Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 9

Your marketing plan needs a market-product grid to ( a ) focus your marketing efforts and ( b ) help you create a forecast of sales for the company. Use this step:
Use the information and the lost-horse forecasting technique (discussed in Chapter 7) to make a sales forecast (company forecast).