A good marketing manager knows that:
A) market potential is an estimate of how much a firm can hope to sell to a particular market segment.
B) sales forecasts should be developed BEFORE marketing strategies are planned.
C) a firm's sales forecast probably will be less than the estimated market potential.
D) sales forecasts are estimates of what a whole market segment might buy.
E) All of these alternatives are correct.

Question

Quizplus · Accepted Answer

Market potential is what a whole market segment might buy while a sales forecast is an estimate of how much an industry or firm hopes to sell to a market segment. A good marketing manager knows that a firm's sales forecast probably will be less than the estimated market potential.

A Good Marketing Manager Knows That