Ch. 11: Business Development and Planning. Business Development. The search for opportunities and the structuring of business entities to exploit those opportunities with current or near term organizational capabilities. Involves: creation and analysis of markets and market segments
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The search for opportunities and the structuring of business entities to exploit those opportunities with current or near term organizational capabilities.
Usefulness of Forecast determined by:
Marketing Forecast attempts to account for:
Often involve statistical manipulation of historical data
The TALC and PLC Superimposed
PLC – Total Sales
TALC - Sales from New Adopters/ period
Ever Changing as New Customer Groups Emerge at Different Stages:
Range of Major Sales-Driven Effort
Range of Initial Business Development for Each Offering
Range of Major Translation Effort