Market demand is an industry wide function, used to determine the total market for a particular
product type offered by the industry. It is generally looked at as a function of the industry marketing expenditure.
Company demand looks at the estimated share of the market demand that the company holds for alternative levels of marketing effort. Its basically looking at the company's part of the pie in a marketing demand function. It gives an idea of how the company's product fares against its competitors, and can be used to determine effectiveness of its marketing programs compared to its competitors, if the products themselves aren't easily differentiated.
( Q for class; how would one determine the industry marketing expenditure?
Is industry expenditure the only factor with which marketing demand can be plotted? )
Ans: You would look at the financial reports of your competitors. Sometimes industry umberella groups may publish such reports for the consumption of all members.
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