Examlex
The IMC planning process begins with an analysis of a company's context, which is a review of their customers, target market, and product positioning.
Four-Firm Concentration Ratio
The four-firm concentration ratio is a measure of market concentration, calculated by the combined market share of the four largest firms within an industry, indicating the level of competition.
Herfindahl Index
A measure of market concentration used to evaluate the level of competition within an industry.
Market Shares
The portion of a market controlled by a particular company or product, often expressed as a percentage of total sales.
Herfindahl Index
A measure of the concentration and competitiveness of an industry, calculated by summing the squares of the market shares of each firm within the industry.
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