New Balance has no celebrity endorsers and does minimal advertising, yet the athletic shoe brand has about 10 percent of the sales in the athletic footwear market. The marketing team at New Balance estimates that to increase sales to 11 percent of the market will require an increase of $25 million in marketing effort and will result in an increase of its footwear sales of an additional $45 million. This 1 percent incremental increase from 10 to 11 percent is referred to as

Question

Quizplus · Accepted Answer

A share point refers to a one percent change in market share, which is what New Balance is aiming to achieve by increasing its market share from 10 to 11 percent.

New Balance Has No Celebrity Endorsers and Does Minimal Advertising