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1、Collecting Information and Forecasting DemandChapter 3Forecasting and Demand MeasurementMarket demand measuresPotential marketAvailable marketTarget marketPenetrated marketFigure 3.1Ninety Types of Demand MeasurementDemand measurement vocabularyMarket demand(Figure 3.2)Market demand vocabularyMarket
2、 shareMarket-penetration indexShare-penetration indexDemand measurement vocabularyMarket forecastMarket potentialCompany demandCompany sales forecastCompany sales potentialEstimating Current DemandTotal market potentialChain-ratio methodEstimating Current DemandArea market potentialMarket-buildup me
3、thodMultiple-factor index methodBrand Development Index(BDI)Table 3.5Estimating Current DemandIndustry sales and market shareEstimating future demandSurvey of buyers intentionsForecasting and purchase probability scaleComposite of sales force opinionsExpert opinionPast-sales analysisMarket-test method