Look at the 4 pictures to answer the questions in the 5th one

Keeping Score: Financial Analysis and Performance Metrics Understanding Market Demand Projections What is Market Demand? A fundamental question facing marketing managers is how much of a product can be sold in a given market in a given period of time. For example, a producer of organic dog food wants to know the potential sales of a new brand it is considering introducing in the coming year. This is not an easy question to answer. Ideally, the marketer would like a solid prediction or forecast of the exact level of sales anticipated. Such forecasts are difficult to make. Rarely can an exact estimate be made. Forecasting is an uncertain undertaking, at best. However, it is possible to add some measure of certainty by approaching the demand projection process in a series of incremental steps. This is accomplished by beginning with demand estimates at an aggregate product-market level and then working down to estimates of demand for individual companies or brands. Estimating demand entails generating estimates of (1) market potential and (2) company sales potential before projecting what actual sales for an individual product or company may be. The Types of "Potentials" Defined Market Potential Market potential is an upper limit on the demand for a specific good or service for all firms in a given industry within a given time period (usually one year), Actual sales for the industry will be less than this upper bound due to a number of factors, including economic conditions, stage in the product lifecycle, supply constraints, resource shortages, and distribution constraints. The relationship between market potential and actual industry sales is shown in Figure 1. Think of market potential as an upper bound on total industry sales. It is an ideal that could be achieved if everything worked perfectly. Sales potential is the proportion of industry sales available to a specific company. It is an upper bound to the market share available to a single irm. Again, this is an upper bound that practically cannot be achieved. Actual company sales will be less than its potential. A forecast is a projection of one or more of these demand estimates into the future