please explain the photo attached and give example

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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please explain the photo attached and give example

4.2 Aggregate market factors
.CATEGORY SIZE
Market size, measured in both units and dollars, is
clearly an important criterion as it relates to the
likelihood of a product producing revenues to
support a given investment. Large markets also
offer more opportunities for segmentation that
small ones. Therefore, both large firms and
entrepreneurial organisations might find large
markets attractive. Large markets however tend to
draw competitors with considerable resources,
often making them unattractive for small firms, as
in the soft drink industry. Thus absolute size is not
by itself sufficient to warrant new or continuing
investment.
Transcribed Image Text:4.2 Aggregate market factors .CATEGORY SIZE Market size, measured in both units and dollars, is clearly an important criterion as it relates to the likelihood of a product producing revenues to support a given investment. Large markets also offer more opportunities for segmentation that small ones. Therefore, both large firms and entrepreneurial organisations might find large markets attractive. Large markets however tend to draw competitors with considerable resources, often making them unattractive for small firms, as in the soft drink industry. Thus absolute size is not by itself sufficient to warrant new or continuing investment.
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