Knowledge of marketing theories, such as the Double Jeopardy Law (and others discussed throughout this book) are useful in creating premises for arguments supporting marketing strategies.
In the Appeal to Possibility discussion, Jacqueline and Conner ponder how to increase their shampoo brand’s market share. They know that market share, over a given period of time, is a function of the number of customers who purchase a brand (i.e., market penetration) and the frequency of brand purchase. They want to increase their brand’s share and, to achieve that goal, believe it will be easier to increase the brand’s purchase frequency than the number of consumers who will purchase it. Their Appeal to Possibility, Appeal ...
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