MARKET DEMANDTotal Market Demand is a function of stated
conditions, such as:geographic areatimegiven economic
conditionsgiven marketing expenditures
PRIMARY Versus SELECTIVE DEMAND
Primary demand: demand for all similarly defined
products/services (e.g., milk)Selective demand: demand for a
particular brand (e.g., Carnation 2% milk)
Demand Estimation ExercisesHow would you estimate demand in a
community for a Foreign film theater Self-storage
facilityAccounting services (CPA)
Common MethodsChain MethodMarket Buildup MethodStatistical
Demand Analysis
Forecasting Future Demand:MethodsAll are based on What people
saySurvey of Buyers IntentionsSales Force OpinionsExpert
OpinionsWhat people doTest marketsWhat people have donePast-Sales
analysis Statistical demand analysis
