市场营销 chapter 2.pdf

chapter 2 2 Framing the Market Opportunity Framing the Market Opportunity Hua Ying University of International Business and Economics Framing the Market Opportunity — Today’s Objectives  Objectives will be to:  Introduce the framework for market opportunity analysis  Discuss the identification of unmet and under-served needs  Examine the role of resources in evaluating market opportunities  Discuss how to assess the attractiveness of a market opportunity  Examine eBay’s market opportunity  Market research Chapter 2: Framing the Market Opportunity  Market Opportunity Analytic Framework  Use of the Customer Decision Process to Identify Unmet and Underserved Needs  The Role of Resources in Evaluating Market Opportunity  Assessing the Attractiveness of a Market Opportunity  EBay’s Market Opportunity  Market research  Conclusion Chapter 2: Framing the Market Opportunity  Market Opportunity Analytic Framework  Use of the Customer Decision Process to Identify Unmet and Underserved Needs  The Role of Resources in Evaluating Market Opportunity  Assessing the Attractiveness of a Market Opportunity  EBay’s Market Opportunity  Market Research  Conclusion Framework for Market Opportunity Seed Opportunity in Existing New Value System Influenced by the New Economy Identify Unmet and Underserved Need(s) • Competition occurs across industries rather than within industries • Competitive behav