Efeitos da precificação, da diferenciação e da oferta de valor no desempenho de marcas em contextos competitivos

Abstract

Palavras-chave: desempenho de marca, participação de mercado, margem de lucro, varejo, marketing.Efeitos da precificação, da diferenciação e da oferta de valor no desempenho de marcas em contextos competitivos

The multilevel effect of marketing activities on sales, revenue and profitability in a micro-enterprise

“…Price-elasticity has traditionally been shown to be one of the biggest influencers of sales (Bijmolt et al, 2005), especially products sold in retail (Klapper & Zenetti, 2012). Store ambience and product brands assortment have also been evaluated recently as sales influencers or performance indicators derived from product level sales (Mishra et al, 2014;Morgado & Benito, 2015;Porto & Oliveira-Castro, 2015;Porto & Silva, 2014;Shields, 2006). Therefore, the result from the micro-micro relationship only proves that the marketing activities carried out by microbusinesses also generate effects over sales, just as those carried out by large companies do.…”

“…Thus, each marketing activity carried out for the product brands (price in log, payment via credit, sales commission, change in store ambience, promotional materials, and increased product assortment) is expected to exert a positive influence over products sales (Ataman, Van Heerde, & Mela, 2010;Bijmolt, Heerde, & Pieters, 2005;Klapper & Zenetti, 2012;Mishra, Sinha, & Koul, 2014;Morgado & Benito, 2015;Porto & Oliveira-Castro, 2015;Porto & Silva, 2014;Shields, 2006). These activities are very commonly implemented by small companies (Newman & Cullen, 2002;Runyan & Droge, 2008) and this was the main reason behind choosing them.…”

The ontology of the Brazilian truck industry: a product perspective

“…For instance, at the footwear industry the footwear serves to different clients (men, woman, children) in varied situations (work, special occasions, sports, casual use, and so forth). In addition, the products in a same market segment can be configured according to different performance attributes (Kachani and Shaatov, 2011;Karlsson and Skold, 2007) such as brand, flexibility, brand image, quality and so on (Chambers et al 2006;Guedri McGuire 2011;Pereira et al 2010;Porto and Silva, 2014;Reis and Pena, 2000). For instance, while a focal firm can offer shoes for the men segment focusing in design and comfort, its incumbents can focus in more simple footwear offered at a low price.…”

Clientes Fiéis, Supermercados Mais Rentáveis: Desenvolvimento E Validação De Uma Escala De Relacionamento Com Clientes De Supermercados – Erc Super

“…: produtos importados, lançamentos, etc). Vavra (1993), Mesquita, Lara (2007), Porto, Silva (2014) 18-Este supermercado possui boas instalações para receber os clientes (exs. : climatização, iluminação, etc).…”