Hughes, Donald A.
March 1989
Marketing Science;Spring89, Vol. 8 Issue 2, p128
Academic Journal
The packaged goods industry has always been richer in data than the general merchandise field and the development of UPC's, scanners, and "single source" data has widened the gap even more. An airline providing 75% of the available seats between City A and City B would, all other things being equal, obtain more than a 75% share of revenue passengers. Those consumers who bought a refrigerator in 1987 were, with rare exceptions, different from those who bought in 1986. Yet, brand shares varied little from one year to the next. Surely, distribution played a large part in this static state of affairs as the national chains and independent appliance dealers had not been in a period of brisk expansion. With the current accelerated growth of appliance "super stores" and the recent decision of two of the national chains to offer national brands of appliances along with their private label merchandise, distribution patterns will be changing significantly. Over the years, of course, there have been exceptions to the static nature of market shares in the durable field. While all marketers pursue promotion and price tactics feverishly from year to year, the efforts of one tend to be counterbalanced by those of another. This condition prevails until one of them does something dramatically different.


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