category killers
Definition:
Name applied to aggressive retailers who offer deep discounts on specific categories of branded goods such as OTC (over-the-counter) medicines, cosmetics, perfumery etc. which traditionally have carried very high mark-ups. By doing so it is claimed that they will "kill" the category and discourage manufacturers from maintaining the promotional support on which the original exclusivity/high price depended.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].