MK 6

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7 Terms

1
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BASES forecasting model

integrates data with marketing mix to create a forecast

2
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why adjust purchase intention?

correcting the surveyed purchase intention makes estimates more conservative

  • 80% of def buy

  • 30% of prob buy



3
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ACV all commodity volume

a measure of distribution intensity and breadth based on the sales in the stores that carry the product

4
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what is time period of a forecast?

forecasts project a year of sales, including trial sales and repeat sales

5
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awareness

a percentage of target customers who demonstrate recall or recognition

6
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BASES placeholders

adjusted purchase intent: 15%

awareness: 10%

ACV: 15%

7
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