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Planning of trade shows as marketing activities
298
International abstracts
of researchin marketing
Product Line Optimization Models Considering Consumer Preferences Product line optimization models considering consumer preferences with special focus on profit orientated approaches are discussed. A new conjoint analysis model for probabilistic product line optimization (PROLIN) including cost considerations is presented. An example to illustrate the advantage of the novel, more flexible model is given.
Co-promotion Promotion is considered here as a concept for the controlled flexibility of the marketing mix. It enables the actor to generate, consolidate, modify or intensify images in the consumer’s mind which are probably relevant for his buying behavior. Co-promotion combines the imagery producing powers of two or more actors to create outstanding and motivating signs.
Gaul, Prof Dr W, Aust, Dr E and Baier, Dr D, 1995, ”Gewinnorientierte Produktliniengestaltung unter Beriicksichtigung des Kundennutzens ”, Zeitschrij fur Betriebswirtschaf (ZFB) (Germany), Vol. 65 (8), pp. 25 835-855.
Palupski, Dr R and Bohmann, B A, 1994, ”Co-promotion ‘1, Marketing Zeitung j?ir Forschung und Praxis (Germany), Vol. 16 (4), pp. 257-264. 28
See also 4.2 2.8. Sales Promotion
Measuring the Impact of Sales Promotions: A Comparison of Three Time-Series Methods The first approach is based on Holt-Winter’s method with an iterative technique to estimate a baseline. The second approach extends Winter’s exponential smoothing by taking marketing events into account. The third approach models the time series of sales contaminated with outliers due to marketing events, using ARIMA models and intervention analysis. Iruijehagopian, Jean-Pierre and Mac& Sandrine, 1994, “Mesures d’impact de promotion des ventes: description et comparaison de trois m&odes”, Recherche et Applications en Marketing (France), 26 Vol. 9 (4), pp. 53-80.
Sales Effects of Promotions in the Grocery Retail Trade Based on structural models of consumer behavior the sales effects of promotions are derived. An empirical analysis shows that most promotions attract only a few buyers. This small group of consumers concentrates its buying behavior on promoted products (cherry picking). Therefore substitution effects concerning other brands in the product category do only marginally occur. Schmalen, Prof Dr H and Pechtl, Dr H, 1995, “Die Absatzwirkung von Sonderangebotsaktionen im Lebensmitteleinzelhandel”, Zeitschrifr fir Betriebswirtschaft (ZFB) (Germany), Vol. 65 f6), pp. 58727 607.
Planning of Trade Shows as Marketing Activities The problems of trade shows are analyzed from a general point of view centered on the exhibitor. Five components of a business decision-making model with respect to trade shows are proposed and analyzed in depth: objectives, selection of the show, calculation of the budget, analysis of operational aspects, and measurements of trade shows effectiveness. Munuera, Jose’Luis, Hemcindez, Miguel and Ruiz de Maya, Salvador, 1995, ”Planificacion de las ferias coma actividades de marketing”, ESIC Market 29 (Spain), Issue 87, pp. 9-30. See also 2.10
Promotion by Discount Coupons: Budgeting and Control Quantitative planning of sales promotion is developed, focusing on discount coupons. First, a model is presented in a state of certainty, and then in uncertainty solved with a Monte Carlo simulation application. Serrano, Francisco, 1994, “La promocibn con cupones de descuento. Presupuesto y control”, Revista Europea de Direccibn y Economia de la Em30 presa (Spain), Vol. 3 (3), pp. 87-102. 2.9. Advertising
The Impact of Affective Reactions Elicited by Advertising This research shows a .significant impact of affective reactions elicited by TV ads on the attitude towards the ad and on the attitude toward the brand. Affective reactions were measured with classical verbal
International abstracts
of researchin marketing
Product Line Optimization Models Considering Consumer Preferences Product line optimization models considering consumer preferences with special focus on profit orientated approaches are discussed. A new conjoint analysis model for probabilistic product line optimization (PROLIN) including cost considerations is presented. An example to illustrate the advantage of the novel, more flexible model is given.
Co-promotion Promotion is considered here as a concept for the controlled flexibility of the marketing mix. It enables the actor to generate, consolidate, modify or intensify images in the consumer’s mind which are probably relevant for his buying behavior. Co-promotion combines the imagery producing powers of two or more actors to create outstanding and motivating signs.
Gaul, Prof Dr W, Aust, Dr E and Baier, Dr D, 1995, ”Gewinnorientierte Produktliniengestaltung unter Beriicksichtigung des Kundennutzens ”, Zeitschrij fur Betriebswirtschaf (ZFB) (Germany), Vol. 65 (8), pp. 25 835-855.
Palupski, Dr R and Bohmann, B A, 1994, ”Co-promotion ‘1, Marketing Zeitung j?ir Forschung und Praxis (Germany), Vol. 16 (4), pp. 257-264. 28
See also 4.2 2.8. Sales Promotion
Measuring the Impact of Sales Promotions: A Comparison of Three Time-Series Methods The first approach is based on Holt-Winter’s method with an iterative technique to estimate a baseline. The second approach extends Winter’s exponential smoothing by taking marketing events into account. The third approach models the time series of sales contaminated with outliers due to marketing events, using ARIMA models and intervention analysis. Iruijehagopian, Jean-Pierre and Mac& Sandrine, 1994, “Mesures d’impact de promotion des ventes: description et comparaison de trois m&odes”, Recherche et Applications en Marketing (France), 26 Vol. 9 (4), pp. 53-80.
Sales Effects of Promotions in the Grocery Retail Trade Based on structural models of consumer behavior the sales effects of promotions are derived. An empirical analysis shows that most promotions attract only a few buyers. This small group of consumers concentrates its buying behavior on promoted products (cherry picking). Therefore substitution effects concerning other brands in the product category do only marginally occur. Schmalen, Prof Dr H and Pechtl, Dr H, 1995, “Die Absatzwirkung von Sonderangebotsaktionen im Lebensmitteleinzelhandel”, Zeitschrifr fir Betriebswirtschaft (ZFB) (Germany), Vol. 65 f6), pp. 58727 607.
Planning of Trade Shows as Marketing Activities The problems of trade shows are analyzed from a general point of view centered on the exhibitor. Five components of a business decision-making model with respect to trade shows are proposed and analyzed in depth: objectives, selection of the show, calculation of the budget, analysis of operational aspects, and measurements of trade shows effectiveness. Munuera, Jose’Luis, Hemcindez, Miguel and Ruiz de Maya, Salvador, 1995, ”Planificacion de las ferias coma actividades de marketing”, ESIC Market 29 (Spain), Issue 87, pp. 9-30. See also 2.10
Promotion by Discount Coupons: Budgeting and Control Quantitative planning of sales promotion is developed, focusing on discount coupons. First, a model is presented in a state of certainty, and then in uncertainty solved with a Monte Carlo simulation application. Serrano, Francisco, 1994, “La promocibn con cupones de descuento. Presupuesto y control”, Revista Europea de Direccibn y Economia de la Em30 presa (Spain), Vol. 3 (3), pp. 87-102. 2.9. Advertising
The Impact of Affective Reactions Elicited by Advertising This research shows a .significant impact of affective reactions elicited by TV ads on the attitude towards the ad and on the attitude toward the brand. Affective reactions were measured with classical verbal