Marketing Science 2001
Measuring market and sales potential
Abstract
Market potential value and sale potential are some of the most important goals of marketing research. Market potential, or market absorption power is very important indicator for planning and aerial dimensioning of company marketing activities. Potential value of certain market and its dynamics are basis for company decision making for entering into certain market. Company is making many other decisions according to information given from market potential. It is used for determining relative market size for a company determining potential sales, and relative size of market segments, as well as determining sales quotes.
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