The Potential Market in Product Marketing Strategies

• Autorzy: Stefan Mynarski
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Product marketing; Marketing strategy

PL

Marketing produktu; Strategia marketingowa

• Czasopismo: Argumenta Oeconomica Cracoviensia
• Rocznik: 2001
• Numer: no 1
• Strony: 107--113

Twórcy

autor

Stefan Mynarski

• Cracow University of Economics, Poland

Bibliografia

• Mahajan, V., Sharma, S. and Buzzell, R. D. (1993) "Assessing the Impact of Competitive Entry on Market Expansion and Incumbent Sales". Journal of Marketing 57: 39-52.
• Urban, G. L. and Hauser, J. R. (1980) Design and Marketing of New Product. New Jersey, Englewood Cliffs: Prentice-Hall, Inc., p. 102.