Total market demand for a product or service is the total volume that would be bought by a defined consumer group in a defined geographic area in a defined time period in a defined marketing environment under a defined level of mix of industry marketing effort. The upper limit of market demand is called market potential.

In the chain ratio method of estimating demand, a base number is multiplied by a chain of adjusting percentages.

ZIVAGO sells HDTV and a recent marketing research survey found the following information:

Number of US households: 113 million

HDTV Ownership and internet access: 60% of the households.

Each household buys one HDTV. Average price: $ 500

30% of households are willing and able to buy HDTV

ZIVAGO wants to get 4% of the available market in the first year.

Use the chain ratio method to estimate

A. Market potential for HD TV

B Zivago sales volume in the first year

Panera bread is a chain of cafes serving sandwiches, soups, and freshly baked breads. the company began in 1981 with stores primarily located along the east coast of the united states. since then, the firm has expanded to over 1,300 locations throughout the united states and canada. the firm has strong earnings and has been designated by business week as a "significant growth company." panera bread executives are considering the idea of expanding globally by opening cafes in asia through a franchising strategy. which of the following, if true, supports the argument that panera bread should expand into asia through franchising? a: the panera bread menu changes rapidly, and each cafe's artisan bread bakers receive regular training on new recipes. b: panera bread executives want fast access to the asian market without a significant investment of capital. c: panera bread executives want to test the asian market with a short-term commitment that allows them to make quick profits. d: the panera bread mission is to make excellent bread available to customers around the world.

Afirm that makes electronic circuits has been ordering a certain raw material 250 ounces at a time. the firm estimates that carrying cost is i = 30% per year, and that ordering cost is about $20 per order. the current price of the ingredient is $200 per ounce. the assumptions of the basic eoq model are thought to apply. for what value of annual demand is their action optimal?

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