KMBNMK02 Marketing Analysis UNIT-1 Introduction to Market Analysis Market Analysis Advantage and Disadvantage of Market Analysis Market Data Sources (Primary and Secondary) The New Realities of Marketing Decision Making Market Size : Data Sources Stakeholders, Applications and Approaches ( Top down and Bottom down) PESTEL Market Analysis Porter's Five Forces Analysis UNIT-2 Pricing Analysis Pricing Policy and Objectives Estimating Demand Curve: Estimating Linear and Power Demand Curve Optimize Price, Incorporating, Complementary Products Using Pricing Subjectively to Estimate Demand Curve Pricing Multiple Products Price Building and Non Linear Pricing : Pure Building and Mixed Building Determine Optimal Bundling Pricing Profit Maximizing Strategy Using Nonlinear Pricing Strategies Price Skimming and Sales, Revenue Management Pricing , Markdown Pricing and Handling Certainty UNIT-3 Sales Forecasting Regression Model to Forecast Sales Modeling Trend, Seasonality Ratio to moving Average Forecasting Method Conjoint Analysis as a Decompositional Preference Model Steps in Conjoint Analysis, Uses of Conjoint Analysis UNIT-4 Customers Analysis Customers Lifetime Value Measuring Customers Lifetime Value Using Customer Value to Value a Business Market Segmentation: Segmentation Targeting Positioning (STP) Framework Market Segmentation: Concepts and Importance Managing the Segmentation Process Deriving Market Segments and Describing the Segment Cluster Analysis and Market Segment Discriminant Analysis, Targeting The Concept of Product Positing, Perceptual Mapping UNIT-5 Market Basket Analysis Computing Two ways and Three ways Lift Allocating Retail Space Identifying the Sales to Marketing Effort Relationship and its Modeling Optimizing Sales Effort Advertising Analysis : Measuring the Effectiveness of Advertising Optimizing Advertising Pay Per Click (PPC) , Online Advertising
