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marketing management chapter 4

Chapter 4- Opportunity Analysis, market segmentation, and market targeting

• Consist of 3 interrelated activities: 1. opp. identification, 2. opp.-organization match- use SWOT analysis, 3. opportunity evaluation- 2 distinct phases; qualitative and quantitative.

• Opp. evaluation depend on 1. competitive activity, 2. buyer requirements, 3. market demand, 4. social, political, economic, technological forces, 5. org. capabilities.

• Find mkts that the org. can profitably serve

• May be considered to be the prospective buyers (ind. or org.) willing and able to purchase the existing or potential offering(product or service) of an org.

• Effective demand- buyers willingness or ability to purchase; depend on mkting mix.

. . .

• A pro-forma income statement should be prepared showing forecasted sales, budgeted expenses, and estimated net profit. serving a defined mkt in a specific time period. marketing mix activities and efforts of all org. expects to achieve based on a chosen mkting strategy and an assumed competitive environment.

Market sales potential and profitability

• Essential in opp. should provide answers to six questions:

• 1.

Approximate Word count = 545
Approximate Pages = 2 (250 words per page double spaced)

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