MKT 100 Lecture Notes - Lecture 5: Direct Selling, Organizational Culture, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Daryl D' Souza

Document Summary

Market share of o. s: market share is the percentage of a market (defines as either units or revenue) accounted for by a specific entity. Marketers need to be able to translate sales targets into market share because this will determine whether forecasts are to be attained by growing with the market or by capturing shares from competitors. Market share is key indicator of market competitiveness and how a firm is doing against its competitors. Market share is measured as a (cid:272)o(cid:373)pa(cid:374)(cid:455)"s percentage of total industry sales over a specified time period. Market share, supplemented by changes in sales revenue, helps managers evaluate both primary and selective demand in their market. This is a lo(cid:374)g-term indicator of new product innovation and thus market share: herfindahl index: a market concentration metric derived by adding the squares of the individual market shares of all the players in the market.