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Venkatesh Shankar J. Jeffrey Inman Murali Mantrala Eileen Kelley Ross Rizley 《Journal of Retailing》2011
Shopper marketing refers to the planning and execution of all marketing activities that influence a shopper along, and beyond, the entire path-to-purchase, from the point at which the motivation to shop first emerges through to purchase, consumption, repurchase, and recommendation. The goal of shopper marketing is to enable a win–win–win solution for the shopper–retailer–manufacturer. Shopper marketing has emerged as a key managerial practice among manufacturers and retailers, who are eagerly embracing innovations in the different aspects of shopper marketing. We review current and potential innovations in shopper marketing. We identify the managerial challenges to achieving new win–win–win solutions among shoppers, manufacturers, and retailers in shopper marketing and outline future scenarios and research issues related to these challenges. 相似文献
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The rapid growth in omnichannel (e.g., Web, call center, sales agent, store) shopping and the need to effectively allocate resources across channels are prompting managers and researchers to better understand cross-channel effects, that is, the effects of marketing efforts in one distribution channel on shopping outcomes in other channels. We develop a broad set of hypotheses about cross-channel effects based on channel richness and influence roles (informative, persuasive). To test the hypotheses, we model the effects (own and cross) of channel marketing efforts on shopping outcomes in different channels through a simultaneous equation system. We estimate these models using data from the auto insurance industry that comprises the exclusive agent, the independent agent, the Web, and the call center channels. Our results offer novel insights. They show that cross-channel effects and elasticities are significant and asymmetric. While the effect of marketing efforts in a channel on shopping outcomes in a dissimilar (with a different primary influence role) channel is positive (e.g., exclusive agent, the Web, and the call center channels are complementary), the magnitudes of the cross-channel effects are asymmetric. Similarly, while the effect of marketing efforts in a channel on shopping outcomes in a similar (with the same primary influence role) channel is negative (e.g., independent agent and exclusive agent channels are substitutional), they are also asymmetric. Exclusive agent efforts have a greater negative effect on the outcomes of independent agent efforts than vice versa. Based on the results, we develop a channel influence vs. influenceability analysis tool for managers to better plan their channel efforts. We also illustrate a resource allocation model that shows substantial incremental profits from the reallocation of marketing efforts based on our model with cross-channel effects relative to a model without cross-channel effects. 相似文献
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Assessment of Consumer Behavior Towards Environmental Responsibility: A Structural Equations Modeling Approach
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Uttam Shankar Pawaskar Rakesh D Raut Bhaskar B Gardas 《Business Strategy and the Environment》2018,27(4):560-571
This paper analyses the factors impacting consumer environmental responsibility using a structural equation modeling approach. Consumer environmental responsibility is the intention of a person to act towards remediation of environmental problems not as an individual user with economic interests but as a responsible citizen having concerns about the social and environmental wellbeing of society. Therefore, awareness of environmental problems and knowledge of remedial alternatives will help individuals to pursue their chosen action and bolster a genuine desire to act and determine the measures for alleviation of environmental challenges. The four dimensions of an environmentally responsible consumer – opinion and beliefs, willingness, awareness, and an ability to act – are analysed. During the analysis, the dimension of ‘ability to move’ is found to be critical, because it has a direct influence on the capacity of the consumer to act. This research is intended to guide policy‐ and decision‐makers of regulatory bodies in understanding consumer behavior towards improving environmental performance index. It also helps organizational managers to make their supply chains green, and competitive, which in turn improves brand image and overall organizational performance. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment 相似文献
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Nicaraguan agriculture is largely rainfed. Drought risk is endemic, consistently wiping out large proportions of potential crop production. An insurance programme that would shift drought risk from farmers could therefore have significant welfare effects. A first step towards analysing drought insurance is the establishment of the empirical connection between rainfall levels and the risk of low returns to crop production. Having reviewed the nature of the agricultural insurance problem and the promise held out by drought insurance, we carry out a preliminary empirical analysis of drought risk. This is done by combining agronomic, economic and meteorological data to predict the probability that economic returns to a particular crop-region-technology combination will fall below a minimum. Four insights emerge: (1) Of the crops analysed, maize, sesame, soybeans and sorghum are the most affected by drought risk; (2) drought risk levels vary considerably across regions; (3) risk levels are also considerably affected by the choice of technology, the shifting of risks via insurance may remove a significant impediment to agricultural modernization; and (4) for some crops in some regions, the risk levels may be too high to allow successful operation of private drought insurance markets. Hence government subsidies may be in order. 相似文献
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In this paper, the relationship is assessed between possessing information on, gaining access to and the efficacy of delivery of India's national rural employment guarantee scheme (NREGA) in three states. The results suggest that the link between information, access and the delivery of the scheme is not straightforward. Information can increase the propensity for the programme to be accessed by those who are not its primary target population, and can enhance efficacy of delivery to such beneficiaries. Lack of information, on the other hand, decreases the ability of citizens, particularly the acutely poor, to benefit from the scheme. 相似文献
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Summary: Suppose for a homogeneous linear unbiased function of the sampled first stage unit (fsu)-values taken as an estimator of
a survey population total, the sampling variance is expressed as a homogeneous quadratic function of the fsu-values. When
the fsu-values are not ascertainable but unbiased estimators for them are separately available through sampling in later stages
and substituted into the estimator, Raj (1968) gave a simple variance estimator formula for this multi-stage estimator of
the population total. He requires that the variances of the estimated fsu-values in sampling at later stages and their unbiased
estimators are available in certain `simple forms'. For the same set-up Rao (1975) derived an alternative variance estimator
when the later stage sampling variances have more ‘complex forms’. Here we pursue with Raj's (1968) simple forms to derive
a few alternative variance and mean square error estimators when the condition of homogeneity or unbiasedness in the original
estimator of the total is relaxed and the variance of the original estimator is not expressed as a quadratic form.
We illustrate a particular three-stage sampling strategy and present a simulation-based numerical exercise showing the relative
efficacies of two alternative variance estimators.
Received: 19 February 1999 相似文献