How can companies accurately measure and forecast demand

HOW CAN COMPANIES ACCURATELYMEASURE ANDFORECAST DEMAND ?

UNDERSTANDING THE MARKETING ENVIRONMENT AND CONDUCTING MARKETINGRESEARCH CAN HELP TO IDENTIFY MARKETING

SALES FORECAST PREPARED

BY MARKETING

FINANCE

PURCHASE

HR

MANUFACTURING

MEASURES OF MARKET DEMANDPOTENTIAL MARKET IS THE SET OF COMSUMER WITH A SUFFICIENT LEVEL OF INTREST IN A MARKET OFFER.

AVAILABLE MARKET IS THE SET OF COMSUMER WHO HAVE INTREST, INCOME, AND ACCESS TO PARTICULAR OFFER.

TARGET MARKET IS THE PART OF QUALIFIED AVAILABLE MARKET THE COMPANY DECIDES TO PURSUE.

PENTRATED MARKET IS THE SET OF COMSUMER WHO ARE BUYING THE COMPANY PRODUCT.

MAJOR CONCEPT IN DEMAND MEASUREMENT

MARKET DEMAND FOR A PRODUCT IS THE TOTAL VOLUME THAT WOULD BE BOUGHT BY DEFINED CUSTOMER.

MARKET FORECAST THE MARKET DEMAND CORRESPONDING TO THE LEVEL OF INDUSTRY MARKETINGEXPENDITURE.

COMPANY DEMAND IS THE COMPANY ESTIMATED SHARE OF MARKET DEMAND AT ALTERNATIVE LEVELS OF COMPANY MARKETING EFFORT IN A GIVEN TIME PERIOD.

COMPANY SALES FORECAST IS THE EXPECTED LEVEL OF COMPANY SALES BASED ON CHOSEN MARKETINGPLAN.

COMPANY SALES POTENTIAL IS THE SALES LIMITAPPROACHED BY COMPANY DEMAND AS COMPANY MARKETING EFFORT INCREASE RELATIVE TO THAT OF COMPETITORS.

ESTIMATING CURRENT DEMAND

TOTAL MARKET POTENTIAL

AREA MARKET POTENTIALMARKET BUILDUP METHOD

MULTIPLE FACTOR INDEX METHOD

INDUSTRY SALES AND MARKET SHARES

ESTIMATING FUTURE DEMAND

SURVEY OF BUYERS INTENTIONS

COMPOSIT OF SALES FORCE OPINIONSEXPERT OPINION

PAST SALES ANALYSIS

MARKET TEST METHOD

Measures of market demandMajor concept in demand measurementEstimating current demandEstimating future demand

CREDIT

Philips kotler

Marketing Management : a south Asian perspective

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Prof. Sameer Mathur IIM-LMarketing Management : DR. Ajeet Kumar Shukla

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PRESENTATION BY

AJEET KUMARB. COM, MAHATMA GANDHI KASHI VIDYAPITHVARANASIINTERN IIM-L (MARKETING MANAGEMENT)MENTOR: PROF. SAMEER MATHUR

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THANK YOU