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—Planning New Tariffs at tele.ring: The Application and Impact of an Integrated Segmentation, Targeting, and Positioning Tool

Natter, Martin; Mild, Andreas; Wagner, Udo; Taudes, Alfred - In: Marketing Science 27 (2008) 4, pp. 600-609

. In cooperation with the management, we implemented and tested a new segmentation, targeting, and positioning tool, which …

Persistent link: https://www.econbiz.de/10008787562

Consumption Flexibility, Product Configuration, and Market Competition

Guo, Liang - In: Marketing Science 25 (2006) 2, pp. 116-130

When purchase and consumption decisions are separated in time and when future utility is state dependent, consumers may desire to pursue consumption flexibility by purchasing different products together (multiple buying). This paper analyzes the effects of consumption flexibility on competing...

Persistent link: https://www.econbiz.de/10008787818

Note—Competitive Price and Positioning Strategies

Hauser, John R. - In: Marketing Science 7 (1988) 1, pp. 76-91

Brand positioning and brand pricing are important strategic decisions for marketing managers. Such decisions are … and price adjustment by competitors thus leading to either new market equilibria or a price/positioning “war.” This paper … examines such price and positioning decisions in a competitive environment by extending the ‘Defender' consumer model to more …

Persistent link: https://www.econbiz.de/10008787920

Positioning of Store Brands

Sayman, Serdar; Hoch, Stephen J.; Raju, Jagmohan S. - In: Marketing Science 21 (2002) 4, pp. 378-397

We examine the retailer's store brand positioning problem. Our game-theoretic model helps us identify a set of …' perceptions of overall or product quality similarity. While it appears that retailers do follow a positioning strategy consistent …

Persistent link: https://www.econbiz.de/10008787993

Technical Note—Existence and Uniqueness of Price Equilibria in Defender

Hauser, John R.; Wernerfelt, Birger - In: Marketing Science 7 (1988) 1, pp. 92-93

This note provides a formal proof that for the Defender model, with uniformly distributed tastes, the Nash price equilibria exist and, for a given set of positions, that they are unique. We also show that the profit function is well-behaved—continuous and quasi-concave—and that the maximum...

Persistent link: https://www.econbiz.de/10008788221

Evaluating Alternative Retail Repositioning Strategies

Corstjens, Marcel; Doyle, Peter - In: Marketing Science 8 (1989) 2, pp. 170-180

A methodology is provided for examining the impact on profitability of a significant change in the merchandise portfolio of a retailer. Such repositioning is essential to maintain competitiveness in a rapidly changing environment. At the same time, management is often reluctant to undertake such...

Persistent link: https://www.econbiz.de/10008788275

Raising Awareness and Signaling Quality to Uninformed Consumers: A Price-Advertising Model

Zhao, Hao - In: Marketing Science 19 (2000) 4, pp. 390-396

The objective of this paper is to investigate the firm's optimal advertising and pricing strategies when introducing a new product. We extend the existing signaling literature on advertising spending and price by constructing a model in which advertising is used both to raise awareness about the...

Persistent link: https://www.econbiz.de/10008787513

From Density to Destiny: Using Spatial Dimension of Sales Data for Early Prediction of New Product Success

Garber, Tal; Goldenberg, Jacob; Libai, Barak; Muller, Eitan - In: Marketing Science 23 (2004) 3, pp. 419-428

One of the main problems associated with early-period assessment of new product success is the lack of sufficient sales data to enable reliable predictions. We show that managers can use spatial dimension of sales data to obtain a predictive assessment of the success of a new product shortly...

Persistent link: https://www.econbiz.de/10008787535

Estimating Demand Heterogeneity Using Aggregated Data: An Application to the Frozen Pizza Category

Albuquerque, Paulo; Bronnenberg, Bart J. - In: Marketing Science 28 (2009) 2, pp. 356-372

This paper combines different aggregate-level data sets to identify new product demand in consumer packaged goods (CPG) categories. Our approach augments market-level time-series data with widely available summaries of household purchase behavior, i.e., brand penetration and purchase set size...

Persistent link: https://www.econbiz.de/10008787550

Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?

Chandrasekaran, Deepa; Tellis, Gerard J. - In: Marketing Science 27 (2008) 5, pp. 844-860

The authors study the takeoff of 16 new products across 31 countries (430 categories) to analyze how and why takeoff varies across products and countries. They test the effect of 12 hypothesized drivers of takeoff using a parametric hazard model. The authors find that the average time to takeoff...

Persistent link: https://www.econbiz.de/10008787589