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Marketing Demand and Potential

¡§Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program. Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.¡¨ (Kotler, 2001, pg. 63).
This paper will focus on the potential of opening a new ice cream parlor in Chicago, Illinois. The ice cream parlor would be unique in that when the consumer enters this parlor he/she can create his/her own ice cream creation by deciding on the flavor of premium ice cream and what type of treat to mix it with. These ¡§treats¡¨ include a variety of fresh fruit, nuts, chocolates, candy pieces, and traditional toppings. The consumer will be given all of his or her selections and directed to a see-thru mixer. During this step, the consumer would pour in......

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Approximate Word Count: 1003
Approximate Pages: 5 (250 words per double-spaced page)

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