Русско-англо-русский юридический словарь

Besides the market volume, the market potential is of equal importance. It defines the upper limit of the total demand and takes potential clients into consideration. Although the market potential is rather fictitious, it offers good values of orientation. The relation of market volume to market potential provides information about the chances of market growth. (Wikipedia)

Market potential is enormous, according to an official from central government departments in Beijing. (Oxford English Dictionary)