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An important part of market opportunity analysis is estimating the present and potential size of the market. Market size is usually measured by dollar sales and/or unit sales for a defined product-market and specified trifle period. Other size measures include the number of buyers, average purchase quantity, and frequency of purchase. Three key measures of market size are: marker potential, sales forecast, and market share.
The strategic marketing process
Journal of Strategic Marketing
SMART is a custom marketing research
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