"Downsizing" w marketingu dóbr konsumpcyjnych : (zarys koncepcji oraz warunków jej wykorzystania jako strategii marketingowej)

• Autorzy: Colin F. Hales

Warianty tytułu

Downsizing in Marketing of Consumer Goods

• Języki publikacji: PL

Abstrakty

Scharakteryzowano koncepcję "downsizing", jej źródła, warunki i potencjalne możliwości praktyczne.

EN

The article deals with downsizing - one of the less known instruments applied in the marketing policy of enterprises. Downsizing is a product strategy which relies on the decrease of the unit size of the product, and also its packaging, to maintain its price. The use of this instrument , which is quite common in enterprises producing consumer goods, is limited by psychological factors. The author presented in detail the possibilities of the use of this strategy and the principle it is based on, namely the Weber law. Weber also pointed out the negative sides of downsizing. (original abstract)

Słowa kluczowe

PL

Marketing; Downsizing; Opakowalnictwo; Prawo Webera; Cena jednostkowa produktu

EN

Marketing; Downsizing; Packaging science; Webers law; Product unit prices

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1994
• Numer: nr 420
• Strony: 35--43

Twórcy

autor

Colin F. Hales

Bibliografia

• Adams A.C., di Benedetto A., Chandran R. (1991) Can you reduce your package size without damaging sales?, "Long Range Planning", Vol. 24 No. 4 pp86-96.
• Britt S.H., How Weber's Law Can be Applied to Marketing, "Business Horizons", Feb. 18 1975.
• Kotler P., Marketing Management: Analysis, Planning, Implementation and Control, New York 1988.
• Mittleman F., Packaging - If It's Good - Makes the Sale, "Marketing News", vol. 22, USA 1988.
• Pilditch J., The Silent Salesman, London 1973.