Ideas Unlimited is a recently established consulting firm that specializes in providing retailers with information about regional sales trends. Typically, retail establishments are classified into three categories (specialty, niche, and general retailers). The current CEO of Ideas Unlimited wants to know the estimated demand in the market for its services. Accordingly, she instructs the firm's marketing department to identify all buyers in each category of retailers and derive a full demand assessment. The CEO is requesting a market demand estimate based on the
A) breakdown forecasting process.
B) aggregate forecasting process.
C) buildup forecasting process.
D) indirect forecasting process.

Question

Quizplus · Accepted Answer

The buildup forecasting process involves identifying all potential buyers and then estimating their demand individually, before aggregating these estimates to arrive at a total market demand estimate. This is exactly what the CEO of Ideas Unlimited has instructed their marketing department to do, by identifying all buyers in each category of retailers and deriving a full demand assessment. Therefore, the best choice for this scenario is the buildup forecasting process.

Ideas Unlimited Is a Recently Established Consulting Firm That Specializes