03:29 Jun 21, 2005 |
English to Italian translations [PRO] Marketing - Marketing / Market Research | |||||||
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| Selected response from: Elena Ghetti Italy Local time: 13:43 | ||||||
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Summary of answers provided | ||||
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4 | Quota di scaffalatura o |
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3 +1 | espositore principale |
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Discussion entries: 2 | |
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Quota di scaffalatura o Explanation: display proporzionata alla quota di mercato del prodotto. Fixture regards " la scaffalatura primaria o più in vista" of supermarkets. the company wants (or requires or is due to them) a share (quota di scaffalatura ) proportioned to the market share of the product. Hope it helps, but basically thsi is what it means |
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espositore principale Explanation: penso che si stia parlando di display fixtures e il venditore sta imponendo al retailer di dedicargli una porzione di spazio espositivo (share of shelf) proporzionale alla market share per "share of shelf" vedi: In general terms, distribution and market share, as treated by the authors, are related in a nonlinear fashion. As higher levels of distribution coverage are reached, increases in distribution depth in the form of additional stock-keeping units, a larger share of shelf, or special displays/positioning can significantly affect market share. As market share increases, distribution breadth increases more-than proportionately, reflecting the trade's tendency to stock those brands which sell well--and also the tendency to give those brands a larger share of shelf space and to stock more stock-keeping units. Conversely, as distribution is increased, the greater availability of the product, combined with the trade support for it, results in larger-than-proportional increases in market share. Unavailability of a smaller brand, either because of stockouts or restricted distribution, benefits larger brands more than smaller ones. This result is implicit in the stocking behavior of retailers: Given the choice between a large brand and a small brand (and given equal levels of trade support), retailers will preferentially choose the brand for which there is greater demand--and consequently the one with the larger market share. http://www.msi.org/msi/publication_summary.cfm?publication=2... -------------------------------------------------- Note added at 4 hrs 15 mins (2005-06-21 07:45:09 GMT) -------------------------------------------------- anche spazio espositivo principale |
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