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Back to the home page and map, from TryOwning · Marketing · Lesson 2
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Marketing · 14 min

Who it's for

Nobody sells to everyone. A good brand picks its people, makes them one promise and keeps it. Here's how a marketing team decides who it's for, and how big that group is.

HOURS
Ticket 01 · The guess

Who pays extra for the name?

Store-brand headache pills have the same medicine as the famous brands, and cost less. In one big study of real shopping, the average shopper picked a famous brand 26%nber.org ·2015 of the time. How often did pharmacists, who know the medicine best?

30%
0%50%
Words to know

Spot something wrong?

Tell us what looks off. No name or email needed.

What kind of problem?

0 / 1000

We'll also send this page, the lesson, ticket 1, so we can find it. Nothing else. Privacy

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Sources and every number (1)

Sources

  • Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium, by Bart J. Bronnenberg, Jean-Pierre Dubé, Matthew Gentzkow and Jesse M. Shapiro (NBER Working Paper 20295, 2014; published in the Quarterly Journal of Economics, 2015). Abstract · National Bureau of Economic Research, 2015

Every number

  • 26%nber.org ·2015 · How often the average shopper chose a national brand of headache remedy over a store brand, in the study's data.
  • 9%nber.org ·2015 · How often pharmacists chose a national brand of headache remedy over a store brand, in the study's data.
  • 12 percentage pointsnber.org ·2015 · How much less of their pantry-staple buying (salt, sugar and the like) chefs gave to national brands than similar shoppers who aren't chefs.
  1. Lessons›
  2. Inside a business›
  3. Marketing
  • ·Before this: What marketing does
  • ·Next: Measuring what works
Skip to the lesson
Back to the home page and map, from TryOwning · Marketing · Lesson 2
Part 1 of 3Part 1 of 3, 0 done

Marketing · 14 min

Who it's for

Nobody sells to everyone. A good brand picks its people, makes them one promise and keeps it. Here's how a marketing team decides who it's for, and how big that group is.

HOURS
Ticket 01 · The guess

Who pays extra for the name?

Store-brand headache pills have the same medicine as the famous brands, and cost less. In one big study of real shopping, the average shopper picked a famous brand 26%nber.org ·2015 of the time. How often did pharmacists, who know the medicine best?

30%
0%50%
Words to know

Spot something wrong?

Tell us what looks off. No name or email needed.

What kind of problem?

0 / 1000

We'll also send this page, the lesson, ticket 1, so we can find it. Nothing else. Privacy

·
Sources and every number (1)

Sources

  • Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium, by Bart J. Bronnenberg, Jean-Pierre Dubé, Matthew Gentzkow and Jesse M. Shapiro (NBER Working Paper 20295, 2014; published in the Quarterly Journal of Economics, 2015). Abstract · National Bureau of Economic Research, 2015

Every number

  • 26%nber.org ·2015 · How often the average shopper chose a national brand of headache remedy over a store brand, in the study's data.
  • 9%nber.org ·2015 · How often pharmacists chose a national brand of headache remedy over a store brand, in the study's data.
  • 12 percentage pointsnber.org ·2015 · How much less of their pantry-staple buying (salt, sugar and the like) chefs gave to national brands than similar shoppers who aren't chefs.
  1. Lessons›
  2. Inside a business›
  3. Marketing
  • ·Before this: What marketing does
  • ·Next: Measuring what works