Dictionary of Marketing Terms: market build-up
market build-up
method of estimating the revenue potential of an industrial market by identifying the number of potential buyers in the market and the purchase requirements of each. The source of the data may be published SIC coded data, primary research like questionnaires or surveys, or sales history. In the absence of actual purchase data, the annual revenue or number of employees of a buyer may be used to estimate their purchase requirements by assuming their requirements are the same as those of customers with similar revenues or numbers of employees.
