文档介绍：Market Research & Sales Forecasting
What is Market Research?
Simply a matter of finding out as much as you can mitting yourself to an irretrievable step
When you do not have answers through your own Market Information and Intelligence System
What to find out?
What does the customer need?
Who is the target audience and how much can you find out about them?
What is petition?
Are there any gaps in the market?
Would the product be acceptable in the market?
Do I need Market Research?
Yes. Provided I know what I want.
The MR Process
What is the Marketing Problem?
What is the Research Problem?
Developing the Research Plan
Research Approach
Research Instruments
Collecting the Information
Analysing the information
Presentation of findings
Data sources
Reference Library
Directories of panies
The Bombay Stock Exchange
Industry/Trade Journals
Trade fairs and pany Annual Reports
Testing Product Acceptability
If your product is a knock - down kit , give it to the factory peon to assemble it.
Post the item back to yourself and assess the damage the transporter does to it.
Try various types of packaging and choose a suitable cost effective option.
Try a number of product names and determine which is more acceptable.
Sales Forecasting - Why is it necessary?
To raise the necessary cash for investment and operations
to establish capacity and output levels
to acquire and stock the right amount of supplies
to hire the required number of people
Market
A set of all actual and potential buyers of a product or service
Potential Market
A set of consumers who profess a sufficient level of interest in a product or service