MKT 300 Lecture Notes - Lecture 3: Income Statement, Brand Equity, Ipod
Document Summary
Market penetration%: gives an idea regarding how many people have purchased the product relative to the maximum size of the market. Brand penetration%: gives an idea regarding how many people have preached the brand relative to the maximum size of the market. Compares the number people who have made a purchase in the category/bought the brand to the total focal population o. Compares two ratios: brand/category sales relative to the number of people in a group and total brand/category sales to total people in a group o. Penetration share %: gives a ratio of people who buy a brand relative to people who buy from the category. Multiple ways of calculating, depending on information available. Customers who have purchased a product in the category. Share of requirements (aka share of wallet) o. Compares brand purchases with total category purchase (either in # of units or $
