market: real and potential
For Laura Fisher and Jorge Espejo, authors of "Marketing", the market is "actual and potential consumers of a product or service" [1]. Complementing this concept, both authors mention that there are three important elements:
The presence of one or more individuals to satisfy needs and desires.
The presence of a product that can meet those needs.
The presence of people who put the products available to individuals.
Philip Kotler, author of "Marketing Management", says the concept of exchange leads to the concept of market. In that sense, "a market is made up of all potential customers who share a specific need or desire that might be willing to participate in an exchange to satisfy that need or desire" [2]. Thus, market size, as determined by Kotler, depends on the number of people who express a need, have the resources of interest to others and are willing to offer in exchange for what they want [2]
For its part, Ricardo Romero, author of "Marketing", believes that the concepts are most common market are the following [3]:
meeting place where buyers and sellers, offering goods and services sales and transfers are made titles.
aggregate demand generated by potential buyers of a product or service. People
needs to satisfy, money to spend and spend.
In short, the market concept focuses on the latter as "any place, physical or virtual (as in the case of the internet), which exist on one hand, the presence of buyers with specific needs or desires to satisfy, money to spend and willingness to participate in an exchange to satisfy that need or desire. On the other hand, vendors that intend to meet those needs or desires with a product or service. Therefore, the market is the place where there are transfers of title. "
-------
for academic purposes Market will see the concept in two ways:
1. From the point of view of a geographical location, where suppliers and consumers meet.
2. And built by individuals, households, businesses or institutions that demand products, the marketing activities of an enterprise must be systematically designed to meet requirements individuals in these markets to provide better meet their specific needs.
We can be divided into:
Total Market. Comprised of the universe needs can be met by the offer of a business.
Potential Market. Formed by all entities of the total market in addition to wanting a service are in a good position to acquire them.
Target Market. This comprised of potential market segments that have been specifically selected as recipients of the management of marketing, is the market that the company wants and decides to capture.
Real Market. represents about which it has managed to reach consumers in target market segments that have been captured.
also analyzed other concepts that involve the market to fully understand what it is.
share or market share. is the participation of a firm in a given market. It should be clear whether the expression of the market share is in units or securities to appreciate the value of the figure
market demand: Refers to sales of a product to a particular part of the market for a limited period and specific marketing plan. Demand is based on having the final consumer products
Market Development: Strategy to be followed when a company has product you want to sell to a market that had not previously competed.
wear market: refers to the loss of market share by a product because of obsolescence or presence of competitors.
or market research: is the design, collection and analysis of information regarding the characteristics of a specific market. There different types; .- Observational Method, focus groups, surveys, pilot study .- Experimental method, quantitative and qualitative study.
Intelligent Market / Market Intelligence: consists in establishing a set of procedures in order to obtain updated information on the environment where the company moves.
Information obtained from sources outside the firm for use in the decision making process.
markets served. The company operates promotional efforts and concentrate all its resources.
exchange market. That which buy and sell currencies of various countries.
captive market. What is the group of people who by the circumstances in which they found can only acquire a particular product or just can shop at one point.
consumer market. The public buys products for personal use.
industrial market. Companies buy products for their production.
market resellers. buyers who buy products to sell to final consumers.
futures market. are signed a series of contracts for the purchase of goods or shares at prices prevailing at the time of contracting as with stock market values.
gray import market. was called to the presence in a market for products that have been sold by the manufacturer at a lower price to a third country and re-exported from there.
Mass Market. companies that target mass markets are those that have very generic products such as soft drinks.
Test Market. is a geographic area or market that is well defined and were elected to check on the ground tactics designed to introduce a new product or a promotional campaign, etc..
Available Market: There a group of consumers who meet the following characteristics: They have interest in the product or service, have financial possibilities to make the purchase and have access to it.
static market. Notes very uniform behavior of the volume of units moved.
Government Market. is formed by clients who are public institutions, state, federal, local councils, etc.
Organizational Market . Consumer group composed of organizations and companies that buy goods and services to make their own production. Companies operating in this market buyers are less than operating in the consumer market, looking
Market Sector consists of non-profit institutions such as hospitals, nursing homes, etc. Group a type of buyer with some motivations and needs that are different from those of industrial buyer
institutional market.
Market. refers to the market in the country where is located the headquarters of a company.
International Market. is composed of those territories which are outside the country where the company is based.
Latent Market. A group of people share a need or desire without cover, and does not yet exist.
Free Market. situation in which the government has a minimal involvement in market decisions.
Minimum Market. This sales level is achieved without the company make any promotional efforts.
Market not satisfied. In this market you can not access the assets you want because these are not available.
Penetrated Market. What is a group of consumers who have purchased the product from a company that operates in a market.
Potential Market. A population needs of a product or service that has the financial means, and might be interested in purchasing.
real market. The real market is one that is composed of a group of people who have need for a product or service that has the financial means to cover and is interested in acquiring.
Spot Market. market in which transactions occur in cash and delivery is immediate.
vertical market. In this type of market channel manufacturer, distributor, retailer, buyer suffers a series of changes that seek to improve the performance and costs. The manufacturer, distributor and retailer act as a single system in which cooperation.
Markets blocked. It refers to those markets, which for various reasons can not be penetrated by the companies. market niche. Fraction of a market segment that can be used as the target audience to promote a particular product.
market penetration. Strategy in which the company tries to increase its market share where it already sells its products.
Profile market. Demographic, cultural, geographical, that define consumers who form a market.