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PREDICTIVE MARKETING MIX MODELLING IN FMCG PACKAGED FOOD CATEGORY INCLUDING PRICE AND ADVERTISING IMPACT

100%
Kolanowski T. M.
Metody Ilościowe w Badaniach Ekonomicznych
|
2009
|
vol. 10
|
issue 1
131-141
EN
Case study describing estimation of Marketing Mix econometric sales modelling on packaged food fast moving consumer goods product. Model bases on two step modelling approach, using ordinary least squares method. Adstock data transformation has been used to evaluate advertising impact with time distributed lag. Paper presents non-linear relations between market distribution, consumer price levels and advertising as well as 52 weeks forward sales forecast accuracy evaluation.
2

Handel dyskontowy w Polsce

63%
Maleszyk E.
Wiadomości Statystyczne. The Polish Statistician
|
2005
|
issue nr 5
36-42
XX
Omówiono rozwój sklepów dyskontowych na rynku artykułów szybko zbywalnych (FMCG) i na rynkach branż nieżywnościowych w Polsce. Przedstawiono sześciu największych operatorów zagranicznych sieci dyskontowych na rynku FMCG działających obecnie w Polsce oraz reakcję przedsiębiorstw rodzimych na dynamiczny rozwój dyskonterów z kapitałem zagranicznym, której efektem jest organizacja sklepów dyskontowych na rynku obuwniczym i odzieżowym.
EN
Discount shops are one of the most dynamic developing forms of retail trade in Poland. In the article underlined development conditions of this form of trade in the transformation period of Polish economy. The author considers organisation and main directions of marketing activities of selected discount networks on the Polish market. Results of the analyses presents, inter alia, shaping of six strong operators of discount network on market of fast going goods and gradually shaping of these networks on branch markets of non-foodstuffs.
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