Market potential

The undeveloped or unrealized possibilities within a market that exist for a product. “Potentials” always seem more exciting when contemplated from afar. In other words it is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment. In different situations the market potential may differ. For example, the market potential for automobiles will be high in a period of boom or prosperity and will be low in the period of recession.