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2015•Wiley Encyclopedia of ManagementRequires access

Demand Analysis in Practice

Ben Knight, John McGee

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Abstract

Abstract Demand analysis is important in two ways: (i) it provides a framework for analyzing price and other influences on the sales of the firm's products and (ii) it provides a baseline for pricing products, and marketing generally, and for forecasting and manipulating demand. It is built around the price–quantity relationship and the many ways in which this relationship is manifested. The different types of demand are shown and the linkage to return on capital.

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Abstract Demand analysis is important in two ways: (i) it provides a framework for analyzing price and other influences on the sales of the firm's products and (ii) it provides a baseline for pricing products, and marketing generally, and for forecasting and manipulating demand. It is built around the price–quantity relationship and the many ways in which this relationship is manifested. The different types of demand are shown and the linkage to return on capital.

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Available abstract

Abstract Demand analysis is important in two ways: (i) it provides a framework for analyzing price and other influences on the sales of the firm's products and (ii) it provides a baseline for pricing products, and marketing generally, and for forecasting and manipulating demand. It is built around the price–quantity relationship and the many ways in which this relationship is manifested. The different types of demand are shown and the linkage to return on capital.

Key concepts: Linkage (software), Demand management, Derived demand, Demand forecasting, Microeconomics, Economics, Industrial organization, On demand

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