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Was sind Marktkennzahlen?

Marktanteil
tatsächliche Marktstellung eines Produktes oder Anbieters
z.B. Apple hat mit seinem iPod xx% vom Marktvolumen

Marktvolumen
absolute, momentane Grösse des Marktes
z.B. der Markt der Mediaplayer umfasst ein Umsatzvolumen von xxx

Marktpotenzial
Erwartung in welcher Grösse ein Markt in bestimmter Zeit wachsen kann
z.B. im nächsten Jahr nimmt das Umsatzvolumen vom Markt Mediaplayer um 15% zu

Marktkapazität
rein theoretischer Wert, welcher eine mögliche Marktgrösse beschreibt, falls in einer bestimmten Periode die Produkte gratis abgegeben werden würden
z. B. Apple könnte in der Schweiz die iPods maximal an x,xx Mio Menschen verteilen, welche in der Lage sind das Produkt zu nutzen

Marktsättigungsgrad
prozentuales Verhältnis, in welchem Mass ein bestimmter Markt bereits besetzt ist, bzw, um wieviel er noch wachsen dürfte

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Flashcard info:

Author: Dada

Main topic: BWL

Topic: Marketing

Published: 22.03.2010

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