Abstract:
The purpose of this article is to identify the role of concepts in categorisation with
particular reference to brands of car and approaches to segmentation. The relationship
between concepts and categories is between category features and exemplars (Hampton
et al. 1993). The terms features and exemplars represent the means by which category
members are defined, the latter by which they are represented in categories. Brands of car
will have features that clearly distinguish them from other brands. Distinctive features
define categories. Categories play a key role in defining competitive arenas. The
managerial significance of accurate classification is discussed in this paper.
