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Essays On Product And Promotional Bundling In Retailing
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Book Synopsis Essays on Product and Promotional Bundling in Retailing by : Bram Foubert
Download or read book Essays on Product and Promotional Bundling in Retailing written by Bram Foubert and published by . This book was released on 2004 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Three Essays on Distribution Channels and Pricing Strategy by : Hongyan Shi
Download or read book Three Essays on Distribution Channels and Pricing Strategy written by Hongyan Shi and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation involves three essays, studying firms' decision-making on marketing mix variables. Specifically, the first essay (Chapter 2) studies the effects of distribution channels on firms' advertising content decision. In many markets, consumers may not have full information of product features and prices when they shop. While consumers can search to acquire such information, manufacturers and retailers often advertise price, product, or both types of information to help resolve consumers' uncertainty. This chapter studies manufacturers' and retailers' advertising content decisions in either a centralized channel or a decentralized channel, in a market where advertising affects consumers' search behaviors and purchase decisions. I show that in a decentralized channel, advertising may include more information than in a centralized channel. Specifically, when a retailer in a decentralized channel makes its advertising decision before the manufacturer and the retailer decide on prices, it prefers more price-product advertising than in a centralized channel; otherwise, it prefers more price-only advertising and more price-product advertising than in a centralized channel. I also show that in a decentralized channel where the manufacturer decides on product advertising and the retailer decides on price advertising, there will be more price-only advertising than in a centralized channel. Finally, I examine the consequent effects of advertising strategies in different distribution channels on channel members' profitability, consumer welfare and social welfare. The second essay (Chapter 3) studies the effects of channel structure and types of consumer heterogeneity on a manufacturer's product quality decision. I show that a manufacturer's product quality decision depends on both its channel structure and the type of consumer heterogeneity. When consumers are heterogeneous either vertically on their willingness-to-pay for product quality or horizontally on their transaction costs, a manufacturer will provide the same or lower product quality in a decentralized channel than in a centralized channel. However, when consumers are heterogeneous on both their willingness-to-pay for product quality and transaction costs, a manufacturer may even offer higher product quality in a decentralized channel than in a centralized channel under certain conditions, and consumers, as well as the distribution channel, can benefit from an increase of consumer transaction cost. The third essay (Chapter 4) studies how firms with high service quality (i.e. the high-type) can use tipping policy to signal their service quality and distinguish from firms with low service quality (i.e. the low-type) when consumers are comprised of informed and uninformed consumers. I characterize the conditions under which tipping policy together with complete information price can be effective signal device. In addition, I show that when the ratio of the informed consumers to uninformed consumers is low, if the high-type's optimal decision is to choose to have a tipping policy under complete information, it will signal with a tipping policy together with a distorted price. Furthermore, I show that even when the high-type's optimal decision is non-tipping policy under complete information, it might strategically adopt a tipping policy to signal its service quality.
Book Synopsis Dissertation Abstracts International by :
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2008 with total page 688 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essays on Bundling by : Niren Sirohi
Download or read book Essays on Bundling written by Niren Sirohi and published by . This book was released on 1999 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Operational Implications of Retailer Bundling by : Qingning Cao
Download or read book Operational Implications of Retailer Bundling written by Qingning Cao and published by . This book was released on 2013 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation explores the interplay of a firm's operations issues and concerns and bundling decisions. Chapter 2 studies how supply availability affects a firm's bundling decision. We examine a firm's bundling decision when the supply of a product is limited. We offer a new rationale for a firm to bundle: limited supply can induce bundling had a firm unbundled without limited supply. We suggest that, when bundling is driven by limited supply, a firm should bundle asymmetric products with positively correlated consumer valuations. Chapter 3 incorporates demand uncertainty and studies a firm's capacity decision for a platform product when the firm can bundle this product with another peripheral product. We first show that the firm's optimal strategies depend on the degree of supply-demand mismatch. When the demand exceeds supply, the firm should charge a high bundle price to get around the fixed retail price for a higher margin. When the supply outstrips the demand, the firm should charge a low bundle price to clear the inventory, thus reducing the inventory risk. Further, we uniquely identify two contrasting effects bundling has on a firm's ordering: moderating and aggravating effects. When the firm's procurement cost is high, the firm's order under bundling is less sensitive to procurement cost as compared to no-bundling benchmark--the moderating effect. When the firm's procurement cost is high, bundling leads to a more sensitive (to procurement cost) firm order--the aggravating effect. Chapter 4 studies a distribution channel where a retailer procures one product from a manufacturer, and has two retail options: bundling this product with another product or retailing it alone. We find that strategic interactions of channel members result in a number of results new to the literature. For instance, a bundling option, if executed in equilibrium, hurts the retailer when the manufacturer has a low production cost. We also offer a new reason why a retailer bundles: the retailer can use the bundling option as a strategic leverage to extract concession from the manufacturer.
Download or read book Retail Promotions written by and published by . This book was released on 2007 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: Weekly price promotions are a pervasive feature of grocery retailing. A.T. Kearney (2005) estimates that retailers spend from 5 to 10% of their gross revenues in a category on promotions. A.C. Nielsen (2006) estimates that U.S. retailers spent 26.7 billion dollars on promotions in 2005. Given such widespread use and the magnitude of the dollars spent, managers and academicians have a great interest in understanding how consumers react to retail price promotions and how it affects retailer profitability. In designing promotions and allocating the limited resources across various promotion types, retailers also have to know which performance measure is being affected most and by which type of promotion. In this dissertation, we investigate the role of retailer promotion in the market place from both consumers' and retailers' perspectives. Specifically, the first essay attempts to answer three questions: First, how effective are the temporal, spatial and spatio-temporal price search strategies in obtaining lower prices? Second, what is the impact of alternative price search strategies on retailer profit? Finally, what are the predictors of household decisions to perform either spatial or temporal price search, both or neither? Using both survey and scanner data, we find that: Households that claim to search spatio-temporally avail about 3/4 of the available savings on average; even those that claim not to systematically search on either dimension avail about 1/2 of the available savings. The negative effect of cherry picking on retailer profits is not as high as is generally believed. Geography and opportunity costs are useful predictors of a household's price search pattern. In the second essay, we focus on the most "extreme" of consumers' cherry picking behavior from retailers' perspective. Specifically, the focus is on that segment of consumers who visits a retailer to buy just the deeply discounted items (viz., those items that are put on 'loss leader' pricing by the retailer), there by essentially generating negative profit contribution for the retailer. Since loss leader pricing strategy is a very popular promotion strategy for the grocery retailers, it becomes very important for research to focus on the following issues: (1) Estimate the size of the extreme cherry picking segment across different stores in different market contexts; (2) Identify the key market characteristic drivers of such segment size by performing an aggregate level analysis at the store level; (3) Identify the key consumer characteristic drivers of the extreme cherry picking behavior by performing a disaggregate level analysis at the consumer level; and (4) Estimate the incremental net positive impact, if any, of loss leader pricing strategy on the bottom-line of the retailer, which is likely to be the most critical information of interest to a retailer. In the third essay, we study the effects of various kinds of promotional, specifically loss leader and feature promotion pricing strategies, offered by the store on its performance (traffic, sales and profit) at aggregate (store) level and whether such effects translates to disaggregate levels (category). Based on this research, among the few key things, we will be able to study the: (1) Overall impact of loss leader promotion strategy on critical store performance measures; (2) Identify the relative effectiveness of different product categories used as loss leaders on various measures of performance at store (aggregate) level; (3) Estimate the cross-category relationship between loss leader promotions and performances in terms of traffic, sales and profits. The scope of our analysis is unique both in terms of the types of promotions and the breadth of categories covered.
Book Synopsis The Economics of Retailing and Distribution by : Roger R. Betancourt
Download or read book The Economics of Retailing and Distribution written by Roger R. Betancourt and published by Edward Elgar Publishing. This book was released on 2005-01-01 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book should become a standard reference in the field. . . It combines rigorous modeling with sophisticated econometrics and includes telling examples to illustrate general principles. Dennis C. Mueller, University of Vienna, Austria This book provides a uniform and coherent approach to the analysis of distribution systems in general and retail systems in particular. It develops the fundamentals of retail demand and supply, and demonstrates how the provision of distribution services is a principal determinant of economic outcomes in retail exchanges for both retailers and their customers, as well as for other agents such as suppliers and franchisors. The author integrates the existing literature with new applications to provide novel insights into the multi-product nature of retailing, the service aspects of packaging, and the evolution of retail formats such as supermarkets, non-store retailers (including the Internet) and shopping centers. He illustrates how the complementarity that underlies retail activities leads to lower average prices for customers. This integrative process also brings out the role of distribution services as mechanisms to exercise economic power. This is evident not only in channels of distribution but in the evolution of Wal-Mart and the development of franchise contracts. The author also identifies the crucial differences between the retailing of goods and the retailing of services. This impressive volume skilfully integrates conceptual, theoretical and empirical research to analyse critical issues in the economics of retailing and distribution. It will be required reading for academics and professional economists interested in industrial organization, marketing, applied microeconomics and business.
Book Synopsis Advertising Creative by : Tom Altstiel
Download or read book Advertising Creative written by Tom Altstiel and published by SAGE Publications. This book was released on 2019-01-18 with total page 503 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Creative, Fifth Edition continues to weave discussions about digital messaging through every chapter. Yet, the underlying theme is still about one thing that never changes—the need for fresh concepts and big ideas in pursuit of the One Thing. This edition introduces a new co-author, Marcel Jennings, who brings a fresh perspective from his background as a copywriter and creative director, as well as teaching at Virginia Commonwealth University. As always, the authors draw upon their experiences as working advertising professionals and teachers to get right to the point, stressing key principles and practical information that students and working professionals can use to communicate more effectively to build memorable brands. They also address some of the key issues impacting our industry today, such as gender equality, diversity in the workplace, and business ethics.
Book Synopsis Building Models for Marketing Decisions by : Peter S.H. Leeflang
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Book Synopsis Three Essays on Agricultural Marketing by : Kenneth Roger Weiss
Download or read book Three Essays on Agricultural Marketing written by Kenneth Roger Weiss and published by . This book was released on 1996 with total page 746 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Antitrust Paradox by : Robert Bork
Download or read book The Antitrust Paradox written by Robert Bork and published by . This book was released on 2021-02-22 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important book on antitrust ever written. It shows how antitrust suits adversely affect the consumer by encouraging a costly form of protection for inefficient and uncompetitive small businesses.
Book Synopsis Rural Marketing: Text And Cases, 2/E by : Krishnamacharyulu C. S. G.
Download or read book Rural Marketing: Text And Cases, 2/E written by Krishnamacharyulu C. S. G. and published by Pearson Education India. This book was released on 2011-09 with total page 612 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :Charles W. Lamb, Jr. Publisher :South Western Educational Publishing ISBN 13 :9780324043785 Total Pages :484 pages Book Rating :4.0/5 (437 download)
Book Synopsis Essentials of Marketing by : Charles W. Lamb, Jr.
Download or read book Essentials of Marketing written by Charles W. Lamb, Jr. and published by South Western Educational Publishing. This book was released on 2000-03-21 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: All questions in the Study Guide are keyed to the learning objectives by numbered icons. In addition to true/false, multiple choice, and essay questions, every chapter includes application questions, many in the form of short scenarios, and agree/ disagree questions to help students articulate the concepts they are trying to master. Study Guide questions were designed to be similar in type and difficulty level to the Test Bank questions, so that review using the Study Guide will help students improve their test scores. Every chapter opens with a pre-test to help students assess their level of understanding before beginning to review. Other review tools in the chapter include chapter outlines with definitions of key terms, a synopsis of key points under the learning objectives, and vocabulary practice.
Book Synopsis Tb Essentials of Marketing 5e by : Lamb
Download or read book Tb Essentials of Marketing 5e written by Lamb and published by Thomson. This book was released on 2005-10 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Journal of Economic Literature written by and published by . This book was released on 2007 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :Nicolas Hoffmann Publisher :Forschungsergebnisse der Wirtschaftsuniversität Wien ISBN 13 :9783631638804 Total Pages :0 pages Book Rating :4.6/5 (388 download)
Book Synopsis Loyalty Schemes in Retailing by : Nicolas Hoffmann
Download or read book Loyalty Schemes in Retailing written by Nicolas Hoffmann and published by Forschungsergebnisse der Wirtschaftsuniversität Wien. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: To test the impact of stand-alone vs. multi-partner programs on customer loyalty, management interviews were conducted and a survey with 1,150 German customers of two fuel station chains was carried out. Stand-alone programs were found to excel at generating behavioral and attitudinal loyalty, as well as positive word-of-mouth.
Author :International Development Research Centre (Canada) Publisher :IDRC ISBN 13 :0889368171 Total Pages :483 pages Book Rating :4.8/5 (893 download)
Book Synopsis Marketing Information Products and Services by : International Development Research Centre (Canada)
Download or read book Marketing Information Products and Services written by International Development Research Centre (Canada) and published by IDRC. This book was released on 1999 with total page 483 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contributed articles presented at a workshop held in 1994.