Resources Library by ANA

How does the trade see manufacturers? Results of a representative survey of the central organisation in German food retailing

This paper presents the results of a representative survey conducted in 1985 with 40 chief buyers of the central organizations in German food retailing. The study was initiated by Hildmann, Simon, Rempen & Schmitz/SMS and conducted by GfK. The retail...

Catalogue: ESOMAR Congress 1988

Author: Jörg Rehorn

September 1, 1988

The market for audience research

To the outside observer, audience research appears essentially as the production of a set of 'objective' results on audience size, reactions or attitudes. It is tempting to feel that, because such results are often provided in the context of...

Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions

Authors: François R. Delauzun, Colin M. Wilding

Company: British Broadcasting Corporation (BBC)

June 15, 1987

Research among dealers

This paper describes a method of research which has proved very successful in different sectors (agrochemicals, animal health products, machinery) and in different European countries. It enables manufacturers or national distributors to identify the...

Catalogue: Seminar 1987: Identifying Change in European Agriculture

Author: Tony M. Houghton

June 15, 1987

Experimental detailing

Marketing is a misleading concept. It is derived from "market", but marketing is not dealing with the "market", it is dealing with really existing people. Marketing needs above all information on potential clients and on what makes them move. This...

Catalogue: Seminar 1986: Qualitative Methods Of Research

Author: Hans H. Hapke

June 15, 1986

Gaining competitive advantage trough distribution

This paper proposes a new approach for manufacturers to deal more effectively with retailers and in the process gain competitive advantage in distribution. This paper will highlight the main factors contributing to the change in the balance between...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Author: Christian R. Viros

June 4, 1986

Improving the standing of manufacturers among their key retail accounts

This paper describes how the growing concentration of retail power has made it increasingly important for manufacturers to optimise their relations with their key customers in order to secure a more favourable position there. This need has stimulated...

Catalogue: Seminar 1986: Retail Strategies For Profit And Growth

Authors: Martin Simmons, Michael Hague-Moss

June 4, 1986

Qualitative research among farmers

Based on actual examples, the subject of this paper is to demonstrate the operational value of qualitative approaches in farming research, on the condition that they are conducted by means of a teamwork relationship between the Research Agency and...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe

Author: Martine Thiesse

June 15, 1985

The role of trade attitude research upon the business strategy decision making process

The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Authors: Michael Hague-Moss, Barrie Parker

Company: Colgate-Palmolive

June 15, 1982

The balance of power in a marketing channel

The nature of a relationship between a manufacturer and retailer, the extent to which it is either harmonious or discordant, largely depends on the power held by each party and the way this power is used. Power relationships also have a direct...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Author: Angela M. Rushton

June 15, 1982