产业动态与全球市场解析.ppt

Consideration Regarding Pruning Market growth rate and share of market Is market penetration possible for us? Are marketing costs increasing more than revenue? Are there opportunities for our other products on the market? Share of key customers’ purchasing budget Are our customers’ businesses growing or declining? Are our customers loyal to us? Are we loyal to them? Can we supply our key customers with other products? Can we build relationship with them? Rate of technological change within the market Customer Value Analysis (CVA) What is our net gain in serving this particular customer? Create a profit profile comparing the profit contribution of each customer. Determine the source of the profit Assess the value elements beyond profits Determine the overall value ranking within the customer group Determine the marketing requirements for serving the customers Develop a sales/marketing programme commensurate with the customer’s value Assess the growth (or decline) that is expected to occur in each customer’s demand for the vendor’s products Assess the degree of market risk associated with each customer Assess the marketing efforts required to satisfy the needs of the current buyer mix Preferences for Alternative Approaches to Market Knowledge Acquisition Firm level considerations Size Decision-making tradition Degree of internationalisation Top management education and professional background Industry/market considerations Industry traditions Cultural determinants Concepts of rationality and knowledge Types of International Market Research Single country research Multi-country research Independent multi-country research Sequential multi-country research Simultaneous multi-country research A Model of Market Opportunity Analysis Issues Size of market Marketing strategy requirements Competitors’ market strategies and customer responses Requirments Demand analysis Segementation analysis Industry analysis Competitor analysis Channel analysis Industry Analysis Ind