13
December
2018

Downmarket /

Downmarket

Business Term of the Day

Definition

The term downmarket refers to a market segment characterized by low incomes, low prices, and low prestige.

Example sentence

After initial success with its sports and luxury vehicles, Voltic is poised to expand with a new downmarket model.

Comment

Downmarket products are frequently designed and manufactured with various compromises in mind to bring production cost as low as possible and thereby reduce selling price and/or increase the profit margin. This usually affects the products’ quality, reliability, and durability. Buyers of downmarket products may, therefore, be exposed to a form of poverty tax, as they may soon need to replace the low-quality good if it is a necessity or item in daily use. Downmarket may be contrasted to upmarket, which is a sector catering to high-income customers and focusing on higher-quality and/or high-prestige goods. This does not mean, however, that all upmarket products have a better price-to-quality ratio than do their downmarket counterparts.

Definice

Termín downmarket označuje tržní segment, který se vyznačuje nízkými příjmy, nízkými cenami a nízkou prestiží.

Příklad použití ve větě

Po úvodním úspěchu se svými sportovními a luxusními vozy se společnost Voltic chystá expandovat s novým downmarket modelem.

Poznámka

Downmarket produkty jsou často navrhované a vyráběné s různými kompromisy za účelem minimalizace výrobních nákladů, a tím snížení prodejní ceny a/nebo zvýšení ziskové marže. To obvykle ovlivňuje kvalitu, spolehlivost a odolnost těchto produktů. Ti, kdo kupují downmarket produkty, tedy mohou být vystaveni určité formě daně z chudoby, jelikož si brzo musí pořídit nový kus, pokud jde o nezbytnost nebo předmět denní potřeby. Pojem downmarket lze postavit do protikladu k termínu upmarket, který označuje sektor zaměřený na vysokopříjmové zákazníky a zaměřující se na vysoce kvalitní a/nebo vysoce prestižní zboží. To však neznamená, že všechny upmarket produkty mají lepší poměr cena/výkon než jejich downmarket protějšky.

Business Term of the Day

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Business Term of the Day

English Editorial Services’ mission is to assist international businesses and organizations of all sizes to communicate clearly, correctly, and persuasively with their business partners and target audiences.

Simply subscribe to receive our Business Term of the Day at no charge to your inbox each business day, with explanation in English and Czech.

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