Review of Marketing Science最新文献_第8页

Kish: Where Customers Pay As They Wish 基什:顾客按自己的意愿付款

Review of Marketing Science Pub Date : 2010-07-15 DOI: 10.2202/1546-5616.1118

Ju-Young Kim, M. Natter, Martin Spann

引用次数: 50

DemoImpact: Modeling, Forecasting and Managing the Impact of Major US Sociodemographic Trends on Multi-Category Snack Consumption 人口影响:建模、预测和管理美国主要社会人口趋势对多类别零食消费的影响

Review of Marketing Science Pub Date : 2010-07-15 DOI: 10.2202/1546-5616.1115

Marina Girju, M. Adams, B. Ratchford

{"title":"DemoImpact: Modeling, Forecasting and Managing the Impact of Major US Sociodemographic Trends on Multi-Category Snack Consumption","authors":"Marina Girju, M. Adams, B. Ratchford","doi":"10.2202/1546-5616.1115","DOIUrl":"https://doi.org/10.2202/1546-5616.1115","url":null,"abstract":"The US population is changing dramatically, e.g. aging, migrating, becoming more racially diverse and overweight, etc. We examine how these major shifts affect snack consumption and, therefore, how Consumer Packaged Goods (CPG) manufacturers should adjust their business-as-usual practices. We present the development and implementation of DemoImpact, a consumption forecasting model and decision support system for all snacks available on the US market (900+). It captures the effects of 48 demographic variables (age, gender, marital status, obesity, education, income\u0085), and accounts for the effects of significant holidays and seasons. DemoImpact is built on 6 years of historical snack consumption and uses the US Census demographic predictions to forecast consumption frequency and volume. The model was implemented at a leading CPG company and forecasted consumption well. The DSS enables top and mid-level managers first to understand how the consumer is changing, and then how to prepare for the change in tastes and how to develop accurate forecasts. DemoImpact has been used, validated and extended since 2006. We show how the CPG manufacturer embraced the results of the model, adjusted its business strategy and impacted retailers in its sales channel.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2010-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1115","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627933","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Analyzing Causal Effects with Observational Studies for Evidence-based Marketing at IBM 用观察性研究分析IBM循证营销的因果效应

Review of Marketing Science Pub Date : 2010-07-15 DOI: 10.2202/1546-5616.1116

S. Manganaris, Ruchi Bhasin, M. Reid, K. Hermiz

引用次数: 1

A Utility-Based Diffusion Model Applied to the Digital Camera Case 基于效用的扩散模型在数码相机案例中的应用

Review of Marketing Science Pub Date : 2010-06-03 DOI: 10.2202/1546-5616.1105

Yair Orbach, G. Fruchter

{"title":"A Utility-Based Diffusion Model Applied to the Digital Camera Case","authors":"Yair Orbach, G. Fruchter","doi":"10.2202/1546-5616.1105","DOIUrl":"https://doi.org/10.2202/1546-5616.1105","url":null,"abstract":"We present a model that deals with the challenge of forecasting market acceptance and technology evolution along the product lifecycle, pre-launch. Market growth is driven by product's utility increase due to technology evolution, while firms' product improvements strategies are motivated by market growth and directed by market preferences. The interdependency between utility increase and market growth makes the problem inherently dynamic. To find the dependency of utility increase on market growth, we conduct an industry and technology analysis that follows industry financial policies, innovation orientation, industry players' inter-relations and technologic capabilities. For relating market preferences and purchase intentions to product's utility, we use data collected by a conjoint study. The ability to collect and interpret data about both demand and supply aspects, before the product is introduced, leads to a pre-launch forecasting. The evolution of the cumulative adoption level over time, as a result of the technology evolution, and vice versa, is based on both customer purchase decision processes and firms responses. We demonstrate the applicability of the model on the digital camera market.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2010-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1105","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627864","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 4

Competition, Risk and Return in the US Grocery Industry 美国食品杂货行业的竞争、风险与回报

Review of Marketing Science Pub Date : 2010-06-03 DOI: 10.2202/1546-5616.1095

M. Corstjens, Ludo Vanderheyden

{"title":"Competition, Risk and Return in the US Grocery Industry","authors":"M. Corstjens, Ludo Vanderheyden","doi":"10.2202/1546-5616.1095","DOIUrl":"https://doi.org/10.2202/1546-5616.1095","url":null,"abstract":"This paper studies competition and financial market performance of the US grocery sector over a period of almost 50 years (1960-2007), using the Sharpe-Fama-French-Carhart standard performance attribution methodology. Following Hou and Robinson (2006), investors in industries with strong (resp. weak) competitive pressures demand a positive (resp. negative) return premium commensurate with the competitive risk incurred. We examine whether such a Hou-Robinson premium exists in the US grocery sector.We find no statistical evidence of a Hou-Robinson premium for the sector as a whole. The sector thus appears to be correctly priced. When, however, our sample is separated into larger and smaller firms, the portfolio of larger firms exhibits a positive Hou-Robinson premium, while that of smaller firms exhibits a negative premium. This result supports the dual nature of competition in the US grocery sector.Furthermore, when we compare the risk-adjusted average return of the larger retail firms in the grocery portfolio with that of the larger manufacturing firms in the same portfolio, we find no statistically significant difference. The larger manufacturing and retail firms in the grocery supply chain seem to share the same level of competitive risk. However, the portfolio of smaller manufacturing firms does not exhibit the negative premium seen in the portfolio of smaller retail firms, indicating that the latter are able to shield themselves from competitive pressures in a way that their manufacturing counterparts are not.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2010-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1095","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627495","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Privacy Paradox: The Case of Secondary Disclosure 隐私悖论:二次披露的案例

Review of Marketing Science Pub Date : 2009-12-01 DOI: 10.2202/1546-5616.1072

Giles D'souza, J. Phelps

{"title":"The Privacy Paradox: The Case of Secondary Disclosure","authors":"Giles D'souza, J. Phelps","doi":"10.2202/1546-5616.1072","DOIUrl":"https://doi.org/10.2202/1546-5616.1072","url":null,"abstract":"This paper examines the effect of privacy concerns on purchase likelihood. In many consumer-seller relationships, consumers are required to provide personal information to marketers in order to get better service. The law requires that marketer provide a statement of their privacy policies to consumers. Secondary disclosure is a key aspect of privacy policies. Consumers are concerned about giving up privacy, but the impact of such concerns on purchase behavior is unclear. By integrating several marketer-controlled variables like price, product, and channels with a marketers secondary disclosure policy, the study measures the relative importance of the latter along with the effects of secondary disclosure and internet attitudes. The results show that secondary disclosure attitudes influence the weight of secondary disclosure policies in purchase situations. The results also indicate that price sensitivity is influenced by secondary disclosure policies. The clear implications are that privacy concerns do matter and that privacy policies and marketing strategies cannot be set in isolation of each other. The findings are discussed in relation to prior research on privacy and future research directions. Statistical techniques used in the paper include structural equation models, conjoint analysis, and simultaneous equation regression.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2009-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2202/1546-5616.1072","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"68627636","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 17

A Theoretical and Empirical Analysis of Alternate Auction Policies for Search Advertisements 搜索广告备选拍卖政策的理论与实证分析

Review of Marketing Science Pub Date : 2009-12-01 DOI: 10.2202/1546-5616.1101

S. Balachander, Karthik N. Kannan, D. Schwartz

引用次数: 19

Regression Analysis of Marketing Time Series: A Wavelet Approach with Some Frequency Domain Insights 营销时间序列的回归分析:一种具有频域洞察力的小波方法

Review of Marketing Science Pub Date : 2009-01-14 DOI: 10.2202/1546-5616.1083

Antonis A. Michis

引用次数: 4

Quality, Sunk Costs and Competition 质量、沉没成本与竞争

Review of Marketing Science Pub Date : 2009-01-05 DOI: 10.2202/1546-5616.1096

J. Crespi, S. Marette