Market analysis

• Druk: Katowice, 2006
• Autor: Maciej Mitręga
• Wydawca: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

The present textbook came into existence mostly as theoretical and methodical guide in the range of complex and extensive subject matter of the market analysis. The author concentrated on the research projects based on secondary sources of information. They are commonly used in practice (also by small firms), because as a rule they are a lot cheaper than the field research. Consequently, the problems of using primary sources of information remained in the book limited only to pointing main methods. The textbook consists of five chapters. Every chapter comprises the short introduction to problems being reviewed. Discussion problems and numerical exercises can be found at the end of each chapter. Numerous cases of analytic activities are included in chapters. Some of these examples are based on the computer software available at most business schools or accessible free via Internet.

• Kategorie:
  1. Ebooki i Audiobooki »
  2. Ebooki »
  3. Ekonomia, biznes
• Język wydania: angielski
• ISBN: 83-7246-954-7
• ISBN druku: 83-7246-954-7
• Liczba stron: 129

PREFACE	9

Chapter 1
MARKET AS AN OBJECT OF ANALYSIS	13
1. Definition and structure of market	14
2. Market mechanism and equilibrium	18
3. Types of market	20
4. Determinants influencing markets	22
Discussion problems and exercises	24

Chapter 2
PROCEDURE AND INFORMATION SOURCES IN MARKET ANALYSIS	26
1. Market analysis versus marketing research	27
2. Decision-making process of market subjects	28
3. Objectives and process of market analysis	30
4. Sources of market information	32
5. Secondary sources of information  review	35
6. Obstacles in the analysis of the foreign markets using secondary information sources	38
7. Selected methods of gathering information from primary sources	40
8. Data preparation	42
Discussion problems and exercises	43

Chapter 3
DIAGNOSIS OF MARKET	45
1. Content analysis	46
2. Simple description of quantitative data	47
3. Market potential	49
4. Elasticity of demand	52
5. Market share analysis	58
6. Strategic group map	61
7. Analysis of distribution intensity	66
8. Analysis of advertising intensity	70
Discussion problems and exercises	72

Chapter 4
PROGNOSIS OF MARKET	75
1. Trend projection models	76
2. Qualitative methods of market development analysis	90
Discussion problems and exercises	92

Chapter 5
SPATIAL ANALYSIS OF MARKET	94
1. Procedure of the spatial analysis	95
2. Intensity indexes’ method	96
3. Feature standardizing method (point method)	97
4. Taxonomic methods	100
4.1. Method of absolute average differences and Tchekanovski’s diagram	102
4.2. Method of the relative differences	106
4.3. Method of square of differences	107
4.4. The Wrocław taxonomy (spanning tree) method	113
5. Reilly’s law of retail gravitation	117
6. Gini coefficient and Lorenz curve	119
Discussion problems and exercises	122

REFERENCES	125
LIST OF EXAMPLES	127
LIST OF FIGURES	128
LIST OF TABLES	129