Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Jeong, J. 2010. Product Category. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
A group of products that are homogeneous are generally considered as substitutes for each other. The product category is considered as narrow or broad depending on how substitutable the various products are. A products is generally identified in terms of its product category, which can be defined as the classification to which the product is assigned. The identification of the product category sometimes can be ambiguous and even arbitrary and this can be an issue for marketing managers in measuring the market performance and understanding the market structure and competition for their own product(s).
- product category;
- category development index;
- brand development index;
- primary advertising