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 the above are true.

Question

Quizplus · Accepted Answer

The other options are not completely accurate. While market potential is indeed an estimate of how much a firm can hope to sell to a particular market segment, it does not take into account factors such as competition and market saturation. Sales forecasts should ideally be developed before marketing strategies are planned, but this is not always possible or practical. A firm's sales forecast will likely be less than the estimated market potential, as not all potential customers will actually make a purchase. Sales forecasts are typically estimates of what the firm itself is expected to sell to the market segment, rather than what the entire market segment might buy. Therefore, option (C) is the most accurate statement.

A Good Marketing Manager Knows That