The Potential Market in Product Marketing Strategies
The potential market is a basic marketing category, relating to many market initiatives and undertakings. First and foremost, it constitutes the basic parameter of a market, i.e., the extent of supply and demand at a specific place and time and under conditions determined by the internal and external situation of the market. In particular, the potential market is a parameter which has a decisive influence on the development of a product on the market, its life cycle and the entire marketing strategy connected with it. The development of each new product that enters the market is predetermined by its market potential. This potential, rather like a genome, contains all the relevant information concerning how the product will develop, its various phases, and even its ultimate exit from the market. Of course, market potential does not include information on the direct adjustment of demand to current market conditions, for that is dependent on the activities of a company's sales and marketing staff. (fragment of original text)
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