Ch 3 Market Potential, Demand and Share (1).pptx - Market-Based Management Chapter 3 Defining Market Space and Estimating Market Potential Understanding

Ch 3 Market Potential, Demand and Share (1).pptx -...

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Market-Based Management Copyright Roger J. Best, 2012 MBM6 Chapter 3 Chapter 3 Defining Market Space and Estimating Market Potential Understanding Dynamics of Market Demand and the Product Lifecycle Understanding How Market Share is Achieved and Evaluating Share Strategies A narrow market definition limits your business opportunities. You have to see more to sell more. —Jack Welch, CEO, 1981–2000 General Electric
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Customer Focus, Customer Performance, and Profit Impact Defining Market Space and Estimating Market Potential MBM6 Chapter 3 Copyright Roger J. Best, 2012 The greatest threat to a business’s survival—and a major cause of missed market opportunities—is a narrow focus on existing product-markets .
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Product-Market Structure Copyright Roger J. Best, 2012 MBM6 Chapter 3 Forty years ago, several of these products did not exist, while others had not yet reached their tipping point.
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Market Definitions Copyright Roger J. Best, 2012 MBM6 Chapter 3 A broad market definition is essential for any business in order to understand and measure market demand, market potential, and market share. A narrow market definition , one adopted by design , is not always a limitation.
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Personal Computer Market Demand Copyright Roger J. Best, 2012 MBM6 Chapter 3 Knowing the maximum number of units that can be consumed by the defined market is of great strategic importance to a business: After a market reaches its full potential and saturates, new customers will be hard to find.
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Estimating Market Potential - PCs Copyright Roger J. Best, 2012
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  • Fall '19
  • Marketing, Product life cycle management, Roger J. Best

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