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The 2007-2012 Outlook for Non-Prescription Cough and Cold Lozenges in the United States - Product Image

The 2007-2012 Outlook for Non-Prescription Cough and Cold Lozenges in the United States

  • ID: 492063
  • September 2006
  • Region: United States
  • 292 pages
  • ICON Group International

WHAT IS LATENT DEMAND AND THE P.I.E.?

The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnings (P.I.E.) or total revenues (not profit) if the United States is served in an efficient manner. It is typically expressed as the total revenues potentially extracted by firms. The “market” is defined at a given level in the value chain. There can be latent demand at the retail level, at the wholesale level, the manufacturing level, and the raw materials level (the P.I.E. of higher levels of the value chain being always smaller than the P.I.E. of levels at lower levels of the same value chain, assuming all levels maintain minimum profitability).

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1 INTRODUCTION 9
1.1 Overview 9
1.2 What is Latent Demand and the P.I.E.? 9
1.3 The Methodology 10
1.3.1 Step 1. Product Definition and Data Collection 11
1.3.2 Step 2. Filtering and Smoothing 12
1.3.3 Step 3. Filling in Missing Values 12
1.3.4 Step 4. Varying Parameter, Non-linear Estimation 12
1.3.5 Step 5. Fixed-Parameter Linear Estimation 13
1.3.6 Step 6. Aggregation and Benchmarking 13
2 SUMMARY OF FINDINGS 14
2.1 Latent Demand in The US 14
3 FAR WEST 16
3.1 Executive Summary 16
3.2 Latent Demand by Year - Alaska 18
3.3 Cities Sorted by Rank - Alaska 19
3.4 Cities Sorted by Zipcode - Alaska 19
3.5 Latent Demand by Year - California 20
3.6 Cities Sorted by Rank - California 21
3.7 Cities Sorted by Zipcode - California 31
3.8 Latent Demand by Year - Hawaii 42
3.9 Cities Sorted by Rank - Hawaii 43
3.10 Cities Sorted by Zipcode - Hawaii 43
3.11 Latent Demand by Year - Nevada 45
3.12 Cities Sorted by Rank - Nevada 46
3.13 Cities Sorted by Zipcode - Nevada 46
3.14 Latent Demand by Year - Oregon 48
3.15 Cities Sorted by Rank - Oregon 49
3.16 Cities Sorted by Zipcode - Oregon 50
3.17 Latent Demand by Year - Washington 52
3.18 Cities Sorted by Rank - Washington 53
3.19 Cities Sorted by Zipcode - Washington 55
4 GREAT LAKES 58
4.1 Executive Summary 58
4.2 Latent Demand by Year - Illinois 60
4.3 Cities Sorted by Rank - Illinois 61
4.4 Cities Sorted by Zipcode - Illinois 66
4.5 Latent Demand by Year - Indiana 72
4.6 Cities Sorted by Rank - Indiana 73
4.7 Cities Sorted by Zipcode - Indiana 74
4.8 Latent Demand by Year - Michigan 76
4.9 Cities Sorted by Rank - Michigan 77
4.10 Cities Sorted by Zipcode - Michigan 79
4.11 Latent Demand by Year - Ohio 82
4.12 Cities Sorted by Rank - Ohio 83
4.13 Cities Sorted by Zipcode - Ohio 86
4.14 Latent Demand by Year - Wisconsin 90
4.15 Cities Sorted by Rank - Wisconsin 91
4.16 Cities Sorted by Zipcode - Wisconsin 93
5 MID-ATLANTIC 96
5.1 Executive Summary 96
5.2 Latent Demand by Year - Delaware 98
5.3 Cities Sorted by Rank - Delaware 99
5.4 Cities Sorted by Zipcode - Delaware 99
5.5 Latent Demand by Year - District of Columbia 100
5.6 Cities Sorted by Rank - District of Columbia 101
5.7 Cities Sorted by Zipcode - District of Columbia 101
5.8 Latent Demand by Year - Maryland 102
5.9 Cities Sorted by Rank - Maryland 103
5.10 Cities Sorted by Zipcode - Maryland 106
5.11 Latent Demand by Year - New Jersey 109
5.12 Cities Sorted by Rank - New Jersey 110
5.13 Cities Sorted by Zipcode - New Jersey 114
5.14 Latent Demand by Year - New York 120
5.15 Cities Sorted by Rank - New York 121
5.16 Cities Sorted by Zipcode - New York 128
5.17 Latent Demand by Year - Pennsylvania 136
5.18 Cities Sorted by Rank - Pennsylvania 137
5.19 Cities Sorted by Zipcode - Pennsylvania 138
6 NEW ENGLAND 141
6.1 Executive Summary 141
6.2 Latent Demand by Year - Connecticut 143
6.3 Cities Sorted by Rank - Connecticut 144
6.4 Cities Sorted by Zipcode - Connecticut 146
6.5 Latent Demand by Year - Maine 150
6.6 Cities Sorted by Rank - Maine 151
6.7 Cities Sorted by Zipcode - Maine 151
6.8 Latent Demand by Year - Massachusetts 153
6.9 Cities Sorted by Rank - Massachusetts 154
6.10 Cities Sorted by Zipcode - Massachusetts 159
6.11 Latent Demand by Year - New Hampshire 164
6.12 Cities Sorted by Rank - New Hampshire 165
6.13 Cities Sorted by Zipcode - New Hampshire 166
6.14 Latent Demand by Year - Rhode Island 168
6.15 Cities Sorted by Rank - Rhode Island 169
6.16 Cities Sorted by Zipcode - Rhode Island 170
6.17 Latent Demand by Year - Vermont 171
6.18 Cities Sorted by Rank - Vermont 172
6.19 Cities Sorted by Zipcode - Vermont 172
7 PLAINS 173
7.1 Executive Summary 173
7.2 Latent Demand by Year - Iowa 175
7.3 Cities Sorted by Rank - Iowa 176
7.4 Cities Sorted by Zipcode - Iowa 177
7.5 Latent Demand by Year - Kansas 178
7.6 Cities Sorted by Rank - Kansas 179
7.7 Cities Sorted by Zipcode - Kansas 180
7.8 Latent Demand by Year - Minnesota 181
7.9 Cities Sorted by Rank - Minnesota 182
7.10 Cities Sorted by Zipcode - Minnesota 184
7.11 Latent Demand by Year - Missouri 187
7.12 Cities Sorted by Rank - Missouri 188
7.13 Cities Sorted by Zipcode - Missouri 189
7.14 Latent Demand by Year - Nebraska 192
7.15 Cities Sorted by Rank - Nebraska 193
7.16 Cities Sorted by Zipcode - Nebraska 193
7.17 Latent Demand by Year - North Dakota 194
7.18 Cities Sorted by Rank - North Dakota 195
7.19 Cities Sorted by Zipcode - North Dakota 195
7.20 Latent Demand by Year - South Dakota 196
7.21 Cities Sorted by Rank - South Dakota 197
7.22 Cities Sorted by Zipcode - South Dakota 197
8 ROCKIES 198
8.1 Executive Summary 198
8.2 Latent Demand by Year - Colorado 200
8.3 Cities Sorted by Rank - Colorado 201
8.4 Cities Sorted by Zipcode - Colorado 202
8.5 Latent Demand by Year - Idaho 204
8.6 Cities Sorted by Rank - Idaho 205
8.7 Cities Sorted by Zipcode - Idaho 205
8.8 Latent Demand by Year - Montana 207
8.9 Cities Sorted by Rank - Montana 208
8.10 Cities Sorted by Zipcode - Montana 208
8.11 Latent Demand by Year - Utah 209
8.12 Cities Sorted by Rank - Utah 210
8.13 Cities Sorted by Zipcode - Utah 211
8.14 Latent Demand by Year - Wyoming 214
8.15 Cities Sorted by Rank - Wyoming 215
8.16 Cities Sorted by Zipcode - Wyoming 215
9 SOUTHEAST 216
9.1 Executive Summary 216
9.2 Latent Demand by Year - Alabama 218
9.3 Cities Sorted by Rank - Alabama 219
9.4 Cities Sorted by Zipcode - Alabama 220
9.5 Latent Demand by Year - Arkansas 222
9.6 Cities Sorted by Rank - Arkansas 223
9.7 Cities Sorted by Zipcode - Arkansas 223
9.8 Latent Demand by Year - Florida 225
9.9 Cities Sorted by Rank - Florida 226
9.10 Cities Sorted by Zipcode - Florida 231
9.11 Latent Demand by Year - Georgia 237
9.12 Cities Sorted by Rank - Georgia 238
9.13 Cities Sorted by Zipcode - Georgia 240
9.14 Latent Demand by Year - Kentucky 242
9.15 Cities Sorted by Rank - Kentucky 243
9.16 Cities Sorted by Zipcode - Kentucky 244
9.17 Latent Demand by Year - Louisiana 245
9.18 Cities Sorted by Rank - Louisiana 246
9.19 Cities Sorted by Zipcode - Louisiana 247
9.20 Latent Demand by Year - Mississippi 248
9.21 Cities Sorted by Rank - Mississippi 249
9.22 Cities Sorted by Zipcode - Mississippi 249
9.23 Latent Demand by Year - North Carolina 250
9.24 Cities Sorted by Rank - North Carolina 251
9.25 Cities Sorted by Zipcode - North Carolina 253
9.26 Latent Demand by Year - South Carolina 255
9.27 Cities Sorted by Rank - South Carolina 256
9.28 Cities Sorted by Zipcode - South Carolina 257
9.29 Latent Demand by Year - Tennessee 259
9.30 Cities Sorted by Rank - Tennessee 260
9.31 Cities Sorted by Zipcode - Tennessee 261
9.32 Latent Demand by Year - Virginia 263
9.33 Cities Sorted by Rank - Virginia 264
9.34 Cities Sorted by Zipcode - Virginia 266
9.35 Latent Demand by Year - West Virginia 268
9.36 Cities Sorted by Rank - West Virginia 269
9.37 Cities Sorted by Zipcode - West Virginia 269
10 SOUTHWEST 270
10.1 Executive Summary 270
10.2 Latent Demand by Year - Arizona 271
10.3 Cities Sorted by Rank - Arizona 272
10.4 Cities Sorted by Zipcode - Arizona 273
10.5 Latent Demand by Year - New Mexico 275
10.6 Cities Sorted by Rank - New Mexico 276
10.7 Cities Sorted by Zipcode - New Mexico 276
10.8 Latent Demand by Year - Oklahoma 277
10.9 Cities Sorted by Rank - Oklahoma 278
10.10 Cities Sorted by Zipcode - Oklahoma 278
10.11 Latent Demand by Year - Texas 280
10.12 Cities Sorted by Rank - Texas 281
10.13 Cities Sorted by Zipcode - Texas 285
11 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS 291
11.1 Disclaimers & Safe Harbor 291
11.2 User Agreement Provisions 292

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