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 $15 million.This 1 percent incremental increase from 10 to 11 percent is referred to as

Question

Quizplus · Accepted Answer

A share point is the result of an analysis that uses percentage points of market share as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm.The 10 percent and 11 percent figures used in the example are market shares of New Balance in the athletic footwear market,and the difference is referred to as a share point.

New Balance Has No Celebrity Endorsers and Does Minimal Advertising,yet