This website uses cookies to ensure you have the best experience. Learn more

Summary Of An Academic Article In Marketing

1016 words - 4 pages

Pursuing the value-conscious consumer: Store brands versus national brand promotions Journal of Marketing; New York; Jan 2001 Kusum L Ailawadi; Scott A Neslin; Karen Gedenk The study presented in the article tries to determine if national brand promotion is in direct competition against store brands because both share the same distribution channel. Thus, the main question is: are manufacturers and retailers rather competitors or partners? The national brands usually sell for around 30 % more than store brands, but this pre-mium often is offset by national promotions that offer discounts from 20 to 30 %. If national brand promotions and store brands attract the same value-conscious consumers then manufac-turers and retailers compete for the same market segment. On the other hand it is also possible, that national brand promotions and store brands may satisfy different consumer needs, al-though the price of both may be similar.The article divides national brand promotions (= deal usage) into in-store-promotions and out-of-store-promotions. In store promotions are used opportunistically and passively, and includes displays or in-store specials. Out of store promotions include coupons, in-store flyers and are actively considered before the consumer goes shopping. Thus the three behaviours of interest are store brand use, in-store national brand promotion use, and out-of-store national brand promotion use.The study is based on a survey that consists of interviews of 319 adults and focuses on national brand promotions and store brands at the same time which has rarely done before. It first develops a structural model in order to examine the relationship of demographics and psychographics with deal- and store brand usage. Therefore 15 psychographic variables are identified and their hypothetical influence on store brands, in-store- and out-of-store-promotion are anticipated. Afterwards the links between psychographics and the corresponding demo-graphics are taken under closer consideration. Therefore seven demographic characteristics are recognized as important and their correlations with the psychographics are uncovered.The next part of the study determines if the differences in national promotion usage and store brand usage leads to different market segments. Therefore a cluster analysis is carried out which groups the consumers into the four following segments: deal-focused, store brand-focused, deal and store brand users, and nonusers of both store brands and deals.The authors found, that manufacturers and retailers do not compete for the same market segment, because store brand usage and deal usage (,especially out-of-store promotion usage) are different behaviours, driven by different psychographics. A main difference in both user groups is that national promotion users are characterized by psychographics mostly related to hedonic benefits, such as exploration and self-expression whereas store brands may not provide hedonic benefits to the same...

Find Another Essay On Summary Of An Academic Article In Marketing

Flanking in a Price War Article Summary

1614 words - 6 pages Flanking in a Price War Article Summary The article begins by giving a brief analysis of a study that was conducted in Quebec in the early 1980’s involving the grocery industry. It discusses a point of time before the leader in market share, Steinberg, Inc., initiated a price war. One of the authors of the article, Roger J Calantone, was involved in an experiment with one of the smaller grocery chains, IGA. The experiment was designed to

This is an article analysis of Jack in the Box

721 words - 3 pages decision making.Although Jack in the Box remained strong with widely varied menu items and unique marketing strategies through the E. coli disaster of 1993, the current economic slump in the fast food industry highlights serious controversy over the company's new growth strategy and accounting practices (Bauder). In this article, analysts are challenging the accounting practices of a San Diego-based company, Jack in the Box. In their 10-k report, Jack

ROLE REVERSAL: AN EFFECT OF TECHNOLOGICAL ADVANCEMENT In the article

1572 words - 6 pages ROLE REVERSAL: AN EFFECT OF TECHNOLOGICAL ADVANCEMENT In the article ?Children of the Information Age: A Reversal of Roles?, Edna Aphek pointed out several factors as well as points of view focusing on the ethical, social and educational impacts that technology has brought to our daily life. Doubtlessly, many of these impacts are not only vague, but they are also so well blending into our life that one at first may not realize them at all. One

Summary of Michael Curtin's article "Murdoch's Dilemma, or What's the price of TV in China?"

599 words - 2 pages According to Michael Curtin's article "Murdoch's Dilemma, or What's the price of TV in China?" Rupert Murdoch acquired Star TV in attempt to create a Pan-Asian media empire but could not overcome the problems associated with such a broad range of a culturally diverse audience and, says curtain, "the logistical demands of competing with local and national television broadcasters". Also the fact that "global satellite systems are grounded by a set

A summary and response to an article regarding pornography

1024 words - 4 pages Summary and Response"Why We Must Put Up with Porn" by Susan Isaacs The editorial "Why We Must Put Up with Porn" by Susan Isaacs is about pornography and the Constitution. The First Amendment states that we, as American citizens, have the freedom of speech. "To have the speech we love, we must defend the speech we hate," Isaacs voices.Isaacs states in her article, that there is no proof that pornography contributes to criminal behavior

Imperfection of Perfection - English Year 12 - Gattaca Academic Article

1611 words - 7 pages In striving to achieve a perfect world, we are failing to recognise the destructive pattern it is causing. As perfection becomes ingrained in one generation, that generation passes the desire onto their children and suddenly there is an indestructible trend of unachievable expectations and immense pressure laced throughout different generations. This trend creates a dangerous mindset which threatens the happiness of everyone it influences. In

Ethics in an Academic Environment – Plagiarism

2679 words - 11 pages AbstractAs a team we are required to write a research paper on Ethics in an Academic Environment. In this research paper, we will explain how a particular issue, plagiarism, relates to ethics in an academic environment and how it affects everyone involved in it. In today's world of high speed internet, high powered computers and free access to thousands of databases and publications, access to a vast amount of information is just a "click away

Ethics in an academic environment, Grade inflation

2262 words - 9 pages necessarily transfer over to earning A's and B's in a given class. Students know that hard work, studying, taking notes, and producing great school work are surefire ways to earn an A or B in a given class.Grade inflation changes what students are accustomed to in an academic setting. Good students that earn Honors and achieve GPA's of 3.5 or higher are known for having great grades as well great attendance, great intelligence, and exhibit a great

analysis of an magazine article

854 words - 4 pages fashion trends. I have opened by developing a shock factor for the audience by using a declarative mood, ‘Last year it was a dress made from raw meat’, which gives information to the reader, setting a clear image in the mind of the audience. The writer of the magazine article talks about his/her personal opinion, asking the question’ why not try animal prints that's shout sexy?’. This shows the change of the declarative mood to an interrogative mood

An Analysis and Summary of Everyman, Characters in Everyman

1145 words - 5 pages An Analysis and Summary of EverymanEveryman is an English morality play but the author is anonymous. The play was written in the 15th century and it is thought to be derived from a Dutch play with the same theme. While the author is unknown, it is believed to be written by a priest. The reason is that the play has a religious content and morale message.Everyman is the story of a man who suddenly faces with God. There are many characters in the

Executive Summary: An Overview of Heavy Industry in Guangzhou

2068 words - 9 pages An overview of Heavy industry in Guangzhou Executive summary Guangzhou is selected as the case city in this report because of its unique geographical and economical position in the world. Among a number of industries in this city, heavy industry plays the most significant role in its economic growth. To provide a better understanding of heavy industry in Guangzhou, this report applies PEST model and also presents both the current challenges and

Similar Essays

Summary Of William Lugo's Article Essay

876 words - 4 pages loading new material. He adds a statement made by Colonel Kevin A. Shwedo to give insight on the purpose of the Soldier's Creed, as an essential part of training. While concluding his article, Fugo states that this method of recruiting people is unethical and states why. He gives information on the lack of soldiers in the military and how the draft may resume in America due to the Country's state of war. He directly questions the military's

Plagiarism In An Academic Environment Essay

960 words - 4 pages plagiarism in an online world. Online Information Review, 32(3), 297-301. doi:http://dx.doi.org/10.1108/14684520810889637 Liberty.edu. Student expectations. Retrieved April 20, 2014, from http:// www.liberty.edu. Plagiarism.org. What is plagiarism (n.d.). Retrieved April 20, 2014, from http:// www.plagiarism.org/plagiarism-101/what-is-plagiarism. (2010). Publication Manual of the American Psychological Association (6th ed.). Washington, DC: American Psychological Association Zimerman, M. (2012). Plagiarism and international students in academic libraries. Emerald, 113, 290-299. http://dx.doi.org/10.1108/0307480121226373

"Write On Time: A Trio Of Online Writing Tools Brings Out The Wordsmith In Each Student" An Article Review And Summary

748 words - 3 pages points of the reading. As well as testing the student's ability to convey key points, the program checks for errors in copying, spelling, redundancy, and irrelevancy. When an error is caught the student can study a brief tutorial pertaining to the area in which help was needed. The program's ability to check for copying also allows students to learn when they have borrowed too much from the original source, which helps the instructors to teach the

Logic Of An Article Essay

911 words - 4 pages Background 1) The main purpose of this article: The purpose of this article is to present the findings of a study done to determine if gay men and straight men could detect the sexual orientation of another man and which one was superior in doing so by only using the visual senses. 2) The most important information in this article is: • Knowing the terminology surrounding the gay and lesbian population (i.e. gay, straight, bisexual, and their