November 1988
Journal of Personal Selling & Sales Management;Nov88, Vol. 8 Issue 3, p66
Academic Journal
This article focuses on publications related to economic forecasting. One of the articles "A User's Guide to the Survey of Buying Power," published in the August 15, 1988 issue of the journal "Sales & Marketing Management." Examples are provided to show how to use the Survey of Buying Power for measuring sales performance, setting sales goals, setting quotas, territory analysis, measuring market potential, developing marketing strategies and distribution channels, evaluating new product potential, test market selection, co-op advertising allocation, media allocation, and media selection. Another article "The Sales Conversion Index: A Method for Analyzing Small Business Market Opportunities," published in the April 1988 issue of "Journal of Small Business Management." A simple method is presented to determine a market area's ability to convert income into retail sales. By estimating the net in-shopping or net out-shopping, managers can assess the economic health of an area's retail segment.


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