kotler04_basic_marketingmanagement課件-資料下載頁
2024-10-18 15:17本頁面
【正文】 levels of satisfaction ? % of customers who would repurchase ? % of target market members with brand recall ? % of customers who say brand is most preferred 431 Tools to Measure Marketing Plan Performance ? Sales analysis ? Market share analysis ? ExpensetoSales Analysis ? Financial Analysis 432 Sales Analysis ? SalesVariance Analysis ? MicroSales Analysis 433 Market Share Analysis ? Overall market share ? Served market share ? Relative market share 434 MarketingProfitability Analysis Step 1: Identifying Functional Expenses Step 2: Assigning Functional Expenses to Marketing Entities Step 3: Preparing a ProfitandLoss Statement for each Marketing Entity 435 Distinguishing Types of Costs ? Direct ? Traceable mon ? Nontraceable mon 436 The Measures of Market Demand ? Potential market ? Available market ? Target market ? Perated market 437 Estimating Current Demand ? Total market potential ? Area market potential ?Market buildup method ?Multiplefactor index method ?Brand development index 438 Estimating Future Demand ? Survey of Buyers’ Intentions ? Composite of Sales Force Opinions ? Expert Opinion ? PastSales Analysis ? MarketTest Method 439 Purchase Probability Scale Do you intend to buy an automobile within the next 6 months? No Slight possibility Fair possibility Good possibility High possibility Certain
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