91. Estimating Total Sales
• Frequently purchased products, such as consumer and industrial
non-durables, have product life-cycle sales resembling
• See Figure 20.5(c).
• The number of first-time buyers initially increases and then
decreases as fewer buyers are left (assuming a fixed population).
• Repeat purchases occur soon, providing that the product satisfies
some buyers.
• The sales curve eventually falls to a plateau representing a level of
steady repeat-purchase volume; by this time, the product is no
longer a new product.
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