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The Demand ()
Demand Effect Negative No Demand Latent Falling Irregular Full Overfull Unwholesome Meaning Against it Indifferent Available is unsatisfactory Such as in HC Vaccination, Psychiatry Blood Donation Screening Programs Cancer, aging, birth control Marketing Task Analysis Positive Promotions Find ways to connect (benefit) with market Measure size of potential market Remarketing (creative) OR Stop service Alter time pattern: pricing - pro. - access Maintenance Demarketing ($access, $ pro#price) [selective] Anti-product campaign [De-marketing]
Any service at any hospital at any time Time Variation Satisfied acc. to capacity Higher than capacity Unpleasant, harmful Emergency (night, WE) Pediatricians (school y.) Any service ERs, OP clinics or PCP in insurance policy Smoking, drugs, alcohol etc
Explanatory Story
Imagine you're going to a wedding party with the intention of seeking a beautiful woman for marriage using the privilege of your being rich and youre trying to show it in all useful means
Interpretation
Party The Party Men & Women in the Party Women in the Party The Marriage Being Rich Useful Means Business The Marketplace The Population The Market The Service (Product) Competitive Edge Marketing Mix
Interpretation (cont)
Party Women in the Party Single women Single women seeking marriage Single beautiful women seeking marriage The 3 women you get introduced to The 1 you will propose to
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Business Market Potential Market Available Market Available Qualified Market Served Market Penetrated Market
Total population
100%
Potential market
100%
40%
Available market Qualified available market Served market
20% 10% 5%
Potential market
10%
Penetrated market
Potential Market
Penetrated market
Ford More Cars with the same price Demand does not change
Distance-adjusted index
Market attractiveness falls off with the square of the distance of the market from the location of the service. Travel much farther to see a specialist.
Market Attractiveness
Square Distance
+ve relationship with market size -ve relationship with market location