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Tag: market share

Available versus unavailable consumers

Firms will often have the goal of increasing market share. Increased market share is primarily delivered through winning a greater proportion of the market’s business. In particular, one or more of the following situations must occur for a firm/brand to … Read more...

Author Geoff Fripp/Posted on /Categories Consumer Behavior, MetricsTags growth, market share

How to decompose market share: VIDEO

Market share can be decomposed into three components, namely:

  • Penetration Share
  • Share of Customer
  • Usage Index

The following video explains how these three components work together to calculate overall market share.

… Read more...

Author Geoff Fripp/Posted on /Categories Metrics, VideosTags market share

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This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs