TITLE

The customer mix

AUTHOR(S)
Zid, Linda Abu-Shalback
PUB. DATE
September 2005
SOURCE
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article references a study by Yung-Hsin Chien, et al in the Marketing Science Institute Report. The authors' customer mix model improves upon previous models in three ways: It does not require base rate information regarding the number of consumers in each different response segment, it can estimate customer mix without reference to other brands, and it is not limited to defining customer types by brand-choice-probability profiles. By estimating the model for 16 brands, the authors could compare customer mix distributions across non-competing brands. The model shed light on the relative concentration of large basket shoppers in different brands' customer mixes and the way a brand's customer mix changes when the brand is on-promotion or on weekends.
ACCESSION #
18509242

 

Related Articles

  • A Survey Technique to Measure Demand under Various Pricing Strategies. Jones, D. Frank // Journal of Marketing;Jul1975, Vol. 39 Issue 3, p75 

    The article reports on a survey technique that can be used in the field of marketing. The author focuses on a survey technique that can be used to determine consumer demand after the fluctuation of a competitive pricing policy. He uses a case study based on the pricing policies of an electronics...

  • Consumer racial profiling in retail environments: A longitudinal analysis of the impact on brand image. Sierra, Jeremy J.; Heiser, Robert S.; Williams, Jerome D.; Taute, Harry A. // Journal of Brand Management;Sep2010, Vol. 18 Issue 1, p79 

    Retailers invest substantial resources developing and managing their brand; however, the challenge of upholding an established image becomes problematic during times of adverse publicity. Although practitioners and scholars agree that publicity about unethical business practices tarnishes brand...

  • THE ROLE OF PSYCHOLOGICAL SHOPPING CLIMATE: A MULTIDIMENSIONAL LOOK AT THE INFLUENCE OF ATMOSPHERE ON CUSTOMER ATTITUDES AND SHOPPING BEHAVIORS. Wright, Linda Berns; Noble, Charles // Journal of Marketing Management (10711988);Winter1999, Vol. 9 Issue 3, p10 

    Retail atmosphere is often explained by looking at emotional, or affective responses, and at attributes, or functional characteristics. A more complete conceptualization of retail atmosphere adds a third dimension: psychological shopping climate qualities. These dimensions arise as the customer...

  • Discrimination in the Consumer Marketplace: A Response to Harris, Henderson, and Williams. Oyler, Randall L. // Journal of Public Policy & Marketing;Spring2005, Vol. 24 Issue 1, p172 

    The article is a critique of Harris, Henderson, and Williams's study that attempts to measure the amount of consumer racial profiling in the consumer retail environment. The author concludes that though the purpose of the study is worthwhile, the study's methodology, which was to review the...

  • Mind Reading. PARISER, ELI // Wired;May2011, Vol. 19 Issue 5, p31 

    The article provides information on the persuasion profiling used by U.S. retailers for their customers in 2011, which is a technique that figures out how consumers think. Standford University doctoral student Dean Eckles suggests that retailers could personalize the way they are pitched. The...

  • Know thy shoppers. Canning, Kathie // Store Brands;Jul2014, Vol. 36 Issue 7, p23 

    The article advises retailers to uncover store brand-related insights to maximize their return on investment. It explains the importance of being specific to a situation when it comes to gathering shopper insights. Suggested measures for retailers include analyzing customers' past purchases...

  • The consumer chameleon. Rentel, Ron // Brand Strategy;Jul/Aug2007, Issue 214, p30 

    The article introduces the consumer typing (C-Type) construct in brand management and advises marketers to learn from the consumers' complicated lifestyles. C-Types allow the marketer to consider the totality of the consumer when innovating. When the marketer reaches the right C-Types, he not...

  • Asymmetric Consumer Learning and Inventory Competition. Gaur, Vishal; Young-Hoon Park // Management Science;Feb2007, Vol. 53 Issue 2, p227 

    We develop a model of consumer learning and choice behavior in response to uncertain service in the marketplace. Learning could be asymmetric, that is, consumers may associate different weights with positive and negative experiences. Under this consumer model, we characterize the steady-state...

  • A SIMULATION COMPARISON OF METHODS FOR NEW PRODUCT LOCATION: COMMENTARY. Dodson, Joe A.; Brodsky, John B. // Marketing Science;Spring87, Vol. 6 Issue 2, p202 

    This article focuses on a simulation comparison of methods for new product location. Addressing first, however, the specifics of the simulation, it was reassuring to find that the size of the consideration frame did discriminate between the performance of alternative algorithms since we agree...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics