Definition

The term upmarket refers to a market segment characterized by high incomes, high prices, high prestige and, presumably, high quality.

Example sentence

The new marketing manager proposed that ChocoFix could boost its revenues by rebranding itself as an upmarket treat.

Comment

Upmarket products are typically made to higher standards than are their downmarket or more ordinary counterparts. This does not mean, however, that the former necessarily have a higher price-to-quality ratio. This is because many luxury products have much higher profit margins than do cheap products. Upmarket items may also simply be priced at a higher level in order to give to customers the impression of quality and/or exclusiveness, even though they may be made in the same way and from the same materials as more commonly branded items.

Definice

Termín upmarket označuje tržní segment, který se vyznačuje vysokými příjmy, vysokými cenami, vysokou prestiží, a nejspíše i vysokou kvalitou.

Příklad použití ve větě

Nová marketingová manažerka navrhla, že by společnost ChocoFix mohla zvýšit své tržby rebrandingem na upmarket pochoutku.

Poznámka

Upmarket produkty se typicky vyrábějí s vyššími standardy než jejich běžné nebo downmarket obdoby. To ale neznamená, že upmarket produkty mají nezbytně vyšší poměr ceny a kvality. Je to proto, že řada luxusních produktů má mnohem vyšší ziskovou marži než levné výrobky. Ceny upmarket položek také mohou být jednoduše nastaveny vysoko, aby zákazníci získali dojem kvality a/nebo exkluzivity, ačkoli jsou vyrobeny stejně a ze stejných materiálů jako běžně brandované položky.

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