Chapter Six. Measuring Market Opportunities. Keys to Good Forecasting. Make assumptions explicit Then debate the assumptions, not the forecast itself Collect data to verify or refute the assumptions Use multiple methods Top down Bottom up.
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Measuring Market Opportunities
(1) Reduced from actual response of 70%. See Exh. 6.2.
Targeting Attractive Market Segments
Sources: Adapted from George S. Day, Analysis for Strategic Market Decisions (St. Paul: West, 1986), p. 204; D. F. Abell and J. S. Hammond, Strategic Market Planning Problems and Analytical Approaches (Englewood Cliffs, NJ: Prentice Hall, 1979); and S. J. Robinson, R. E. Hitchens, and D. P. Wade, “The Directional Policy Matrix: Tool for Strategic Planning,” Long Range Planning 11 (1978), pp. 8-15.