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LESSON 1.
…a measure of the potential value of a particular market and may be measured by:
• Short-term profit
• Long-term profit
• Growth rate of market
• Size of market after growth
• As a step towards a more attractive market
• Value of current products to market members
• Cost of entry into market
• Competition within market
• Ease of reaching market members
• Openness of market members to products and communications
• Ability to build a defensible position within the market
• Readiness of suppliers and other partners to enter market
• Political stability and governmental support
• Alignment with business strategy
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