產業動態與全球市場分析英文版(編輯修改稿)

　

【文章內容簡介】 ference in multicultured anisations ? Historybased preference ? Rulebased constraints Analysis Of New Market Opportunities ? TOYNE AND WALTER’S CLASSIFICATION ? incipient demand markets expected to exist in the future ? latent demand represents an untapped demand ? current demand. Analysis Of New Market Opportunities ? Classification of markets – Potential market – customers who have shown interest but lack purchasing power – Available market customers who have shown interest and have the purchasing power – Target market – the market segment that the vendor is prepared to serve ? perated (served) market ? unperated, (unserved) market Ansoff’s ProductMarket Framework ? Analysis of current market situations ? Changes in market segment configuration ? Changes in petitor situations ? Marketing mix gap analysis ? Customer value analysis ? Analysis of new market situations ? Industry changes ? Country economic, political, social changes ? Segmentation analysis ? Analysis of new product situations ? Benchmarking ? Potential customer needs/value analysis ? Analysis of opportunities for diversification Market Selection and Pruning Decisions ? Conventional Approaches ? Expansive Approach – Experimental and experiential knowledge acquisition ? Contractible Approach – Conventional analysis, screening model ? Globalised Marketing ? The Born globals – Shrinking market lag, global market segments – ConvergenceDivergence debate ? Conversion to Ebusiness – Problems of double track strategies ? selling global without global capacity ? peting with distributors Criteria for Market Selection ? Corporate objectives and goals for the market ? Profit? Market share? Long term presence? Product knowledge acquisition? Deterence of petitors/first mover advantage? ? Marketing requirements ? Existing marketing facilities in the country ? Corporate resources ? Potential petitor response ? What likely moves or strategy shifts will key petitors make? ? Where is the petitor vulnerable? Consideration Regarding Pruning ? Market growth rate and share of market ? Is market peration possible for us? ? Are marketing costs increasing more than revenue? ? Are there opportunities for our other products on the market? ? Share of key customers’ purchasing budget ? Are our customers’ businesses growing or declining? ? Are our customers loyal to us? Are we loyal to them? ? Can we supply our key customers with other products? ? Can we build relationship with them? ? Rate of technological change within the market Customer Value Analysis (CVA) ? What is our gain in serving this particular customer? ? Create a profit profile paring the profit contribution of each customer. ? Determine the source of the profit ? Assess the value elements beyond profits ? Determine the overall value ranking within the customer group ? Determine the marketing requirements for serving the customers ? Develop a sales/marketing programme mensurate with the customer’s value ? Assess the growth (or decline) that is expected to occur in each customer’s demand for the vendor’s products ? Assess the degree of market risk associated with each customer ? Assess the marketing efforts required to satisfy the needs of the current buyer mix Preferences for Alternative Approaches to Market Knowledge Acquisition ? Firm level considerations ? Size ? Decisionmaking tradition ? Degree of internationalisation ? Top management education and professional background ? In