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Can Retail Sales Volatility be Curbed Through Marketing Actions?

机译:可以通过营销活动来抑制零售波动吗?

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For many years, marketing managers have used dynamic sales response models to compute expected sales conditional on the available information. These models fail to recognize that the volatility (conditional variance) of sales can vary over time. Moreover, the covolatilities (conditional covariances) between sales and marketing-mix variables can be time varying. Both concepts introduce a new range of strategic and tactical considerations for product and brand managers. Using a multivariate volatility model, we investigate the covolatility of sales and the marketing mix of a focal brand and competing brands in the market. We also examine carryover effects from a volatility perspective. The methodology is applied to six product categories sold by Dominick's Finer Foods. The results reveal valuable implications for marketing managers.
机译:多年来,市场营销经理一直使用动态销售响应模型来根据可用信息计算预期的销售。这些模型未能认识到销售的波动性(条件差异)会随时间变化。此外,销售和市场营销组合变量之间的协方差(条件协方差)可能会随时间变化。这两个概念为产品和品牌经理引入了一系列新的战略和战术考虑。使用多元波动率模型,我们研究了焦点品牌和市场竞争品牌的销售和市场营销组合的波动性。我们还从波动性的角度检查结转效应。该方法适用于Dominick的Finer Foods销售的六个产品类别。结果揭示了对营销经理的宝贵启示。

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