C9.2 Forecasting, the PLC, and Adoption

C9.2 Forecasting, the PLC, and Adoption - Chapter 9 Part B...

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Chapter 9 Part B
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You can't operate your business in a space that's as quiet as a library,or as noisy as a restaurant.
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Total Population = 238 M Fraction in Urban Areas x 0.74 Fraction in target age bracket (25-60) x 0.46 Fraction bothered by noise x 0.47 Population in Mkt for product = 38 M Fraction aware first year x 0.30 Fraction in market (need/interest) x 0.30 Fractional availability (channel) x 0.65 Fraction likely to purchase x 0.22 Population that will try product = 0.49 M Fractional repeat purchase rate x 0.58 Plus Units repurchased in first year = 0.28 M Total Units purchased in first year = 0.77 M
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Bottled Water Soft Drinks, VCR Net Books XBox Kinect Virtual Workspace
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Fads are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity
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Summary of Product Life Cycle
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Slow sales growth Little or no profit High distribution and promotion expense Introduction Stage
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Sales increase New competitors enter the market Price stability or decline to increase volume Consumer education Profits increase Promotion and manufacturing costs gain economies of scale Growth Stage
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Slowdown in sales Many suppliers Substitute products Overcapacity leads to competition Increased promotion and R&D to support sales and profits Maturity Stage
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Market modifying Product modifying Marketing mix modifying Maturity Stage Modifying Strategies
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Maintain the product Harvest the product Drop the product Decline Stage
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Opinion Leaders Skeptical Tradition Bound A small percentage never adopts Deliberate Adopters Risk Takers 2.5% Innovators What MAJOR Characteristic Describes Them?
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New/Cool Competitive Advantage Full Solution Cheap Solution Commodity
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Visionaries: “Break from the herd” Pragmatists: Stick with the herd Pragmatist don’t trust Visionaries
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This note was uploaded on 04/22/2011 for the course BUS M 341 taught by Professor Scottsmith during the Fall '10 term at BYU.

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C9.2 Forecasting, the PLC, and Adoption - Chapter 9 Part B...

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