Optimal Allocation of Space in Retail Advertisements and Mail-order Catalogues: Theory and a First-approximation Decision Rule

The problem of allocating space to different products in a mail-order catalogue or retail advertisement is often bedevilled by the absence of information about the ‘space elasticity of demand’. Usually, all that is known are sales figures from previous catalogues and advertisements. Under these conditions, where marginal analysis is impractical, the authors recommend a simple first-approximation decision rule.     

How do firms make money selling digital goods online?

We review research on revenue models used by online firms who offer digital goods. Such goods are non-rival, have near zero marginal cost of production and distribution, low marginal cost of consumer search, and low transaction costs. Additionally, firms can easily observe and measure consumer behavior. We start by asking what consumers can offer in exchange for digital goods. We suggest that consumers can offer their money, personal information, or time. Firms, in turn, can generate revenue by selling digital content, brokering consumer information, or showing advertising. We discuss the firm’s trade-off in choosing between the different revenue streams, such as offering paid content or free content while relying on advertising revenues. We then turn to specific challenges firms face when choosing a revenue model based on either content, information, or advertising. Additionally, we discuss nascent revenue models that combine different revenue streams such as crowdfunding (content and information) or blogs (information and advertising). We conclude with a discussion of opportunities for future research including implications for firms’ revenue models from the increasing importance of the mobile Internet.     

Inferring Market Structure from Customer Response to Competing and Complementary Products

We consider customer influences on market structure, arguing that market structure should explain the extent to which any given set of market offerings are substitutes or complements. We describe recent additions to the market structure analysis literature and identify promising directions for new research in market structure analysis. Impressive advances in data collection, statistical methodology and information technology provide unique opportunities for researchers to build market structure tools that can assist real-time marketing decision-making.     

International price competitiveness of Australia's MICE industry

A special‐interest tourist market that holds out great promise for continued growth well into the next century is that of MICE (meetings, incentives, conventions, exhibitions). At the same time, changing prices in particular destinations relative to others are regarded as one of the most important economic influences on destination shares of total international tourism flows. The question arises as to the price competitiveness of major competing MICE destinations. Although earlier research has recognised that a destination's price competitiveness differs according to a visitor's country of origin there has been relatively little attention paid to tourism price competitiveness from the perspective of those having different motives for travel. This paper has four major aims: first, to provide a method by which price competitiveness of tourism by journey purpose can be estimated; second, to construct price competitiveness indices that measure, absolutely and relative to major competitors world‐wide, the price competitiveness of Australia's MICE tourism industry; third, to compare Australia's price competitiveness as a MICE destination with its price competitiveness for total inbound tourism; fourth, to discuss the implications of the results for travel and tourism decision‐makers in both the private and public sectors. Copyright © 2001 John Wiley & Sons, Ltd.     

浅析邮政储蓄短信业务的发展策略

文章阐述了邮政储蓄短信业务发展的必要性,并从内部营销、前台营销、媒体营销、联动营销和分类营销五个方面,探讨了发展邮政储蓄短信业务的营销策略。