Price Promotion Evaluation Using Price Discrimination Theory

Abstract

Traditional methods for evaluating price promotions may judge some profitable events to be unsuccessful and some unprofitable ones to be effective. A new, simplified approach based on price discrimination theory is proposed to help marketers identify efficient price promotions and boost their marketing spending productivity.     

Online Price Search: Impact of Price Comparison Sites on Offline Price Evaluations

Consumers increasingly rely on Internet price comparison sites (PCS) to gain knowledge about the market. The prices generated by a PCS search can act as contextual reference prices and influence the attractiveness of prices encountered later as consumers shop offline at local stores. This paper demonstrates that both PCS retailer ratings and the shape of the PCS price distribution influence the impact of PCS search results on later price evaluations. A favorable PCS retailer rating increases the perceived validity of the price associated with that retailer, enhancing the impact of that PCS price on offline price evaluations (Study 1). The shape of the PCS price distribution can also influence later price evaluations, however this effect depends on the information provided by the PCS retailer ratings. When PCS retailer ratings are similar, implying similar validity for the associated prices, low PCS prices and those appearing more frequently in the PCS price distribution have more impact (Studies 2 and 3). When PCS retailer ratings are variable (some high and some low), the PCS price distribution effect occurs only when the PCS retailer ratings provide congruent information about price validity — that is, the most frequent price is offered by retailers with more favorable ratings. Study 3 shows that price validity inferences do mediate this result. Finally, we depart from the offline shopping context to show that when consumers choose a retailer directly from the PCS search results, the effect of PCS retailer ratings is stronger for high-priced retailers and for consumers who rely less on the retailer price as a heuristic to infer retailer service level. Based on our findings we offer insights for online and offline retailers when considering strategic responses, such as price matching guarantees.     

折扣价格与固定价格比较

固定价格和折扣价格是两种常用的定价策略 ,各有利弊。消费者面对固定价格时没有心理压力 ,没有价格方面的悬念 ;消费者面对折扣价格时 ,除了接受省钱的好处之外 ,也会在心理上对产品产生悬念。折扣价格的折扣有一个合理的水平 ,过量折扣的负作用是明显的     

价格行情

Arkema公司宣布将提高丙烯酸类产品价格；国内主要橡胶防老剂市场参考价格表；科聚亚PU软泡阻燃剂提价；海名斯宣布2008年全线化学助剂产品进行提价；近期国内硫磺市场走势分析；国际高油价驱动各类化工品一片涨声。     

价格行情

高效氯氰菊酯市场供应紧缺高效氯氰菊酯因2005年起高效氯氰菊酯与有机磷农药一起防治稻纵卷叶螟效果好,市场供应紧缺,利润空间大,吸引了诸多厂家参与高效氯氰菊酯的生产。2006年下半年因供大于求,企业无序竞争,互相压价,使价格一路下滑,销售价从14万～15万元/t 跌到13万元/t。一些生产企业进入淡季     

价格行情

氯化石蜡价格大幅涨升国内氯化石蜡市场变化较大。受原料液蜡价格大幅飙升影响,各地区氯化石蜡价格都出现较大幅度涨升。2008年2月末,广东地区氯蜡-52的主流出厂价为8 500元(吨价,下同),浙江、江苏地区出厂价为8 700～8 800元,东北地区出厂价为8 600～8 900元,山东地区出厂价为8 500～8 800元,河北     

价格行情

2008年化工部分产品价格预测甲苯:稳中走高,价格浮动区间7 500～9 000元/t;甲醇:整体盘整向上,价格浮动区间2 200～4 800元/t;二甲苯:整体平稳,价格浮动区间7 800～9 500元/t;粗苯:整体较为稳定,价格浮动区间5 200～5 700元/t;纯苯:整体趋稳,价格浮