BRAND POWER

interbrand choice, strategy and bilateral market power
1.retail bargaining power:(increasing factor)
1.no.of retail decrease
2.the no. of retail under one management increase
3.particular product sales decrease
4.other products sales increase
5.the product market become more concentrated/ recognition of

mutual dependence increase
2.types of product vs types of outlet:
convenicence goods - convenience outlet
shopping goods - non-convenience outlet
3.retail influence customer in 2 ways
direct: 1.provide service in information
2.provide image
indirect: put together product and strategies
4.advertisement dependence:
1.convenience goods depend on advisement --> benefit manufacturer
2.non-convenience goods depend on outlet --> benefit retailer
5.strategy diagnosis
1.permnant factors
2.variable and depend on time factors time zone

6.act on customer
1.pull- advisetment
2.push- dealer selection
3.private label
4.price sensitive
7.buyer uncertainity about choice
1.the buyer's information equilibrium
1.desire to make information choice
2.product-->information
3.set of product-->information
4.quality of information
5.utility loss in obtain information
1.money
2.time
3.vary
2.the seller's equilibrium porfolio of sales- promotion equilibrium
3.equilibrium in the market for customer information
8.important buyer: non- household buyer
9.important ratios:
1.a/s: advertiseing to sale
2.a/f: advertiseing per firm
10. variables in retailer
1.no. of firm
2.average firm size
3.a/s
4.roe
5.breadth of product lie
6.no. of establishment
7. weight no. of firm
8.high buyer concention
11. equation:
total net revenue:
firm promotion/(total dollor out on promotional dervice)=(total net

revenue/no.of message before potential buyer)(no. of message before

potential buyer/all message)(all message/total dollar out on promotional

dervice)
12. factors of leakage of message to non-buyer
1.breadth of market
2.homogeneity of market
3.purchase frequency
13.market influence on seller's sales-promotion equilibrium
1.market power in adjacent stage
2.entry barriers
3.market rivalry
14.promotion method other than advertisement:
1.direct mail
2.promotion
3.sales force
15.influence from advertisemet:
1.barrier:
1.brand perference --> cost increase in new comer
2.economic of scale
3.total capital increase in new comer
2.varies in manufacturier and retail
3.varies in competitors
16.interesting
1.retail size increase--->different decrease---> return of

manufacter increase!