Reasons for Market Evolution and Budgeting Implications  

Oleh:

Wang, Fang ; Zhang, Xiao-Ping

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 72 no. 5 (Sep. 2008), page 15-30.
Topik: Intrinsic Market Evolution; Induced Evolution; Budgeting; Time-Series Methods; Persistent Effects

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.14 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Identifying market evolution is a necessary step in persistence analysis of marketing input-output relationships. Using the advertising-sales relationship to represent general marketing input-output dynamics, the authors theoretically distinguish two types of market evolution: (1) intrinsic evolution, in which sales evolve independent of advertising and temporary advertising can generate persistent effects, and (2) induced evolution, in which sales evolution is supported by sustained advertising budgets in an intrinsic-stationary market and there are no real persistent effects of temporary advertising. The proposed intrinsic market evolution test can identify intrinsic-evolving and intrinsic-stationary markets. The authors analyze five major budgeting implications and provide methods to quantify temporary and sustained budgeting. In general, in an intrinsic-evolving market, budgeting can be short-term focused, whereas in an intrinsic-stationary market, the focus should be on sustained budgeting. Percentage budgeting at a sufficient level can create induced evolution. Contrary to conventional wisdom, temporary, intensive advertising campaigns are often not necessary. Empirical illustrations demonstrate the two types of evolutions and the relationships between budgeting methods and sales performance.

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