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カニバリゼーションとは 2022.02.15 2020.12.07
か cannibalization(カニバリゼーション)とは、「共食い」という意味です。
自社の製品やサービス同士で顧客を奪い合う事を意味しています。
例えば、コンビニにコーヒーマシンが導入された時は、缶コーヒーの売上が落ちた現象が一例として挙げられます。
また、流通チャネル上でのカニバリゼーションも起こり得ます。
製品やサービスの販売において、代理店を経由する場合、1次、2次代理店位までは問題ありませんが、3次、4次代理店まで経由すると、予想外に顧客を奪い合う現象が発生してしまいます。
なお、わざとカニバリゼーションを発生させ、互いに競争させる事で、自社の営業組織や販売組織の売上増加を目指す場合もあります。
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The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
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