3.1 Concrete market vs. Abstract market.
3.2 Levels: Budget, Generic, Product category, Brand.
3.3 Market = Segment = Demand.
3.4 Use of the term ‘Demand’: – Initial demand, Replacement demand, Additional demand. – Extension demand (Growth demand). – Effective demand, Potential demand, Total demand (Total effective market). – Budget demand, Generic demand, Product (category) demand, Brand demand. – Primary demand, Secondary demand, Selective demand. – Derived demand. – Term ‘Disposal’.
3.5 Concepts Snapshot and Flow.
3.6 Diffusion and Adoption (Adaptation).
3.7 Penetration degree (PD) and Cumulative Penetration degree (CP). – Relative- and Absolute Penetration.
3.8 Parfitt and Collins’ approach for market share forecasting (Fast moving consumer goods). – Forecasting market- and sales volumes (Durables).
3.9 Market forms: Monopoly, Oligopoly, Polipoly (Monopolistic competition).
3.10 PMC (Product Market Combination, Ansoff), PMTC (Product Market Technology Combination, Abell).
3.11 Market segmentation: Criteria and variables. – Aggregation, Segmentation, Concentration (Focusing, Market niche).