Статьи
Всего статей в данном разделе : 248
Опубликовано на портале: 08-02-2010
Российский журнал менеджмента.
2009.
Т. 7.
№ 4.
С. 186-190.
Опубликовано на портале: 17-11-2003
Chen Yuxin, James D. Hess
Marketing Science.
1999.
Vol. 18.
No. 3.
P. 208-230.
Ритейлеры давно осознали, что для привлечения
покупателей в магазин некоторые категории товаров важнее других. Повышение совокупной прибыльности магазина требует
очень тщательного подхода к отбору категорий продаваемых товаров для привлечения
в магазин наиболее выгодных покупателей. Однако традиционные бухгалтерские критерии
прибыльности товарной категории не подходят для принятия подобных решений, так как
они не учитывают влияния одной категории товаров на прибыльность других
в одном магазине.
Опубликовано на портале: 30-09-2003
Douglas W. Vorhies
Journal of Marketing.
2003.
Vol. 67.
No. 1.
P. 100-116.
Theory posits that organizing marketing activities in ways that fit the implementation
requirements of a business's strategy enhances performance. However, conceptual and
methodological problems make it difficult to empirically assess this proposition
in the holistic way that it is theoretically framed. Drawing on configuration theory
approaches in management, the authors address these problems by assessing marketing
organization fit with business strategy as the degree to which a business's marketing
organization differs from that of an empirically derived ideal profile that achieves
superior performance by arranging marketing activities in a way that enables the
implementation of a given strategy type. The authors suggest that marketing organization
fit with strategic type is associated with marketing effectiveness in prospector,
defender, and analyzer strategic types and with marketing efficiency in prospector
and defender strategic types. The study demonstrates the utility of profile deviation
approaches for strategic marketing theory development and testing.
Опубликовано на портале: 09-01-2003
Sui Pheng Low, Martin C.S. Tan
Marketing Intelligence & Planning.
1995.
Vol. 13.
No. 2.
P. 36 - 46.
The mundane and expanded marketing mix concept has an important role in Western marketing
literature for both tangible products and intangible services. The nine Ps - namely
promotion, product, price, place, process management, personnel, physical facilities,
public relations and power - are now the foundation for strategic planning in many
companies. While the marketing mix concept remains an important framework for the
Western world, its contribution towards the latter's declining economic prowess in
recent years appears minimal. On the other hand, the East Asian economic powerhouse
has grown from strength to strength. This can be attributed in no small way to certain
oriental traditions and philosophies - not the least of which is Sun Tzu's The Art
of War. Although The Art of War is now more than 2,000 years old, it remains the
cornerstone for strategic planning in the East. Attempts to integrate the Western
marketing mix concept with The Art of War from the East using examples drawn from
the construction industry in Singapore. The lessons to be learned therefore should
be useful for strategic planners in the Western marketing community.
Опубликовано на портале: 10-01-2003
Lyndon Simkin
Marketing Intelligence & Planning.
1996.
Vol. 14.
No. 5.
P. 39 - 46.
Numerous experts believe that in practice the much-vaunted benefits of formalized
marketing planning as extolled by Jain or McDonald often fail to materialize. Experience
with many business-to-business organizations has shown that this does not have to
be so: if managed and planned, marketing planning can indeed bring forth its well-publicized
virtues. In addition, if the process is well conceived as well as carefully executed,
there are significant benefits to be had in terms of relationships and communications,
as described in this paper. Understanding the prerequisites of the marketing planning
programme prior to initiation is essential.
Опубликовано на портале: 16-02-2005
John A. Norton, Frank M. Bass
Management Science.
1987.
Vol. 33.
No. 9.
P. 1069-1086.
This study deals with the dynamic sales behavior of successive generations of high-technology
products. New technologies diffuse through a population of potential buyers over
time. Therefore, diffusion theory models are related to this demand growth. Furthermore,
successive generations of a technology compete with earlier ones, and that behavior
is the subject of models of technological substitution. Building upon the Bass (1969)
diffusion model, we develop a model which encompasses both diffusion and substitution.
We demonstrate the forecasting properties of the model by estimating parameters over
part of the data and projecting shipments for later periods.
Опубликовано на портале: 04-12-2003
Peter M. Guadagni
Marketing Science.
1983.
Vol. 2.
No. 3.
P. 203-239.
Авторы используют мультиномиальную логистическую статистическую модель (multinomial
logit model) для прогнозирования выбора потребителями конкретного бренда из нескольких
брендов, имеющихся в продаже. Модель опробована и откалибрована на данных о покупках
различных брендов упаковок молотого кофе в супермаркетах в течении 32 недель. В качестве
независимых переменных, объясняющих выбор покупателей, в числе прочих, используются
показатели предпочтения какого-то бренда, предпочтения определенного размера упаковки, присутствие/отсутствие
специальных рекламных акций в магазине, регулярная розничная цена, размер
скидки при распродаже. Авторы установили, что коэффициенты этих переменных статистически значимы.
Опубликовано на портале: 29-09-2003
William Boulding
Marketing Science.
1993.
Vol. 12.
No. 2.
P. 144-167.
In this paper we develop a model relating market share to average costs. We start
with a theoretical model of the factors that affect the firm's average cost curve,
partitioning these factors into (a) measurable firm and competitive environment characteristics,
and (b) unobserved factors that are either fixed, random, or follow a first-order
autoregressive process. We then link this theoretical model to an empirical model
in which we specify three average cost equations for the organizational areas of
purchasing, production, and marketing. Main effects for initial (lagged) market share
position, as well as their interactions with factors characterizing the firm's competitive
environment, represent the variables of key theoretical interest in our equations.
We estimate these equations using PIMS data, and control for fixed, contemporaneous,
and autoregressive unobservable factors. Our results suggest that market share can
often lead to market power in the form of lower average costs. However, the firm's
operating environment greatly moderates the effect of market share on average cost.
In particular, we find that market share position only leads to lower average costs
when the organizational unit operates in a competitive environment that gives it
both motivation and ability to realize power from its market share position.
Опубликовано на портале: 24-09-2003
Morris A. Cohen
Journal of Marketing Research (JMR).
1997.
Vol. 34.
No. 1.
P. 117-129.
For most firms producing fast-moving consumer packaged goods, line extension is central to their new product development (NPD) strategy. A study presents a decision-support system for managing the NPD productivity in this industry, which explicitly evaluates the financial prospects of new line extension concepts. The system developed is based on an in-depth analysis of 51 new product projects launched over a 3-year period at a major food manufacturer. It embodies historical knowledge about the productivity of the firm's NPD process and captures some key research and development resource inputs that can affect this productivity. It also provides shipment forecasts at various stages of the NPD process and thus can be used at new product project review gates to evaluate line extension concepts systematically. Finally, the system also can be used to improve the practice of the NPD process by enabling its users to take a product line perspective, using incremental sales evaluation and by facilitating cross-functional and inter-project learning.
Опубликовано на портале: 30-09-2003
William P. Putsis
Journal of Marketing Research (JMR).
2001.
Vol. 38.
No. 1.
P. 110-119.
Despite the importance of product line management as a competitive tool, empirical research addressing the determinants of firm product line decisions is sparse. This study proposes and empirically estimates a descriptive model of firm product line decisions in the personal computer industry over the period 1981-92. The model incorporates the firm's initial choice of the direction of a product line change. It is shown that there are important substantive insights to be gained by analyzing the product line decision in this fashion. In the personal computer industry, for example, firms expand their product lines when industry barriers are low or market opportunities are perceived to exist. High market share firms aggressively expand their product lines, as do firms with relatively high prices or short product lines. In general, the results highlight the various internal and external factors that influence firms' management of their product lines.
An Empirical Analysis Of The Relationship Between Brand Loyalty And Consumer Price
Elasticity [статья]
Опубликовано на портале: 29-09-2003
Lakshman Krishnamurihi
Marketing Science.
1991.
Vol. 10.
No. 2.
P. 172-284.
This empirical paper explores the relationship between consumer brand preference
or loyalty and price elasticity in purchase behavior. This behavior is conceptualized
as resulting from two distinct but related decisions, namely a brand choice decision
and a purchase quantity decision. We argue that loyal consumers will be less price
sensitive in the choice decision than nonloyal consumers. However, this direction
is expected to be reversed in the quantity decision with loyal consumers expected
to be more price sensitive than nonloyal consumers. We model the choice and quantity
decisions jointly using the limited dependent variable framework described in Krishnamurthi
and Raj. The data used are diary panel data on a frequently purchased product class
from BURKE and caffeinated ground coffee scanner data from IRI. We show that loyals
are less price sensitive than nonloyals in the choice decision but more price sensitive
in the quantity decision. Managerial implications of the differing elasticities are
discussed.
Опубликовано на портале: 19-02-2004
Shlomo Kalish
Management Science.
1985.
Vol. 31.
No. 12.
P. 1569-1586.
This paper introduces a framework for modeling innovation diffusion that includes
price and advertising. The adoption of a new product is characterized by two steps:
awareness and adoption. Awareness is the stage of being informed about the product
search attributes. The process of becoming aware is modeled as a simple 'epidemic'
type model, where the information is spread by advertising and word of mouth. The
second step, adoption, is conditional on awareness, and it occurs if the perceived
risk adjusted value of the product exceeds its selling price. The population is heterogeneous
with respect to valuation of the product. Individuals are risk averse, and therefore
are willing to pay more for the product, on the average, as information from early
adopters reduces uncertainty about the product. Optimal control of the diffusion
process by pricing and advertising over time is analyzed, and a comparative estimation
of the model in one application is reported.
Опубликовано на портале: 16-02-2005
Frank M. Bass
Management Science.
1969.
Vol. 15.
No. 1.
P. 215.
A growth model for the timing of initial purchase of new products is developed and
tested empirically against data for eleven consumer durables. The basic assumption
of the model is that the timing of a consumer's initial purchase is related to the
number of previous buyers. A behavioral rationale for the model is offered in terms
of innovative and imitative behavior. The model yields good predictions of the sales
peak and the timing of the peak when applied to historical data. A long-range forecast
is developed for the sales of color television sets.
Опубликовано на портале: 16-11-2003
Tridib Mazumdar
Journal of Marketing Research (JMR).
2000.
Vol. 37.
No. 2.
P. 246-259.
Концепция референтной цены получила широкое распространение в маркетинге. В недавнем
обзоре литературы по данной проблеме Kalyanaram and Winer (1995) отметили существование
двух альтернативных точек зрения на формирование референтной цены. Согласно первой
точке зрения, потребители запоминают цены, с которыми они столкнулись при совершении
предшествующих покупок, и поэтому, приступая к новым покупкам, они имеют представление
о том, сколько они должны заплатить за тот или иной бренд. Так как потребители полагаются
на свою память о прошлых ценах на товар, то данная референтная цена называется «внутренней
референтной ценой» (IRP – internal reference price). Согласно другой
точке зрения, референтная цена формируется в период покупки, на основании наблюдаемых
цен (например, цен, указанных на ценнике) на другие бренды непосредственно в момент
покупки. Согласно данной точке зрения, внешняя информация во время совершения покупки
определяет цену, которую потребитель согласен заплатить за товар. Этот тип референтной
цены называется «внешней референтной ценой» (ERP, external referent price).
Опубликовано на портале: 04-12-2003
Alain V. Bultez, Frank M. Bass
Marketing Science.
1982.
Vol. 1.
No. 4.
P. 371-379.
Описание снижения маржинальных издержек по мере аккумулирования
производственного опыта с помощью кривой опыта привело к появлению динамических моделей
ценообразования.
Оптимальные стратегии ценообразования зависят от динамических характеристик
функций спроса и издержек. Автoры формулируют динамическую модель
ценообразования, в которой функция спроса, первоначально предложенная в работе Басса
(Bass, 1980, Функция спроса, основанная на модели диффузии инноваций), сочетается
с функцией издержек, основанной на кривой опыта. В результате авторы выводят оптимальную
многопериодную модель ценообразования, в соответствии с которой оптимальная цена
на продукт всегда ниже, чем оптимальная миопическая (близорукая, статическая) цена.
Авторы демонстрируют алгоритм динамического программирования, с помощью которого
они сравнивают чистые приведенные прибыли, полученные при оптимальном динамическом
многопериодном ценообразовании и прибыли, полученные при миопическом ценообразовании.
Результаты этого исследования для некоторых будут весьма неожиданными и без сомнения
интересны для менеджеров.
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