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Category-Oriented Marketing
Marketing focused on specific product categories rather than the overall store or brand.
Implications
A marketing strategy focused on promoting a specific category of products rather than individual brands or items, often used to boost overall category sales and grow market share within the category.
Example
Example: A beverage company launches a category-oriented marketing campaign to promote the health benefits of fruit juices, aiming to increase overall category consumption rather than just sales of its own brand.
Related Terms
Different from brand-oriented marketing, which focuses on promoting a specific brand, category-oriented marketing aims to grow the entire category and benefits all players within it.
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