DEMAND IN MARKETING
CONCEPT
Shows the market needs
Influenced by the:
Type of buyer
Avaible resources
Marketing actions
Competitors
Environment
DIMENSIONS
Product
- Brand demand
- Product line demand
- Company demand
- Total demand
Buyer dimension
Based on the types of buyer
Individual demand
Segment demand
Market demand
Subtopic
Based on the type of utility
Primary demand
Derived demand
Time dimension
Current demand
Short Term demand
Mid Term demand
Long Term demand
Geographic dimension
Local demand
Regional demand
National demand
International demand
Structure
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TYPES
Over-expressed demand
Overfull
Manucfacturing limited but demand > supply
Unwholesome
Bad social consequences
Protected
Needs to be protected
ESTIMATION FUTURE DEMAND
Time series projection method
Random walk
Moving average method
Average of successive observations
Exponencial smoothing method
Combination of an average of past demand and the most recent demand
Box-Jenkins
Autoregressive moving average
Graphic methods
Graphic sales representation
Casual methods
Regression models
Econometric models
Anticipated indicators
Dynamics of systems of equations
Input-output analysis
Forecast models for new products