Final answer:
The percentage of a market controlled by a given marketer in the marketing environment is termed market share. The Four-Firm Concentration Ratio helps measure market concentration by adding up the market shares of the four largest firms.
Step-by-step explanation:
In the context of the marketing environment, the percentage of a market controlled by a given marketer is known as market share. This concept is often used to gauge the degree of monopoly power in an industry. One way to measure this is through the Four-Firm Concentration Ratio, which calculates the combined market share of the four largest firms in a market. For instance, if the four largest firms in an industry account for 80% of sales, the four-firm concentration ratio is 80%. This indicates a high level of market concentration and potential for monopolistic practices, which can lead to inefficiencies in the environment of the economy.
The percentage of market share a company holds can significantly influence their power and strategy in the marketing landscape. For example, Microsoft in the early 2000s had a dominant share in the narrowly defined market for computer operating systems but held a smaller percentage when considering the broader market for all computer software and services.