Ronald E. Frank

Short-Term Price and Dealing Effects in Selected Market Segments

Changes in relative price and dealing activity are likely to affect different segments of the market in different ways. A distributed lag model is developed for predicting a firm’s market share over a period of weeks from knowledge of the changes in these variables. It is tested on aggregate data for a metropolitan market, and applied to data for three classes of underlying segments. The bases for segmenting the market are by family purchasing characteristic, package size, and channel of distribution.

Market Segmentation and the Effectiveness of a Brand's Price and Dealing Policies

HE marketing program of many firms is predicated on the assumption that their customers are heterogeneous with respect to purchasing habits. This assumption is often supported by data reporting that certain segments of customers buy more of a product than others. These customer segments are usually classified in terms of socioeconomic status, life cycle, location, and/or personality characteristics. The authors show that this simple view of market segmentation is not sufficient to provide an effective guide for management decisions. They advance a more precise conceptual framework for the evaluation of market segmentation as a strategy, based on estimates of the demand elasticities of individual market segments. In addition, they present the results of a research project aimed at estimating elasticities with respect to price and dealing activities for selected market segments for a frequently purchased food product. Their work represents an attempt to make the concept of market segmentation more operational and managerially meaningful. INTRODUCTION

Leisure Lifestyles Segmentation by Interests, Needs, Demographics, and Television Viewing

Using their own 1978 national survey sample, Greenberg and Frank describe the social and demographic characteristics as well as the psychological needs and television viewing behaviors of persons who exhibit each of 14 patterns of leisure activity isolated through factor analysis and clustering techniques.

Interest-based Segments of TV Audiences

ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1979, this paper reports on a face-to-face national probability survey of 2500 respondents in 1000 TV households covering leisure activities and TV viewing behaviour. The results were factor-analysed into 14 audience segments and have implications for TV station development and programme selection and scheduling.

Concentration in food retailing

Abstract How free is the market for the retail distribution of food and household products? Harper Boyd, Jr., Henry Claycamp, and Ronald Frank have probed this interesting question through a detailed study of the strength of a small number of corporate and contract chains in the Chicago Metropolitan Area in fifty-nine food and household product classes. Their study shows that, in fifty-five of the fifty-nine categories, the ten leading organizations accounted for more than two-thirds of the volume purchased by consumers. This article reveals several important implications for the manufacturer who wishes to bring his product into a highly concentrated market.