Trade Marketing Flashcards

Flashcards about Trade Marketing based on lecture notes

What does FMCG stand for?

Fast-moving consumer goods, virtually any supermarket product.

What is a key result of using Retail Panels?

Information on market shares of each brand by product category in each supermarket.

What is an audiometer?

A device that intercepts the TV signal and determines which channel is tuned.

What categories are included in the SAMPLE AND POPULATION of In Home panels?

Food, drugstore, perfumery, textil, telecom, fuels, pet food.

What are the methods for DATA COLLECTION in In Home panels?

Product barcode scanner and questionnaires to collect consumption habits.

What detailed information is obtained from In Home panels?

Who consumes, what do you consume, when do you consume, how do you consume, why do you consume.

What are some household-related variables analyzed in quarterly delivery with In Home Panel data?

Penetration, %households in promo, average purchase per household.

What are the four DIMENSIONS to quarterly delivery information?

Main channels, main retailers, sociodemographic profiles, life stages.

What sociodemographic variables are used to identify buyer groups?

Social class, age of the housewife, number of members of the household, activity of the housewife, presence of children in the home, size of the municipality, Nielsen Geographies.

What are examples of "Life Stages" used in In Home Panel analysis?

Young singles, young couples, young families, young people >18 at home, established families, mature families, older couples, older singles.

What does relative penetration mean in the Parfitt-Collins Model?

Percentage of households that have bought the brand in relation to the households that have bought the product.

What does net share mean in the Parfitt-Collins Model?

Percentage of purchases of brand A made by buyers of that brand, reflecting loyalty.

What does Consumption index refer to in Home Pannels?

Spending of households buying the brand relative to the average spending of all households; measures whether the brand attracts strong consumer-shoppers.

According to Kantar Worldpanel, what is the key factor in Mercadona's sustained growth?

Mercadona increased shopper purchase frequency by remodeling fresh product categories.

What are consumer-shopper insights?

Aspects/triggers, behaviors, and opportunities of consumer-shoppers.

What's the general aim of studying consumer-shopper behaviour according to J.L. Nueno?

Acceptable empirical generalizations to support a broad view of consumer-shoppers

What types of studies can generate consumer-shopper insights?

Qualitative studies, Quantitative studies, Observational studies, Big Data.

What is the main issue with Big Data in terms of business according to Simon Dawson/Getty Images?

The need for insights and market opportunities despite having lots of number-based data.