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Produit et information géographique : le géomerchandising

  • Pierre Volle


    (CLAREE - Centre lillois d'analyse et de recherche sur l'évolution des entreprises - CNRS - Université Lille 1 - Sciences et technologies)

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    Concerning trade management, geography intervenes when dealing with the adaptation of price to the characteristics of a trade area. It would also deal with the distribution of messages (catalogues, prospectus, display, etc.) in certain geographic areas more than others, according to the expected efficacy of the communication. However, in this chapter, we will not concentrate the analysis on the location strategy or on the pricing (see chapter 9), and communications policies (see chapters 10 and 11), but on the policy of the supply/offer, knowing that the assortment is a decision for which the geographic dimension also reveals itself to be equally fundamental. Thus, in the hypothesis in which the retailer constitutes his assortment without taking into account climatic, economic, demographic and psycho-sociological differences linked to geography, the offer will probably be out of step with customer expectations. Consequently, effective productivity of the store will be inferior to it potential productivity.

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    Paper provided by HAL in its series Post-Print with number halshs-00165165.

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    Date of creation: 01 Jan 2002
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    Publication status: Published in Gérard Cliquet. Géomarketing, Hermes, pp.1-27, 2002
    Handle: RePEc:hal:journl:halshs-00165165
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    1. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
    2. Desmet, Pierre & Renaudin, Valérie, 1998. "Estimation of Product Category Sales Responsiveness to Allocated Shelf-Space," Economics Papers from University Paris Dauphine 123456789/1757, Paris Dauphine University.
    3. Eaton, B Curtis & Lipsey, Richard G, 1982. "An Economic Theory of Central Places," Economic Journal, Royal Economic Society, vol. 92(365), pages 56-72, March.
    4. Stefan W. Schmitz, 2002. "The Effects of E-commerce on the Structure of Intermediation," Industrial Organization 0211002, EconWPA.
    5. Yuxin Chen & James D. Hess & Ronald T. Wilcox & Z. John Zhang, 1999. "Accounting Profits Versus Marketing Profits: A Relevant Metric for Category Management," Marketing Science, INFORMS, vol. 18(3), pages 208-229.
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