The Effect of Promotional Effort on Sales

Magee, John F.

doi:10.1007/978-3-642-51565-1_71

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Response Models Based On Purchase Incidence Models1

Introduction1

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1976

2012

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Cited by 14 publications

(2 citation statements)

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“…Examples ofthese models are Magee (1953) and Massy (1968). In response type purchase incidence models, the effects of decision variables are A NORMATIVE MODEL 203 measured by changes in the shapes and/or parameters of the probability distributions considered in such models.…”

Section: Response Models Based On Purchase Incidence Modelsmentioning

confidence: 99%

Building Implementable Marketing Models

Naert¹,

Leeflang²

1978

118

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Section: Response Models Based On Purchase Incidence Modelsmentioning

confidence: 99%

Building Implementable Marketing Models

Naert¹,

Leeflang²

1978

118

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“…Nelson (1974) and Krugman (1974) also make some researches on impact of the advertising on consumers' attitude to manufacturers' products. Besides, other researchers focus on other factors like channel (Taylor, 2002), promotion (Magee, 1953;Emmons and Gilbert, 1998;Chandon et al, 2000), etc.…”

Section: Introductionmentioning

confidence: 99%

What makes sales in Chinese shampoo industry?

Yang

Yang²,

Xia³

et al. 2012

Asia Pacific Journal of Marketing and Logistics

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Purpose -The paper aims to find the functional relationship among 14 shampoo brands' price, quality, marketing expense and sales in the Chinese shampoo industry. Also studied is which one, among these factors, is the more important. Design/methodology/approach -By using data envelopment analysis models, the authors propose to maximize the sale allocating efficiency scores to satisfy the hypothesis that the shampoo market is efficient, and then, the sales functions, linear and exponential, can be determined and specified. Findings -It is found that an exponential sales function is more suitable to characterize the Chinese shampoo industry, and the price factor is a major influence on creating sales. Originality/value -The paper proposes a method, from an original perspective, to analyze the sales function among the influence factors and to determine which one is more important. The method can be applied to other markets if the assumed conditions could be satisfied.

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