Competitive diffusion of new prescription drugs: The role of pharmaceutical marketing investment

We investigate the impact of marketing interventions on the diffusion of new products in a competitive setting. We develop a family of trial–repeat diffusion models to identify the longitudinal effects of marketing efforts, and complement this with a cross-sectional analysis to identify the between-drug effects. We believe that we are the first to consider both longitudinal and cross-sectional marketing effects in a trial–repeat diffusion context. The models are calibrated on 34 drugs in three therapeutic categories using monthly data. Our longitudinal analyses demonstrate that the trial rate responds positively to increases in own marketing expenditures but is affected negatively by competitors' expenditures. We show how these within-drug analyses provide opportunities for accelerating the diffusion process by reallocating marketing expenditures over time. The cross-sectional analyses demonstrate that pharmaceutical marketing has both an informative and a persuasive influence on the diffusion of new drugs. We find that direct-to-consumer advertising does not affect the trial nor repeat rates during the first months after introduction. We illustrate the managerial relevance of our results and find that a reallocation of marketing budgets does not alter the saturation level, but can help in attaining this level faster. We show that this has a great effect on sales, market share and ROI.     

Third-degree price discrimination in a short-stay accommodation industry

This article analyses the pricing in the short-stay accommodation industry in Tasmania. It utilizes a novel 2008 survey of Tasmanian short-stay accommodation firms in which business managers were asked about their perception of the elasticity of their firm’s demand in each of the market segments that their firm supplied. This direct observation of elasticity allows us to demonstrate that firms’ price across market segments act in a manner consistent with the Lerner index and the theory of third-degree price discrimination. Further we show, in line with expectations based on the literature, that increased quality of the accommodation lowers the elasticity of demand, while the elasticity of demand is higher in winter. Surprisingly, Internet sales channels do not exhibit a different elasticity of demand to other sales channels.     

Determinants of price elasticities for private labels and national brands of cheese

An Almost Ideal Demand System model is developed and used to estimate price elasticities for US cheese sold at retail. Growing consumption of cheese coupled with fierce competition between private labels and national brands serves as motivating factors for this study. Per capita consumption of cheese grew by 75% during 1980–2004 and private labels captured a rising share of this growth. Private labels today account for 35% of market share; national brands, for the remaining 65%. Kraft accounts for 45% of national brands, but price increases for Kraft brands led to a sizeable price gap between its brands and private labels. This gap helped to stimulate growth of private labels. Marketing managers seek to capitalize on both growing cheese sales and price gaps for brands. Relevant information for marketing managers is consumer sensitivity to price changes. This study uses 69 weeks of scanner data, with consumers segmented by income levels to derive price elasticities for both lower-and higher-income consumers. Results show lower-income consumers to be more price sensitive. If large price gaps are maintained, the results suggest continued growth of private labels. Yet, meta-analyses for this study suggest that Kraft could lower the price gap and regain market share.     

A tale of two Italian cities: brand-level milk demand and price competition

We apply the BLP random coefficient logit model demand model to fluid milk sales data from two north-south Italian cities: Turin and Naples. By virtue of their location and socioeconomic differences, these cities provide a natural experiment for contrasting consumer choices and retail market power related to milk physical and marketing characteristics. Results reveal that, regardless of location, consumers negatively value price increases, fat content and ultra-high temperature (UHT) treatment. However, location matters with respect to brand and type of milk purchased. While in Turin (the higher-income region) demand for the leading manufacturers’ brands is the most price inelastic, in Naples consumers have the lowest price elasticities in case of cheaper milk, often small manufacturer or private label brands. Unlike previous studies, we do not find price elasticities for private labels to be consistently lower (or markups to be higher) compared to manufacturer brands, indicating that private labels have reached maturity in these markets. Further, while demand for fresh milk is more price inelastic in Turin, it is more inelastic for UHT milk in Naples. Likewise, markups and Lerner indexes are higher for fresh milk in Turin and for UHT in Naples corresponding to the more inelastic demands under Bertrand price competition.     

结合新产品扩散特征的实物期权定价模型研究

现有实物期权定价模型未能考虑新产品销售量所呈现的扩散特征,模型的分析结果与实际情况有较大差距。文章假设新产品价格服从几何布朗运动,并以Bass模型预测新产品的销售过程,运用二叉树方法,构建了离散时间状态下结合新产品扩散特征的实物期权定价模型,并得到新技术采用的最优时机。     

同类产品的定价模型研究

针对完全市场经济条件下运行的库存-销售系统中同类产品定价问题,提出了多产品组合定价决策模型.考虑到多产品的需求价格弹性和交叉弹性的影响,假定在已知价格浮动比例的情况下为产品制定投放市场价,使得价格发生调整后产品在一段时期内取得的投资收益最大,从而建立了一般化的二次规划模型.最后给出两种产品组合定价决策的案例,用二次规划的有效集法计算获得最优定价结果,对于多产品组合定价问题具有理论和实际价值.     

Brand price differentials in retail distribution: product quality and service quality

A theoretical model is proposed to disentangle the contribution of brand quality and retailer service quality in explaining brand price differentials across retailers. Two testable hypotheses emerge: (i) for each brand type, price differences across retailers are independent of brand quality differentials and (ii) at a given retailer, price differences between different brand qualities are independent of service quality differentials. Our empirical analysis, for a sample of the U.K. grocery retailer prices, discloses that retailers that offer higher service quality sell same quality brands at higher prices. In particular, service quality premia amount to 6% for national brands and are in the range of 9–15% for low-quality store brands. Besides, at a given retailer, the price premia paid for the national brand are very large: around 150% between national brands and low-quality store brands, and around 40% between national brands and high-quality store brands. Also, the price differential between the national brand and the low-quality store brand does not increase with service quality.     

Empirical Analysis of Brands: A Survey

In this paper, we survey the empirical analysis of brands. The difficulty in this area of research is that even though a brand is easily identifiable, its economic roles are not directly observable. We first discuss methods where the effect of a brand is measured as the unobservable component of sales or price of a product, which researchers recover as a residual of the sales or price regression. We then describe the approaches to estimate the various roles of brands, such as providing information and increasing the utility of consumption. Finally, we provide examples of research that highlight the role of brands in exploiting the irrationality of consumers for profit.     

Determinants of retail wine prices: evidence from Cyprus

This study uses a detailed panel dataset for the Cyprus wine market and a fixed effects simultaneous equations model specification to investigate retail wine price determinants. Our results show that producers’ pricing policies tend to be influenced more by the level of market concentration in the wine and retail industries than by competitors’ price movements. We propose a sales response model to identify the impact of marketing drivers on sales. Wine consumption in Cyprus is unit elastic, but the impact of competitive prices and retail distribution coverage on sales is small.     

A choice-based multi-product diffusion model incorporating replacement demand

This study proposes an integrated forecasting model that incorporates both first purchase diffusion and replacement component of sales in predicting multi-product diffusion patterns. The model consists of a two-stage procedure that customers undertake during purchase occasions according to a diffusion process or replacement process, and at each occasion, they make purchase incidence decisions and product choices according to a choice model. By incorporating various exogenous factors in the choice model, the model can identify the impact of each factor on customers' purchase incidence decisions and choice decisions among various product sub-categories. This approach enables us to understand the overall process of customers' purchasing behavior and to separate total sales amount into sales to three consumer segments: first-time buyers, customers who repurchase the same product category and customers who change their previous product category. We applied the proposed model in the forecasting multi-product framework; forecasting sub-category level automobile sales and brand level mobile terminal sales in the South Korean market. The results of the empirical studies showed that incorporating the replacement components into the multi-product diffusion framework is useful not only in understanding the demand interaction among automobile categories and among mobile handset brands, but also in producing more accurate long-term sales forecasts compared to previous multi-product diffusion models.     

需求弹性理论分析及企业决策应用

需求价格弹性是需求弹性分类中的一种,它与企业的销售收入有着直接的关系,而传统理论对于需求价格弹性与企业销售收入间关系的结论不够准确,本文在传统理论的基础上,更进一步的给出相关的证明。并且本文也分析需求弹性理论在企业决策中的重要应用。     

Intra‐Week Price Patterns in the Housing Market*

In this paper, I demonstrate the existence of city‐specific intra‐week price patterns in the Norwegian housing market. I use a data set with exact sell dates to show that sell prices are higher on certain days. Using ask prices and observations on repeat sales in fixed‐effect models, I seek to control for composition effects and unobserved heterogeneity. The intra‐week price patterns are shown to be associated with patterns in the frequency of public‐showing days. I argue that the findings are consistent with optimizing agents acting on new information.     

Who Faces Higher Prices? An Empirical Analysis Based on Japanese Homescan Data

On the basis of household‐level scanner data (called homescan data) for Japan, we construct a household‐level price index and investigate the causes of price differences across households. We observe large price differentials across households, a result that is consistent with the previous research based on the data in the USA. However, the differences across age and income groups are small. In addition, we find that elderly people face higher prices than the younger ones, which is contrary to the results of the previous research. The most important determinant of the price level is the extent to which households rely on bargain sales; doubling purchases of goods at bargain sales decreases the price level by about 2%, while shopping frequency only has a limited effect on the price level.     

The flexibility of household electricity demand over time

Empirical estimates of long run effects on residential electricity demand from changes in the electricity price are usually estimated by cross-sectional variation in the current stock of electric household appliances across households at a certain point in time. Here, we use a discrete–continuous approach modeling the long run effects by investments in new appliances. We apply the annual Norwegian Survey of Consumer Expenditure for the period 1975 to 1994 to estimate the short and long run own price elasticities in the two approaches. We find the estimated long run elasticity only slightly more price elastic than the short run. We also find that the long run elasticity does not differ significantly between the two approaches. The reason for both results is that, since there is no alternative source of energy for these appliances, there are no substitution effects.     

Forecasting demand for a newly introduced product using reservation price data and Bayesian updating

Forecasting demand during the early stages of a product's life cycle is a difficult but essential task for the purposes of marketing and policymaking. This paper introduces a procedure to derive accurate forecasts for newly introduced products for which limited data are available. We begin with the assumption that the consumer reservation price is related to the timing with which the consumer adopts the product. The model is estimated using reservation price data derived through a consumer survey, and the forecast is updated with sales data as they become available using Bayes's rule. The proposed model's forecasting performance is compared with that of benchmark models (i.e., Bass model, logistic growth model, and a Bayesian model based on analogy) using 23 quarters' worth of data on South Korea's broadband Internet services market. The proposed model outperforms all benchmark models in both prelaunch and postlaunch forecasting tests, supporting the thesis that consumer reservation price can be used to forecast demand for a new product before or shortly after product launch.     

The Dynamics of Markups and Inventories in Retailing Firms

This paper is concerned with the interaction between price and inventory decisions in retailing firms and its implications for the dynamics of markups and the existence of sales promotions. We consider a model where a monopolistically competitive retailer decides price and inventories, and assumes lump-sum costs when placing orders or changing nominal prices. In this model, the existence of stockout probabilities and fixed ordering costs generate a cyclical price behaviour characterized by long periods without nominal price changes and short periods with very low prices ( i.e. sales promotions). We estimate this model using a unique longitudinal dataset with information about retail and wholesale prices, inventories, orders, and sales for several brands in a supermarket chain. Based on the estimated model we perform several counterfactual experiments that show the important role that inventories and fixed ordering costs play in the dynamics of retail prices and the frequency of sales promotions in this dataset.     

Forecasting UK international trade: A general equilibrium approach

Monthly retail unit sales of clothes washers and dryers in eastern Washington state were regressed on average employment during the current and preceding two months, the average advertised price of these appliances relative to the Consumer Price Index, the expected change in consumer stocks of such applicances for each year on the basis of a hypothetical rate of accumulation, and the unit volume of newspaper advertising in order to determine the viablity of alternative models for analysing and forecasting monthly sales in a localized retail market during the periods of growth, maturity, and decline in market demand.

Employment and advertising, the two most useful variables in the functions tested, were able to account for 70–75 per cent of the monthly sales variance for automatic washers and dryers. Employment elasticity coefficients, though not linearly related to income elasticity coefficients for these products, appear to be a useful measure of purchasing power for localized demand and forecasting functions. The average advertising elasticity for the products studied was 0.095, which was approximately equal to advertising expenditures as a ratio of the gross margin of furniture and house furnishings corporations and kitchen appliance departments of department stores for the period studied, in keeping with the Rasmussen hypothesis. Correction of the models for the presence of autocorrelation altered the explanatory power of some of the variables substantially and resulted in regression coefficients for some variables that were more nearly consistent with theoretical expectations.     

RETURN TO WINE: A COMPARISON OF THE HEDONIC,REPEAT SALES AND HYBRID APPROACHES

Comparisons between the return to wine and standard financial assets are complicated in that the return to wine must be estimated from infrequent sales of heterogeneous wine brands. Wine returns can be estimated using several different methods, and here the performance of the hedonic model, repeat sales model, and hybrid model are compared using 14,102 auction sale observations for Australian wine over the period 1988 to 2000. The results show that the hybrid model provides the most efficient estimates, and that the repeat sales model provides significantly higher total return estimates than the other two models.     

Housing supply elasticity in local government areas of Sydney

We report supply elasticity estimates of residential property (houses and apartments) for local government areas (LGAs) in metropolitan Sydney. Using annual data for 1991–2012, the average supply elasticity estimate across all LGAs is 0.2 for houses and 0.8 for apartments. The supply of houses is inelastic in all 43 LGAs; in contrast, apartment supply is elastic – greater than unity – in about one-third of LGAs. We develop theoretical and empirical models to explain the cross-section variation in supply elasticity across LGAs. For houses, supply elasticity is negatively related to an LGA’s population density, the time taken by a local council to process a development application and to different measures of the amount of land in an LGA that is unavailable for new housing development. In contrast to houses, variation in supply elasticity for apartments across LGAs is unrelated to any of the available regressors.     

Demand for cigarettes in the United States: effects of prices in bordering states and contiguity with Mexico and Canada

Based on a cross-section of US states for 2004, this article estimates a demand function for cigarettes after including a proxy for prices in the bordering states and simple proxies for contiguity with Mexico and Canada and for being a major tobacco producer. One major point seems to be that the negative elasticity for within-state price is similar in magnitude to the positive elasticity for the (lowest) price in bordering states. Several additional points also seem noteworthy. First, having a border with Mexico lowers sales in the state sizably. Second, the share of Hispanic/Latino population in the state also lowers sales significantly. Third, contiguity with Canada appears to have no significant effect. Fourth, partial impact of the state being a major tobacco producer appears minor even though consumption in these states is considerably higher. Fifth, education shows the expected negative association with cigarette consumption, but its statistical significance is low. Last, income carries a weak negative parameter, perhaps reflecting the lower prevalence of smoking in higher-income households.