Ditapis dengan
The Periodicity of pricing
Retail pricing data combine multiple decisions (e.g., regular pricing and discounting) that are possibly made by multiple decision makers (e.g., retailers and manufacturers). For example, temporary price reductions (high-frequency price changes) can be used to price discriminate in the short run, whereas regular price adjustments (low-frequency price changes) might reflect changes in long-term …
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- 222437
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National brands, local branding: conclusions and future research opportunities
The authors respond to the comments of three experts regarding the article "Consumer Packaged Goods in the United States: National Brands, Local Branding." They summarize several general directions for further research that have emerged from this discussion. Practitioners appear to be aware of the striking geographic differences in performance that many brands face across U. S. markets. Althoug…
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- 222437
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Consumer packaged goods in the United States: national brands, local branding
The authors describe geographic patterns in the market shares of national brands using a large longitudinal scanner database that spans many consumer packaged goods (CPG) categories and US regional markets. For a typical national brand, the magnitude of the geographic variation in market shares, perceived quality levels, and degree of local dominance places in question the concept and relevance…
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- 222437
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Structural modeling and policy simulation
A primary goal of research in marketing is to evaluate and recommend optimal policies. In this respect, marketing is a very policy-oriented field and it is ironic that so much published research skirts the issue of policy evaluation. Franses's article draws much needed attention to the question of what sort of model is usable for policy simulation and evaluation. The authors argue that policy e…
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- ISBN/ISSN
- 222437
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