Temporal changes in marketing mix effectiveness

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dc.contributor.authorAndrews, Rick L.en
dc.contributor.committeechairFranke, George R.en
dc.contributor.committeememberHouck, Ernest C.en
dc.contributor.committeememberMonroe, Kent B.en
dc.contributor.committeememberSmith, Ruth Annen
dc.contributor.committeememberSrinivasan, T. C.en
dc.contributor.departmentMarketingen
dc.date.accessioned2014-03-14T21:16:31Zen
dc.date.adate2008-07-28en
dc.date.available2014-03-14T21:16:31Zen
dc.date.issued1992-02-19en
dc.date.rdate2008-07-28en
dc.date.sdate2008-07-28en
dc.description.abstractThis research develops hypotheses to explain temporal changes in the effectiveness of marketing mix variables. Three potential explanations for these changes in market response are explored: (1) changes in market response associated with industry evolution, (2) trends in market response which may be related to changes in consumer knowledge and familiarity with products over time, and (3) changes in market response associated with changes in consumer incomes. In addition, this research investigates (4) changes in the relative effectiveness of marketing mix variables over time. The hypotheses are tested on time series data from five U.S. industries as well as aggregate U.S. consumption data. To estimate temporal changes in market price sensitivity, advertising effectiveness, and distribution effectiveness, a structural time series modeling methodology is used, and numerical optimization procedures are used to perform maximum likelihood estimation. The results show mixed support for the hypothesis that market response is related to the level of industry maturity. Problems with the indicators of industry maturity were identified which may be partly responsible for the mixed results. Consistent with expectations, this study shows that advertising effectiveness does appear to decline over time, while market price sensitivity and distribution effectiveness increase. Consequently, price reduCtions and increases in distribution coverage appear to become relatively more effective than increases in advertising expenditures over time. There appears to be no relationship between marketing mix effectiveness and consumer incomes.en
dc.description.degreePh. D.en
dc.format.extentix, 230 leavesen
dc.format.mediumBTDen
dc.format.mimetypeapplication/pdfen
dc.identifier.otheretd-07282008-134759en
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-07282008-134759/en
dc.identifier.urihttp://hdl.handle.net/10919/38908en
dc.language.isoenen
dc.publisherVirginia Techen
dc.relation.haspartLD5655.V856_1992.A539.pdfen
dc.relation.isformatofOCLC# 25611394en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subject.lccLD5655.V856 1992.A539en
dc.subject.lcshMarketing -- Decision making -- Mathematical modelsen
dc.subject.lcshMarketing -- Mathematical modelsen
dc.subject.lcshProduct life cycleen
dc.titleTemporal changes in marketing mix effectivenessen
dc.typeDissertationen
dc.type.dcmitypeTexten
thesis.degree.disciplineMarketingen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.leveldoctoralen
thesis.degree.namePh. D.en

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