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)


Share of Requirements

Heavy Usage Index

Awareness, Attitudes, and Usage (AAU)

Customer Satisfaction

Willingness to Recommend

Net Promoter

Willingness to Search

“As Wal-Mart aggressively rolls out more stores, it continues to capture an increasing share of wallet. Three out of five consumers shopped for gifts at Wal-Mart this past holiday season. U.S. households now buy, on average, 22% of their groceries at Wal-Mart. A quarter of all shoppers indicate that they are spending more of their clothing budget at Wal-Mart now compared ...

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