Marketing -- Handout -- Overheads

Marketing -- Handout -- Overheads - MARKET RESEARCH I....

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MARKET RESEARCH I. THREE BASIC STEPS TO MARKET RESEARCH A. NATIONAL ECONOMIC TRENDS 1. GROSS NATIONAL PRODUCT 2. HOUSING PERMITS AND STARTS 3. HOUSING LEGISLATION 4. MORTGAGE MONEY 5. ECONOMIC NEWS B. LOCAL ECONOMIC TRENDS 1. HOUSING VOLUME 2. HOUSING SALES 3. OCCUPANCY TRENDS 4. BUILT AND UNSOLD NEW HOMES (COMMUNITY INVENTORY) 5. FORECLOSURES 6. FUTURE ECONOMIC OUTLOOK 7. RATE OF HOUSEHOLD FORMATION 8. FUTURE GROWTH AREAS C. YOUR OWN SECTOR 1. ANALYZING THE RELEVANT CENSUS TRACT 2. PLOTTING THE ORIGIN OF EXISTING HOMEOWNERS 3. RIDING AND ANALYZING THE AREA II. INTERVIEW OF BUYERS AND NON-BUYERS A. THOSE WHO HAVE BOUGHT FROM YOUR COMPANY B. THOSE WHO HAVE BOUGHT FROM YOUR COMPETITORS C. THOSE WHO HAVE NOT BOUGHT AT ALL
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III. COMPETITIVE EVALUATION A. LOOK FOR GAPS IN THE MARKET B. ESTABLISH A PROFILE OF THE SUCCESSFUL AND UNSUCCESSFUL C. PAY SPECIAL ATTENTION TO THE COMPARATIVE VALUES OFFERED BY THE COMPETITION 1 MARKET STUDY I. ANALYZE THE MARKET -- WHAT IS YOUR MARKET? A.
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Marketing -- Handout -- Overheads - MARKET RESEARCH I....

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