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MKTG 3101: Market Share Basics
Terms in this set (12)
When calculating market share, one must...
compare apples with apples!
Market Share measures...
the sales of a brand or product relative to the overall size of the market.
Unit Market Share
=Unit Sales / Total Market Unit Sales (duh)
Revenue Market Share
= Sales Revenue / Total Market Sales Revenue (duh)
Unit Sales Relative to Competition may be relative because...
There may be an impact if higher unit volumes lead to lower production costs per unit.
Market Share calculations only consider...
actual shares, not potential customers.
=Customers who purchased a product in the category / total population.
Low rates of market penetration may indicate...
unmet potential demand for products, or low interest in the product category as a whole within the selected population.
Relative market share shows...
A firm's / brand's market share against its leading competitor. Helps because sometimes 20% market share is big, sometimes its not. Relative market share shows if it's big or not.
Relative Market Share
= Brand's market Share / Largest Competitor's Market Share aka Brand Sales / Largest Competitor Sales
The degree to which a relatively small number of firms accounts for a large proportion of the market.
3 or 4 Concentration Ratio
Sum of the market shares of the leading 3 or 4 competitors in a market.
THIS SET IS OFTEN IN FOLDERS WITH...
MKTG 3101 Part 1 (5/13)
MKTG 3101 Part 2 (5/14)
MKTG 3101: Calculating Margins
MKTG 3101: Profit Dynamics
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