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Lecture 4

Week 4
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Department
Marketing
Course
MKT 100
Professor
Marla Spergel
Semester
Winter

Description
Week 4 Situation AnalysisA Monopoly is where there is a single supplier such as an electrical utility who has control over price quality and supply An Oligopoly is a market dominated by a few suppliers such as the detergent industry or other industries that require very large investments in equipment or technology Monopolistic Competition has many suppliers with a variety of product each of which has a small market share Perfect Competition is when many suppliers sell essentially the same product such as the Thompson Seedless Grape producers Market share is measured as a companys percentage of total industry sales over a specified time period A companys market share can change dramatically depending on how the market is definedIn practice the market is normally specified by a realistic assessment of company resources and by company growth objectives Brand Mind share The shareof customers who name the brand when asked to name the first brand tha
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