Jack J. Kasulis

A Framework for the Use of Power

Focuses on ways in which channel co‐operation and co‐ordination can be improved and unnecessary dysfunctional conflict reduced. Maintains that the purpose herein is to provide a better understanding of power relationships in marketing channels so that the likelihood of positive outcomes is increased, as this insight is important for both the systems and independent perspectives. Purports that power is the vehicle by which the range of variability in channel behaviour is limited, and a measure of predictability and dependability is established. Sums up that power has been acknowledged as a means by which the conduct of the channel members can be co‐ordinated so as to achieve a higher level of channel efficiency. Proposes that a framework has been presented which serves as a guide to the marketer in outlining the responses, which may ensue from the exercise of power.

Consumer Acquisition Patterns for Durable Goods

Durable goods will be the fastest growing sector of the consumer market in the 1980s. Through Guttman scalogram analysis, consumer acquisition patterns for twelve heterogeneous durables are examined. Ownership patterns are compared through split-half analyses, across data collected in two consecutive years, and between types of dwelling units.

Managing trade promotions in the context of market power

The use of trade promotions as a channel-programming tool has increased substantially in the past decade. In focusing on the tactical implications of trade promotions, some firms appear to have underestimated the tendency of poorly planned trade promotions to interfere with the implementation of a marketing strategy. In this article, the authors examine the complex issue of trade promotion use from both long-term and short-term perspectives. Different trade promotions can produce dissimilar types of channel cooperation, consumer responses, and postpromotion channel member behavior, resulting in differences in distribution-programming preferences between suppliers and retailers. The authors argue that the adjudication of these different preference structures is addressed through the market power of the channel participants. Based on an assessment of these channel relationships, an approach for suggested courses of action is forwarded.

The Feasibility of Changing Electricity Consumption Patterns

Time-of-day pricing, information feedback, group metering, appliance stocks, and demographic variables are examined as a means of synchronizing the demand of residential electricity. Peak and off-peak power were found to be weak substitutes in this 20-month study. Verbal responses indicated that information feedback served as a reminder to schedule activities, and that group metering reduced incentives.

Validating the retail store image concept

The perceived images of seven retail firms encompassing several lines of trade are presented in this paper. To determine these images, data on store attributes and the importance of these attributes were collected from a random sample within selected census tracts of a Southwestern city. The linear compensatory multi-attribute model approach of product attitudes was extended to that of store patronage. The ability of these image models to predict attitudes towards the retail outlets as well as patronage behavior is investigated. In addition, the power of importance weights in these models is statistically examined.

Consumer behavior in accumulating household financial assets

Abstract The acquisition of household financial assets by married couples are examined. Guttman scalogram analysis is used to develop and evaluate the reproducibility of the derived accumulation scales. To test the reliability of the findings, split halves and longitudinal analyses are conducted. In addition, financial asset patterns are examined across three age segments. Finally, some implications for future consumer research on financial assets are suggested.

THE ROLE OF CUSTOMER SERVICE IN TRADE PROMOTION DECISIONS

Trade promotions have become an important instrument in accomplishing supply chain objectives. The extensive use of trade promotions does not appear likely to fade in the immediate future. Results of a recent survey of independent grocery retailers are presented. The research examines the importance of customer service in influencing which vendors trade promotions are accepted. Customer service was found to be highly important in promotion selection decisions.

Husband-wife influence in selecting a family professional

This research addresses two research questions: (1) Are there differences in patterns of husband-wife roles in the selection of family professionals across different professional groups? (2) Do husbands and wives differ in their perceptions of their roles in the selection of family professionals? Over 300 respondents were asked to specify the degree of relative influence that the husband and the wife had in the selection of six family professionals: physican, dentist, eye-care specialist, lawyer, insurance agent and pharmacist. The findings indicated that: (1) Quite diverse patterns of family decision making occur across the six professional groups. (2) The aggregate perceptions of wives and husbands differ considerably with respect to two professionals: eye-care specialists and dentists.

The significance of insignificant results from the Oklahoma time-of-day rate experiment

Abstract During the past two years, the results of the sixteen or more federally funded TOD experiments have been published. This paper will review these published results and those of the Oklahoma experiment: to indicate any consistent patterns that have emerged, to identify potential obstacles to widespread implementation of TOD rates, and to identify gaps in existing knowledge requiring additional research.

Managing Trade Promotions in Marketing Channels: Antecedents to Participation Decisions

Trade promotions have become an immensely popular strategic marketing tool -- especially within the grocery industry. Grocery manufacturers, distributors, and other sellers use trade promotions to foster closer relationships with buyers, gain merchandising support, and manage inventory levels. Grocery retailers depend upon the promotions to keep them economically viable. Maintaining economic viability is even more of a problem for independent grocers than for larger chain operations. Although independents typically require more effort to reach and higher costs to service their accounts, independents represent significant volumes in many markets.