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Author : John M. Connor
Release : 1997
Genre : Consumer behavior
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis Couponing as a Horizontal and Vertical Strategy by : John M. Connor
Download or read book Couponing as a Horizontal and Vertical Strategy written by John M. Connor. This book was released on 1997. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John M. Connor
Release : 2008
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis Couponing as a Horizontal and Vertical Strategy by : John M. Connor
Download or read book Couponing as a Horizontal and Vertical Strategy written by John M. Connor. This book was released on 2008. Available in PDF, EPUB and Kindle. Book excerpt: This paper surveys developments in analytical models and empirical findings concerning the strategic use of manufacturers' coupons for U.S. grocery products. Traditional theories examine the horizontal effects of coupons as a strategy to charge various classes of consumers different prices. Recent developments focus on the use of coupons in manufacturer-retailer vertical competition. The paper provides data on trends in couponing: numbers, face values, redemption rates, total promotional costs, and international usage. The paper further analyses the effective price discounts provided by coupons across brands and segments of ready-to-eat cereals during 1992-1995.
Author : Giovanni Galizzi
Release : 2012-12-06
Genre : Business & Economics
Kind : eBook
Book Rating : 653/5 ( reviews)
Book Synopsis Vertical Relationships and Coordination in the Food System by : Giovanni Galizzi
Download or read book Vertical Relationships and Coordination in the Food System written by Giovanni Galizzi. This book was released on 2012-12-06. Available in PDF, EPUB and Kindle. Book excerpt: New analysis and empirical evidence on several topics such as the determinants of shape and nature of the vertical relationships in the food system, the determinants of vertical co-ordination and competition, types and mechanisms of co-ordination as well as the consequences for competitiveness, consumer welfare and policy implications are provided. The focus is on vertical issues at different stages of the food chain with a particular emphasis on the increasing role played by retailers in shaping the vertical relationships in the food system through the development of food supply-chain management.
Author : Christoph Bauner
Release : 2018
Genre :
Kind : eBook
Book Rating : /5 ( reviews)
Book Synopsis Couponing Strategies in Competition Between a National Brand and a Private Label Product by : Christoph Bauner
Download or read book Couponing Strategies in Competition Between a National Brand and a Private Label Product written by Christoph Bauner. This book was released on 2018. Available in PDF, EPUB and Kindle. Book excerpt: This paper explores the couponing strategies in competition between a national brand name product and a private label product by discussing three different kinds of coupons: manufacturers' coupons, retailers' national brand coupons, and retailers' private label coupons. We show that the positioning of the private label product in terms of quality (vertical differentiation) and feature differentiation from the national brand (horizontal differentiation) play an important role in determining the manufacturer's coupon and retailer's national brand coupon. In particular, a larger degree of feature differentiation drives the manufacturer to increase its coupon value, and the retailer responds by decreasing the value of its own coupon for the brand name product. In contrast, with an increase in private label quality, the couponing strategies taken by the manufacturer and the retailer depend on which segment of consumers is in the market for the private label product. Additionally, the retailer's private label coupon value is only impacted by the difference in consumers' willingness to pay but not by private label positioning. Empirical results on the effect of feature differentiation on national brand and private label coupon values are consistent with our theoretical predictions.
Author : John McDonough
Release : 2015-06-18
Genre : Business & Economics
Kind : eBook
Book Rating : 131/5 ( reviews)
Book Synopsis The Advertising Age Encyclopedia of Advertising by : John McDonough
Download or read book The Advertising Age Encyclopedia of Advertising written by John McDonough. This book was released on 2015-06-18. Available in PDF, EPUB and Kindle. Book excerpt: For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
