https://padlet.com/matildadorotic1/SMPricing Which marketing mix elements have highest elasticities on sales en-us 2018-03-22 09:16:32 UTC 2020-02-03 19:54:35 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Dootheets.png https://padlet.com/matildadorotic1/SMPricing/wish/439536312 The marketing mix with highest elasticites are product (60%) and place (32%) in long term+ long term sales. This is in the context of weekly performance of 70 brands in 25 cateogories over 5 years. The marketing mix is related to growth in brand sales

]]> 2020-02-03 10:26:09 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536312 https://padlet.com/matildadorotic1/SMPricing/wish/439536327 2020-02-03 10:26:13 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536327 https://padlet.com/matildadorotic1/SMPricing/wish/439536344 Product and distribution]]> 2020-02-03 10:26:16 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536344 https://padlet.com/matildadorotic1/SMPricing/wish/439536345 Product and distribution has the highest elasticities on sales with 60% and and 32% of the effect on brand sales over the long run than discounting and advertising]]> 2020-02-03 10:26:16 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536345 https://padlet.com/matildadorotic1/SMPricing/wish/439536346 The marketing mix elements that has the highest elasticities on sales in a niche is product because with higher  quality customers of the niche are more satisfied  and will buy more ]]> 2020-02-03 10:26:17 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536346 https://padlet.com/matildadorotic1/SMPricing/wish/439536348 Discounts (price) has a negative effect on elasticities. Product has highest effect on elasticities in the long run. There are also crosseffects. 

]]> 2020-02-03 10:26:17 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536348 https://padlet.com/matildadorotic1/SMPricing/wish/439536350 Discounts (i.e price) have the highest negative elasticity on sales over time, at least. ]]> 2020-02-03 10:26:17 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536350 https://padlet.com/matildadorotic1/SMPricing/wish/439536356 Best short term and long term was product and distribution. Price promotions had positive short term, but negative long term effects. 

]]> 2020-02-03 10:26:18 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536356 https://padlet.com/matildadorotic1/SMPricing/wish/439536361 Long-term (according to Ataman et al.)
- Product
- Distribution
- Advertising
- Discounting

However, the following may not be true short-term (discounting may be more effective). 

Product and distribution are important to build brand equity and (sustainable) competitive advantages more difficult to copy. Brand building effect]]> 2020-02-03 10:26:19 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536361 https://padlet.com/matildadorotic1/SMPricing/wish/439536372 Product and distribution have a larger effect on brand sales over the longer run compared to discounting and advertising. ]]> 2020-02-03 10:26:21 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536372 https://padlet.com/matildadorotic1/SMPricing/wish/439536373 The marketing mix elements that have the highest elasticities are the product and distribution. Although, the effects are different in the long run and the short run. For example discounts have the highest effects in the short-run. ]]> 2020-02-03 10:26:21 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536373 https://padlet.com/matildadorotic1/SMPricing/wish/439536375 The highest elasticity is product, as the ]]> 2020-02-03 10:26:21 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536375 https://padlet.com/matildadorotic1/SMPricing/wish/439536376 The highest elasticities can be found within product line extensions (product development) and distribution channels (place). Developing the right products for your customers can enhance the perceived quality of the brand, as well as enhancing other aspects of the brand image. The worst is found in price promotions - this might be because price promotions cheapens the product image. ]]> 2020-02-03 10:26:21 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536376 https://padlet.com/matildadorotic1/SMPricing/wish/439536388 First of all, it is important to consider either the short-term and the long term-elasticities. For example, discounting will be very good in driving short term sales, but, at the same moment, it could damage the brand image and have then very low elasticities in long run. The highest elasticities , especially in long run, would be for sure for products and distribution since having a good product and establishing good contact with distributor could be a great advantage. Then, a trade-off would be to balance short term sales and long-term durable ones (bringing to loyalty). Ads could have low elasticity because of proliferation of media. ]]> 2020-02-03 10:26:23 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536388 https://padlet.com/matildadorotic1/SMPricing/wish/439536396 Highest elasticities --> Product in the long-term]]> 2020-02-03 10:26:23 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536396 https://padlet.com/matildadorotic1/SMPricing/wish/439536403 I think that Product and Placement (distribution) have the highest elasticities because without them there is no product to sell or no availability for customers to buy it. Moreover the more a product is developed according to market trends (by listening to the customers) the more profitability it gives to the company.

]]> 2020-02-03 10:26:24 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536403 https://padlet.com/matildadorotic1/SMPricing/wish/439536404 The product and distribution has the highest elasticity because of the relative effect on brand sales over the long run. This is because product activity enhances a brand’s perceived quality, increased purchase likelihood, and builds equity. While distribution facilitates a wider availability for the consumers’ ability to find the brand. ]]> 2020-02-03 10:26:24 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536404 https://padlet.com/matildadorotic1/SMPricing/wish/439536412 In the short term, distribution breadth (Place) (46%) and product line length (Product) (29%) are the two most important factors for short-term marketing. Furthermore, discounting (Price) stands for 21% of the elasticity. The reason it is like this, is because price discounts result in "bumps" in the sales, thus being important.

The same applies to long-term effects, however, here discounting (Price) is not important at all and line length (63%) + distribution (30%) stands for 93% of the elasticity. Discounting gives a negative impact, that is, it hurts more than it benefits the brand.]]> 2020-02-03 10:26:26 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536412 https://padlet.com/matildadorotic1/SMPricing/wish/439536416 The impact of profitability on marketing mix, I assume, would probably change depending on the type of product and market we are in. However, if we were to be considering a mass produced product I would say that place would have a strong elasticity since it is the element that most directly connects customers to product. In case of new markets insead, for example, promotion will probably represent the highest elasticity since you are trying to have consumers know the product.]]> 2020-02-03 10:26:27 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536416 https://padlet.com/matildadorotic1/SMPricing/wish/439536419 Distribution and product are the most important, in a short-term aspect. Discounting stands for a high percentage of the elasticity]]> 2020-02-03 10:26:28 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536419 https://padlet.com/matildadorotic1/SMPricing/wish/439536421 Product and distribution have the highest elasticities. Prodcut enhances a brand's perceived quality and generally increase brand equity. With regard to distribution, increases in the breadth of distribution should lead to higher base sales because the wider availability facilitates consumers’ ability to find the brand. ]]> 2020-02-03 10:26:28 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536421 malin_nygaard https://padlet.com/matildadorotic1/SMPricing/wish/439536425 Distribution elasticity is the most important followed by product elasticity. 

Distribution because the wider availability facilitates customers’ ability to find the brand. Product because we do not expect cannibalization to entirely offset the increa
sed demand. ]]> 2020-02-03 10:26:28 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536425 https://padlet.com/matildadorotic1/SMPricing/wish/439536431 Product and distribution has the highest elasticities in the long run

]]> 2020-02-03 10:26:29 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536431 https://padlet.com/matildadorotic1/SMPricing/wish/439536437 Product because of the brand-sales over the long run 

]]> 2020-02-03 10:26:31 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536437 https://padlet.com/matildadorotic1/SMPricing/wish/439536438 From the article, all of the different indicators they tested bring the highest impact on brand sales over the long run than discounting and advertising. 
I think this is because combination is the best, 

]]> 2020-02-03 10:26:31 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536438 https://padlet.com/matildadorotic1/SMPricing/wish/439536442 The highest elasticity is product, followed by distribution. The lowest ones are advertising and promotion. If you invest in product and innovation and are available in more points of sale, you will probably have a better return on sales. But for an exclusive product (channel bag, for instance) this maybe will not follow (distribution).]]> 2020-02-03 10:26:31 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536442 https://padlet.com/matildadorotic1/SMPricing/wish/439536445 Short term, distribution  breadth and product lenghis good.  However it depends on the situation whether long term or short term is applied. Marketing mix usually also has syenrgies working together. for example long term marketing mix focuses more on the brands strength such as being able to take higher pricing and strenghtens the brand. 

the short term


]]> 2020-02-03 10:26:32 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536445 https://padlet.com/matildadorotic1/SMPricing/wish/439536446 Product has the highest elasticity, as well as the place. Because with the product you can extend your product line and with the place you can reach the customers who have a demand for your product. Can adapt the product line according to the place.]]> 2020-02-03 10:26:32 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536446 https://padlet.com/matildadorotic1/SMPricing/wish/439536458 Product line might have the highest elasticities based on the article (Ataman et al. (2010)). Company sells multiple product lines under their various brand names, seeking to distinguish them from each other in order to fit better usability for different customers. ]]> 2020-02-03 10:26:33 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536458 https://padlet.com/matildadorotic1/SMPricing/wish/439536468 Over a longer term, the product and place have the highest eleasticities on sales, due too perviced quality and the opportunity to discount. ]]> 2020-02-03 10:26:36 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536468 https://padlet.com/matildadorotic1/SMPricing/wish/439536477 I think the highest elasticities is within products because of sales over a longer periode of time. ]]> 2020-02-03 10:26:37 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536477 https://padlet.com/matildadorotic1/SMPricing/wish/439536492 Long-term elasticities:
1. Product
2. Distribution
3. Advertising
4. Promotions

Notice that this is long-term elasticities and may not be the same in the short-term. ]]> 2020-02-03 10:26:38 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536492 https://padlet.com/matildadorotic1/SMPricing/wish/439536502 In general, product and distribution elasticities are the highest due to the fact that both of them are fundamental compared to advertising and discounting, which are just a cherry on  top ]]> 2020-02-03 10:26:40 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536502 https://padlet.com/matildadorotic1/SMPricing/wish/439536521 The marketing mix elements with the highest elasticity on sales are the line length and the distribution for the short term and long term]]> 2020-02-03 10:26:43 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536521 https://padlet.com/matildadorotic1/SMPricing/wish/439536528 - I think distribution is the most important for short-term elasticities because a effective distribution means, lower costs, making it more profitble in the short term.
- Line length for long term elasticities.......]]> 2020-02-03 10:26:44 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536528 https://padlet.com/matildadorotic1/SMPricing/wish/439536529 It depends on if you want to have long or short time effects. Advertising has a positive effect on long-term sales, while promotions have a positive effect on short-time sales.]]> 2020-02-03 10:26:45 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536529 https://padlet.com/matildadorotic1/SMPricing/wish/439536538 Product (innovation)and Distribution (Placement- making the products available) for the long -term profitability. In the short term e.g. sales promotion has an effect on sales elasticity]]> 2020-02-03 10:26:46 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536538 https://padlet.com/matildadorotic1/SMPricing/wish/439536542 Product and distribution has shown to have the highest elasticity in the marketing mix. Findings indicate (short-term + long-term) sales elasticity is 1.37 for product and 0.74 for distribution. 

]]> 2020-02-03 10:26:46 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536542 https://padlet.com/matildadorotic1/SMPricing/wish/439536560 1) Distribution
2) Product 

Why: Advertising and discounts is a short-term strategy. ]]> 2020-02-03 10:26:49 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536560 https://padlet.com/matildadorotic1/SMPricing/wish/439536563 2020-02-03 10:26:50 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536563 https://padlet.com/matildadorotic1/SMPricing/wish/439536564 Distribution & Product
The other elements in the marketing mix are a part of a short-term strategy. ]]> 2020-02-03 10:26:50 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536564 https://padlet.com/matildadorotic1/SMPricing/wish/439536604 2020-02-03 10:26:57 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536604 https://padlet.com/matildadorotic1/SMPricing/wish/439536631 Product and distribution. ]]> 2020-02-03 10:27:01 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536631 https://padlet.com/matildadorotic1/SMPricing/wish/439536632 Product and distribution are the marketing mix elements that has the highest elasticity. ]]> 2020-02-03 10:27:02 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536632 https://padlet.com/matildadorotic1/SMPricing/wish/439536640 Long term: Product-line and distribution

]]> 2020-02-03 10:27:03 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536640 https://padlet.com/matildadorotic1/SMPricing/wish/439536658 Product (60%) and distribution (32%) in the long run.]]> 2020-02-03 10:27:06 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536658 https://padlet.com/matildadorotic1/SMPricing/wish/439536671 Product-line and distribution have highest elasticity in long-term. Advertising and discount were only short-term effect , however the long-term effect is deteriorated]]> 2020-02-03 10:27:08 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536671 https://padlet.com/matildadorotic1/SMPricing/wish/439536695 Product and Distribution have the highest elasticity especially in the long run


]]> 2020-02-03 10:27:11 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536695 https://padlet.com/matildadorotic1/SMPricing/wish/439536786  Product has the highest elasticity in the marketing mix]]> 2020-02-03 10:27:28 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536786 https://padlet.com/matildadorotic1/SMPricing/wish/439536791 Long term: Product
Short: Promotion

]]> 2020-02-03 10:27:28 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536791 https://padlet.com/matildadorotic1/SMPricing/wish/439536811 Distribution ]]> 2020-02-03 10:27:31 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536811 https://padlet.com/matildadorotic1/SMPricing/wish/439536849 Product has the highest elasticity (60%) and distribution (32%). THey have a substantially larger relative effect on brand sales over the long run. Regular price elasticities are descreased by discounting and distribution,, but they are incr
..]]> 2020-02-03 10:27:38 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536849 https://padlet.com/matildadorotic1/SMPricing/wish/439536871 The marketing mix whit highest elasticities on sales are product and place. 

]]> 2020-02-03 10:27:42 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536871 https://padlet.com/matildadorotic1/SMPricing/wish/439536897 In the short term : Distribution
In the long term : Products ("Line length")

Moreover sales are positively affected by advertising but negatively in the long run by discountings.

]]> 2020-02-03 10:27:47 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536897 https://padlet.com/matildadorotic1/SMPricing/wish/439536920 Product and product line highest elasticities in the long run, while advertising and distribution in the short run. ]]> 2020-02-03 10:27:53 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439536920 https://padlet.com/matildadorotic1/SMPricing/wish/439537058 Product followed by distribution (both short-term and long-term). ]]> 2020-02-03 10:28:18 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537058 https://padlet.com/matildadorotic1/SMPricing/wish/439537108 The marketing mix elements with the highest elasticities are product line extensions (i.e. product development) and distribution channels. ]]> 2020-02-03 10:28:27 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537108 https://padlet.com/matildadorotic1/SMPricing/wish/439537136 Product and place have the highest eleaticiti

]]> 2020-02-03 10:28:31 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537136 https://padlet.com/matildadorotic1/SMPricing/wish/439537262 The product and distribution has the highest elasticity because of the relative effect on brand sales over the long run. This is because product activity enhances a brand’s perceived quality, increased purchase likelihood, and builds equity. While distribution facilitates a wider availability for the consumers’ ability to find the brand. ]]> 2020-02-03 10:28:54 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537262 https://padlet.com/matildadorotic1/SMPricing/wish/439537269 Product and distribution]]> 2020-02-03 10:28:55 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537269 https://padlet.com/matildadorotic1/SMPricing/wish/439537378 Every marketing manager should consider the long-term effect of their marketing programs. Those strategies with higher elasticity are  distribution and line length. First, Distribution because is available for more customers and line length because there are more innovation that covers customers needs. Also depends on the category and industry.]]> 2020-02-03 10:29:19 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537378 https://padlet.com/matildadorotic1/SMPricing/wish/439537521 2020-02-03 10:29:45 UTC https://padlet.com/matildadorotic1/SMPricing/wish/439537521