market analysis课件.pptVIP

Chapter 2 Market Analysis Market is really what marketing is all about How to reach and profitably serve the market, and in a socially responsible manner What does market mean for marketers? What is market? A physical place The set of all actual and potential buyers of a product or service A Collection of Buyers with 1. Specific needs and wants 2. Adequate purchasing power 3. Propensity to purchase Potential market Limited purchasing power discount, credit program (installment plan, deferred payment terms), substitutes No propensity to purchase Demonstration, exhibition, advertisement, sales promotion, … No specific needs Develop new usages Johnson’s baby shampoo “mild enough for everyday use” Define the market The first step in defining the market is to define the need The second step is to find out all the solutions available A bakery Bread and cakes market? Breakfast market? Food market? Southwest Airlines A small commuter air service in San Antonio, Texas Booming economy in the Golden Triangle (Houston, San Antonio and Dallas) Frequent business travels among the 3 cities What is the market? Should Southwest Airlines define its market as the air service market? Define the need first (what is the problem?) The need to travel by air? Or the need to move around among the 3 cities? Southwest Airlines defines its market as the commuter service market What are the available solutions? By air By rail By bus By car The marketing program developed by the Southwest Airlines should be able to get business away from other airlines, railways, the Greyhound (intercity bus company) and persuade car drivers to travel by air Southwest Airlines Low fare, short – haul, no frills Getting people to their destination on time at the lowest possible fares and making sure they have a good experience Making air travel affordable to a much wider segment of the U.S. population The tag line “ the freedom to fly” Define the market Avoid being too narrow or too broad P. 15 Consumer