【优质】StrategicMarketManangement-7thEdition.pptVIP

Chapter 4 - Market and Submarket Analysis ? 2007 John Wiley Sons Chapter 4 - Market and Submarket Analysis PPT 4-* Market/Submarket Analysis Chapter Four Copyright ? 2010 John Wiley Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in Section 117 of the 1976 United States Copyright Act without the express written permission of the copyright owner is unlawful. Requests for further information should be addressed to the Permissions Department, John Wiley Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages, caused by the use of these programs or from the use of the information contained herein. Chapter 4 - Market and Submarket Analysis PPT 4-* Dimensions of a Market Analysis Emerging submarkets Actual and potential market and submarket size Market and submarket growth Market and submarket profitability Cost structure Distribution systems Trends and developments Key success factors Emerging Submarkets Relevance! Chapter 4 - Market and Submarket Analysis PPT 4-* Chapter 4 - Market and Submarket Analysis PPT 4-* SUV Hybrid Marketing the Wrong Product Chapter 4 - Market and Submarket Analysis PPT 4-* “Having great products is not enough. You need to make what customers want to buy.” - David Aaker Chapter 4 - Market and Submarket Analysis PPT 4-* Brand Preference Brand Relevance SUV Determine Brands to Consider Mercedes Select Brand to Buy Lexus BMW Mercedes Select Product Category or Subcategory Customer Decision Process Chapter 4 - Market and Submarket Analysis PPT 4-* Questions to Help Structure a Market Analysis Submarkets Are augmented products, emerging niches, trend toward systems, new applications, repositioned product classes, customer trends, or new technologies creating worthwhile submarkets? How should they be defined? Size and Growth Potentially important submarkets? Size and gro