Prova Comunicação Social - BNDES - 2009

58 Entre as principais questões enfrentadas pelas empresas na definição de estratégias e táticas de marketing  pode-se citar: aumento dos custos de vendas e de promoção e category killers.

"[...] Superstores, or 'category killers', as they are lovingly referred to, have become kings of the hill in the industry. These superstores have become successful by using an everything-under-one-roof approach and deep discounts to cater to different niches. Toys 'R' Us led the superstores wave that is now populated by the likes of Home Depot, Lechters, Staples, Auto Zone, PetSmart, and their superstore competitores.

But now we find that the superstores are under attack by very specialized full-size stores. These stores carve out narrow, profitable segments of the superstores´ businesses. Noodle Kidoodle is an example that caters to the upscale educational toy market." (chapter 8)

Fonte: Jack Trout & Steve Rivkin - Differentiate Or Die: Survival in Our Era of Killer Competition.