Vertical Marketing Systems and Retail Industry

Vertical integration in a distribution channel places into focus the factors of cooperation such as the distribution of income among partners, the distribution of risk depending on the marketing functions and activities assumed, as well as margin increase through the cost reduction. The problem is to identify the model which is, from a theoretical point of view, based on gradation of integration and the retailers’ power. For efficient retail, it is necessary to adjust the retailer’s and the supplier’s distribution models, and this homogeneous structure represents a unique model of cooperation between...

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Facebook Likes and Human Behavior

Earlier in 2013, the Psychometrics Centre of the University of Cambridge conducted an impressive research about how private attributes are predictable from digital records of human behavior, like Facebook likes. Digitally mediated behaviors like Facebook likes can easily be recorded and analyzed, fueling the emergence of computational social science and new services such as personalized search engines and targeted online marketing. However, the widespread availability of extensive records of individual behavior, together with the desire to learn more about customers and citizens, presents serious challenges related to privacy...

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Neuromarketing research for the win - pt2

The main question is: Should Neuromarketing research be closer to quantitative or qualitative approach? Qualitative research is an in-depth exploration of what triggers people on a particular subject: their feelings, perceptions, decision-making processes, and so on. The most common forms of qualitative research are focus groups and depth interviews. Qualitative research will provide a much deeper understanding of how the target market thinks, but it does not provide data that can be projected and derived, so results cannot be generalized.  On the other hand,  quantitative research  can be generalized, as it employs...

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