The different faces of coupon elasticity

Coupons account for over two-thirds of all consumer promotional efforts initiated by the manufacturers of consumer goods. In this study, the impact of coupons on brand sales is investigated and how that impact decays over the life of the coupon is demonstrated. Specifically, we present an econometric model that can capture coupon effects in terms of equivalent price reduction, account for coupon effects over time, allow inference of coupon effects when retailers decide to double or triple the coupon value, and provide both self-coupon and cross-coupon elasticities at different levels of aggregation. A widely used sales response model is adapted, and an analytical model is proposed to estimate both the self-coupon and cross-coupon (face value) elasticities of sales at the store level. From the store-level elasticity estimates for a given week, the authors analytically derive the coupon elasticities for the chain level by aggregating across stores, and over the life of the coupon by aggregating over time. The proposed sales response model is estimated with the data obtained from three markets for various product categories, and the coupon elasticities are computed. The proposed framework allows one to demonstrate the hypothetical equivalence of a shelf-price reduction for a given coupon face value in each week. Also, the effect of doubling the face value of a coupon results in more than a proportionate increase in elasticity. The authors find that both self and cross-coupon elasticities are much smaller in magnitude than the average self and cross-price elasticity measures reported in the literature.     

Planning food services for a campus setting

Providing appropriate food services in a campus setting is increasingly important due to more demanding customers and because clients have less time to go off-campus when they need to eat. Using a university campus as an example, this research looks at customer satisfaction with existing food services and explores various methods for determining where to locate new facilities. This campus currently has great needs for additional food services, and it is shown clearly where additional food services are required. Also, the methods used are compared in terms of their effectiveness in finding the solution.     

On efficiency of the ratio estimator

Summary The exact mean square error for the ratio estimator of a finite population total based on simple random sampling without replacement is shown to have an expected value less than that of the variance of the ratio estimator based on Midzuno’s scheme, under a usual super-population model.     

When haste makes sense: Cracking down on street markets for illicit drugs

This paper presents an analytical approach to the tactical question: ‘What level of enforcement over time allows one to eliminate a street market for illicit drugs while expanding the least possible total effort?’ The analysis is done in the context of Caulkins' model [6] which predicts the rate of change of dealers as a function of enforcement level and several market parameters. Our analysis suggests that the simple strategy of using the maximum available enforcement intensity until the market has been eliminated minimizes the total enforcement effort required.     

A sequential model for cracking down on street markets for illicit drugs

This paper develops a sequential decision-making model for assisting law enforcement officials in allocating resources during a crackdown operation on illicit drug markets. The sequential crackdown model (SCM) considers a probabilistic framework, where the probability of incarceration of a dealer and the probability of dealing are modeled as a function of the size of a drug market, crackdown enforcement level, drug dealer's financial hardship, and other market characteristics.The model was developed and tested in consultation with enforcement officials from Philadelphia, PA and Camden, NJ. We present a detailed, step-by-step implementation scheme for updating parameters on each day of the crackdown. Parameter estimation along with examples of model usage is provided. Through these examples, we illustrate how the SCM could be helpful in understanding the response of illicit drug markets to various enforcement strategies. We further show conditions under which an alternating crackdown policy (referred to as a crackdown-backoff) or a consistent use of maximum possible enforcement would be optimal strategies for managing a drug crackdown operation. Within the context of the model and parameter estimates, we show that a much quicker and less costly collapse could be implemented if the available enforcement resources are increased. Finally, the model provides possible conditions under which a crackdown operation would be unsuccessful in eliminating a drug market.     

Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

Salespeople’s use of upward influence tactics (UITs) in coping with role stress

Researchers’ attentions have recently focused on how salespeople cope with role stress. This study focuses on salespersons’ use of six upward influence tactics (UITs) with the immediate sales manager, and how salespeople use UITs to lessen the impact of two role stressors (perceived role conflict and role ambiguity) associated with the sales job. The study also evaluates the potential moderating role of UITs on relationships between role stress and manager satisfaction and propensity to leave. Analysis of data gathered from a heterogeneous sample revealed differences in use of UITs between salespeople classified as either high or low in role stress. Salespeople who perceive high role conflict employ assertiveness and upward appeal UITs more frequently. Salespeople who perceive high role ambiguity use exchange and coalition-building UITs more frequently. Results also suggest that salespersons’ use of assertiveness and ingratiation UITs exacerbate relationships between perceived role ambiguity and two outcomes: satisfaction with supervisor and propensity to leave. Implications of the study findings for sales managers are reviewed, as are implications for further research. His research interests are in the areas of personal selling and sales management. His work has appeared inJournal of Education for Business, Journal of Marketing Theory and Practice, and various national and international conference proceedings. Jeffrey K. Sager, Ph. D., conducts research in the areas of salesperson turnover and job stress. His work has appeared in theJournal of the Academy of Marketing Science, Journal of Personal Selling and Sales Management, andJournal of Business Research. His research interests are in the fields of strategic management and organizational behavior. His research has been published in theAcademy of Management Journal, Journal of Applied Psychology, and several other journals.     

Skill-Specific rather than General Education: A Reason for US–Europe Growth Differences?

In this paper, we develop a model of technology adoption and economic growth in which households optimally obtain either a concept-based, general education or a skill-specific, vocational education. General education is costly to obtain, but enables workers to operate new production technologies. Firms weigh the cost of adopting and operating new technologies against increased profits and optimally choose the level of adoption. We show that an economy whose policies favor vocational education will grow slower in equilibrium than one that favors general education. More importantly, the gap between their growth rates will increase with the growth rate of available technology. By characterizing the optimal Ramsey education policy we also demonstrate that the optimal subsidy for general education increases with the growth rate of available technology. Our theory suggests that European education policies that favored specialized, vocational education might have worked well, both in terms of growth rates and welfare, during the 1960s and 1970s when available technologies changed slowly. However, in the information age of the 1980s and 1990s when new technologies emerged at a more rapid pace, they might have contributed to an increased growth gap relative to the United States.     

Financial crisis and persistence: evidence from sticky expectations consumption growth model

We estimate the degree of stickiness in aggregate consumption growth for the U.S. considering the effects of the Great Recession. The behavior of stickiness estimate in the crisis is somewhat as the U-shaped pattern. Our findings imply that during the crisis consumers’ attentiveness to aggregate information has slightly increased, thereby reducing the persistence of aggregate consumption growth. However, the reduction in persistence is transitory. Since 1980, the U.S. faced five recessions and in most of them the degree of stickiness declined, albeit temporarily.