Principles of Marketing 6-1 Session 6 Measuring and forecasting Market Demand Text:Chapter 4,Appendix 1 制计价蜀易大孝 国际商学院市场营销学系
Principles of Marketing Measuring and forecasting Measuring and forecasting Market Demand Market Demand 6 － 1 6 － 1 Session 6 Text: Chapter 4 ，Appendix 1
Outline 6-2 I.Levels Structure of Demand II.Measuring Current Demand, Area Demand,Future Demand III.Sales Forecasting Techniques 国际商学院市场营销学系
Outline I. Levels & Structure of Demand I. Levels & Structure of Demand II. Measuring Current Demand, II. Measuring Current Demand, Area Demand, Future Demand Area Demand, Future Demand III. Sales Forecasting III. Sales Forecasting Techniques Techniques 6－2 6－2
1.Levels of Demand 6-3 Customer Territory Region Industry Co好 World Company Product Category Product line Product item ime Level Short-MediumLong- range rangerange 制卧经价蜀易大考 国际商学院市场营销学系
Industry Company Product Category Product line Product item Shortrange Medium- range Long- range World Country Region Territory Customer Product Level Time Level Geographic Level 6－3 6－3 I. Levels of Demand
Structure of the Market Demand 6-4 Total Market =Actual Market (shared by competitive brands within this category of product) +Potential Market (those who will probably become actual users of this product) +No Market (those who have no knowledge,no desire for this product 征制纤分贺多大学 国际商学院市场营销学系
Total Market =Actual Market (shared by competitive brands within this category of product) +Potential Market (those who will probably become actual users of this product) +No Market (those who have no knowledge, no desire for this product ) 6－4 6－4 Structure of the Market Demand
ll.Measuring Current Demand,Area 6-5 Demand,Future Demand 1.Measuring Current Demand 2.Estimating Market Area Demand 3.Forecasting Future Demand 征制纤价贸多大学 国际商学院市场营销学系
II. Measuring Current Demand, Area II. Measuring Current Demand, Area Demand, Future Demand Demand, Future Demand 1.Measuring Current Demand 2.Estimating Market Area Demand 3.Forecasting Future Demand 6 － 5 6 － 5