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Putting it all together

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The document discusses consumer and retailer decisions related to purchases over time. It notes that advertising and couponing can positively impact awareness, trial purchases, and repeat purchases. The relationships between retailers and manufacturers are also examined, finding that tools like shelf space, retail price discounts, cooperative advertising, promotion allowances, and in-store displays can strengthen relationships when used together.

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Putting It All Together: An Overview of Consumer and Retailer Decisions Chip Besio Cox School of Business Southern Methodist University
Consumer Purchases Over Time Awareness Trial Repeat Advertising Couponing Trial Size + + + … - % % # +
Consumer Purchases Over Time Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Awareness Trial Repeat Advertising + + … - % % #
Consumer Purchases Over Time Couponing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Awareness Trial Repeat Couponing + % % # +
Relationships with Retailers Shelf Space Retail Price Discounts Coop Advertising Coop Ad Promotion Allowance + Display Point of Purchase + + + + + +
Relationships with Retailers Promotion Allowance ,[object Object],[object Object],[object Object],[object Object],[object Object],Shelf Space Retail Price Discounts Coop Advertising Promotion Allowance + Display + + +
Relationships with Retailers Cooperative Advertising ,[object Object],[object Object],[object Object],Shelf Space Retail Price Discounts Coop Advertising Coop Ad Display + +
Relationships with Retailers Display ,[object Object],[object Object],[object Object],Shelf Space Retail Price Discounts Coop Advertising Display Point of Purchase +

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Putting it all together

  • 1. Putting It All Together: An Overview of Consumer and Retailer Decisions Chip Besio Cox School of Business Southern Methodist University
  • 2. Consumer Purchases Over Time Awareness Trial Repeat Advertising Couponing Trial Size + + + … - % % # +
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  • 5. Relationships with Retailers Shelf Space Retail Price Discounts Coop Advertising Coop Ad Promotion Allowance + Display Point of Purchase + + + + + +
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