Measuring and Forecasting Demand

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Presentation transcript:

Measuring and Forecasting Demand Appendix 2

Measuring Current Market Demand Estimating Total Market Demand Total Market Demand Market Potential Primary Demand Total demand for product or service Selective Demand Demand for selective product or service within brand

Market Demand Market Demand in the Specified Period Market Potential Forecast Planned Expenditure Market Minimum Industry Marketing Expenditures

Total Market Demand Q = n x q x p Q = total market demand n = number of buyers in market q = quantity purchased by average buyer per year p = price of an average unit Variation: Chain ratio method [p. A-2]

Measuring Current Market Demand Estimating Area Market Demand Market Buildup Method [Table A1.1, p A-3] Market Factor Index Method Buying power index Sales & Marketing Management Survey of Buying Power Formula [page A-4]

Measuring Current Market Demand Estimating Actual Sales and Market Shares Industry Trade Associations Marketing Research Firms Nielsen Media Research

Measuring Future Market Demand Forecasting Future Demand Forecasting [ref. Table A1.2] Environmental Industry Company Sales

Measuring Future Market Demand Forecasting Future Demand Survey of buyer intentions Purchase probability scale Consumer sentiment measure Consumer confidence Business buying US Dept. of Commerce McGraw-Hill

Measuring Future Market Demand Forecasting Future Demand Sales Force Composite Expert Opinion Dealers, distributors, consultants, etc. Test Marketing Post Sales Analysis Leading Indicators

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