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Chapter 3 - Forecasting and Demand Measurement

This document discusses methods for forecasting and measuring market demand. It outlines different types of market demand like potential, available, target, and penetrated demand. It then describes various methods for estimating current demand such as calculating total market potential using number of buyers, quantity purchased, and price. Methods for estimating future demand are also presented, including surveying buyers' intentions, analyzing past sales data, and testing new markets.

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Ketan Sethi
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Download as PPTX, PDF, TXT or read online on Scribd
95 views

Chapter 3 - Forecasting and Demand Measurement

This document discusses methods for forecasting and measuring market demand. It outlines different types of market demand like potential, available, target, and penetrated demand. It then describes various methods for estimating current demand such as calculating total market potential using number of buyers, quantity purchased, and price. Methods for estimating future demand are also presented, including surveying buyers' intentions, analyzing past sales data, and testing new markets.

Uploaded by

Ketan Sethi
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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FORECASTING AND

DEMAND
MEASUREMENT
Forecast and Demand Measurement
• How can we measure market demand?
• Potential market
• Available market
• Target market
• Penetrated market
•
Market Demand Functions
A Vocabulary for
Demand Measurement
Market Demand
Market Forecast
Market Potential
Company Demand
Company Sales Forecast
Company Sales Potential
Estimating Current Demand:
Total Market Potential
• Calculations
• Multiply potential number of buyers by average quantity each
purchases times price
• Chain-ratio method
Estimating Current Demand:
Area Market Potential
Market-Buildup Method
Multiple factor Index Method
Estimating Future Demand

• Survey of Buyers’ Intentions


• Composite of Sales Force Opinions
• Expert Opinion
• Past-Sales Analysis
• Market-Test Method

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