2
Share of hearts, minds, and markets
Key concepts covered in this chapter:
- Market share
- Relative market share
- Market concentration
- Brand development index (BDI)
- Category development index (CDI)
- Penetration
- Share of requirements
- Usage index
- Awareness, attitudes, and usage (AAU)
- Customer satisfaction
- Willingness to recommend
- Net promoter
- Willingness to search
- Neuro-marketing
Introduction
“….Walmart now has about 15% of total retail sales in grocery, home furnishings, electronics, apparel, sporting goods, general merchandise and office suppliers, and has been adding an average of about $10.6 billion in incremental sales per year. In grocery, Walmart dominates with a 23% share, about 2.5 times the next largest retailer. It’s also winning in ...
Get Key Marketing Metrics, 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
