Lecture "Marketing metrics - Chapter 3: Market and sales forecast" presentation of content: Competitiveness metrics, market projection. Invite you to reference. | 9/18/2015 Chapter 3: Market & Sales Forecast Contents • Competitiveness metrics • Market projection Competitiveness 1 9/18/2015 Key metrics • Market share ◦ Revenue /unit market share ◦ Relative market share ◦ Market concentration • Penetration ◦ Market penetration ◦ Penetration share Market share • Purpose: key indicator of market competiveness • Market share: The percentage of a market accounted for by a specific entity Market .
