Forecasting the potential for new industrial products

David L. Kendall, Michael French

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Industrial marketing managers base new-product decisions and marketing strategy on estimates of market potential. They often evaluate current product sales, market share, and market penetration, using some forecast of market potential as a benchmark. For maximum benefit to marketers, the concept of market potential should be clear, consistent, and highly operational This paper discusses a life-cycle concept of market potential. A simple descriptive model shows how the concept relates to other marketing concepts and how it can be used operationally.

Original languageEnglish (US)
Pages (from-to)177-183
Number of pages7
JournalIndustrial Marketing Management
Volume20
Issue number3
DOIs
StatePublished - 1991
Externally publishedYes

Fingerprint

Market potential
Marketing strategy
Marketers
Market share
Decision strategy
New products
Managers
Industrial marketing
Marketing concept
Market penetration
Life cycle
Benchmark

ASJC Scopus subject areas

  • Marketing

Cite this

Forecasting the potential for new industrial products. / Kendall, David L.; French, Michael.

In: Industrial Marketing Management, Vol. 20, No. 3, 1991, p. 177-183.

Research output: Contribution to journalArticle

@article{e5d21a5dbead449e9022fef9ae6be4ee,
title = "Forecasting the potential for new industrial products",
abstract = "Industrial marketing managers base new-product decisions and marketing strategy on estimates of market potential. They often evaluate current product sales, market share, and market penetration, using some forecast of market potential as a benchmark. For maximum benefit to marketers, the concept of market potential should be clear, consistent, and highly operational This paper discusses a life-cycle concept of market potential. A simple descriptive model shows how the concept relates to other marketing concepts and how it can be used operationally.",
author = "Kendall, {David L.} and Michael French",
year = "1991",
doi = "10.1016/0019-8501(91)90015-8",
language = "English (US)",
volume = "20",
pages = "177--183",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",
number = "3",

}

TY - JOUR

T1 - Forecasting the potential for new industrial products

AU - Kendall, David L.

AU - French, Michael

PY - 1991

Y1 - 1991

N2 - Industrial marketing managers base new-product decisions and marketing strategy on estimates of market potential. They often evaluate current product sales, market share, and market penetration, using some forecast of market potential as a benchmark. For maximum benefit to marketers, the concept of market potential should be clear, consistent, and highly operational This paper discusses a life-cycle concept of market potential. A simple descriptive model shows how the concept relates to other marketing concepts and how it can be used operationally.

AB - Industrial marketing managers base new-product decisions and marketing strategy on estimates of market potential. They often evaluate current product sales, market share, and market penetration, using some forecast of market potential as a benchmark. For maximum benefit to marketers, the concept of market potential should be clear, consistent, and highly operational This paper discusses a life-cycle concept of market potential. A simple descriptive model shows how the concept relates to other marketing concepts and how it can be used operationally.

UR - http://www.scopus.com/inward/record.url?scp=0042212516&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0042212516&partnerID=8YFLogxK

U2 - 10.1016/0019-8501(91)90015-8

DO - 10.1016/0019-8501(91)90015-8

M3 - Article

AN - SCOPUS:0042212516

VL - 20

SP - 177

EP - 183

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

IS - 3

ER -