Demand and Product Planning

  • Merlin Stone


Demand analysis plays a central part in the process of product planning. In principle, a firm should be continuously reviewing the demand situation not just for its existing products but also for products it might want to produce. In practice of course the cost of collecting and processing information (a major component of which is the managerial time required to digest it) limits the search for information to those market areas in which the firm is currently involved. Even where research is as limited as this, it often consists of simply obtaining market research information on the current state of the market (especially in terms of market shares) without any attempt at forecasting likely developments in the market on different assumptions about consumer behaviour, income, technical developments and so on.


Product Planning Market Area Investment Good Choice Situation Cash Balance 
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  1. 8.
    For a description of this work and its relation to demand for transport, see R. Quandt, The Demand for Travel, Theory and Measurement (London, 1971).Google Scholar
  2. 9.
    For a good summary of the work in this area, see A. D. Shocker et al., ‘Towards the improvement of product search and screening’, in Marketing Involvement in Society and Economy, ed. P. R. McDonald (American Marketing Association, 1969 ) pp. 168–175.Google Scholar
  3. 10.
    V. Steffire, ‘Market Structure Studies: New products for old markets and new markets for old products’, in F. Bass et al., Application of the Sciences in Marketing (New York, 1968) pp. 251–268.Google Scholar

Copyright information

© Merlin Stone 1976

Authors and Affiliations

  • Merlin Stone
    • 1
  1. 1.School of Economics and PoliticsKingston PolytechnicUK

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