文档介绍：Chapter 8
Target Markets and Channel Design Strategy
Learning Objectives
Be familiar with the framework for market analysis and its four basic dimensions3>.
Know how market size relates to channel design strategy.
Know the concept of efficient congestion as it relates to market density.
Learning Objectives
Understand the meaning of market behavior in terms of the when, where, how, and who subdimensions.
Realize that any or all of the subdimensions of market behavior are subject to change.
A Framework for Market Analysis
Market Geography and Channel Design Strategy
Market geography refers to the geographical extent of markets and where they are located.
“What do our markets look like geographically?”
“How distant are our markets?”
Locating Markets
Metropolitan Statistical Areas (MSAs)
Postal Zip Codes
Figure A Framework for Analyzing Market Dimensions in Relation to Channel Design
Market geography
Market size
Market density
Market behavior
Target markets
A Framework for Market Analysis
Market Size and Channel Design Strategy
Market size, refers to the number of buyers or potential buyers (consumer or industrial) in a given market.
Bucklin developed a model relating market size to channel structure.
When the market size reaches the point Ue in Figure , the cost of the intermediary structure is equal to the direct structure. As the market es even