1. An apparatus comprising: a processor configured to determine a price sensitivity probability distribution of a unit purchase of a good in a non-differentiated market at a predetermined price per unit, the price sensitivity probability distribution reflecting uncertainty in the price per unit of the good, the non-differentiated market reflecting a constant transaction-by-transaction price of the good, each transaction involving a purchase of one or more units of the good, wherein the processor is configured to determine a market potential probability distribution of a number of units of the good in the non-differentiated market, the market potential probability distribution reflecting uncertainty in the number of units of the good in the non-differentiated market, wherein the processor is configured to generate a model of at least one of demand or supply for the good in the non-differentiated market from the price sensitivity probability distribution, and from the market potential probability distribution, wherein a model of demand reflects a dependence between a quantity of the good demanded by consumers and a price per unit of the good, and a model of supply reflects a dependence between a quantity of the good supplied to consumers and a price per unit of the good, and wherein the processor is configured to mathematically integrate the model of at least one of demand or supply in the non-differentiated market to thereby generate a model of at least one of demand or supply for the good in a corresponding differentiated market, the differentiated market reflecting a differing transaction-by-transaction price of the good, each transaction involving a purchase of one or more units of the good.