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Market Potential and Sales Forecasting

Market Potential and Sales Forecasting

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Published by Rishab Mehta

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Published by: Rishab Mehta on Feb 22, 2012
Copyright:Attribution Non-commercial

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12/10/2012

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 Advanced MarketingBiMBA 2006
Chapter 6: Market Potentialand Sales Forecasting
Estimating the top line
 
 Advanced MarketingBiMBA 2006
W
hy estimate market potential?
Entry/exit decisions
Resource allocations
Location decisions
Set sales objectives & evaluate performance
Set forecast (% of potential)
 
 Advanced MarketingBiMBA 2006
Estimating potential for new product
Relative advantage over current product
Compatibility with current system / norms
Risk (monetary, social and psychological)
Rate of adoption of comparable products

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