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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
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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
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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
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Positioning and Pricing in a Variety Seeking Market
Sajeesh, S.; Raju, Jagmohan S. - In: Management Science 56 (2010) 6, pp. 949-961
We study competitive positioning and pricing strategies in markets where consumers seek variety. Variety seeking …
Persistent link: https://www.econbiz.de/10009191215
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Consumer Behavior in Practice : Strategic Insights for the Modern Marketer
Chan, Eugene Y. - 2024
Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior...
Persistent link: https://www.econbiz.de/10014478777
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Optimal Strategic Pricing of Reproducible Consumer Products
Nascimento, Fernando; Vanhonacker, Wilfried R. - In: Management Science 34 (1988) 8, pp. 921-937
This paper investigates the strategic pricing of consumer durable products which can be acquired through either purchase or reproduction (e.g., computer software). As copy piracy results in an opportunity loss, its adverse effect on profits needs to be incorporated in strategic decisions such as...
Persistent link: https://www.econbiz.de/10009208995
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The Triggers, Timing and Speed of New Product Price Landings
Franses, Philip Hans; Hernández-Mireles, … - Erasmus Research Institute of Management (ERIM), … - 2008
Many high-tech products and durable goods exhibit exactly one significant price cut some time after their launch. We call this sudden transition from high to low prices the price landing. In this paper we present a new model that describes two important features of price landings: their timing...
Persistent link: https://www.econbiz.de/10010837531
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Defensive Marketing Strategies: An Equilibrium Analysis Based on Decoupled Response Function Models
Kumar, K. Ravi; Sudharshan, D. - In: Management Science 34 (1988) 7, pp. 805-815
The entry of a new product (attacker) into a competitive market is likely to provoke responses from some or all of the existing products (defenders). This paper investigates the development of optimal defensive strategies based on an understanding of the possible reactions of all the defenders...
Persistent link: https://www.econbiz.de/10009191502
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The Triggers, Timing and Speed of New Product Price Landings
Hernández-Mireles, C.; Fok, D.; Franses, Ph.H.B.F. - Erasmus Research Institute of Management (ERIM), ERIM … - 2008
Many high-tech products and durable goods exhibit exactly one significant price cut some time after their launch. We call this sudden transition from high to low prices the price landing. In this paper we present a new model that describes two important features of price landings: their timing...
Persistent link: https://www.econbiz.de/10005451010
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Robust new product pricing
Handel, Benjamin R.; Misra, Kanishka - In: Marketing science : the marketing journal of the … 34 (2015) 6, pp. 864-881
Persistent link: https://www.econbiz.de/10011410013