Marketing at the retail shelf: an examination of moderating effects of logistics on SKU market share
Marketing at the retail shelf: an examination of moderating effects of logistics on SKU market share
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DOI：
10.1007/s11747-009-0146-0
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发表时间：
2010-02
影响因子：
18.2
通讯作者：
M. Waller;Brent D. Williams;A. Tangari;Scot Burton
中科院分区：
文献类型：
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作者：
M. Waller;Brent D. Williams;A. Tangari;Scot Burton
鉴于零售货架外观和价格对产品市场份额的影响对零售供应链中的营销经理非常感兴趣，我们研究这些关系是否可能与公司的供应链活动相互依赖。我们通过对来自5个不同连锁店的62家不同零售店进行为期24个月的月度店内观察，提供有关营销和供应链变量相互依存关系的预测。店内观察包括价格和饰面数量，并结合从制造商获得的包装盒数量数据和ACNielsen HomeScan消费者扫描面板的市场份额数据。结果表明，货架饰面会影响价格和包装数量对市场份额的影响。此外，我们还探讨了采用日常低价与HiLo定价策略的零售商之间关系的强度。总的来说，我们的研究结果表明，零售商和供应商必须努力将营销活动和供应链流程整合到公司内部和公司之间，以最有效地服务于零售货架上的消费者并增加市场份额。
Given that the impact of retail shelf facings and price on a product’s market share is of substantial interest to marketing managers in the retail supply chain, we examine whether these relationships may be interdependent with the firm’s supply chain activities. We offer predictions regarding the interdependence of the marketing and supply chain variables using monthly in-store observations from 62 different retail stores from five different chains, taken over a 24-month period. The in-store observations included price and number of facings, which is combined with data obtained from the manufacturer on case pack quantity and market share data from the ACNielsen HomeScan consumer scanner panel. Results indicate that shelf facings impact the effects of price and case pack quantity on market share. In addition, we explore the strength of relationships across retailers employing everyday low price versus HiLo pricing strategies. Generally, our findings suggest that retailers and suppliers must work to integrate marketing activities and supply chain processes both within and across firms to most effectively serve the consumer at the retail shelf and increase market share.