Download or read book Brand Policy in the Marketing of Consumers Durable Goods written by Irvin Wesley Dolk and published by . This book was released on 1948 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Encyclopedia of Consumer Brands written by and published by Saint James Press. This book was released on 2013-06-14 with total page 667 pages. Available in PDF, EPUB and Kindle. Book excerpt: Encyclopedia of Consumer Brands is the first reference of its kind to compile the origin, evolution and current market status of some of the world's most recognizable consumer brands.

Download or read book Three Essays on the Marketing Strategies of a Durable Goods Manufacturer written by Ngan Ngoc Chau and published by . This book was released on 2012 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: When purchasing durable goods, consumers not only pay for current but also future consumption; consequently, forward looking behavior is an important consideration in durable goods markets. For example, anticipating that prices will go down in the future, consumers may delay the purchase today; such behavior has a significant impact on the firm's marketing strategies. This dissertation investigates the impact of durability on two marketing strategies: new product introductions and supply chain design. The first part of this dissertation (Chapter 3) examines a durable goods manufacturer's new product introduction strategy under different market environments where network effects and product compatibility are important. More specifically, this part explores the incentives of a firm to use either a replacement strategy or a skipping strategy--in the former, the firm commercializes the existing technology, while in the latter, it does not; in either case, an improved technology will be available in the future and the firm will introduce a new product at that time. Using a two-period analytical model with network effects, the analysis shows how the level of improvement in the new product, along with the type of compatibility between the products, interacts with network strength to determine the manufacturer's optimal strategy. Under gradual new product improvement, there is a strict preference for replacement. In contrast, under rapid new product improvement, that preference only holds in markets with relatively high levels of the network strength; at lower levels of the network strength, skipping is preferred; interestingly, for moderate values of the network strength, the level of product improvement affects the manufacturer's optimal choice differently under varying types of compatibility. The second part of this dissertation (Chapters 4 and 5) focuses on the supply chain design decisions of a durable goods manufacturer who is a sole supplier of an essential proprietary component for making the end product. Three different supply chain structures are considered. In the first, the manufacturer operates as a "component supplier" and sells the component to a downstream firm who then makes the end product. In the second structure, the manufacturer produces the end product using its component but does not make that component available to any other firms; here, the manufacturer operates as a "sole entrant". Finally, the manufacturer can operate as a "dual distributor" who not only makes the end product using its own component, but sells the component to a downstream firm who then competes against the manufacturer in the end product market. The extant literature on the optimal choice among the above supply chain structures has focused mainly on static settings in a framework of price competition. By contrast, researchers predominantly use quantity competition to examine durable goods markets in dynamic (i.e., multiple time period) settings. Moreover, the literature notes diversity in optimal firm behavior under the two types of (i.e., price and quantity) competition. Therefore, to transition from supply chain design in a static setting to a more dynamic one where consumers are forward-looking, this part utilizes Chapter 4 to analyze the manufacturer's choice using quantity competition in a static setting. This analysis (in Chapter 4) identifies precisely the shift in the manufacturer's choice of supply chain structure when moving from price competition to a quantity competition framework. With that analysis as a benchmark, the next chapter focuses on the manufacturer's choice in a dynamic setting. More specifically, Chapter 5 investigates the impact of durability on the optimality of the supply chain structures identified above. Using a two period setting, the analysis explores how the manufacturer's preference for different supply chain structures is modified. The findings reveal that, e.g., when durability is taken into account, the manufacturer's preference for the sole entrant role goes up, while the preference for the component supplier role goes down. Further, under certain conditions, the manufacturer may opt to be a dual distributor in the first period and then choose to become only a component supplier in the second period. The underlying rationale for such shifts in preference is directly linked to durability, which creates future competition and substantially reduces the manufacturer's profitability in the long run. Interestingly, this negative impact varies across different supply chain structures. Overall, this dissertation contributes to the current literature on durable goods and enhances our understanding of the impact of durability on the optimality of distinct marketing strategies, and provides insights that are valuable to both academics and managers.

Download or read book PRODUCT POLICY AND BRAND MANAGEMENT Fourth Edition written by CHITALE, AVINASH K. and published by PHI Learning Pvt. Ltd.. This book was released on 2020-06-01 with total page 393 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book, now in its fourth edition, continues to elucidate the concepts and topics of Product Policy and Brand Management in a concise and clear manner. The text has been further enriched by introducing more case studies based on various mobile phones and smartphones as well as on generic drugs and pharmaceuticals to explain and highlight the concept of branding process. In addition, there are case studies on new product development, branding of foods, their positioning and pricing strategy. The book has been systematically divided into four parts. Part I on "Fundamentals of Product Management" throws light on the concepts of product and its management, role of product managers, product life cycle, diffusion models, developing a product manager, and the product planning system and strategies. Part II on "New Product Development and Its Barriers" explains the challenges that are faced by a new product during its development, the test marketing stages and its alternatives, launching a product, future trends of product management and success stories. Part III on "Brand Management" defines branding, branding decisions, brand equity, brand identity, and brand positioning. Whereas, Part IV “Live Case Studies” exclusively includes 40 live cases that provide analytical and practical insights to the readers on the discussed concepts. The text is primarily intended for the students of MBA, MMS, and ME/MTech (Industrial Management). Besides, the book is also a valuable source for practicing managers. TARGET AUDIENCE • MBA • MMS • ME/MTech (Industrial Management)

Download or read book Two Essays on the Marketing of Durable Goods written by Raghunath Singh Rao and published by . This book was released on 2007 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Durable Use of Consumer Products written by Michel Kostecki and published by Springer. This book was released on 2012-11-30 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do we need a new car or a new refrigerator every ten years? What happens to our PC which is exchanged for a new model every three years? Why do our shoes last only a year or so, while those of our great grandfather served for a genera tion? Are businesses deliberately marketing products in a way which encourages sub-optimal use and induces consumers to buy new products? More and more consumers respond ''yes'' objecting to the business practices which reduce the life span of a product or pay no attention to efficiency in con sumption. The growing concem with sub-optimal use of consumer durables arises as a response to the volume of waste, as wen as to the growing conviction that over-consumption is encouraged by marketing techniques and approaches that favor lesser durability and sub-optimal use. There are signs that those things will have to change. Firstly, client orientation - a condition sine qua non of marketing success in the saturated markets of rich countries - is gaining popularity. Consumers are better informed and more influential and "intelligent consumption" is on the rise. Buyers are becoming more and more hostile towards marketing manipulation, inducing them to consume faster, more and at higher prices. The public increas ingly resists messages in advertisements (preventive resistance) which are pre dominantly persuasive (rather than educational or informative) and conceived to stimulate demand for the "new", the superficial and the fashionable.

Download or read book Private Label Brands Are a Threat for High Value Manufacturer s Brands Such as Charmin written by Miriam Mennen and published by GRIN Verlag. This book was released on 2011 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.0, University of Sunderland, language: English, abstract: This research project presents the outcomes of a case study analysis of Procter and Gamble's operations in the disposable paper industry, focussing on consumer buying behaviour, branding and pricing as strategic elements in marketing. The dynamics of the industry, as well as challenges faced by manufacturers towards the growing threat of private label brands will be outlined. Procter & Gamble, founded in 1837 is a global manufacturer of consumer goods operating in more than 80 countries with over 110,000 employees. It started its operation in Germany in1960 and is ranked third in the disposable paper industry regarding market share. After introducing the nature of consumer behaviour, and its linkage to Procter & Gamble's strategic marketing activities, an extensive literature review will be given. The research topic is put in a conceptual and theoretical context by examining literature about the strategic, the operational dimension relevant to this piece of work. The author defined the appropriate methodology and research design, necessary to achieve the research objectives of this study. Firstly, strategic marketing changes and the dynamics of the disposable paper industry were critically analysed based on secondary data. Secondly, the gathered primary data will be presented and discussed in order to identify consumer buying behaviour concerning a product's pricing and branding strategy. Thirdly, conclusions were drawn about P & G's success or failure in the industry, supported by Porter's five forces model. The development of the company's 'value pricing strategy' will be outlined based on secondary data. Concluding, it can be said that an effective marketing strategy considering high value manufacturer's brands is crucial for achievi

Download or read book Consumer Brand Preference For Consumer Durable Goods written by Aamir Hasan and published by . This book was released on 2015-05-20 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Private label brands are a threat for high value manufacturer s brands such as Charmin written by Miriam Mennen and published by GRIN Verlag. This book was released on 2011-01-19 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, University of Sunderland, language: English, abstract: This research project presents the outcomes of a case study analysis of Procter and Gamble’s operations in the disposable paper industry, focussing on consumer buying behaviour, branding and pricing as strategic elements in marketing. The dynamics of the industry, as well as challenges faced by manufacturers towards the growing threat of private label brands will be outlined. Procter & Gamble, founded in 1837 is a global manufacturer of consumer goods operating in more than 80 countries with over 110,000 employees. It started its operation in Germany in1960 and is ranked third in the disposable paper industry regarding market share. After introducing the nature of consumer behaviour, and its linkage to Procter & Gamble’s strategic marketing activities, an extensive literature review will be given. The research topic is put in a conceptual and theoretical context by examining literature about the strategic, the operational dimension relevant to this piece of work. The author defined the appropriate methodology and research design, necessary to achieve the research objectives of this study. Firstly, strategic marketing changes and the dynamics of the disposable paper industry were critically analysed based on secondary data. Secondly, the gathered primary data will be presented and discussed in order to identify consumer buying behaviour concerning a product’s pricing and branding strategy. Thirdly, conclusions were drawn about P & G’s success or failure in the industry, supported by Porter’s five forces model. The development of the company’s ‘value pricing strategy’ will be outlined based on secondary data. Concluding, it can be said that an effective marketing strategy considering high value manufacturer’s brands is crucial for achieving a sustainable competitive position in the marketplace.

Download or read book Encyclopedia of Consumer Brands Consumable products written by Janice Jorgensen and published by Saint James Press. This book was released on 1994 with total page 714 pages. Available in PDF, EPUB and Kindle. Book excerpt: Volume 1 : Consumable products -- Volume 2 : Personal products -- Volume 3 : Durable goods.

Download or read book Brand Communities for Fast Moving Consumer Goods written by Sandra Meister and published by Gabler Verlag. This book was released on 2012-06-27 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do brand communities really work for FMCG? Can consumers involved in brand communities be characterized by specific behavioral attributes? Are there significant differences between members and those consumers who are simply visiting the brand-community site? And do the members show a higher level of customer retention as those non-member? In her study Sandra Meister derives a set of behavioral attributes relevant for brand-community members. By means of a significance test and a structural equation model, she examines the behavioral profile of brand-community members and compares the results with brand-community non-members. Additionally, she investigates the impact of the behavioral attributes on the performance measure ‚customer retention‘. Finally, she formulates leanings and recommendation for brand-community management.​

Download or read book Longer Lasting Products written by Tim Cooper and published by CRC Press. This book was released on 2016-05-06 with total page 459 pages. Available in PDF, EPUB and Kindle. Book excerpt: The present economic system requires us to consume and throw away more and more goods. Yet often it's our desire, and the best interests of the environment, for these goods to last. The contributors to this book, who comprise many of the most significant international thinkers in the field, explore how longer lasting products could offer enhanced value while reducing environmental impacts. If we created fewer but better quality products, looked after them carefully and invested more in repair, renovation and upgrading, would this direct our economy onto a more sustainable course? The solution sounds simple, yet it requires a seismic shift in how we think, whether as producers or consumers, and our voracious appetite for novelty. The complex range of issues associated with product life-spans demands a multidisciplinary approach. The book covers historical context, design, engineering, marketing, law, government policy, consumer behaviour and systems of provision. It addresses the whole range of consumer durables - vehicles, kitchen appliances, audio-visual equipment and other domestic products, furniture and floor coverings, hardware, garden tools, clothing, household textiles, recreational goods and DIY goods - as well as the re-use of packaging. Longer Lasting Products provides policy makers, those involved in product design, manufacturing and marketing, and all of us as consumers, with clear and compelling guidance as to how we can move away from a throwaway culture towards an economy sustained by more durable goods.

Download or read book Consumer Evaluations of Brand Extensions written by Innocent Nkwocha and published by . This book was released on 2000 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing Information Guide written by and published by . This book was released on 1965 with total page 650 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer Behaviour towards Consumer Durable Goods written by Dr. N. Ratna Kishor and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Library of Congress Subject Headings written by Library of Congress and published by . This book was released on 2013 with total page 1708 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Marketing and the Common Good written by Patrick E. Murphy and published by Routledge. This book was released on 2013-07-24 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.