet Kumar Shukla
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PRESENTATION BY
AJEET KUMARB. COM, MAHATMA GANDHI KASHI VIDYAPITHVARANASIINTERN IIM-L (MARKETING MANAGEMENT)MENTOR: PROF. SAMEER MATHUR
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