What is Marketability?

What is Marketability?

What is Marketability? Jonathan Poland

The marketability of a brand, product, or service refers to its competitiveness within a market. It is the likelihood that a product will sell and the risk that it will not be successful. In other words, marketability is a measure of the potential for a product to be successful in a particular market. The following are common types of marketability.

Cost & Price
The ability to offer a reasonable price and make a profit at that level. In a commodity industry, prices are set by the market and a higher cost base is a significant competitive disadvantage. Premium products compete on price relative to perceived quality.

Customer Needs
A product that customers will be motivated to buy because it fulfills needs.

Functionality & Performance
Competitive features and performance relative to other products on the market. An innovative or niche product may offer features that are unique. In some cases, a lack of features can be an advantage if customer needs and preferences are served.

The value of your offerings to customers including factors such as reliability, durability, usability, customer experience and design.

The ability to reach customers to sell to them and deliver your products and services.

Reputation & Recognition
The ability to establish a reputation and/or brand recognition in a crowded market.

Learn More…

Key Employees Jonathan Poland

Key Employees

Key employees, or key personnel, are individuals who possess unique skills, knowledge,…

What is the Broken Window Fallacy? Jonathan Poland

What is the Broken Window Fallacy?

The broken window fallacy refers to the idea that the economic benefits…

What is a Persona? Jonathan Poland

What is a Persona?

Personas are fictional characters that businesses use to represent and model the…

Sticky Prices Jonathan Poland

Sticky Prices

Sticky prices are a common phenomenon in many markets, and they can…

Design Strategy Jonathan Poland

Design Strategy

A design strategy is a high-level plan that guides the overall approach…

Strategic Management Jonathan Poland

Strategic Management

Strategic management involves the formulation and implementation of the major goals and…

Business Risk Jonathan Poland

Business Risk

A business risk is a potential event or situation that could negatively…

Accept vs Except Jonathan Poland

Accept vs Except

To accept is to consent, to receive or to believe something. Except…

Deep Learning Jonathan Poland

Deep Learning

Deep learning is a type of machine learning that involves the use…

Jonathan Poland © 2023

Search the Database

Over 1,000 posts on topics ranging from strategy to operations, innovation to finance, technology to risk and much more…

Data Quality Jonathan Poland

Data Quality

Data quality refers to the accuracy, completeness, and reliability of information used…

Overhead Costs Jonathan Poland

Overhead Costs

Overhead costs, also known as “indirect costs” or “indirect expenses,” are the…

Economic Security Jonathan Poland

Economic Security

Economic security refers to the ability of an individual or a household…

Experience Goods Jonathan Poland

Experience Goods

Experience goods are products or services that are consumed through an experiential…

Blockchain Jonathan Poland


Blockchain is a type of distributed database that allows multiple parties to…

Team Management Jonathan Poland

Team Management

Team management involves directing and controlling an organizational unit. Some common team…

Brand Risk Jonathan Poland

Brand Risk

Brand risk refers to the potential for a brand to lose value…

Customer Research Jonathan Poland

Customer Research

Customer research involves gathering information and insights about customers in order to…

Innovation Metrics Jonathan Poland

Innovation Metrics

Innovation metrics are tools used to assess the innovation efforts of a…