TITLE

REPLY: PAUL FARRIS, JAMES OLIVER, AND CORNELIS DE KLUYVER

AUTHOR(S)
Farms, Paul; Olver, James; de Kluyver, Cornelis
PUB. DATE
March 1989
SOURCE
Marketing Science;Spring89, Vol. 8 Issue 2, p131
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Although they have presented their model in the context of consumer packaged goods, they concur with Hughes that the model should hold across a broader range of product classes when the underlying propositions concerning consumer and trade behavior hold. Some small grocers supplied by large wholesalers have more choice among different brands in a category than does the manager of a large chain store, even if the latter stocks more brands on the shelves. Such an explanation might account for some brands with 100% distribution having smaller shares in smaller stores. If distribution and sales data are collected from the same set of stores, whether to weight stores stocking a brand by the product category used to calculate market share or by all commodity sales is a matter of choice. They do agree that definitions of product categories and markets will continue to be a problem for marketers. They believe, however, that expressing distribution as %PCV will promote a logical consistency among the various measures of push and pull that might not otherwise be achieved.
ACCESSION #
6703717

 

Related Articles

  • Private Label Marketing Performance: An Analysis of Historical Trends Using Theories of Cumulative Change and Punctuated Equilibrium. Chimhundu, Ranga // International Journal of Business & Management;Aug2011, Vol. 6 Issue 8, p58 

    The article analyses historical trends in the development of private label and national brands using gradualist and punctuated evolutionary theories. The purpose of the article is to unveil patterns that would give fresh insights into the growth of private label in relation to national brands....

  • Market share.  // A to Z of Management Concepts & Models;5/1/2005, p206 

    The article discusses the importance of market share. The relevance of market share has long been regarded, particularly in traditional strategic thinking. The reason behind the focus on relative market share is due to the notion that a high relative market share offers opportunities for mass...

  • MARKET SHARE OF BANKS IN DISPENSING CROP LOAN. Mishra, Rabindra Kumar // Researchers World: Journal of Arts, Science & Commerce;Jul2013, Vol. 4 Issue 3, p60 

    This paper examines the market share of banks in dispensing crop loan for the development of agricultural sector. Notwithstanding that the banks have extended their wings almost all over the nation; still they are yet to touch the grass root level in dispensing crop loans. The cooperative banks...

  • Planning Gains in Market Share. Fogg, C. Davis // Journal of Marketing;Jul1974, Vol. 38 Issue 3, p30 

    The article gives a comprehensive program for gaining market share, and examines the ways of increasing market share, the key steps in planning market share gains, and the pitfalls that must be anticipated in implementing such a program. According to the author, gaining and keeping market share...

  • Consumer Packaged Goods in France: National Brands, Regional Chains, and Local Branding. Ataman, M. Berk; Mela, Carl F; Van Heerde, Harald J // Journal of Marketing Research (JMR);Feb2007, Vol. 44 Issue 1, p14 

    Using data from 50 U.S. markets, Bronnenberg, Dhar, and Dubé (2007) observe that geographic variation is the predominant source of variation in national brand market shares. The authors of this comment extend this surprising and previously undocumented result in several respects. First, they...

  • Cadbury concentrates on developing masterbrand. Lee, Jeremy // Campaign;9/17/2004, Issue 38, p14 

    This article reports that Cadbury Ltd. is spending more than £ 35 million this year developing an ad campaign designed to create a masterbrand, under the banner "Your happiness loves Cadbury." Cadbury is British market leader — its 28.4 per cent market share is nearly two percentage...

  • The Small Firm in a Quantity Choosing Game: Some Experimental Evidence. Phillips, Owen; Menkhaus, Dale; Thurow, John // Review of Industrial Organization;Mar2011, Vol. 38 Issue 2, p191 

    We demonstrate with a grim trigger strategy that the small firm should be more willing to collude tacitly as its market share declines; large firms should be less willing to cooperate. The small firm is not a maverick. The intensity of rivalry between two firms with asymmetric market shares is...

  • An Appraisal of OSCADY PRO. Oni, Olayiwola Ademola Gbolahan // Journal of Applied Sciences Research;Dec2009, Vol. 5 Issue 12, p2117 

    OSCADY PRO, the new signal-timing program developed by Transport and Road Research Laboratory (TRL), Wokingham, UK in 2006 for isolated, traffic signal controlled junctions has been evaluated using four signalised isolated junctions in Southampton, UK as case studies. Comparison of the signal...

  • Lessons learned. McNulty, Mike // Rubber & Plastics News;1/10/2005, Vol. 34 Issue 12, p1 

    This article reports that RCA Rubber Co. was in relatively unfamiliar territory: Smaller competitors were springing up in its primary business, molded rubber transit treads. For a company that normally has little competition and a strong market share in the transit product industry, that...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

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

Try another library?
Sign out of this library

Other Topics