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Research papers

The effects of trade development on marketing in the Nineties

The following paper shows the prospective effects on marketing of the developments retail will experience in the nineties. It concentrates on an analysis of the situation in Europe. The starting point is the manufacturers' marketing concept in...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Gunter Redwitz
Company: GfK
June 15, 1992

Research papers

Using retail and consumer data to forecast when a growing market will peak

This paper will look at two markets as case studies (microwave ovens and 3-in-l vacuum cleaners) and attempt to show that an accurate prediction could have been made of when the markets would peak. In each case study the prediction is made when the...

Catalogue: Papers 1992: How To Endure In The Durables Industry?
Author: Gary Lamb
Company: GfK
June 15, 1992

Research papers

Marketing product quality with country labels- The key to success or a risky adventure

This paper describes the results of a study about the "Made in ..." phenomenon, conducted in Japan, the United States, France, Germany, Italy and the UK. The first section summarizes the position of country labels in times of increasing international...

Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Author: Rudolf Leibiger
Company: GfK
June 15, 1992

Research papers

Analysis of retail audit data with expertise systems

The present service of market research institutes constists of providing extensive reports and charts for their clients on a periodical basis. The corresponding market research department within the client's company as well as the market researcher...

Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Oliver Beys, Stefan Müller
Company: GfK
June 15, 1992

Research papers

Clues to a new housing concept suited for the over 50's

The paper is divided into three parts. The first part highlights the socio-demographic dynamics experienced by the over 50s in Italy during the last 30 years and the direction of future trends, that view remarkable changes both in quantitative and...

Catalogue: Seminar 1991: The Over 50's In The 90's
Author: Beatrice Cito Filomarino
Company: GfK
June 15, 1991

Research papers

The meaning of sales promotion to the public

We intend to explain the fundamental behavior of the Italian public with regard to "promotion", "sponsorship" and conventional advertising. The data mentioned in this report derive from: - several Eurisko motivational surveys - a 1990 survey on a...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Giuseppe Minoia, Germano Calvi
Company: GfK
June 15, 1991

Research papers

European consumers and environmental behaviour

The environmentalism movement has the potential to significantly change marketing in the 90's, not only in Europe, but throughout the developed world. Although the issue has been widely publicised, most recently in reference to the Gulf war,...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand
Authors: Brian Voller, Andreas Winkler
Company: GfK
June 15, 1991

Research papers

Too much of advertising and promotion is wasted

Information on the effectiveness of promotions and advertising is more and more indispensable for a successful brand. Advance in technology has given the chance to develop a tool which is required to measure the effects of advertising and promotion:...

Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Sabine Ullrich
Company: GfK
June 15, 1991