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1.
The authors develop an approach to decompose a market-level matrix of own- and cross-price elasticities to reveal potentially overlapping preference segments. The approach is grounded on the premise that markets may be represented by a parsimonious number of relatively homogeneous segments. Market-level elasticities are expressed as functions of segment weights and within-segment market shares. These relationships permit segment weights and within-segment market shares to be estimated from the market-level elasticity matrix and patterns of brand substitutability to be analyzed. The approach is illustrated with data on the grocery coffee category.The authors wish to thank M/A/R/C Inc., Las Colinas, Texas and Information Resources, Inc., Chicago, Illinois for their assistance in collecting the data used in this study. This research was supported in part by the Dean's Fund for Faculty Research of the Owen School. 相似文献
2.
Does manufacturer advertising for a brand stimulate or suppress retail price promotions? This study addresses this controversial issue. The authors develop an analytical model that shows that the relationship between manufacturer advertising and retail price promotion depends on the role of advertising. If advertising differentiates brands and suppresses consumer response to retail promotion, then the relationship is negative. But, if advertising is informative enough to increase consumer response to retail promotions, then the relationship is positive. A follow-up empirical analysis shows a strong positive relationship between category advertising expenditure and size of retail price discount, and between advertising and discount frequency. The finding supports the informative role of advertising in the context of retail price promotions. The implications of these findings and directions for future research are discussed. 相似文献
3.
Ron Borzekowski Raphael Thomadsen Charles Taragin 《Quantitative Marketing and Economics》2009,7(2):147-179
This paper examines whether mailing list sellers, when faced with additional competitors, are more likely to try to segment
consumers by offering additional choices at different prices (second-degree price discrimination) and/or offering different
prices to readily identifiable groups of consumers (third-degree price discrimination). We utilize a dataset that includes
information about all consumer response lists derived from mail order buyers (i.e. lists derived from catalogs) available
for rental in 1997 and 2002. Our results indicate that increased competition leads to an increased propensity to price discriminate
along each of the dimensions we investigate. These results hold for both second-degree and third-degree price discrimination.
Further, list owners offer menus with more choices in more competitive markets. These results, taken together with results
from other empirical studies, suggest that the connection between competition and increased price discrimination is a result
that applies broadly.
相似文献
Raphael ThomadsenEmail: |
4.
Focusing on two determinant aspects of retail competition, prices and catchment area, this paper aims to specifically investigate the importance of the relative price density function. We answer such questions as whether it pays for a store to offer more low-priced items in a given category than its close competitors and whether a retailer should have a consistent assortment in terms of price tier frequency across all categories. To tackle these issues, we use a store-level panel database provided by IRI covering 34 categories and 150 stores in one province. 相似文献
5.
新媒体时代,广告主如何在海量信息中使品牌所要传达的信息准确到达目标消费者,并促使其产生反馈?本文围绕这一问题,以市场营销学、传播学、消费者心理学为理论基础,将互联网、终端、内容产品等新兴营销传播工具纳入品牌传播体系,建构以“告知——认知——体验——共享”为核心的“品牌创新传播层级模型”,并提出了差异、整合、互动三大导向性原则,以期为广告主更好地控制品牌信息、提高传播效率提供参考。 相似文献
6.
出口相似度与贸易竞争:中国与东盟的比较研究 总被引:16,自引:0,他引:16
本文从商品域和市场域两个纬度测算了中国与东盟在自由贸易区之外的第三方市场(或世界市场)上的出口相似度指数.研究表明,中国与东盟出口结构(产品结构和市场结构)趋同态势越来越显著,它反映的是双方在产业转移和传递的国际分工格局调整中相似的演化路径,这意味着中国与东盟在出口上越来越强劲的竞争具有长期性.最后对中国-东盟自由贸易区前景进行了初探. 相似文献
7.
Joy M. Grossman Dwayne A. Banks 《International Journal of the Economics of Business》1998,5(2):223-245
Medical technology adoption is a major contributor to rising health care expenditures in the US. Multiple market failures provide incentives for hospitals to adopt technologies. Unrestricted entry may result in excess capacity and reductions in output that are inefficient with respect to cost and quality. We analyze the effects of hospital entry in the market for coronary artery bypass graft surgery on the number of procedures performed at both the market and firm levels, using California data from 1983 to 1990. We test the hypothesis that entry has differential effects on hospital output in a market with nonprice competition, depending on market structure. Results show that as the proximity of the nearest competitor increases with entry, hospital output declines. Holding distance to the nearest competitor constant, increasing the number of competitors results in a smaller, but still significant, decrease in output. When there are few incumbents nearby, however, output does not change significantly with entry, suggesting "business-augmenting" effects that result in increased physician referrals offset much of the conventional "businessstealing" effects. 相似文献
8.
地区竞争、土地供给结构与中国城市住房价格 总被引:1,自引:0,他引:1
为了分析地区竞争下地方政府间土地供给结构的策略互动及其对住房价格的影响,本文在归纳梳理中国土地供应法规特征的基础上,构建一个同时考虑居住用地需求和工业用地需求的两城市模型,探讨地方政府干预土地供给结构的动机及其经济后果,并基于2006—2015年城市面板数据对提出的理论假说进行检验。研究发现,在城市建设用地总量受约束的条件下,地方政府有激励以减少居住用地为代价提高工业用地供给,进行招商引资竞争;与市场起主导作用的情形相比,地方政府干预土地供给结构时,工业用地的供应量更高,居住用地的供应量则偏低,工业地价与居住用地的价格差异增大;地方政府对土地供给结构的干预,从供给和需求两方面共同推高了房价。此外,地方政府干预土地供给结构会影响到相邻地区的供地策略。研究对加快推进房地产市场长效机制改革、从供给侧解决高房价问题具有启示意义。 相似文献
9.
本文运用国际金融市场特别是期货市场的统计数据和案例材料,从横向竞争、纵向竞争、会员资格的开放和会员的多样化、竞争的资本密集程度的提高这几个方面,总结了交易所面临的竞争挑战.对美国占全球期货市场份额变化的分析表明,传统金融市场强国逐步丧失了绝对的垄断地位.但全球期货期权交易市场集中度的提高,却揭示了当前交易所服务市场竞争格局的复杂性. 相似文献
10.
A meta-analysis of national brand and store brand cross-promotional price elasticities 总被引:1,自引:1,他引:1
Raj Sethuraman 《Marketing Letters》1995,6(4):275-286
This paper investigates whether price discounts by national brands influence private-label sales and vice versa through meta-analysis of 261 cross-price elasticity estimates from sixteen product-chains. On average, price reductions by national brands and private labels have more or less equal influence on each others' sales. However, there is greater variation in the effect of private-label price cuts across national brands. National brands with large market shares decrease private-label sales through price cuts but are seldom affected by private-label discounts. National brands with lower relative price have greater influence on private-label sales and are also affected more by private-label price cuts. 相似文献
11.
Marketing managers commonly employ complex price plans. Surprisingly, limited and conflicting evidence reports how customers perceive and react to complex prices. This study examines perceptions about price complexity and shows that customers tend to prefer simple prices. Two experimental studies show that perceived price complexity negatively affects customer perceptions of price fairness and influences product choice because customers negatively evaluate the transparency of the firm's pricing practices and infer higher total prices. Customers comparing alternate offerings may therefore prefer simple over complex prices, even when the latter are less expensive. Study results suggest limiting price plan variations positively affects customer inferences about transparency and fairness, and thus customer choice. 相似文献
12.
Social entrepreneurship research has often focused on the benefits and challenges of designing hybrid organizations that integrate competing institutional logics to tackle social problems using market-based methods, especially in developing economies. Drawing on case evidence from the Safe Water for Africa program, we show how and why pricing new products at other than market prices offers a seductive but dangerous mechanism for managers seeking to pursue dual objectives in hybrid organizations. We identify five strategic and operational challenges with ethical implications that manifest as pricing dilemmas and show how and why they are likely to elicit moral dilemmas among stakeholders of social entrepreneurship who are not equally committed to both social and economic objectives. 相似文献
13.
A comparison of ranking,rating and reservation price measurement in conjoint analysis 总被引:1,自引:1,他引:1
This paper empirically compares the traditional preference measures of ranking and rating in conjoint analysis with a direct monetary measure of product value — reservation prices. Experimental results are as expected. While reservation prices do very well in terms of fit, they are inferior in terms of predicting choice on a holdout sample. In addition, surprisingly little difference is found in the performance of ranks and ratings. 相似文献
14.
Monica Noether 《International Journal of the Economics of Business》1998,5(2):133-140
Rapid consolidation in the hospital industry, as health care markets respond to consumer pressures for more cost-effective delivery of health care services, has focused increased attention on antitrust enforcement theories and actions. This paper reviews the Federal agency challenges of four recent hospital mergers that have all been denied by the courts, but for varying reasons. Questions raised include the appropriate definition of the product and geographic markets, the extent of realizable merger-specific efficiencies and the influence of non-profit status on hospital behavior. The lack of conclusive empirical economic evidence on these topics undoubtedly contributes to the current divergence of opinion among regulators, courts and hospitals. This paper also identifies how each of the subsequent papers in this special issue contributes valuable findings to inform the lively debate. 相似文献
15.
Jooseop Lim Imran S. Currim Rick L. Andrews 《International Journal of Research in Marketing》2005,22(4):24
While a significant literature has emerged recently on the longer-term effects of price promotions, as inferred from persistence models, there is very little if any attention paid to whether such longer-term effects vary across different types of consumers. This paper takes a first step in that direction by exploring whether the adjustment, permanent, and total effects of price promotions, and the duration of the adjustment period, differ between consumers segmented based on their usage rates in a product category and their loyalty to a brand. We also investigate whether such consumer segmentation will improve the forecasting performance of persistence models at both product category and brand levels. Expectations are developed based on consumer behavior theory on various effects of price promotions, such as the post-deal trough, the mere purchase effect, the promotion usage effect, and responsiveness to competitor's reactions. Evidence from household-level supermarket scanner data on four product categories is provided. We find substantial differences between consumer segments and provide insights on how managers can increase the longer-term effectiveness of price promotions by targeting each consumer segment with a different promotion program. In addition, consumer segmentation is found to significantly improve the forecasting performance of the persistence model for two of the four product categories. For the other two product categories, consumer segmentation provides forecasting performance similar to that obtained from aggregate-level persistence models. 相似文献
16.
Macro-economic determinants of consumer price knowledge: A meta-analysis of four decades of research
Hooman Estelami Donald R. Lehmann Alfred C. Holden 《International Journal of Research in Marketing》2001,18(4)
For the past four decades, dozens of researchers have studied consumer price knowledge, often with disagreements on the extent of consumer' ignorance about prices. While some of these disagreements have been attributed to research design variations among studies, no inquiry has yet been made on the role of the economic environment on consumer price knowledge. Nevertheless, environmental factors such as interest rates, unemployment, and economic growth may significantly influence consumers' knowledge of prices. Certain economic environments may therefore provide marketers with the ability to utilize pricing tactics which rely on limitations in consumers' knowledge of product prices. Using a meta-analytic framework, this paper synthesizes the results of 297 previous price knowledge studies to document the effects of inflation, unemployment, GDP growth, interest rates, country of study, and passage of time on consumer price knowledge. The meta-analysis results demonstrate that economic factors have considerable influence on explaining variations in consumer price knowledge. Managerial and public policy implications of the findings in light of turbulent economic environments are discussed. 相似文献
17.
Nada Nasr Bechwati Rajendra S. Sisodia Jagdish N. Sheth 《Journal of Business Research》2009,62(8):761-767
Drawing on previous research in pricing, we propose three broad antecedents to perceptions of price unfairness. Consumers perceive price unfairness when (1) they feel that the firm is making excessive profits, (2) they are not able to understand the pricing structure applied, and (3) they sense the firm is acting in an immoral or unethical manner. Survey data were collected from 969 consumers to understand their perceptions of price unfairness. In the survey, respondents were asked to provide their perceptions of pricing practices for fifteen products or services. A content analysis of consumers' comments confirms a wide array of drivers of price unfairness discussed by researchers and uncovers a few under-researched antecedents. 相似文献
18.
In this paper we use Nielsen scanner panel data on four categories of consumer goods to examine how TV advertising and other
marketing activities affect the demand curve facing a brand. Advertising can affect consumer demand in many different ways.
Becker and Murphy (Quarterly Journal of Economics 108:941–964, 1993) have argued that the “presumptive case” should be that
advertising works by raising marginal consumers’ willingness to pay for a brand. This has the effect of flattening the demand curve, thus increasing the equilibrium
price elasticity of demand and the lowering the equilibrium price. Thus, “advertising is profitable not because it lowers
the elasticity of demand for the advertised good, but because it raises the level of demand.” Our empirical results support
this conjecture on how advertising shifts the demand curve for 17 of the 18 brands we examine. There have been many prior
studies of how advertising affects two equilibrium quantities: the price elasticity of demand and/or the price level. Our
work is differentiated from previous work primarily by our focus on how advertising shifts demand curves as a whole. As Becker and Murphy pointed out, a focus on equilibrium prices or elasticities alone can be quite misleading. Indeed, in
many instances, the observation that advertising causes prices to fall and/or demand elasticities to increase, has misled
authors into concluding that consumer “price sensitivity” must have increased, meaning the number of consumers’ willing to
pay any particular price for a brand was reduced—perhaps because advertising makes consumers more aware of substitutes. But,
in fact, a decrease in the equilibrium price is perfectly consistent with a scenario where advertising actually raises each
individual consumer’s willingness to pay for a brand. Thus, we argue that to understand how advertising affects consumer price
sensitivity one needs to estimate how it shifts the whole distribution of willingness to pay in the population. This means
estimating how it shifts the shape of the demand curve as a whole, which in turn means estimating a complete demand system for all brands in a category—as we do here. We estimate demand systems
for toothpaste, toothbrushes, detergent and ketchup. Across these categories, we find one important exception to conjecture
that advertising should primarily increase the willingness to pay of marginal consumers. The exception is the case of Heinz
ketchup. Heinz advertising has a greater positive effect on the WTP of infra-marginal consumers. This is not surprising, because
Heinz advertising focuses on differentiating the brand on the “thickness” dimension. This is a horizontal dimension that may
be highly valued by some consumers and not others. The consumers who most value this dimension have the highest WTP for Heinz,
and, by focusing on this dimension; Heinz advertising raises the WTP of these infra-marginal consumers further. In such a
case, advertising is profitable because it reduces the market share loss that the brand would suffer from any given price
increase. In contrast, in the other categories we examine, advertising tends to focus more on vertical attributes.
相似文献
Baohong SunEmail: |
19.
Drawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory. 相似文献
20.
Yung‐Cheng Shen Chung‐Hsing Chi Ja‐Shen Chen 《International Journal of Consumer Studies》2007,31(4):385-390
This study investigated the effects of price promotions on consumers’ brand affect. Given the inconsistent findings in previous research, it is proposed that the effects of price promotion depend on two moderator variables: brand image and consumer loyalty. For high loyalty consumers of a prestigious brand, price incentive incompatible with the brand image can hurt the brand affect. When a non‐prestigious brand is involved, brand affect is positively influenced. However, these effects are limited to high loyalty consumers only. There was no effect on low loyalty consumers. In a longitudinal study of the Taiwanese market using emails, these hypotheses were tested and supported. 相似文献