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1243015654_Chap008(3) - 8-1Spending on Toys8-2Query8-3Query...

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Unformatted text preview: 8-1Spending on Toys8-2Query8-3Query Result8-4Report8-5■Need to Know Amount and Type of Competition■Sources for Measuring CompetitionThe Internet- lists current locations and future sites.Yellow PagesOther Sources: •Directories published by trade associations•Chambers of commerce•Chain Store Guide•International Council of Shopping Centers•Urban Land Institute•Local newspaper advertising departments •Municipal and county governments •Specialized trade magazines•List brokersCompetition in the Trade Area8-6Indices for Assessing Sales Potential■Market Potential Index (MPI)Number of Households Purchasing a Product or Service in a Trade Area■Spending Potential Index (SPI)Average Amount Spent on a Product or Service by a Household in a Trade Area8-7Steps in Evaluating Sales Potential of a Site■Define Trade AreaDrive Time vs. Geographic DistancePrimary, Secondary, Tertiary■Estimate Sales PotentialHuff ModelAnalog ApproachRegression Analysis8-8Methods for Estimating DemandHuff’s Model Analog ApproachRegression AnalysisRoyalty-Free/CORBIS8-9Huff’s Gravity ModelBased on the premise that the probability which a given customer will shop in a particular store or shopping center becomes larger as the size of store or center grows and distance or travel time from customer shrinks8-10...
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1243015654_Chap008(3) - 8-1Spending on Toys8-2Query8-3Query...

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