market build-up method
Definition:
A method of estimating the market potential of a new or existing product. It calls for identifying all the potential buyers for the product in each market (segment) and adding up the estimated potential purchasers for each. Because it requires a list of all potential buyers and a good estimate of what each will buy, it is usually used by industrial goods companies operating in oligopolistic markets. See Oligopoly.
Cross-References:
[oligopoly]
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [George Avlonitis], [1998].