Zenith-case summary

* Customer demand: Rather than basing on history and forecast sale of its products, the company should pay more attention in analyzing some uncontrollable factors such as inflation, recession, and currency exchange rate which may affect customers’ buying behavior.

Consumers have certain types of perceptions of price in correlation to the product quality and service; therefore, company should base their price on the customer’s perceived value (K&K). Some consumers are price sensitive, while others are quality or both. “The key to perceived-value pricing is to deliver more unique value than competitors and to demonstrate this to prospective buyers” (p.183). For example, Dish Network has introductory price for a year or two, then it bounces back to regular price. Also, the company offers different TV packages, which can be customized according to the station most watched or one can pick one of the package the company provides. I have been with Dish Network for more than 5 years and one thing that kept

After defining the problem that Marketing wants solved, you need to determine the main thrust of the research. Which of the following research directions would best serve to provide an answer to the business problem that you decided upon?

How are innovations in interactive television and online services expanding the strategies and tactics marketers employ today?

Trends and developments in the marketplace – Customer demand and product and services sales trends

We first predict the annual demand for the year 1972 based on trend for 4 months of 1972 based on corresponding months of 1971.

There are also demand conditions which consist of composition of home demand, size and pattern of home demand, rapid home market growth, and the push or pull of products into foreign and home countries. The overall state of demand conditions heavily influence the preparedness of a company to compete.

A market demand analysis is used to help understand how much consumer demand there is for a given product or service. This type of analysis will help determine if a business can successfully enter a market and generate enough revenue and profit to maintain the business. One must identify the market and the growth potential.

There are many reasons why a business enterprise should conduct researches before launching a new product. Some of the most important goals of such researches involve the following.

Price: Sensitive to the price elasticity of its product and overall consumer demand- i.e. offering low to high prices

Forecasting is the methodology utilized in the translation of past experiences in an estimation of the future. The German market presents challenges for forecasting techniques especially for its retail segment. Commercially oriented organizations are used to help during forecasting as general works done by academic scientists are not easy to come across (Bonner, 2009).

We first predict the annual demand for the year 1972 based on trend for 4 months of 1972 based on corresponding months of 1971.

The next set of forces is the threat of new entrants and possible substitutes that the TV service providers industry faces. Possible new entrants into the industry are Verizon, AT&T, Sprint, Apple, and Amazon. All of these entries could pose a strong threat to the industry. They have similar technologies and have the

Before, the concept of demand forecast was to serve the key functional groups in achieving their own interest. Facing the new challenges, forecast needed to be more accurate. And therefore it needed a new concept that is to have a consensus forecasting that would accurately reveal market demand and align the needs of key actors in the forecasting process. Leitax implemented two specific changes in forecasting process. The first one is to switch the focus from sell-in to sell-through and second one is to ignore capacity constraints.

Forecasting demand is the art and science of predicting future demand. There are several different techniques that can be employed alone or in combination with each other, depending upon the firm’s particular situation and the point in the product’s life cycle, and they are further classified as to the time horizon they represent. Forecasts are generally quantitative (relying on historical data) or qualitative (such as variable personal experiences).