Академический Документы
Профессиональный Документы
Культура Документы
Marketing
Contents
List of Tables x
List of Figures xii
Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
1 Scope and Objectives 1
1.1 Interest in Market-Share Analysis . . . . . . . . . . . . . . 1
1.2 Need for a Analytical Framework . . . . . . . . . . . . . . 5
1.3 The Process of Market-Share Analysis . . . . . . . . . . . 10
1.3.1 Stage 1: Specification of Models . . . . . . . . . . 11
1.3.2 Stage 2: Data Collection and Review . . . . . . . . 13
1.3.3 Stage 3: Analysis . . . . . . . . . . . . . . . . . . . 14
1.3.4 Stage 4: Strategy and Planning . . . . . . . . . . . 14
1.3.5 Stage 5: Follow-Up . . . . . . . . . . . . . . . . . . 15
2 Understanding Market Shares 17
2.1 Market Shares: Definitions . . . . . . . . . . . . . . . . . . 17
2.2 Defining Industry Sales . . . . . . . . . . . . . . . . . . . . 19
2.3 Kotlers Fundamental Theorem . . . . . . . . . . . . . . . 21
2.3.1 A Numerical Example . . . . . . . . . . . . . . . . 23
2.4 *Market-Share Theorem . . . . . . . . . . . . . . . . . . . 24
2.5 Alternative Models of Market Share . . . . . . . . . . . . 26
2.6 Market-Share Elasticities . . . . . . . . . . . . . . . . . . 31
2.7 Sales-Volume Elasticities . . . . . . . . . . . . . . . . . . . 36
2.8 *Market Shares and Choice Probabilities . . . . . . . . . . 38
2.9 Appendices for Chapter 2 . . . . . . . . . . . . . . . . . . 44
2.9.1 *Calculus of Market-Share Elasticities . . . . . . . 44
2.9.2 *Properties of Market-Share Elasticities . . . . . . 45
2.9.3 *Individual Choice Probabilities . . . . . . . . . . 46
2.9.4 *Multivariate Independent Gamma Function . . . 52
v
vi CONTENTS
3 Describing Markets and Competition 55
3.1 Market and Competitive Structure . . . . . . . . . . . . . 55
3.2 Asymmetries in Market and Competition . . . . . . . . . 56
3.3 Differential Effectiveness . . . . . . . . . . . . . . . . . . . 57
3.4 Differential Cross Elasticities . . . . . . . . . . . . . . . . 59
3.5 Properties of Fully Extended Models . . . . . . . . . . . . 62
3.6 Determining Competitive Structures . . . . . . . . . . . . 65
3.7 Hierarchies of Market Segments . . . . . . . . . . . . . . . 68
3.8 Distinctiveness of Marketing Activities . . . . . . . . . . . 69
3.9 Time-Series Issues . . . . . . . . . . . . . . . . . . . . . . 78
3.10 Appendix for Chapter 3 . . . . . . . . . . . . . . . . . . . 84
3.10.1 *Log-Linear Time-Series Model . . . . . . . . . . . 84
4 Data Collection 87
4.1 The Accuracy of Scanner Data . . . . . . . . . . . . . . . 87