Lecture Marketing metrics: Chapter 3 - Trần Nhật Minh

9/18/2015<br /> <br /> Chapter 3:<br /> <br /> Market & Sales Forecast<br /> <br /> Contents<br /> • Competitiveness metrics<br /> • Market projection<br /> <br /> Competitiveness<br /> <br /> 1<br /> <br /> 9/18/2015<br /> <br /> Key metrics<br /> • Market share<br /> ◦ Revenue /unit market share<br /> ◦ Relative market share<br /> ◦ Market concentration<br /> <br /> • Penetration<br /> ◦ Market penetration<br /> ◦ Penetration share<br /> <br /> Market share<br /> • Purpose: key indicator of market competiveness<br /> • Market share: The percentage of a market<br /> accounted for by a specific entity<br /> <br /> Market share<br /> •