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The reference price concept: Relation with consumer sensitivity to promotion of consumer goods
Internationalabstractsof research in marketing greater the poineer's share in product category, the greater advantage the pioneering brand can enjoy. Nakamura, Hiroshi and Sugita, Yoshihiko, 1995, "The Effect of Entry Timing on Market Share", Journal of Marketing Science (Japan), Vol. 3 (1-2), pp.42-52. 35
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proposed approach, which is based on behavioristic insights, reflects better the openness, non-linearity, and stochasticity of diffusion processes of products with network externalities. Schoder, D, 1995, "Diffusion yon Netzeffektgiitern", Marketing Zeitschrifi fiir Forschung und Praxis (Germany), Vol. 17 (1), pp.18-28. 38
See also 2.1 Cyclical Effects on Innovation: Some Evidence in Spanish Banks In this article, the authors seek to analyze the effect that shifting econoimc cycles have on the spread of new products and processes. The work is divided into three parts. A brief review of literature is followed by a description of the basic methodology used. The last part presents the actual empirical study which examines the spread of ten products, processes, and administrative innovations based on the results of a survey addressed to Spanish banks. Espitia, Manuel, Polo, Yolanda, and Salas, Vicente, 1996, "Efectos Ciclicos en la Adopcirn de Innovaciones: Evidencias en el Sector Bancario Espafiol", Informacirn Comercial Espafiola (Spain), No. 750, pp. 153-160. 36
Negative Publicity Around Brands This article presents a literature review concerning negative publicity. Five phases are distinguished in dealing with negative publicity around brands: (1) anticipation (what makes companies and brands crisis-prone), (2) confrontation (the occurrence of an accident or crisis, initial fast reaction), (3) reaction (more elaborate reaction such as taking back products, recall-ads, advocacy advertising), (4) consequences (with respect to the relationship with consumers, retailers media, etc.) and (5) rebuilding (of brand-value). Riezebos, R, 1995, "Negatieve Publiciteit fond Merken. Van Anticipatie tot Wederopbouw van het Merk", Recente Ontwikkelingen in het Marktonderzoek, Jaarboek van de Nederlandse Vereniging van Marktonderzoekers (The Netherlands), Issue 95/96, pp. 195-229. 39
See also 3.4 Brands - From Theory to Practice This monograph explores brand strategies in Swedish companies. A survey of 507 companies, representing both consumer and industrial goods, indicates that decision-makers overestimate market shares and confuse brand loyalty with stable sales. The survey also indicates that decision-makers' brand attitudes are consistent with branding theory. However, the attitudes are not always reflected in actual behavior. H&kansson, Per and Wahlund, Richard, 1996, "Varumiirken: FrOm Teori Till Praktik' ', (Sweden). 37 Diffusion of Products with Network Externalities Approaches from classical diffusion theory fail to properly describe the empirical pattcrn~ of diffusion in markets with network externalities. This paper suggests applying the master equation approach associated with synergetics. An example shows that the
2.8 Sales Promotion The Reference Price Concept: Relation with Consumer Sensitivity to Promotion of Consumer Goods The consumer behavior before the promotion of consumer goods (particularly before price promotions) is discussed theoretically and it is argued that decreasing prices are extremely appealing actions, reinforcing purchase. The paper suggests that the reference price concept emerges as one of the important aspects to understand this behavior. De Moura, Ana Pinto, 1996, " 0 Conceito de Preqo de Refer~ncia: Sua Relaq~o coma Sensibilidade do Consumidor face hs Promo§'Oes de Venda para Bens de Grande Consumo", Revista Portuguesa de Marketing (Portugal), Vol. 1(2), pp.40-45. 40
See al~o 2.6, 1.1
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proposed approach, which is based on behavioristic insights, reflects better the openness, non-linearity, and stochasticity of diffusion processes of products with network externalities. Schoder, D, 1995, "Diffusion yon Netzeffektgiitern", Marketing Zeitschrifi fiir Forschung und Praxis (Germany), Vol. 17 (1), pp.18-28. 38
See also 2.1 Cyclical Effects on Innovation: Some Evidence in Spanish Banks In this article, the authors seek to analyze the effect that shifting econoimc cycles have on the spread of new products and processes. The work is divided into three parts. A brief review of literature is followed by a description of the basic methodology used. The last part presents the actual empirical study which examines the spread of ten products, processes, and administrative innovations based on the results of a survey addressed to Spanish banks. Espitia, Manuel, Polo, Yolanda, and Salas, Vicente, 1996, "Efectos Ciclicos en la Adopcirn de Innovaciones: Evidencias en el Sector Bancario Espafiol", Informacirn Comercial Espafiola (Spain), No. 750, pp. 153-160. 36
Negative Publicity Around Brands This article presents a literature review concerning negative publicity. Five phases are distinguished in dealing with negative publicity around brands: (1) anticipation (what makes companies and brands crisis-prone), (2) confrontation (the occurrence of an accident or crisis, initial fast reaction), (3) reaction (more elaborate reaction such as taking back products, recall-ads, advocacy advertising), (4) consequences (with respect to the relationship with consumers, retailers media, etc.) and (5) rebuilding (of brand-value). Riezebos, R, 1995, "Negatieve Publiciteit fond Merken. Van Anticipatie tot Wederopbouw van het Merk", Recente Ontwikkelingen in het Marktonderzoek, Jaarboek van de Nederlandse Vereniging van Marktonderzoekers (The Netherlands), Issue 95/96, pp. 195-229. 39
See also 3.4 Brands - From Theory to Practice This monograph explores brand strategies in Swedish companies. A survey of 507 companies, representing both consumer and industrial goods, indicates that decision-makers overestimate market shares and confuse brand loyalty with stable sales. The survey also indicates that decision-makers' brand attitudes are consistent with branding theory. However, the attitudes are not always reflected in actual behavior. H&kansson, Per and Wahlund, Richard, 1996, "Varumiirken: FrOm Teori Till Praktik' ', (Sweden). 37 Diffusion of Products with Network Externalities Approaches from classical diffusion theory fail to properly describe the empirical pattcrn~ of diffusion in markets with network externalities. This paper suggests applying the master equation approach associated with synergetics. An example shows that the
2.8 Sales Promotion The Reference Price Concept: Relation with Consumer Sensitivity to Promotion of Consumer Goods The consumer behavior before the promotion of consumer goods (particularly before price promotions) is discussed theoretically and it is argued that decreasing prices are extremely appealing actions, reinforcing purchase. The paper suggests that the reference price concept emerges as one of the important aspects to understand this behavior. De Moura, Ana Pinto, 1996, " 0 Conceito de Preqo de Refer~ncia: Sua Relaq~o coma Sensibilidade do Consumidor face hs Promo§'Oes de Venda para Bens de Grande Consumo", Revista Portuguesa de Marketing (Portugal), Vol. 1(2), pp.40-45. 40
See al~o 2.6, 1.1