A Market Selection Model for Multiple End-Use Products
Andris A. Zoltners, Joe A. Dodson · Journal of Marketing · 1983
The future of a business depends on the future of the markets it serves. To ensure its future viability, a business offering a multiple end-use product or service must assess the ability of each of its current or prospective markets to contribute to the goals and objectives of the business. A structured approach to market selection and evaluation is presented that can aid in the planning required to allocate limited resources among multiple end-use markets.