The Strategic Role of Information in Sales Management
Subject: Marketing | Topics:

The sales forecast is an estimate of the dollar or unit sales for a specified future period. The forecast may be for a specified item of merchandise or for an entire line. It may be for a market as a whole or for any portion of it. Importantly, a sales forecast specifies the commodity, customer group, geographic area, and time period and includes a specific marketing plan and accompanying marketing program as essential elements. If the proposed plan is changed, predicted sales are also expected to change.

Sales potential refers to the portion of the market potential that a particular firm can reasonably expect to achieve. Market potential represents the maximum possible sales for all sellers of the good or service under ideal conditions, while sales potential reflects the maximum possible sales for an individual firm.

The Strategic Role of Information in Sales Management

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