Share of Wallet in FMCGs Retailing:Proposing a Conceptual Model  

作　　者：Vincenzo Basile 

机构地区：[1]University of Naples Federico II,Naples,Italy

出　　处：《Chinese Business Review》2018年第2期84-98,共15页中国经济评论（英文版）

摘　　要：Recent years,the Marketing Science Institute considered marketing performance measurement(MPM)a priority in marketing research and managerial practice.Several contributions on the same topic have been proposed in literature.The ability to measure the marketing performance is considered,a cognitive gap that determined a decrease of marketing relevance within firm and organizations.Based on relevant literature on retailing and an explorative case study,it will be proposed a conceptual and pragmatic model to investigate MPM for a consumer goods retailer.The model is aimed to identify antecedents of“share of purchase”,“share of wallet”,and“share of visit”.An early test of the model has been carried out on three Italian leading chains:Superò,a master franchisee of SMA Spa(owned of 27 small supermarkets under control of the French Auchan Group),Decò-Multicedi(the Group is a multi-channel company based on network of five Ad Hoc cash&carry centers,253 Decòoutlets and three Ayoka pet shops)located in Campania Region.“U2”(the outlets label of Unes Spa,Finiper Group,operating mostly in northern Italy,with a chain of more than 190 direct and franchise supermarkets).

关 键 词：MARKETING performance measurement SHARE of VISIT SHARE of PURCHASE SHARE of wallet MARKETING metrics and RETAIL INDUSTRY 

分 类 号：F0[经济管理—政治经济学]