The matrix approach to market analysis
Norbert L. Enrick Ph.D., James H. Macomber M.B.A.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 1
Abstract
Assessment of current and future market development is enhanced by systematic review, analysis and evaluation of accumulated records. The information matrix provides such an approach. Its primary purpose is to present past data, current experience and projections for the future. An illustrative example shows how this method works for data analysis by product and market area for sales volume, contribution to profit and overhead, and the costs of production, marketing and distribution. The development and evaluations of projections is facilitated by means of the matrix approach.
Keywords
Marketing, Decision Matrix, Sales Volume, Matrix Approach, Market Area
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