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The 2007-2012 Outlook for Screen-Printed Advertising Display Material in the United States - Product Image

The 2007-2012 Outlook for Screen-Printed Advertising Display Material in the United States

  • Published: September 2006
  • Region: United States
  • 687 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 20
3.5 Latent Demand by Year - California 22
3.6 Cities Sorted by Rank - California 23
3.7 Cities Sorted by Zipcode - California 42
3.8 Latent Demand by Year - Hawaii 61
3.9 Cities Sorted by Rank - Hawaii 62
3.10 Cities Sorted by Zipcode - Hawaii 64
3.11 Latent Demand by Year - Nevada 67
3.12 Cities Sorted by Rank - Nevada 68
3.13 Cities Sorted by Zipcode - Nevada 69
3.14 Latent Demand by Year - Oregon 71
3.15 Cities Sorted by Rank - Oregon 72
3.16 Cities Sorted by Zipcode - Oregon 75
3.17 Latent Demand by Year - Washington 80
3.18 Cities Sorted by Rank - Washington 81
3.19 Cities Sorted by Zipcode - Washington 88
4 GREAT LAKES 96
4.1 Executive Summary 96
4.2 Latent Demand by Year - Illinois 98
4.3 Cities Sorted by Rank - Illinois 99
4.4 Cities Sorted by Zipcode - Illinois 112
4.5 Latent Demand by Year - Indiana 125
4.6 Cities Sorted by Rank - Indiana 126
4.7 Cities Sorted by Zipcode - Indiana 132
4.8 Latent Demand by Year - Michigan 139
4.9 Cities Sorted by Rank - Michigan 140
4.10 Cities Sorted by Zipcode - Michigan 148
4.11 Latent Demand by Year - Ohio 157
4.12 Cities Sorted by Rank - Ohio 158
4.13 Cities Sorted by Zipcode - Ohio 170
4.14 Latent Demand by Year - Wisconsin 183
4.15 Cities Sorted by Rank - Wisconsin 184
4.16 Cities Sorted by Zipcode - Wisconsin 194
5 MID-ATLANTIC 205
5.1 Executive Summary 205
5.2 Latent Demand by Year - Delaware 207
5.3 Cities Sorted by Rank - Delaware 208
5.4 Cities Sorted by Zipcode - Delaware 209
5.5 Latent Demand by Year - District of Columbia 210
5.6 Cities Sorted by Rank - District of Columbia 211
5.7 Cities Sorted by Zipcode - District of Columbia 211
5.8 Latent Demand by Year - Maryland 212
5.9 Cities Sorted by Rank - Maryland 213
5.10 Cities Sorted by Zipcode - Maryland 219
5.11 Latent Demand by Year - New Jersey 225
5.12 Cities Sorted by Rank - New Jersey 226
5.13 Cities Sorted by Zipcode - New Jersey 235
5.14 Latent Demand by Year - New York 244
5.15 Cities Sorted by Rank - New York 245
5.16 Cities Sorted by Zipcode - New York 270
5.17 Latent Demand by Year - Pennsylvania 296
5.18 Cities Sorted by Rank - Pennsylvania 297
5.19 Cities Sorted by Zipcode - Pennsylvania 312
6 NEW ENGLAND 329
6.1 Executive Summary 329
6.2 Latent Demand by Year - Connecticut 330
6.3 Cities Sorted by Rank - Connecticut 331
6.4 Cities Sorted by Zipcode - Connecticut 336
6.5 Latent Demand by Year - Maine 341
6.6 Cities Sorted by Rank - Maine 342
6.7 Cities Sorted by Zipcode - Maine 347
6.8 Latent Demand by Year - Massachusetts 353
6.9 Cities Sorted by Rank - Massachusetts 354
6.10 Cities Sorted by Zipcode - Massachusetts 362
6.11 Latent Demand by Year - New Hampshire 371
6.12 Cities Sorted by Rank - New Hampshire 372
6.13 Cities Sorted by Zipcode - New Hampshire 376
6.14 Latent Demand by Year - Rhode Island 380
6.15 Cities Sorted by Rank - Rhode Island 381
6.16 Cities Sorted by Zipcode - Rhode Island 382
6.17 Latent Demand by Year - Vermont 384
6.18 Cities Sorted by Rank - Vermont 385
6.19 Cities Sorted by Zipcode - Vermont 388
7 PLAINS 392
7.1 Executive Summary 392
7.2 Latent Demand by Year - Iowa 394
7.3 Cities Sorted by Rank - Iowa 395
7.4 Cities Sorted by Zipcode - Iowa 399
7.5 Latent Demand by Year - Kansas 405
7.6 Cities Sorted by Rank - Kansas 406
7.7 Cities Sorted by Zipcode - Kansas 409
7.8 Latent Demand by Year - Minnesota 413
7.9 Cities Sorted by Rank - Minnesota 414
7.10 Cities Sorted by Zipcode - Minnesota 420
7.11 Latent Demand by Year - Missouri 427
7.12 Cities Sorted by Rank - Missouri 428
7.13 Cities Sorted by Zipcode - Missouri 434
7.14 Latent Demand by Year - Nebraska 440
7.15 Cities Sorted by Rank - Nebraska 441
7.16 Cities Sorted by Zipcode - Nebraska 442
7.17 Latent Demand by Year - North Dakota 445
7.18 Cities Sorted by Rank - North Dakota 446
7.19 Cities Sorted by Zipcode - North Dakota 447
7.20 Latent Demand by Year - South Dakota 448
7.21 Cities Sorted by Rank - South Dakota 449
7.22 Cities Sorted by Zipcode - South Dakota 450
8 ROCKIES 452
8.1 Executive Summary 452
8.2 Latent Demand by Year - Colorado 454
8.3 Cities Sorted by Rank - Colorado 455
8.4 Cities Sorted by Zipcode - Colorado 459
8.5 Latent Demand by Year - Idaho 463
8.6 Cities Sorted by Rank - Idaho 464
8.7 Cities Sorted by Zipcode - Idaho 465
8.8 Latent Demand by Year - Montana 467
8.9 Cities Sorted by Rank - Montana 468
8.10 Cities Sorted by Zipcode - Montana 469
8.11 Latent Demand by Year - Utah 471
8.12 Cities Sorted by Rank - Utah 472
8.13 Cities Sorted by Zipcode - Utah 475
8.14 Latent Demand by Year - Wyoming 479
8.15 Cities Sorted by Rank - Wyoming 480
8.16 Cities Sorted by Zipcode - Wyoming 481
9 SOUTHEAST 482
9.1 Executive Summary 482
9.2 Latent Demand by Year - Alabama 484
9.3 Cities Sorted by Rank - Alabama 485
9.4 Cities Sorted by Zipcode - Alabama 490
9.5 Latent Demand by Year - Arkansas 495
9.6 Cities Sorted by Rank - Arkansas 496
9.7 Cities Sorted by Zipcode - Arkansas 499
9.8 Latent Demand by Year - Florida 503
9.9 Cities Sorted by Rank - Florida 504
9.10 Cities Sorted by Zipcode - Florida 519
9.11 Latent Demand by Year - Georgia 534
9.12 Cities Sorted by Rank - Georgia 535
9.13 Cities Sorted by Zipcode - Georgia 541
9.14 Latent Demand by Year - Kentucky 548
9.15 Cities Sorted by Rank - Kentucky 549
9.16 Cities Sorted by Zipcode - Kentucky 553
9.17 Latent Demand by Year - Louisiana 557
9.18 Cities Sorted by Rank - Louisiana 558
9.19 Cities Sorted by Zipcode - Louisiana 562
9.20 Latent Demand by Year - Mississippi 567
9.21 Cities Sorted by Rank - Mississippi 568
9.22 Cities Sorted by Zipcode - Mississippi 570
9.23 Latent Demand by Year - North Carolina 574
9.24 Cities Sorted by Rank - North Carolina 575
9.25 Cities Sorted by Zipcode - North Carolina 582
9.26 Latent Demand by Year - South Carolina 590
9.27 Cities Sorted by Rank - South Carolina 591
9.28 Cities Sorted by Zipcode - South Carolina 595
9.29 Latent Demand by Year - Tennessee 601
9.30 Cities Sorted by Rank - Tennessee 602
9.31 Cities Sorted by Zipcode - Tennessee 607
9.32 Latent Demand by Year - Virginia 612
9.33 Cities Sorted by Rank - Virginia 613
9.34 Cities Sorted by Zipcode - Virginia 617
9.35 Latent Demand by Year - West Virginia 622
9.36 Cities Sorted by Rank - West Virginia 623
9.37 Cities Sorted by Zipcode - West Virginia 625
10 SOUTHWEST 628
10.1 Executive Summary 628
10.2 Latent Demand by Year - Arizona 629
10.3 Cities Sorted by Rank - Arizona 630
10.4 Cities Sorted by Zipcode - Arizona 633
10.5 Latent Demand by Year - New Mexico 637
10.6 Cities Sorted by Rank - New Mexico 638
10.7 Cities Sorted by Zipcode - New Mexico 640
10.8 Latent Demand by Year - Oklahoma 642
10.9 Cities Sorted by Rank - Oklahoma 643
10.10 Cities Sorted by Zipcode - Oklahoma 646
10.11 Latent Demand by Year - Texas 651
10.12 Cities Sorted by Rank - Texas 652
10.13 Cities Sorted by Zipcode - Texas 668
11 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS 686
11.1 Disclaimers & Safe Harbor 686
11.2 User Agreement Provisions 687

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