MKT 300 Chapter Notes - Chapter 2: Psychographic, Egra, Double Jeopardy

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Chapter 2: share of hearts, minds, and markets. Unit sales (#) = unit market share (%) * total. Revenue market share reflects the prices at which goods are sold: revenue market share (%) = Relative market share indexes a firm"s or a brand"s market share against that of its leading competitor: relative market share (i) (%) = Market concentration measures the degree to which a comparatively small number of firms accounts for a large proportion of the market. Three (four) firm concentration ratio: the total/sum of the market shares held by the leading three (four) competitors in a market. Herfindahl index: a market concentration metric derived by adding the squares of the individual market shares of all players in the market. As a sum of squares, this index tends to rise in markets dominated by large players. Market share rank: the ordinal position of a brand in its market, when competitors are arranged by size, with 1 being the largest.