The effect on sales of changes in a “push” marketing strategy in a marketing channel context

Michael Levy Ph.D., George W. Jones M.B.A.

Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 1

Abstract

Marketing managers must determine what level of salient marketing mix variables should be provided within a marketing channel. This paper describes a number of previously used methods and presents a different approach which determines a customer's sales response to different levels of promotion and distribution activities using a variant conjoint analysis approach. The results of this sales dollar estimation procedure are compared with those derived from conventional conjoint analysis using rank order preference data. Differences in the two analyses are examined which could lead to different strategic decisions.

Keywords

Conjoint Analysis, Financial Term, Marketing Channel, Holdout Sample, Cooperative Advertising

Enable JavaScript for citation tools and additional paper interactions.