Market-Based Management 6th Edition by Roger Best

Exercise 9

The four interactive marketing performance tools and application exercises outlined here will strengthen your understanding of market potential, the MDI, the market share index, the SDI, the product life cycle as it relates to profit, and sales forecasting. To access the tools, go to rogerjbest.com. You can determine the answers to many of the questions by entering the data in the questions. You may also enter other data to see the results, and you can save your work. The figure numbers in parentheses are related examples in Chapter 3, but the lettered instructions pertain to the online exercises.
Market Potential and Market Development Index (Figure 3-3)
A. How would the market potential and market development indexes change if each person had an average of 1.25 personal computers (that is, every fourth person had two personal computers)?
B. Estimate the worldwide market potential for soft drinks, using reasonable assumptions.