Limited research was conducted specifically for the purposes of this paper to investigate the Gatsby phenomenon, with particular emphasis upon the facets of the problem discussed above. Budgetary constraints prevented our conducting an elaborate or sophisticated study. Nonetheless the research has provided some fairly clear answers to some of the more specific questions posed about Gatsby, and has provided guidelines as to the ways in which one might examine the usefulness of such a vehicle in the future.
Since this was the first ESOMAR seminar on Fashion Research, there was no precedent to provide any guidelines. At the first programme committee meeting, we again tackled this problem. We didn't manage to come to any conclusions about what we really meant by fashion, other than deciding that, whatever it was, it probably affected industries apart from the textile industry. Consequently we decided to throw out a broad net, and to try to attract anyone who thought that "Fashion" was sufficiently important to them to come to the seminar, leaving it to the participants to define for themselves what they meant by fashion.
To face this situation our team has worked for several years to perfect a system designed to detect and to monitor socio-cultural trends. The system presently functions as a syndicated service.
These trends have led retailers to assume more of the marketing functions previously undertaken by manufacturers. Retailers are encouraging store rather than brand loyalty through promotional and media expenditure, through own label brands and through shopper incentives such as trading stamps. Above all retailers are beginning to market themselves to promote a corporate identity to distinguish themselves from the competition, so as to persuade shoppers to use their stores rather than any other. Management decisions historically based on the business flair, expertise and judgment which have been so prevalent in European retailing are gradually being supplemented by a recognised marketing function in many firms. This function can be defined as 'reconciling what shoppers want with what the retailer can sell at a profit.
The paper discusses four areas of published statistical information on retailing in Europe that are of importance to retail management. These are, general economic trends, trends in retail organisation, data on performance and trends as between countries. In each case, an outline is given as to what is available and the gaps in information in some countries. Stress is laid on the need for great care in making comparisons between countries. A bibliography of some hundred sources of information covering sixteen countries is included.
The aim of this paper is to present the problems of advertising and sales promotion in Poland. It has been tried to adopt the approach being of interest to the foreign exporters, first of all.
This paper tries to make a sketch of the general frame in which Marketing Research operates, and draw some conclusions on its means, possibilities and difficulties. The tendencies which are nowadays in development in Europe are then succinctly analysed. Lastly, the process through which a Company eager to enter a new market has to go is studied, especially in the case of building business in country unknown to its staff.
This paper tries to make a sketch of the general frame in which Marketing Research operates, and draw some conclusions on its means, possibilities and difficulties. The tendencies which are nowadays in development in Europe are then succinctly analysed. Lastly, the process through which a Company eager to enter a new market has to go is studied, especially in the case of building business in country unknown to its staff.
It is important to measure changes in cultural trends, if advertisers are to increase the effectiveness of their planning. Our work on the Yankelovich Monitor has demonstrated that such data can be applied in a disciplined way, both as a checklist and as a stimulus for new ideas. Such research will become increasingly relevant, as trends change more quickly, and similar surveys, outside the United States, will fulfil a necessary role.
Invited to make a contribution about "recent trends" I am in a dilemma to find out: what is "recent" - the last year, the last three, five or ten years ? I think we should accept the following definition: It is not important, since what time a trend was to be seen, but when at last it was realised. In the markets and market shares of the publishing industry the developments are not very quick; often we have to review many years to find any noteworthy variations. Instead of a conclusion I will try to show the development of using more than one medium by the audiences for information and entertainment. Also in advertising, the media-mix is becoming more and more important. Communication is a work of partnership, not competition.
This paper discusses the uses of a number of forecasting techniques that have been investigated within IPC Magazines. Forecasts are required as part of one or more of the company's various planning processes which range from long term (up to five years) to short term (down to days). The techniques divide into two types: 1) identification and extrapolation of existing trends; 2) models describing cause and effect e. g. promotion, price increases, changes in advertisement volume following circulation changes. The methods are assessed within the context of the planning processes. Those used most frequently are seasonal adjustment, without which it is often impossible to identify a trend, and regression analysis to estimate parameters in marketing models. Emphasis is also placed on the need to provide the means for a manager to assess the Implications of a range of forecasts.
The Netherlands can be characterised as a small, heavily urbanised country, with a quickly growing population. On one hand the population is very young, + 28% below 14 years of age, on the other hand rather old; 14% over 65 years. The western part of the country is threatening to become one very big conurbation, consisting of 6 or more major cities with Amsterdam, The Hague , and Rotterdam as centres of gravity. Contrary to the existing image abroad of Holland the main sources of income are industry and services.