Market Potential, Market Demand, and Market Share

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Market-Based Management, 4th edition

• Market Potential, Market Demand, and Market Share

Chapter Three
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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

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Market Definition

• Narrow vs. Broad Market Focus

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Market Opportunities

• Vertical vs. Lateral Market Demand

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Market Potential

• Market Penetration vs. Market Demand

Current Market Demand

Market Development Index (MDI)
Maximum Market Demand
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Five Forces of Market Potential

1. Awareness
2. Availability
3. Affordability
4. Ability to Use
5. Benefit Deficiency

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Market Growth

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

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Accelerating Market Growth
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Product Life Cycle

• Product Life Cycle and Marketing Profitability

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The Marketing Mix

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

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Market Share Development Tree
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Market Share Metrics

• Market Share
• Market Demand X Volume
• 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

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Market Development vs. Market Share
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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

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Marketing Performance Tools
Market Demand and Unit Sales Volume
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Marketing Performance Tools
Customer Adoption and Product Adoption
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Marketing Performance Tools
Customer Adoption and Product Adoption Forces
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Marketing Performance Tools
Market Share Index and Share Development Index
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Marketing Performance Tools
Market Share Index and Share Development Index