This is a summary of the whole course of Quantitative Business Techniques (T1+T2). This summary includes an explanation from the lecturer, definitions, PowerPoints, formula's of excel exercises, etc.
Chapters:
- 2: External Analysis: Market
- 3: Market Analysis: Segmentation
- 4: Statistics
...
Table of Contents
2 - External Analysis: Market..............................................................................................2
2.1 Purpose, Use and Sources.......................................................................................................2
2.2 Market and Market Development...........................................................................................2
2.2.1 Definitions...............................................................................................................................................2
2.2.2 Market Development: The Product Life Cycle (PLC)..............................................................................3
2.2.3 Classification of Demand: Initial, Additional, Replacement and Potential Demand..............................3
2.2.4 Different Demand Levels and Their Relation to the Definitions............................................................3
3 - Market Analysis: Segmentation.....................................................................................5
Why Segmentation? .....................................................................................................................5
Requirements for Effective Segmentation......................................................................................................6
Segmentation Criteria (customer profiles)......................................................................................................6
Method 1: Segmentation Based on Category Development Index (CDI).......................................7
Method 2: Brand Development Index...........................................................................................7
Brand Opportunity Index.................................................................................................................................8
Segment > Differentiation...............................................................................................................................8
Segment > Differentiation > Budget allocating...............................................................................................8
Method 3: Segmentation based on Consumer panels...................................................................9
4 - Statistics......................................................................................................................10
Part 1..........................................................................................................................................10
04 460 theory Q MA v2..................................................................................................................................10
Part 2 - Regression......................................................................................................................11
5 - Digital Marketing........................................................................................................12
Digital Metrics.............................................................................................................................12
05_ex01_keywords - with help.....................................................................................................................12
05_ex02_fashionblog....................................................................................................................................12
05_ex03_Dell.................................................................................................................................................12
Email Marketing..........................................................................................................................13
05_ex04_ShoesOnline...................................................................................................................................13
05_ex05_barnesnoble...................................................................................................................................13
2.1 Purpose, Use and Sources
It's important that you can make a correct estimate of the market demand.
Market demand determines potential sales.
2.2 Market and Market Development
2.2.1 Definitions
Market = a place (physical or virtual) where (potential) customers (=demand) and suppliers (=supply)
meet each other
Market potential = a theoretical quantity, e.g. the maximum sales of a certain product that all
suppliers jointly could obtain with maximum effort, in a certain period in a certain market. It can not
be influenced by single company.
Market potential = # consuming units * quantity purchased per unit * purchasing frequency
basis * intentensity * frequency
Market potential should be compared with the market forecast.
If the market potential is greater → then an effective sales and marketing campaign can fill up this
'gap' which is called potential demand.
Market forecast = a realistic estimate or prediction of the total sales by all suppliers in a certain
period. It is a part of the market potential.
¿ customers that purchased the product ∈a certain category
Market penetration rate % =
¿ total population
¿ customers that purchased the product of a certain brand
Brand penetration rate % =
¿ total population
The penetration rate rives an indication of the popularity of a brand (brand penetration) or
category/product form (market penetration).
Sales potential = an estimate of the optimum sales of a certain product that an individual
organization can achieve, in a certain period. It can be influenced by the company.
Sales forecast = an organization's expected turnover of a product, in a certain period. It is influenced
by marketing and sales department of the organization itself, but also by sales potential and market
forecast.
Primary demand = the total sales volume effectively purchased in a certain period. This means that
it is not a prediction nor an estimate.
e.g. According to the market research company Nielsen there were 25 million bottles of health
drinks sold in the province of Leicestershire last year.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ssssssssss. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $10.72. You're not tied to anything after your purchase.
