Marketing Science
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A Three-Stage Model of Industrial Trade Show Performance Trade shows are an important but under-researched component of the promotion mix for most industrial products. In this paper, we develop a three-stage model of trade show performance, relying on different indices of performance at each stage: attraction, contact, and conversion efficiency. We model the impact of preshow promotion, booth space, use of attention-getting techniques, competit... ... hiện toàn bộ
Marketing Science - Tập 14 Số 1 - Trang 22-42 - 1995
Research Note—The Benefits of Personalized Pricing in a Channel In this note, we explore channel interactions in an information-intensive environment where the retailer can implement personalized pricing and the manufacturer can leverage both personalized pricing and entry into a direct distribution channel. We study whether a retailer can benefit from personalized pricing and how upstream personalized pricing or entry into a direct distribution chann... ... hiện toàn bộ
Marketing Science - Tập 25 Số 1 - Trang 97-105 - 2006
Strategic Assortment Reduction by a Dominant Retailer In certain product categories, large discount retailers are known to offer shallower assortments than traditional retailers. In this paper, we investigate the competitive incentives for such assortment decisions and the implications for manufacturers' distribution strategies. Our results show that if one retailer has the channel power to determine its assortment first, then it can strateg... ... hiện toàn bộ
Marketing Science - Tập 28 Số 2 - Trang 309-319 - 2009
The Bright Side of Supplier Encroachment The common wisdom is that a retailer suffers when its wholesale supplier encroaches on the retailer's operations by selling directly to final consumers. We demonstrate that the retailer can benefit from encroachment even when encroachment admits no synergies and does not facilitate product differentiation or price discrimination. The retailer benefits because encroachment induces the encr... ... hiện toàn bộ
Marketing Science - Tập 26 Số 5 - Trang 651-659 - 2007
Strategic Manufacturer Response to a Dominant Retailer The growing dominance of large retailers has altered traditional channel incentives for manufacturers. In this paper, we present a theoretical model to illustrate a strategic manufacturer response to a dominant retailer. In our model, a dominant and a weak retailer compete for the sale of a single product supplied by a single manufacturer. The dominant retailer has the power to dictate th... ... hiện toàn bộ
Marketing Science - Tập 26 Số 2 - Trang 164-178 - 2007
Channel Coordination in the Presence of a Dominant Retailer The retail trade today is increasingly dominated by large, centrally managed “power retailers.” In this paper, we develop a channel model in the presence of a dominant retailer to examine how a manufacturer can best coordinate such a channel. We show that such a channel can be coordinated to the benefit of the manufacturer through either quantity discounts or a menu of t... ... hiện toàn bộ
Marketing Science - Tập 24 Số 2 - Trang 254-262 - 2005
A Two-Sided, Empirical Model of Television Advertising and Viewing Markets For marketers, television remains the most important advertising medium. This paper proposes a two-sided model of the television industry. We estimate viewer demand for programs on one side and advertiser demand for audiences on the other. The primary objective is to understand how each group's program usage influences the other group. Four main conclusions emerge. First... ... hiện toàn bộ
Marketing Science - Tập 27 Số 3 - Trang 356-378 - 2008
An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data The PIMS (Profit Impact of Marketing Strategies) data entail sparse time-series observations for a large number of strategic business units (SBUs), In order to estimate disaggregate marketing mix elasticities of demand, a natural solution is to pool different SBUs. The traditional, a priori approach is to pool together those SBUs which one believes in advance to be very similar with respe... ... hiện toàn bộ
Marketing Science - Tập 12 Số 1 - Trang 103-124 - 1993
Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations This paper provides some empirical generalizations regarding how the relative prices of competing brands affect the cross-price effects among them. Particular focus is on the asymmetric price effect and the neighborhood price effect. The asymmetric price effect states that a price promotion by a higher-priced brand affects the market share of a lower-priced brand more so than the reverse.... ... hiện toàn bộ
Marketing Science - Tập 18 Số 1 - Trang 23-41 - 1999
Signaling Quality with a Money-Back Guarantee: The Role of Transaction Costs Direct marketing is witnessing explosive growth. As consumers increasingly purchase products from their homes, their ability to judge the quality of products they buy is significantly reduced. In this paper we study how money-back guarantees can signal product quality in such environments. We interpret product quality broadly to mean both the level of attributes promised as well as the fi... ... hiện toàn bộ
Marketing Science - Tập 14 Số 4 - Trang 442-466 - 1995
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