market potential


Also found in: Dictionary.
Related to market potential: sales potential

market potential

the total size of the MARKET for a product at a given time, measured in either volume or value terms. A single seller's share of the market potential will depend upon its MARKETING effort. However, the cumulative marketing efforts of all sellers can serve to expand market potential over time.

Changes in the broader economic environment can affect market potential. For example, a rise in interest rates will decrease the total DEMAND for certain electrical goods.

References in periodicals archive ?
Working together with Ashland will help us grow the overall CGI market potential.
Market potential for long-term-care insurance will be realized only after the industry recalls the most powerful incantation--"keep it simple, stupid
Cox acknowledges that PLA's compostability and renewable-resource pedigree offer small domestic market potential, though they are more highly valued abroad.