See WeinbergRobert S., “Top Management Planning and the Computer,”Chemical Marketing Research Association, Meeting, Cleveland (December 1965). For an in-depth consideration of the development and many uses of market structure profiles, see WeberJohn A., Growth Opportunity Analysis (Reston, 1976), 300 pp. This article presents a summary of some of the material in that book.
2.
For a discussion of this point, see LevittT.“Marketing Myopia,”Harvard Business Review, September, 1975, p. 26+.
3.
For examples of other methodologies for estimating market potentials for consumer markets, see: WolfeH. D.TwedtD. W., “Establishing Market Potentials,” Chapter Six of Planning and Managing the Promotional Mix; KotlerP., “Market Measurement and Forecasting,” Chapter Seven of Marketing Management, Prentice-Hall, 1972, pp. 192–225; and BrionJohn J., Corporate Marketing Planning: Wiley, 1967, pp. 355–63. For methodologies estimating market potentials in industrial markets, see: Appraising the Market for New Industrial Products, NICB-SBP No. 123 (espec. pp. 65–98); SternMark E., “Assessing Market Opportunities” in Market Planning, McGraw Hill, 1967; KotlerP., op. cit., Chapter 7; WolfeH. D.TwedtD. W., op. cit., Chapter 6; BrionJ. M., op. cit., pp. 364–374; and Sales Analysis, NICB-SBP, No. 113, pp. 18, 25, 34.
