Rėmimo įtaka paklausai prekės gyvavimo ciklo stadijose

LTStraipsnyje nagrinėjamas rėmimo poveikis paklausai skirtingose prekės gyvavimo ciklo stadijose, analizuojami šešių naujų prekių ir trijų prekių pasekėjų gyvavimo ciklai. Atliekama nagrinėjamų prekių regresinė pardavimų analizė, nustatomos prekės gyvavimo ciklo stadijos, apskaičiuojami vidutiniai rėmimo efektyvumo koeficientai skirtingose prekės gyvavimo ciklo stadijose. Išvadose įvertinamas ir palyginamas rėmimo poveikis naujų prekių ir prekių pasekėjų paklausai, skirtingose gyvavimo ciklo stadijose. [Iš leidinio]Reikšminiai žodžiai: Paklausa; Paklausa, prekė, rėmimas, prekės gyvavimo ciklas, prekės pasekėjos; Prekė; Prekės gyvavimo ciklas; Prekės pasekėjos; Rėmimas; Demand; Demand, Product, Promotion, Product life Cycle, me-too products; Me-too products; Product; Product life cycle; Promotion.

ENPromotion is one of the most important factors to product demand. Promotional efforts shorten introduction, growth and extend early and late maturity stages of a product l i fe cycle. The main object of this article is to estimate and compare promotional influence to "new" product and "me-too" products demand in differents product stages. We use statistical-mathematics and qualitative-expert methods, in the analysis of promotional influence to product demand. The article analyses product life cycles of six "new" products and three cycles of "me-too" products. Firstly, with the purpose to define stages of the product life cycle, we did regression analysis of products sales. By the assessment regression curves we define the stages of product life cycle. The promotional influence to product demand is analyzed by promotional efficiency rate. Promotional efficiency rate shows how many percent the demand changes when 1000 LTL is invested into promotional efforts. The results of the analysis show that the biggest influence to "new" and "me-too" products demand is at the introductory and growth stages. At an early maturity stage promotional influence to "new" and "me-too" products demand is less. At this stage the promotional influence to "new" product demand is the weakest during all product life cycle. The promotional efforts to "me-too" products demand is the weakest at late maturity stage of produt life cycle. At the decline stage of product life cycle promotional influence to "new" product demand is approximately at the same level as in the late maturity, but the promotional influence to "me-too" products is bigger than in the late maturity. The authors of the article, conclude, that firms must invest to promotion efforts of "new" products at introductory, growth and late maturity stages. The promotional efforts to "me-too" prod.