the economist, the economic theory of consumer behavior and the theory of  the firm provide basic building blocks.  Marketing

understanding the reason that sales took place. Examples of causal data are 
newspaper advertising which indicates the extent of retailer advertising 
support source of information for understanding the source of sales is 
television advertising. Measuring the effects of television advertising is 
relatively difficult owing to the dynamic effects such advertising has on 
consumer behavior, however.
Once the data are collected, the analyst may choose to evaluate the 
information by simply looking at the raw series together over time or 
compute straightforward measures such as market share in order to arrive 
at a qualitative assessment of market activity. Statistical models might be 
estimated in order to address issues such as temporary price reduction, 
effectiveness, the extent of cannibalization due to promotion activity, i. 
e...the extent to which sales of one specific product decline as a result of 
promoting another similar product produced by the same manufacturer, the 
competitive effects of promotions, differences between markets, 
competitive pricing points, long-term price elastic ties.
Forecasting is an activity likely to be undertaken by a business economist 
working in a marketing research department. Conventionally, business 
economists have been responsible for producing forecasts for the 
macroeconomic environment or for activity within industry groups. More 
recently, forecasting movements in mature product categories, in segments 
within categories, and in brands has increased in importance.
Forecasting the success or failure or new product introductions is also 
important. New product introductions require a considerable amount a 
firms resources, and failure to read the market place correctly and early in 
the development process can lead to costly errors. The development of a 
new brand begins with the identification of new market opportunities. 
Consumer survey research directed at identifying the market response to 
the brand concept and elements of the marketing mix, e.g. , pricing, is 
typically conducted. On the basis of the survey a firm may decide to 
continue with the development plans for the brand, revise current plans in 
response to the survey results, or cancel development plans completely. 
Comparisons may also be made between attitudes toward the new concepts 
and exiting products.

жүктеу 3,76 Mb.

Достарыңызбен бөлісу: