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Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies

Anderson, Eric T.; Simester, Duncan I. - In: Marketing Science 23 (2004) 1, pp. 4-20

We use the results of three large-scale field experiments to investigate how the depth of a current price promotion affects future purchasing of first-time and established customers. While most previous studies have focused on packaged goods sold in grocery stores, we consider durable goods sold...

Persistent link: https://www.econbiz.de/10008787761

Nonlinear Pricing to Produce Information

Braden, David J.; Oren, Shmuel S. - In: Marketing Science 13 (1994) 3, pp. 310-326

We investigate the firm's dynamic nonlinear pricing problem when facing consumers whose tastes vary according to a …-looking firm should tend towards penetration pricing; otherwise its strategy should tend towards skimming. We extend our insights … to more general settings and discuss implications for pricing product lines. …

Persistent link: https://www.econbiz.de/10008787777

Price as a Stimulus to Think: The Case for Willful Overpricing

Wathieu, Luc; Bertini, Marco - In: Marketing Science 26 (2007) 1, pp. 118-129

. Accounting for the effect of price as a stimulus to think, a monopolistic firm should either over price (“transgressive pricing …”) or under price (“regressive pricing”) in comparison to the consumer's willingness to pay. Under certain circumstances …

Persistent link: https://www.econbiz.de/10008787790

Research Note—The Effects of Costs and Competition on Slotting Allowances

Kuksov, Dmitri; Pazgal, Amit - In: Marketing Science 26 (2007) 2, pp. 259-267

We consider the optimal two-part tariff contract between a manufacturer and a retailer. We show that retail competition (in the presence of either fixed costs or bargaining power) may lead to slotting allowances in an optimal contract, even with a monopoly manufacturer and no information...

Persistent link: https://www.econbiz.de/10008787794

Practice Prize Article—: A Multichannel, Multiregion Sales Forecasting Model and Decision Support System for Consumer Packaged Goods

Divakar, Suresh; Ratchford, Brian T.; Shankar, Venkatesh - In: Marketing Science 24 (2005) 3, pp. 334-350

We discuss the development and implementation of , a sales forecasting model, by pack size, category, channel, region, customer account and a Web-based decision support system (DSS) for consumer packaged goods. In addition to capturing the effects of such variables as past sales, trend, own and...

Persistent link: https://www.econbiz.de/10008787812

Can Bait and Switch Benefit Consumers?

Gerstner, Eitan; Hess, James D. - In: Marketing Science 9 (1990) 2, pp. 114-124

We present a model that leads to an equilibrium with characteristics similar to the following stylized facts observed in retail markets: (a) Retailers advertise only selected brands; (b) Often low priced advertised brands are understocked; (c) In-store promotions are biased towards more expensive...

Persistent link: https://www.econbiz.de/10008787820

Yes, “Bait and Switch” Really Benefits Consumers

Hess, James D.; Gerstner, Eitan - In: Marketing Science 17 (1998) 3, pp. 283-289

In our 1990 paper we demonstrated that a law prohibiting bait and switch may have the surprising consequence of hurting the consumers it was designed to protect. Wilkie, Mela, and Gundlach (1998) postulate that this may be false if upselling is equally effective when the bait brand is available...

Persistent link: https://www.econbiz.de/10008787832

Service Escape: Profiting from Customer Cancellations

Xie, Jinhong; Gerstner, Eitan - In: Marketing Science 26 (2007) 1, pp. 18-30

This paper explores the benefits of letting customers escape from prepurchased service contracts by offering refunds for cancellations. We show that such a policy creates opportunities for in a capacity-constrained service—i.e., collecting cancellation fees from advance buyers who cancel, and...

Persistent link: https://www.econbiz.de/10008787833

The Impact of Discrete Bidding and Bidder Aggressiveness on Sellers' Strategies in Open English Auctions: Reserves and Covert Shilling

Sinha, Atanu R.; Greenleaf, Eric A. - In: Marketing Science 19 (2000) 3, pp. 244-265

bidding does affect these strategies, as does the aggressiveness of the bidder with the highest valuation, to the average …

Persistent link: https://www.econbiz.de/10008787861

Products with Branded Components: An Approach for Premium Pricing and Partner Selection

Venkatesh, R.; Mahajan, Vijay - In: Marketing Science 16 (1997) 2, pp. 146-165

consumers' valuation of the bundle, necessitating changes in the ways firms identify and price such bundled products … approach that helps marketers of products with branded components make optimal pricing and partner selection decisions. Our … the valuation of alternative products and their principal components at the level of a randomly drawn consumer. To do so …

Persistent link: https://www.econbiz.de/10008787874