MKT 407 Lecture Notes - Lecture 4: Guidant, Medtronic, Comparative Advertising
Document Summary
Johnson & johnson introduced first stent in us market in 1994. Guidant and medtronic planned their entry and wanted to grow the market by stimulating primary demand for the use of stents in vascular procedures. Primary efforts on pioneering new users for the stent procedures- j&j lost market share to guidant and medtronic since their stents were superior. Marketing forecast: must have clear understanding of specific events and actions that will cause our sales to increase. A good forecast is a realistic assessment of our ability to influence sales combined with a realistic prediction of events outside our control that might also influence sales. Source of volume: where our next year"s sales will be coming. There are finite, mutually exclusive number of sources of volume; hence we can further increase our focus at this stage of the big picture by determining exactly on which source of volume we intend to focus.
