the specific generic to which a good or service belongs; for example, while Fanta is a brand name, t ... more ...
a fun and creative approach that can add value to any class that likes to discuss brands and how they could be innovatively developed. It is used when an organization considers adding a product to its portfolio and its associated brand name. The two variables for this matrix are Product Category ...
Category development index (CDI) A comparison of the percent of sales of a product category in a market, to the percent of population in that market.
-Secondary competitors, those belonging to other product category.
In the above example other cola drinks are primary competitors and other drinks and beverages are secondary competitors.
Scanner data analysis is most useful for frequently purchased items (e.g., drinks, food items, snacks, and toilet paper) since a series of purchases in the same product category yield more information with greater precision than would a record of one purchase at one point in time.
A CDI study analysis a ~'s performance(sales) in a given number relative to the share of the total population living in that market.
It tracks "share of spending" and "share of voice" (the proportion of all television advertising within a ~ attributable to a brand or advertiser, as expressed in rating points) by company, brand and by ~.
The development of new products, possibly in a different, but usually related ~ under an existing brand name.
A rule-of-thumb that, for the typical ~, eighty percent of the products sold will be consumed by twenty percent of the customers.
The person who actually uses a product, whether or not they are the one who purchased the product.
The percentage of a ~'s sales, in terms of dollars or units,
obtained by a brand, line, or company.
Part of a page devoted to the official heading/name of the publication, usually positioned at the top of the page.
The pool of consumers in every major ~ includes groups of people with a variety of wants, needs and personal characteristics. A firm's marketing challenge is to identify one… Read More
What Is CRM Testing?
Direct Competition - a product or brand which competes in the same ~. See Indirect Competition.
Direct Competitive Advertising - advertising intended to stimulate immediate purchase of a particular brand. See Indirect Competitive Advertising.
Category Usage: A question used to record if a potential respondent uses a particular ~, or not. Many studies are limited to users of a particular ~.
category extension - The strategy of applying an existing brand name to a new product category.
category management - An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products.
Some affiliate programs demand exclusivity within their ~, but they are exceptions, as few affiliate programs are in a position to make extra demands.
A brand's percent of the total advertising weight in its ~.
The cost difference between the discounted contract rate and the higher rate actually earned by an advertiser if he fails to fulfill the contracted amount of advertising.
Big companies such as Amazon, Overstock, Best Buy, and WalMart are dominating the Google SERP's (search engine results pages) in just about every major ~ you can search for. (Mostly home appliances).
Direct Competition - a product or brand which competes in the same ~.
Direct Competitive Advertising - advertising intended to stimulate immediate purchase of a particular brand.
Category Killer Store An especially large specialty store featuring an enormous selection in its ~ and relatively low prices. It draws consumers from wide geographic areas.
Unaided recall. Respondents are asked if they remember seeing a commercial for a product in the ~ of interest.
Unbalanced scale. Scale using an unequal number of favourable and unfavourable scale categories.
As an "authority," the company and its brand are the first and last word when it comes to product-specific differentiation -- known to be better than or different from anyone else when it comes to a certain ~.
See also: What is the meaning of Product, Market, Marketing, Customer, Service?