Brand Management – Explain the eight different questions

 

Q.1 (a) Explain the eight different questions that a product manager needs to answer to analyse current and potential customers. Explain each question with the help of a product category.

(b) Differentiate between potential and forecast. What are the objectives behind estimation of (i) market potential and (ii) sales forecasting? Explain any two methods of estimating (i) market potential and (ii) sales forecasting.

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