Abstract

The article deals with methodological approaches to determine market potential, which are used in world practice. Based on analysis of existing scientific approaches to the selection of target market it is developed the methodology of assessment of market segments attractiveness adapted to the needs and capabilities of domestic enterprises.

Keywords: market potential, segmentation, level of demand, market attractiveness, target segment

Cite as: Zaychuk, T. (2012). Theoretical aspects of the definition of market potential and targeting by domestic companies. Marketing and Management of Innovations, 1, 96-104. https://doi.org/10.21272/mmi.2012.1-10

This work is licensed under a Creative Commons Attribution 4.0 International License

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