Adidas

MARKETING THE INFLUENCE OF NEW PRODUCTS IN

THE BEER MARKET IN PORTUGAL

ADVERTISING IMPACT* Relation 2 Relation 1

+;+

+;+

Relation 5

MARKET SHARE*

+;+

NEW PRODUCTS INTRODUCTION*

Relation 6

(+/-) ; + - ;+

SALES LEVEL*

Relation 3

+;+

Relation 4

COMPETITION LEVEL*

■ Expected Result ■ Final Result * New Variable

Cláudia Réquio, N.º 5825, cláudia.requio@gmail.com Marisa Soares, N.º 6983, amarantesoares@gmail.com Miguel Roberto, N.º 7723, miguelroberto9@hotmail.com

Winter Semester 2006/2007

1204. Marketing

Winter Semester 2006/2007

THE INFLUENCE OF NEW PRODUCTS IN THE BEER MARKET IN PORTUGAL

NEW PRODUCTS INTRODUCTION: Sun, Pi-Chun; Hwang, Ing-San; 2005, “The Impact of New Product Launch Strategies on the Reaction of Competitors in the Taiwanese Cosmetic Industry”, International Journal of Management. ADVERTISING IMPACT: Moorthy, Sridhar; Hawkins, Scott A; March 2005, “Advertising repetition and quality perception”, Journal of Business Research, , Vol. 58 Issue 3, p354-360, 6p. COMPETITION LEVEL: Kelly, J. Patrick; Freeman, D. Carl; Emlen, John M. ; 1993, “Competitive impact model for site selection: the impact of competition, sales generators and own store cannibalization”, International Review of Retail, Distribution & Consumer Research. Sun, Pi-Chun; Hwang, Ing-San; 2005, “The Impact of New Product Launch Strategies on the Reaction of Competitors in the Taiwanese Cosmetic Industry”, International Journal of Management. MARKETING SHARE: Martin, David Dale; 1962, “The Bethlehem-Youngstown Case and the Market-Share Criterion: Comment”, American Economic Review. SALES LEVEL: Kelly, J. Patrick; Freeman, D. Carl; Emlen, John M. ; 1993, “Competitive impact model for site selection: the impact of competition, sales generators and own store cannibalization”, International Review of Retail, Distribution & Consumer Research. McFarland, Richard G; Challagalla, Goutam N; Shervani, Tasadduq A.; 2006, “Influence Tactics...