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INDUSTRY AND BACKGROUND NOTE

Marketing Analysis Toolkit: Market Size and Market Share Analysis

7 pages. Publication Date: Feb 04, 2010. Prod. #: 510081-PDF-ENG
Marketers frequently need to estimate the size of their markets -- both for existing products so that sales forecasts can be developed, and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales forecast using a market build-up methodology. Students learn to measure market demand and company demand and calculate market and product penetration rates and market share. The note gives students a foundation for analyzing mark... Read More »

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