Many marketing researchers test-market brand names before advertising and promoting them.
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journal article Journal of Marketing Vol. 30, No. 4 (Oct., 1966) , pp. 28-31 (4 pages) Published By: Sage Publications, Inc. https://doi.org/10.2307/1249495 https://www.jstor.org/stable/1249495 Read and download Log in through your school or library Alternate access options For independent researchers Read Online Read 100 articles/month free Subscribe to JPASS Unlimited reading + 10 downloads Purchase article $41.50 - Download now and later Abstract Today's test markets are a surprisingly obsolete management tool, says the author of this article. Their ability to predict ultimate success is proving to be both limited and questionable. Yet the limitations of traditional test marketing conflict with the growing need for greater predictive precision than ever before. This article indicates what the future may be for test markets. Journal Information The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline? Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection. Abstract This article focuses on the measurement of the overall importance of brands for consumer decision making—that is, brand relevance in category, or BRiC—across multiple categories and countries. Although brand equity measures for specific brands have attracted a large body of literature, the questions of how important brands are within an entire product category and the extent to which BRiC differs across categories and countries have been neglected. The authors introduce the concept of BRiC (a category-level measure, not a brand-level measure). They develop a conceptual framework to measure BRiC and the drivers of BRiC, test the framework empirically with a sample of more than 5700 consumers, and show how the construct varies across 20 product categories and five countries (France, Japan, Spain, the United Kingdom, and the United States). The results suggest a high validity of the proposed BRiC measure and show substantial differences between categories and countries. A replication study two-and-a-half years later confirms the psychometric properties of the suggested scale and shows remarkable stability of the findings. The findings have important implications for the management of brand investments. Journal Information JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies. Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage
This item is part of a JSTOR Collection. What does a brand name or brand mark become when it's legally registered by the government?having a registered trademark. You become a trademark owner as soon as you start using your trademark with your goods or services. You establish rights in your trademark by using it, but those rights are limited, and they only apply to the geographic area in which you're providing your goods or services.
How much of a of a product's retail price pays for the product's packaging design and development?Typically, companies spend 10-40% of the product's retail price on packaging. For example, if the product sells $100, then the company might spend anywhere between $10-$40 on the packaging. Components of packaging include design and prototypes, materials, production, labor, volume, freight, and shipping.
What is a products success or failure in the marketplace largely determined by?
Which government body is responsible for enforcing the 1990 Nutrition Labeling and Education Act?The Nutrition Labeling and Education Act of 1990 (NLEA) required the U.S. Food and Drug Administration (FDA) to develop standardized information about a product's nutrient content, and the Organic Foods Production Act of 1990 (OFPA) required USDA to set national standards for the production, processing, handling, ...
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