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市场销售计划要求把对市场的各种定性了解,转变为对按商品、地区和顾客类型划分的特定需求的定量估计,而且这些估计必须符合未来市场需求的趋势。这些工作分别叫做需求衡量和需求预测。需求估计在实现三项重要的管理职能——市场销售机会“分析”,销售措施支出“计划”,市场经营“控制”——中是必不可少的。 (一)需求衡量的主要概念需求衡量是估计需求定量的活动。图9—1指出衡量需求的九十种不同类型。需求可按六个不同的产品层次(产品项目、产品小类、产品大类、公司销售、工业销售、全部销售),
The marketing plan calls for the qualitative understanding of the market to be transformed into a quantitative estimate of the specific needs broken down by commodity, region, and type of customer, and these estimates must meet the trend of future market demand. These tasks are called demand measurement and demand forecast respectively. Demand estimation is indispensable in realizing three important management functions—analysis of market sales opportunities, sales plan spending, and market management “control”. (A) The main concepts of demand measurement The demand measurement is an activity that quantifies demand. Figure 9-1 indicates the 90 different types of measurement requirements. The demand can be based on six different product levels (product items, product subcategories, product categories, company sales, industrial sales, all sales),