A value-added appproach to product mix decisions

Article Abstract:

The decision to emphasize some products and de-emphasize others is critical for most firms (1). The resulting commitment of marketing and production resources will have a significant impact on profits. This decision is typically made by referring to the product profit margins, which are generally considered to be a good measure for identifying products that marketing wants to concentrate on selling (2, 3). Because production resources are usually limited, sales of products with lower profit margins have to be reduced if marketing wants to sell more of the higher profit margin items. The problem with product profit margins is that they fail to take into account the capacity trade-offs that result from changes in product mix. Using product margins to make product mix decisions can cause management to make strategic decisions that result in reduced profits instead of the anticipated increased profits (4). This article describes a value-added approach for making product mix decisions. The information provided by the value-added approach can be vitally important for maintaining the competitive edge necessary for the firm's survival. (Reprinted by permission of the publisher.)

Marketing, Product management, Value added

---

Theory testing using case studies in business-to-business research

Article Abstract:

The strength of any confirmatory research method depends on two factors. First, the relationship between theory and method, and, second, how the researcher attends to the potential weaknesses of the method. Case research has typically been criticized as lacking objectivity and methodological rigor. As such, case research has been thought to be applicable to exploratory research. By addressing the traditional criticisms of case research, a systematic case methodology is developed that can be useful for testing theory. Central to this confirmatory case method are three elements. First, the research must begin with hypotheses developed by theory. Second, the research design must be logical and systematic. Third, findings must be independently evaluated. By designing research projects around these aspects, case studies become theory-based, systematic, rigorous, and more objective. As such, case research can provide marketers with one more tool to investigate business-to-business marketing phenomena. (Reprinted by permission of the publisher.)

Market Research, Usage, Testing, Business-to-business market, Business to business market, Theory (Philosophy), Case method, Case teaching method

---

The use and value of qualitative research studies

Article Abstract:

Qualitative research is designed to identify the motives behind consumption and the relationships and dynamics operable within a given market, whereas quantitative research in marketing provides statistical answers to questions related to market size, products sold and pricing. Qualitative marketing research, although frequently overlooked, should be performed prior to quantitative studies in order to: (1) assess consumers' purchase motivations; (2) refine new product concepts before the products are produced; (3) identify the market variables to be quantified; (4) project the effect of future events on the market; and (5) define the consumers' language and needs. Qualitative research is especially helpful to smaller firms with limited marketing research budgets.

Management research

Similar abstracts:

• Abstracts: Cost complexity of pricing decisions for exporters in developing and emerging markets. The adaption of host market positioning strategies: empirical evidence on Australian exporters
• Abstracts: Product and processes. The student view: what's the point of studying architecture?. The point of prefabrication
• Abstracts: Owner drivers. The European Commission: a new-found friend of business
• Abstracts: A Lagrangean Relaxation Heuristic for Vehicular Routing. Capacitated lot-sizing and scheduling by Lagrangean relaxation
• Abstracts: A Multidimensional Approach to Motivating Salespeople. Recruiting wrong salespeople: Are the job ads to blame?

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.