【优质】MarketingResearchApplications.pptVIP

Marketing Research:Applications Assessing Market Potential: Sales Forecasting Defining market demand Demand can be measured at several levels Describing a market Penetrated Market Current number of users of a product or a service and the sales volume generated by them. Potential market Those people who have an interest in buying the product or the service Available Market Those people in the potential market having an ability to use the product/service. Served or Target Market The market that the firm can effectively compete in Source of Information: Secondary data Sample Survey Predicting Future Demand In choosing the appropriate forecasting method, the analyst must consider the following: The data that can be used: The accuracy, currency, representativeness, representativeness and extensiveness of data must be assessed before choosing a technique. The Technique: The analyst must have adequate knowledge about the technique and its limitations; he/she must be comfortable with it. Cost: Greater accuracy involves greater cost. Cost Vs. level of accuracy demanded must be assessed before choosing the technique Time horizon: The method or technique must be the most appropriate for the period of time in question. Approaches to Sales Forecasting Basic approaches to sales forecasting include: Stage 1. Environmental forecast about consumer spending, consumer saving, interest rate. Inflation, employment, investment etc.; Stage 2. Use the above data along with industry and environmental trends to forecast sales and profits to be earned by the industry. Often, this is not possible. I those cases, this stage is skipped. Stage 3. Develop a company sales forecast using the data in 2 above and assuming a given market share. Forecasting Sales of established products/services Two approaches with variants Questioning people to generate primary data Surveys of buyer intentions Sales-force opinion Expert opinion Analyzing historical data with Secondary data Time dependent appr