December 2017
Intermediate to advanced
390 pages
7h 51m
English
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Chapter 11 Market Growth
Measurement Need
Market share (Measure 9) and relative market share (Measure 10) help marketers compare their firm’s performance to that of the market and the leading competitor, respectively. To understand whether their company’s growth is faster, equal to, or less than market growth reveals insights about the dynamics of the firm’s growth compared to the rest of the market. This provides a useful clue about the relative responsiveness and effectiveness of the company’s performance, with implications affecting future marketing plans regarding customer segments, product/solution choices, channels, marketing communications programs and, even more broadly, company operations.i
Solution
Market growth is determined by ...
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