,, MBA 1 1 1
http://www.mhjy.net http://www.eauc.net 2
CEO www.mhjy.net 0451 88723232 xchy007@163.com : 120 109 :150020
% 30% 24% 21% 16 % 7% 2% 100% % 45% 42% 4% 9% 100%
Mix Element Supported Product Price Distribution Communications Personal selling Mass Publicity Instruments Used Samples, bonus product, premiums Coupons, temporary discounts, temporary pricereduction labels, refunds, slotting fees, etmporary favorable terms of payment and credit, end-of-season sales Trade promotions, point-of-purchase materials Temporary demonstrations, trade shows, exhibinons, sales force contests Customer contests,sweepstakes Special events, Press Bulletins, Press conferences tours by iournalists. Sourcc: based on Walter van Waterschoot and Christophe Van den Bulte, he 4P Classification of the Marketing Mn Revisited. Journal of Marketing, Vol. 56, 4 (October 1992.)
Source: Paul W. Farris and John A. Quelch, The Detense of Price Promotions, Sloan Management Revtetv, Vol. 29, No1(Fall 1987)
Baseline* Sales that would have occurred during a fourweek promotion period even without promotion. Incremental sales to consumers* Due to a one-week feature* Due to 50%of stores with three weeks of displays and price reduction Due to 50% of stores with four weeks of price reduction only Ten weeks of fouward buying by retailers Total sales during promotion Cost of promotion Cost per incremental dollar of sales 5 100 250 80 Cases 400 430 1,000 1,830 *Assume weekly base sales of 100 cases and a list price of $10 per case. + Based on analysis of single-source date and retailer promotion purchases. $1,000 $2,500 $ 800 Gross Dollars $4,00 $4,300 $10,000 $18,300 $2,745 $0.64 Source: magid M. Abraham and Leonard M. Lodish, Cetting the Most Out of Advertising and Promotin, Harvard Business Review, Vol. 68, No. 3 (May -June 1990).
A company may be mentioned more than in any article; however, it counts as only one citation. Sourec: PC Magazine, April 27, 1993, p. 95(based on Computer Select s January 1993 CD-ROM).
Old strategy Save More buys 380 cases at the full suggested retail price of $1.56 a bottle and 620 at the deal price of $.82 a bottle. Save More gives consumers a full disconut on 500 cases. Procter 8 Gambit Sells 380 cases for $14,277 (380 24 $1.56) 620 cases for $12,202 ($1.56-$0.74 allowance) Revenue: $26.429 Save More Sells 500cases for $ 11,880($0.99/bottle) 120cases for $3,715($ 1.29/bottle) 380 cases for $17,237 ($1.89/bootle) Revenue:$32,832 Consumer pays an average price of $1.37 * Featured or suggested promotin price. * Suggested retail price plus 21.155 markup. New Strategy Suggested retail price is cut by 22% to $1.21. Trade allowance is cut to $0.11 per bottle. Every bottle sold to Save More costs $1.10 Procter 8 Gamble Sells 1000cases for $26,400 (1000 24 $1.10) Revenue:$26,400 Save More Sells 1000cases for $31,680 (Averaging $1.32/bottle) Revenue:$31.680 2 EDLP Consumer pays an average price of $1.32
O Dwyer s Directory.
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Toy R Us, Inc. (TOYNYSE)