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A category killer is a product, service, brand, or company that has such a distinct sustainable competitive advantage that competing firms find it almost impossible to operate profitably in that industry (or in the same local area). The existence of a category killer eliminates almost all market entities, whether real or virtual. Many existing firms leave the industry, thereby increasing the industry's concentration ratio. An example of a category killer is a big-box retail chain such as Home Depot, Best Buy or Toys "R" Us that is focused on one or few categories of merchandise and offers a wide selection of merchandise in these categories at relatively low prices. The emergence of such stores has taken a toll on specialised local stores in the same market (such as toys), but also affected many larger department stores. Another example of a category killer business is eBay. The online auction site has a near-monopoly because buyers and sellers naturally gravitate to the largest, most liquid market. As a result, the site has almost no competition and has forced similar auction sites (like those run by Yahoo!) into a very small portion of the market. Jupiter Communications has estimated that eBay earned 90% of all revenues in the consumer-to-consumer auction market in the year 2000. ==Definition== The category killer is a term used to define a broad range of merchandises concentrated in a single outlet which far exceeds that of smaller outlets who cannot supply such a range in such depth, with heavily discounted prices or with such efficiency and ability to attract large numbers of potential buyers. This kind of company could provide an extensive selection of merchandise at low prices that smaller stores cannot compete with customers. For instance, discount toy chains, sporting goods chains, home improvement and office supply chains are the representative of category killers.〔Doyle, C.(2011). ''category killer. In A Dictionary of Marketing.'' : Oxford University Press. Retrieved 18 Oct. 2014, from http://www.oxfordreference.com/view/10.1093/acref/9780199590230.001.0001/acref-9780199590230-e-0275.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Category killer」の詳細全文を読む スポンサード リンク
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